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Farmer-owned dairy cooperative Omsco has announced it will now be known as, and trade under, Organic Herd. The rebranding is set to support Organic Herd’s vision to be recognised as a sustainable organic dairy farmers cooperative. The cooperative hopes to build its reputation as a producer of high-quality organic dairy products, while bringing awareness to the intrinsic benefits of organic dairy. The new name and identity coincides with the launch of a new Organic Herd range of premium branded organic products – the cooperative says that the value-added range will showcase the very best of organic dairy and set it apart from conventional dairy offerings. Martyn Anthony, Organic Herd’s CEO said: “The transition from being the Organic Milk Suppliers Cooperative (Omsco) to Organic Herd demonstrates the ongoing evolution of the business. From being simply a transactional supplier of organic milk to third-party processors, our new name reflects that we are now a more confident and more progressive business with a range of valuable customers, supply partnerships, products offerings and routes to market.” He continued: “We believe our new, more relevant and relatable name will enable us to redefine and reinforce all that is great about organic dairy. It will enable us to engage more effectively with customers and consumers on the issues that they care about and make a compelling case for why they should choose organic dairy, which by its very nature is the original and only fully accredited regenerative dairy farming system.” Organic Herd says its new name is an “integral part of an ambitious long-term growth and development strategy, based upon continuing to build a more balanced business profile”. It plans to do this through enhancing its long-term sustainable supply partnerships with dedicated dairy processors, food producers and food ingredients businesses, continuing to grow its established international presence, and launching a range of innovative, added value consumer products into the UK market. The new Organic Herd range will include cheddars, butters and flavoured butters including a truffle butter, ‘Port Salut style’ soft cheeses featuring two bold flavoured variants, chocolate and two milk drinking chocolates. The range will debut at London’s Speciality Fine Food Fair in September and will be sold at specialist retailers, delis and farm shops across the UK. Martyn Anthony added: “Our new name, identity, and premium product range, we believe, reflect and reinforce our core brand values of being collaborative, innovative, authentic and, above all, our preparedness to be bold to make a positive difference. We know we have much more to do but believe our new identity will be a catalyst to enhance and accelerate our mission of providing a sustainable future for our dairy farmers and the natural environment in which they farm.”