Swiss Dairy Speaks Español

Swiss Dairy Speaks Español

First in California to Introduce Bilingual Milk Label


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Riverside, CA–(HISPANIC PR WIRE)–August 26, 2004–In an unprecedented move, Swiss Dairy announced today that it will begin introducing new bilingual labels on its top-selling branded milk this month. The effort will eventually impact all Swiss Dairy milk sold at approximately 9,000 distribution points across Southern California. The new labels can be found immediately on Swiss Dairy whole and reduced fat milk, with the remaining low fat and fat free varieties available with new labels on-shelf within six weeks.

“This is the first time a California milk processor has reached out to Hispanic consumers with labels in Spanish,” says Steve James, Swiss Dairy President and General Manager. “We’ve taken the lead to show our commitment to this community.”

The company’s new bilingual labels will sport Swiss Dairy’s familiar red and white trademark branding and signature milk man – only now Señor Swiss Dairy reads in Spanish too.

“It’s the same high-quality milk we’ve been selling for 50 years,” stresses Ed Zimmerman, General Sales Manager, Swiss Dairy. “But, now our milk closely reflects the diversity of our community and the backbone of our customer base.”

“I congratulate Swiss dairy for being the first in the dairy industry to acknowledge that our customers are unique and bilingualism is the norm today in many California families that consider Swiss milk part of their daily meal,” says Justo Frias, President, Gigante Markets USA.

According to industry experts, Swiss Dairy’s new labels mark the beginning of a trend in the dairy and packaged food industries that is expected to extend beyond fluid milk in the near future. As the competition steadily increases, processors and dairy marketers will continue to strengthen their efforts at building and maintaining brand loyalty.

About Swiss Dairy

Based in Riverside, CA Swiss Dairy is the number one selling brand of milk in Southern California. Swiss Dairy’s 9,000 distribution outlets, include Hispanic supermarkets, chain drug and convenience stores, mass merchants and club stores, as well as select restaurants featuring the Swiss Dairy brand. Swiss Dairy is a local dairy company of Dean Foods Company – one of the leading food and beverage companies in the U.S. The Dean Foods Dairy Group Division is the largest processor and distributor of milk and other dairy products in the country.

Swiss Diary Facts

— Swiss Dairy is the number one selling brand of milk in Southern California moving more than 100,000 gallons per day.

— Based in Riverside, California, Swiss Dairy employs approximately 150 people across Southern California.

— Swiss Dairy has been serving Southern California’s Hispanic community for nearly 50 years. Almost all of Swiss Dairy’s distribution outlets are located in Hispanic-concentrated communities in Los Angeles, Riverside, San Diego and Orange Counties.

— The company participates in a number of Hispanic community-oriented initiatives via its retailers in their local neighborhoods, including Cardenas Markets’ annual “Fiesta de la Familia” in Riverside.

— Across Southern California, Swiss Dairy’s bilingual milk can be found at:

1. Sam’s Clubs

2. Local mass merchants – Target, Wal-Mart and K-Mart

3. Independent supermarkets, like Gigante, Cardenas, Payless, Jax, Número Uno, El Tapatio, El Súper, R-Ranch and Buy Low Markets

4. Chain and independent convenience stores, like AM/PM and Circle K

5. Chain and independent drug stores – CVS, Longs and Rite Aid

— Restaurants using Swiss Diary branded products include the Olive Garden, Soup Plantation and Norms throughout Southern California.

**Editor: For more information – or an interview – please contact Romina Bongiovanni or Molly Ireland at 310-226-8600**

NOTE TO EDITORS: A high-resolution image is available at: http://www.hispanicprwire.com/index_in.php

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CONTACT:

RL Public Relations

Romina Bongiovanni

Tel: 310-226-8600

Swiss Dairy Speaks Español