Where Bimbo Goes Can Lala Be Far Behind?
Cow Parade Lala ‘pastarán’ en León, originally uploaded by RightIndex.
Yesterday Lala, one of Mexico’s major milk producers, known for scattering life-size model cows around major Mexican cities, purchased National Dairy, the US company that owns the Borden and Dairy Fresh brands.
Here’s an interesting story on how Lala got going.
There is a saying in Gomez Palacio that the fields are irrigated with tears. It is a fitting aphorism for this dry hot and dusty land 200 miles west of Monterrey, where there is no water in sight. This is cow country, the source of 20 percent of Mexico’s dairy production. Here, long expanses of semi-desert are punctuated with little else besides agro-industrial complexes, and the occasional bright green field, irrigated with groundwater; not tears.
Worth reading the whole piece about how twenty five years ago Eduardo Tricio, a young man fresh from college, decided to use branding to transform the little family farm with nine cows. Informative on milk, dairying and business.
Now, apart from their interest in Mexico, Lala also has National Dairy’s cooperative of 18,000 dairies in 48 states of the USA.
In case the title of this post is obscure, Bimbo, another Mexican company is now the world’s largest baker.
Interesting story of a climb up from back-breaking poverty in the linked story. ‘Branding’. A word that is an idea that acts as a generator.
Even the word ‘Luddite’ as branding gives the average Luddite more power than they’d have without it.
It is an interesting story. Are you branded? Yes, you have lots!!