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His Desk for a Recently Closed Kraft Yogurt Plant in Central New York. After Initially Throwing the Ad Away, Ulukaya Trusted

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His Desk for a Recently Closed Kraft Yogurt Plant in Central New York. After Initially Throwing the Ad Away, Ulukaya Trusted New York, each cup is handcrafted to perfection using only the highest-quality natural ingredi- ents: fresh milk, real fruit, and natural sweeten- ers. All Chobani products are gluten-free, kosher certified, and made with milk from cows not treated with rBST. Chobani provides twice the protein of regular yogurt, five live and active cultures, and three strains of probiotics. RECENT DEVELOPMENTS Today Chobani is the number-one yogurt in America. Global expansion continues, and the company seeks to bring more product innova- tions to market. The central New York yogurt plant, which used to see one milk truck a day, now welcomes 60 to 80 trucks per day, uses over 3 million pounds of milk a day, and ships over 1.7 of-home placements, and social media. Ordi- Chobani’s philanthropic initiatives have sup- million cases of yogurt each week. nary consumers and real Chobani lovers ported more than 50 groups to date. The global Domestically, Chobani is investing more than starred in the ads, sharing their “real love sto- impact of these efforts is apparent from $400 million in the expansion of its current cen- ries” and the lengths they go to for their Chobani’s backyard of New Berlin, New York, tral New York plant, along with the construction Chobani. The national campaign paid off, as with the creation of Champions Field — a of a second production facility in Twin Falls, Chobani claimed the number-one-yogurt-brand state-of-the-art Little League facility that gives Idaho, as part of the company’s continued strate- title just two short months later. local families a place to gather and learn the gic growth initiative. Its second U.S. site will In February 2012 Chobani and the U.S. life lessons of sportsmanship, teamwork, and span 900,000 square feet, making it the largest Olympic Committee announced a partnership to yogurt plant in the country and creating, directly naturally power Team USA for the London 2012 and indirectly, more than 3,000 new jobs. The Summer Olympics and the Sochi 2014 Winter Twin Falls facility will double Chobani’s U.S. Olympics. Chobani will be available to every athlete training or living at official U.S. Olympic Training Centers, and all THE MARKET in a mass way. Chobani never loses sight of its his desk for a recently closed Kraft yogurt plant Chobani products will carry the Team The U.S. market for Greek yogurt has boomed in original goal: to make high-quality, fairly priced in central New York. After initially throwing the USA logo and Olympics rings. Chobani’s recent years, as consumers’ tastes shifted toward products so that everyone — regardless of income ad away, Ulukaya trusted his gut and fished it second national advertising campaign, the rich, creamy texture and low-fat, high-protein or geographic location — can access “good” out of the trash. He went to see the plant, decid- “Naturally Powering Team USA,” nutrition profile. Greek yogurt now accounts for a yogurt. In December 2010 Chobani claimed the ing to buy it on the spot. debuted during the London Olympics quarter of the total U.S. yogurt market, and that number-one Greek yogurt spot, and just a few With the help of four employees, it took over opening ceremonies in July 2012. share continues to grow. Chobani is an authentic months later, in April 2011, rose to be named the one and a half years to perfect the recipe for Greek strained yogurt, made differently than reg- number-one-selling yogurt brand in America. Chobani. In October 2007 Chobani hit store BRAND VALUES ular yogurts and signifying a widespread shift in Most recently, Chobani received the U.S. shelves in Long Island, New York. The company’s philosophy, nothing but the palates of consumers. Chobani founder, Small Business Administration’s national Entre- Initial retail interest for Chobani primarily good, permeates everything Chobani preneurial Success of the came from high-end specialty stores. Despite its does. Under Ulukaya’s leadership, Year Award for 2012, and was need for revenue, Chobani held out for place- Chobani has grown from four employees named one of Fast Company’s ment on mainstream yogurt shelves based on the to over 1,200 strong. Amid this rapid 2012 Most Innovative Com- belief that everyone deserved access to good production capacity and allow the company to expansion, Ulukaya managed to keep a cohe- panies. Chobani was the cata- yogurt. Chobani’s conviction paid off when Stop bring exciting product innovations to market. sive, family culture alive and well in his boom- lyst for America’s Greek & Shop, New England’s largest retailer, signed Chobani has also set its sights outside the ing facility. From the company’s offices and yogurt boom and has since on in 2009. Other major retailers quickly fol- United States. In July 2011 Chobani acquired production facilities — to its relationships self-worth — all the way to Somalia, with a $1 mil- changed the way consumers lowed suit. Bead Foods, a high-quality dairy manufacturer with local communities and farmers, business lion donation to the Global Enrichment think about and eat yogurt. in Melbourne, Australia. Chobani began import- partners, and vendors — all the way to the Foundation to support their Convoy for Hope Chobani is currently available THE PRODUCT ing its yogurt to New South consumer, Chobani never fal- famine relief efforts. This donation provided at major retailers across the Each authentic strained cup of Chobani is nothing Wales and Victoria soon after. ters from this nothing but life-saving aid to approximately 200,000 Somali United States; in the Greater but good. Made deep in the rolling hills of central However, work is already good philosophy. people during an emergency that the United Toronto, Canada, region; and under way on a $25 million Since day one, Ulukaya Nations declared the worst humanitarian crisis in New South Wales and expansion of the Melbourne has been a champion for in the world. Victoria, Australia, with plans plant so that Chobani prod- positive change, directly guid- to continue expanding in ucts can be locally produced. ing Chobani’s strategic philan- those regions and into new Most recently, Chobani thropic efforts. The company THINGS YOU DIDN’T KNOW ABOUT markets globally. launched Champions, the first uses its reputation and finan- CHOBANI president, and CEO Hamdi Ulukaya shared, “I Greek yogurt for kids. In deli- cial success to permanently personally do not believe that the yogurt story HISTORY cious, kid-pleasing varieties and positively impact the m Ulukaya got Chobani off the ground with has started yet. I believe the yogurt story in this Chobani founder and CEO Hamdi Ulukaya such as VerryBerry and lives of thousands of indi- the help of a U.S. Small Business Admini- country is about to start.” grew up in Turkey working his family’s sheep Vanilla Chocolate Chunk, the viduals and communities stration loan. Today, Ulukaya remains farm and feta cheese operations. In 1994 he brand is already among the top five yogurts in around the world. sole owner of his booming enterprise. ACHIEVEMENTS moved to the United States to learn English and the kids’ category and continues to grow. In 2010 Ulukaya created the Shepherd’s Gift Chobani grew into a nearly $1 billion business in study business at the State University of New Foundation, an independent 501(c)3. Founded in m It takes three pounds of milk to make one just five years, solidifying itself as the number- York at Albany. Ulukaya couldn’t help but notice PROMOTION honor of his mother, a woman who lived her life in pound of Chobani. one yogurt brand in America. Chobani trans- a huge gap in the dairy product offerings In February 2011 Chobani launched its first- the spirit of a shepherd — an expression in Turkey m The three most popular Chobani flavors formed the U.S. yogurt category — sending in America. He knew that Americans would ever national advertising and marketing used to describe people who give without expect- at press time are Blueberry, Black Cherry, longtime industry leaders scrambling — by rec- have a palate for the authentic dairy products he campaign: “Real Love Stories.” It leveraged ing anything in return — the foundation gives and Pineapple. ognizing the opportunity to bring high-quality, enjoyed back in Turkey; they just needed the the brand’s passionate fan base to tell the 10 percent of all Chobani after-tax profits to people authentic dairy products to American consumers right products. In 2005 a classified ad crossed Chobani story through television, digital, out- working for positive, long-lasting change. 30 31 New York, each cup is handcrafted to perfection using only the highest-quality natural ingredi- ents: fresh milk, real fruit, and natural sweeten- ers. All Chobani products are gluten-free, kosher certified, and made with milk from cows not treated with rBST. Chobani provides twice the protein of regular yogurt, five live and active cultures, and three strains of probiotics. RECENT DEVELOPMENTS Today Chobani is the number-one yogurt in America. Global expansion continues, and the company seeks to bring more product innova- tions to market. The central New York yogurt plant, which used to see one milk truck a day, now welcomes 60 to 80 trucks per day, uses over 3 million pounds of milk a day, and ships over 1.7 of-home placements, and social media. Ordi- Chobani’s philanthropic initiatives have sup- million cases of yogurt each week. nary consumers and real Chobani lovers ported more than 50 groups to date. The global Domestically, Chobani is investing more than starred in the ads, sharing their “real love sto- impact of these efforts is apparent from $400 million in the expansion of its current cen- ries” and the lengths they go to for their Chobani’s backyard of New Berlin, New York, tral New York plant, along with the construction Chobani.
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