Santa Ynez, CA—September 2004 - Those companies most successful at marketing to consumers have the gift of predicting tastes and trends. A remarkable example of this is Jackson-Mitchell, Inc., whose president, Robert Jackson, had a vision for the goat milk niche industry. His vision has led the Meyenberg Goat Milk label, like cream, to rise to the top.
Drawing on the milk from thousands of goats in California and Arkansas, his Turlock, CA based company, Jackson-Mitchell, Inc., is international in scope. Over 19 million pounds per year of the company’s Meyenberg-brand fresh and packaged goat milk is sold in supermarket chains and health food stores in the U.S. Export markets stretch from Canada to Sri Lanka.
Over 90% of this country’s supermarkets and health food stores carry one or more of the company’s products and, with few exceptions, it is the only goat milk on grocery shelves or in refrigerated dairy sections of the stores. Jackson-Mitchell is the only company that produces Evaporated Goat Milk.
ANTICIPATING THE TRENDS
The sales of Meyenberg Goat Milk products are increasing at a rate of over 15% a year. Goat milk satisfies two major consumer demands anticipated by Jackson more than ten years ago: the desire to avoid foods containing preservatives and growth hormones [Meyenberg Goat Milk products are preservative free and contains none of the controversial bovine growth hormone (BGH) found in most cow’s milk,] and the steady, mushrooming demand for foods that are 100% natural and nutrient rich.
RECOGNIZING A GOLDEN FUTURE
Robert Jackson’s father was the first to recognize goat milk’s golden future when he introduced Meyenberg Evaporated Goat Milk to America 70 years ago. In those days, Evaporated Goat Milk was marketed solely for infants allergic to cow milk and sold in pharmacies. With the proliferation of infant formulas, that all changed. Robert Jackson, who assumed leadership of the company in 1954, began marketing his Evaporated Goat Milk to the population at large, particularly targeting Seniors and children—two groups that are especially prone to cow milk sensitivities (cow’s milk remains the number one food-related allergen.)
Beginning in 1934, Jackson-Mitchell became the sole distributor of Evaporated Goat Milk manufactured by another company under the Meyenberg label. In the 1970s the goat milk division was spun off by the parent company and purchased by Robert Jackson and his wife and partner Carol. Jackson-Mitchell now owns and operates two goat milk processing facilities: one in Turlock, California and another in Yellville, Arkansas.
In the early 1990s, a demand was building for all natural products. Consumers were interested in better health and nutrition. In addition, it was common knowledge that goat milk was more easily digested by consumers with cow milk sensitivity. Realizing all of this, Jackson-Mitchell was, and is, poised to dominate and extend Meyenberg’s line of goat milk products. Meyenberg is the only ultra-pasteurized goat milk on the U.S. market. Using no preservatives, this process results in a nine-week shelf life allowing for nationwide refrigerated distribution. A 1% Low Fat ultra pasteurized Goat Milk was followed by “Tetra Pak” Whole Goat Milk which has a nine-month shelf life and Instant Powdered Goat Milk.
The company’s latest new product, Meyenberg Goat Milk Butter broadens the scope and diversity of their product line. Tapping into the trend of gourmet chefs and “foodies” to seek and find what they consider luxury additions to their sophisticated palates, the use of European style Meyenberg Goat Milk Butter, with its exceptional flavor, lends itself to uses as a delicious spread and culinary ingredient.
The goals of increasing their worldwide sales to take advantage of the fact that 51% of people on earth drink goat milk and the changing movements in the marketplace, account for Jackson-Mitchell’s over 15% annual growth rate. By aggressively developing new approaches for further sales keeps Meyenberg thriving in a special field with a premier name in a very select business.
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