Yeo Valley (company)
Yeo Valley Organics (-1990)
|Founded||1961 (Yeo Valley)|
|Headquarters||Bristol, United Kingdom|
|Roger Mead (Founder)
Tim Mead (CEO)
Yeo Valley Restaurant
Yeo Gardens & Cafe
Rocombe Farm Ice Cream
|Owner||Mead Family (100%)|
Yeo Valley is a family-owned farming and dairy company based in the village of Blagdon, in the Yeo Valley, and in Cannington, near Bridgwater, Somerset, England. It produces the Yeo Valley Family Farms range of yogurt and also two cafe / restaurants in Blagdon as well as the Roscombe Dairy Ice Cream brand. The company has been owned by its founder's (Roger Mead's) family, and is now run by his son Timothy Mead.
Yeo Valley founders, Roger and Mary Mead began making yogurt, using milk from their dairy herd, in 1974, selling them from the gate of their farm and to local shops. The present owner, Tim Mead, took over in 1990 when his father, Roger, died in a farming accident.
Production of organic yogurt was started in 1993, as local farmers who were producing organic milk had difficulty finding a consistent demand for it. Yeo Valley encouraged more local farmers to become organic and form a co-operative, guaranting to buy their produce to cope with growing demand. Today Yeo Valley Organic is a well-known organic dairy company, with many awards for product quality and innovation, and a Queen's Award for Enterprise presented in 2001 for the revolutionary way it worked with its farming suppliers, encouraging them to turn organic and giving them long-term ‘fair trade’ contracts. The firm won another Queen's Award for Enterprise, for sustainable development, in 2006 for its "Approach to management with continuing support for sustainable UK organic farming thereby minimising environmental impact".
In 2010, they launched a £5 million advertising campaign, created by Bartle Bogle Hegarty, featuring the Yeo Valley Rap, using commercial breaks in The X Factor finals, which went viral. Their follow-up campaign which featured a spoof boy band, The Churned, launched during the first X Factor live show on 8 October 2011. They subsequently released the single "Forever" on iTunes, and are running a karaoke style competition on their Facebook page where the winner will appear on their final ad during the X Factor final.
In March 2012, the business was re-branded as "Yeo Valley Family Farm" by Perry Haydn Taylor's agency Big Fish who redesigned their entire range of over 145 products, relaunched their digital communications and introduced a sales promotion plan. Their new brand identity changed from a droplet of milk to a heart containing with the words "Yeo Valley Family Farm" and the strapline "Supporting British Family Farms" beneath it.
In 2010, Yeo Valley Group invested in fields to grow 'Elephant Grass', which the company describes as "It’s brilliant stuff and regrows every year, absorbing lots of CO2 as it grows." During the winter months, Yeo Valley's headquarters are powered by the bio-fuel.
Yeo Valley is the largest organic business in the UK producing over 2,000 tonnes of yogurt, butter, milk and ice cream each week. The Yeo Valley Organic brand continues to grow and the range now includes: Yeogurt (fruity, low fat and Greek style varieties), milk, children's products (First Yeos, Little Yeos, Yeotubes and Smoothies), butter, cream, Frozen Yeogurt, ice cream, compote and rice pudding. Yeo Valley also sells non-organic yogurt under the more recently created Ubley brand, which was designed to take on big brands such as Müller and Danone.
Notes and sources
- Nielson (2009).
- "Environment". Yeo Valley organic. Retrieved 14 November 2010.
- "The Queen's Awards for Enterprise: Sustainable Development 2006". The Queen's Awards for Enterprise. Retrieved 2007-06-12.
- Baker (2010).
- Durrani (2011).
- big fish. "Yeo Valley". big fish. Retrieved 2014-05-14.
- Anderson, Elizabeth (30 May 2015). "Inside Yeo Valley: the family farm that’s taking on big dairy". Telegraph. Retrieved 1 March 2016.
- Reach Brands. "Ubley Yogurts for Yeo Valley". Reach Brands. Retrieved 2016-10-18.
- Baker, Rosie (2010). "Yeo Valley takes organic message to TV". Marketing Week. London: Centaur Media PLC. Retrieved 11 October 2011.
- Nielson, Tina (March 2009). "Profile: Tim Mead". Director Magazine. London: Institute of Directors. Retrieved 11 October 2011.
- Durrani, Arif (5 October 2011). "Yeo Valley prepares X Factor campaign with 'boy band' Churned". Campaign. London: Haymarket Group. Retrieved 11 October 2011.