Organic Valley CMO Lewis Goldstein Took a Pay Cut to Work on a Farm
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He described the shop’s “It’s Butter Season” campaign, which celebrates a time when bakers are “shining in the world,” as “awesome” despite the bout of bad timing. “We got it out there for week, and some of our biggest retailers were calling us saying, ‘You use 12 sticks of butter in that video; I want them.'”
Supply isn’t the only challenge Mr. Goldstein’s team faces. As the company expands into new categories, he wants to promote a “unified message” across categories. “If people are buying milk, we want them to try our cheese. If they’re buying our butter we want them to try our milk.”
The plan is to connect more consumers with the farms through tours and virtual experiences. For example, the team is thinking about strapping a live camera on a cow, so that a kid having breakfast can scan a QR code on a carton of milk and see what the cow is doing at the same time, he said.
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