Florida-based brand development and marketing company Bravo! Foods International has signed a contract with Farmers Cooperative Dairy Ltd (FCD) of Canada to manufacture and distribute Bravo! Looney Tunes brand flavoured fluid milk throughout Canada.
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The product will be available in grocery and convenience stores initially within Atlantic Canada region by September 2002. A national roll out is planned over the next six months in both refrigerated and non-refrigerated tetra brick formulations.
FCD is an 80-year-old company owned by about 300 dairy farmers in the Atlantic region of Canada. It employs about 600 people and dominates dairy sales in retail, food service, schools and industrial outlets through 175 delivery routes.
The company also produces and nationally distributes a private label dairy product for two of Canada’s largest national food store chains, Loblaws and Sobeys.
Ron Burry, marketing manager of FCD, commented: “We are excited about the opportunity we see in manufacturing and distributing Bravo! Foods Looney Tunes brand flavoured milk. We envision this opportunity as a point of differentiation for FCD.”
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By GlobalDataRoy Warren, Bravo! CEO, added: “Over the last six months we have watched FCD diligently put the pieces in place to launch a national Bravo! Foods Looney Tunes brand milk roll out across Canada. We have observed their tight controls of the product from production through distribution through monitoring at the point of final sale. We are comfortable and confident that we have chosen the highest quality partner in Canada to nurture our milk product.”
Mike Edwards, Bravo! executive VP, international sales and marketing, also pointed out that the product enjoys an advantage due to its point of difference. “Up to this point, the product and packaging of milk in Canada has been very basic. We are introducing a brand of milk that is exciting to kids of all ages.”
