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BrandingBusiness Adds an Essential Ingredient in Global Dairy Company’s Brand


IRVINE, CA (Feb. 17, 2015) – BrandingBusiness, the B2B brand strategy leader, has revealed a new brand strategy and identity for Schreiber Foods, the world’s largest employee owned dairy company.

Schreiber Foods is a unique company. It has grown from a single cheese production facility in Green Bay, Wisconsin, to become a $5 billion global enterprise ranking 88 on Forbes list of America’s largest private companies.

In mid-2014 Schreiber stood at the threshold of a transformational future. A strategic acquisition had given the company entre to the giant European yogurt market, and it was about to move into a new 260,000-square-foot corporate headquarters and global technology center in downtown Green Bay.

CEO Mike Haddad’s direction to BrandingBusiness was clear and aspirational: “Our brand must reflect our values, inspire our people and position us as a modern, global company.”

Although Schreiber supplies some of most recognized food brands and retailers in the world, the Schreiber brand is invisible to the public. It is truly an ingredient in the success of its customers’ brands. The Schreiber brand is rooted in the culture of the company and is lived and delivered by more than 7,000 employees who have a personal stake in the success of customers and the company.

Drawing on the inspirational ethos of employees, BrandingBusiness developed “The Essential Ingredient,” the Brand Essence that captures the spirit of Schreiber and defines the Schreiber brand – that unique, extra dimension that Schreiber brings to its relationship with customers.

Around a Brand Positioning and Brand Essence, BrandingBusiness developed a visual identity system that reflects the human quality of the company, its innovation and also elevates the brand to the same world class stature as those of its customers.

It enshrines the Schreiber values of caring, partnership and ownership, with its history of continuous improvement and unwavering commitment to its customers, to improve business performance.

“BrandingBusiness had a real challenge on their hands,” said Mike Haddad. “The Schreiber brand is invisible in the traditional sense of a brand.  Our brand is made tangible by our culture. We are a part of our customers’ brand and an ingredient in their success, and that focus has been the bedrock of our success.”

“BrandingBusiness delivered insights, thinking and creativity that gave us a fresh way of thinking about ourselves and the voice to tell our story to the world in a powerfully authentic way.”