A MAJOR move on the dairy business front has seen Arla Foods acquire Yeo Valley Dairies, giving the farmer-owned dairy cooperative the rights to use the organic Yeo Valley brand in milk, butter, spreads and cheese. But the Yeo Valley yogurt, ice cream, cream and desserts business will continue to be run independently through Yeo Valley group, which remains under the ownership of the Mead family. Commenting on the deal, Arla Foods managing director Tomas Pietrangeli said: "The potential for future investment in range through this licensing agreement with Yeo Valley provides a significant opportunity to offer a greater choice to consumers at attractive prices. “Our ambition is to encourage customers to trade up from standard to organic milk, butter and cheese, driving overall growth for organic across dairy categories.” “Arla Organic Free Range milk has driven 60% of all the growth within the organic milk category in the last 12 months, with 70% of all Arla organic free range milk sales attributable to customers who would have not previously purchased organic milk," noted Mr Pietrangeli. "Through the licence to use the Yeo Valley brand, we believe that we can further drive organic penetration of the milk market.” Tim Mead, organic farmer and custodian of the Yeo Valley family business said: “Arla’s farmer-owned credentials are aligned to the values and ethos that the Yeo Valley brand is based on – supporting British family farms. “We have a long-held ambition to grow organic dairy in the UK, because at Yeo Valley, we believe that organic dairy is better for the planet, for the cows and for health.” Completion of the transaction will take place following merger approval by the UK Competition and Markets Authority.
Dairy co-op Arla Foods has acquired the rights to use the organic Yeo Valley brand in milk, butter, cheese and spreads in a deal awaiting approval from the UK Competition and Markets Authority. The move provides the cooperative a chance to encourage customers to trade up from standard to organic milk, butter and cheese under the Yeo Valley brand, it said. The deal does not affect Yeo Valley yogurt, ice cream, cream and dessert products.