Northern Ireland dairy cooperative Dale Farm has unveiled new branding as part of a major growth strategy for the next three years.

The distinctive brand with two rolling hills, which has been used by the co-op for the last 50 years, has been redesigned to “reflect a more contemporary style” as well as better communicating its credentials as a farmer-led cooperative.

The changes will apply to both the consumer-facing brand and corporate brand and aim to protect and grow brand share as well as communicate brand purpose more clearly with consumers.

Dale Farm group chief executive Nick Whelan with the new branding

A spokesperson explained: “The new designs bring farming to the forefront visually, as well as incorporating the brand mission ‘Sharing Goodness Everyday’ – highlighting that by choosing the goodness of Dale Farm’s dairy, consumers are in turn supporting local farmers.”

Dale Farm’s corporate identity has also been revamped to align with the new look, using the strapline ‘Your Dairy Cooperative’ to place focus on the role of its 1,300 farming members.

“We carried out extensive consumer research aligned with our ambitious business growth plans and our desire to compete at a high level in today’s marketplace,” explained Nick Whelan, group chief executive Dale Farm.

“The results showed that it was time to refresh our identity. The Dale Farm brand has been known and loved for generations, yet has not been reinvigorated for half a century.

“Dale Farm is extremely proud to be owned by hardworking dairy farmers who supply us with milk to make our products. This is what makes Dale Farm the successful company it is.

Our new look celebrates the central role of farmers in our products and underlines that consumers are supporting the farming sector when they choose Dale Farm.

“This is a pivotal time for the Dale Farm business. Our brand portfolio of dairy products continues to perform consistently well, thanks to the excellence of our dairy farmers and the innovation of our people.

We are seeking out and capitalising on new opportunities all the time – from new markets, such as the Republic of Ireland for our ice cream range, to exciting new product innovations that reflect emerging consumer trends.

Our three-year plan will see us further grow our presence within existing and new markets and deepen our presence in a variety of dairy product categories.

“Redeveloping our identity is a bold and confident step that marks the start of a new era for Dale Farm – one which will see us reach more consumers, and in turn support the businesses of our dairy farmer-owners,” Nick Whelan said.