Chobani Brand Greek Yogurt from upstate New York will be served at events the morning of President Obama’s Inauguration next week in Washington DC. The introduction and growth of Chobani Brand Greek Yogurt in 2007 has revitalized a sleepy grocery category and stimulated economic growth in upstate New York.
Handi Ulukaya, Chobani’s founder is a Turkish immigrant who was managing a small cheese company in Johnstown New York. In 2005, he purchased a yogurt plant from Kraft in Columbus, New York. Ulukaya had always wanted to make yogurt because he disliked the taste of American yogurt. He thought the yogurt in America was, well, horrible. He thought that if he made a better product people would purchase it. Ulukaya and his team spent two years perfecting this innovative product. Chobani was introduced in 2007 and has experienced rapid growth. In 2012, sales are estimated to be close to $1 Billion Dollars. The Chobani name comes from the Greek word chopani which means means shepherd.
Personally, I love the taste of the peach yogurt. Greek Yogurt is a healthy alternative to regular yogurt. It has double the protein and less than half the sugar.
Chobani’s growth has had a positive impact on the economy in rural upstate New York. Chobani now employs more than 1,300 people in upstate New York. Chobani buys over 25 million gallons of milk from local farmers providing a huge economic boost to the region.
Chobani has focused on developing a great product and letting the product do the marketing. Chobani has harnessed consumer feedback to continually improve and perfect the product. The brand has kept things simple and delivered a high quality product while re-inventing a category. It’s a good lesson for brand marketers.
Have you tried Chobani Greek Yogurt?