Organic Valley is a name that resonates with a devoted consumer base—a name associated with great-tasting, high-quality products in the dairy aisle and with the cooperative family-farming ethos the brand represents. And with that in mind, the company is launching Organic Valley Deli Meats and moving away from sister brand Organic Prairie—with upgraded packaging and flavor and the same all-natural, sustainably sourced, and humanely raised philosophy.
“Busy, health-conscious families want organic options for a quick lunch or snack,” said Brand Manager Ellie France, in a press release. “These are Organic Valley’s first branded meat products. And we do it right—delicious offerings with no binders, fillers, carrageenan, or added nitrates or nitrites.”
According to the cooperative’s press release, the move from Organic Prairie to Organic Valley is intended to bring greater consumer brand recognition to the company's deli meat lineup. Organic Prairie has been producing meats without antibiotics, synthetic hormones or toxic pesticides since 1996, sourcing meat from the cooperative’s stable of family farms, and the company noted that this latest upgrade is intended to build on this history of success.
In 2017, Men’s Health magazine recognized the company’s roast turkey slices as one of the “Best Foods for Men,” and Runner’s World awarded the roast beef slices the distinction of one of the “Best Lunch Foods for Runners.” With its rebrand, the company is working to ensure that its reach and list of accolades continue to grow.
The rebrand also comes at a time when the organic deli meat market is booming, according to Organic Valley. The organic deli meats market experienced nearly 29 percent sales growth and 34 percent unit growth in the last 12 months, as consumers increasingly seek premium products with clean and simple ingredients.
Organic Valley sliced deli meats will be available in seven all-organic varieties, including: uncured ham, smoked turkey, roast turkey, 100 percent grass-fed roast beef, roast chicken, pepperoni, and summer sausage—with SRPs ranging from $5.99 to $7.99.
Like all Organic Valley products, the newly rebranded line is free of antibiotics, synthetic hormones, toxic pesticides, and GMOs.
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