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Is4 - Stonyfield

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Interactive Session 4
Stonyfield Farm blogs for organic communication
The story of Stonyfield Farm is something of a legend. In 1983, friends and social activists Gary Hirschberg and Samuel Kaymen started out with a great yogurt recipe, seven cows and a dream. They set up an organic yogurt company in Wilton, New Hampshire, to capitalize on baby boomers’ growing concerns with pure foods and health, and to revitalize the New England dairy industry. Stonyfield Farms has grown to become the third largest organic company in the world, with more than $50 million in annual sales in 50 states. It produces more than 18 million cups of yogurt each month. Stonyfield Farm’s phenomenal growth is in part attributable to its ability to provide a product for a special niche market - people who treasure healthy foods and want to protect the environment. These values have become embedded in the company’s “personality”. Stonyfield pledges to use in its products only natural ingredients and milk that have not been produced with antibiotics, synthetic growth hormones, and toxic pesticides and fertilizers. The company donates 10 percent of its profits each year to efforts that help protect or restore the Earth. As the company expanded, management feared it would lose touch with its loyal and committed customer base. Traditional media-based advertising was expensive and wouldn’t really help the company “connect” with the kinds of people it was trying to reach. This company prefers word-of-mouth approaches that get its message to customers in ways that are more compatible with its grassroots, organic, activist people-friendly image. Stonyfield has several active e-mail newsletters with more than 500.000 subscribers, and it regularly places messages promoting causes it supports on the lids of its yogurt cups. Now is turning to blogs to further personalize its relationship with customers

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