Shamrock Farms Makes a "Smart" Move with Convenient Extension of Organic Line
PHOENIX (Oct., 2007) – Just months after becoming the only Arizona dairy to produce local organic milk, Shamrock Farms announces yet another industry breakthrough. This week, the company will extend its new organic line with the convenient-to-carry and easy-to-pour Smart Fit BottleTM.
The 96-ounce container falls between the traditional half-gallon and gallon milk sizes – making it lighter weight – and was designed to be ergonomically friendly including a no- slip handle. After extensive consumer research, Shamrock Farms learned that people love what’s in the container and that the greatest improvement opportunity for milk now lies with the container itself.
“When all was said and done, functionality was the true driver behind this innovative package,” says Sandy Kelly, director of marketing for Shamrock Farms Dairy Division. “Because of the demand we’ve experienced with our new organic milk, we expect the Smart Fit Bottle to be the perfect value size for organic users who want more than a half gallon.”
Nationally, the organic milk market is about 2.3 percent of total fluid volume; in Arizona, it’s only 1.3 percent. Shamrock Farms saw the difference as an untapped opportunity. And after only seven weeks of sales according to Information Resources (IRI) data four weeks ending August 12, 2007, Shamrock Farms has achieved 30 percent market share and has helped to drive the category. The company’s half-gallon two percent is the best selling organic SKU.
“The Smart Fit Bottle will be a great complement to Shamrock Farms’ successful organic line, which has helped to grow organic-branded milk in Arizona by 65 percent since its debut in June,” says Kelly.
Celebrating its 85th year, Shamrock Farms has made a name for itself by creating new products or modifying existing ones to meet consumer needs. The Smart Fit Bottle is no exception as the first of its kind in Arizona and one of the first in the country to contain milk.
Consumer demand was a major driver in leading Shamrock Farms to explore the organic market. Studies had shown that while the number of Arizona consumers seeking organic options was growing at a rate of 25 percent annually, less than one percent of Arizona’s milk supply was organic. As the hometown dairy, Shamrock Farms is dedicated toproviding Arizona consumers with fresh organic milk at a better price point than other organic brands.
Likewise, the idea for the Smart Fit Bottle was born during consumer focus groups and once a prototype of the bottle was created with input from ergonomic design specialists, Shamrock Farms conducted additional research asking consumers to rate the bottles on appearance, shape, ease, storability and pourability.
“This bottle has the convenience factor that consumers have been waiting for when it comes to milk,” says Kelly. “Whether it’s a mom looking to enable her kids to pour their own glass of milk and make their own cereal or a consumer looking for just the right size option, this bottle fits the bill.”
The Smart Fit Bottle containing Shamrock Farms whole, 2 percent reduced fat and fat-free organic milk varieties begins hitting the dairy case this week in retailers including Albertson’s, Bashas’ and Fry’s Marketplace.
About Shamrock Farms
Shamrock Farms, the largest dairy in the Southwest, produces and distributes traditional and organic farm-fresh milk, as well as whipping cream, sour cream, cottage cheese, ice cream and frozen novelties. Shamrock Farms, which has its own farm hosting both a traditional and organic herd totaling more than 10,000 cows, is a division of Shamrock Foods Company, a family-owned and -operated business founded in 1922 in Tucson, Arizona. For more information, visit www.shamrockfarms.net.
