British farmer-owned dairy co-operative, First Milk has announced the release of a new packaging identity for its regenerative cheese brand, Golden Hooves, which was originally launched earlier this year. Created to communicate the brand’s regenerative agriculture story to consumers more engagingly, the cardboard packaging will now feature a golden ‘stomp of approval’ to represent the pivotal role that healthy cows’ hooves can play in nourishing the earth.
Representing the sustainability efforts of hundreds of First Milk members, Golden Hooves Mature Cheddar is produced using milk from farms that have developed regenerative methods to suit their own pastures across the country. Using grazing cows to work the land with their hooves, these farms are taking steps to continually encourage plant and wildlife biodiversity, protect the soil and maintain living roots, in the process removing carbon from the atmosphere and sequestering it into the soil.
With a fresh contemporary style and simplified messaging on the front of the packaging, consumers are encouraged to dig a little deeper into the Golden Hooves story on the reverse and inner positions. Part of the Golden Hooves pledge to make every day produce, that is good for the planet and people, the better choice, the new packaging will be an important tool in educating consumers on the benefits of regenerative agriculture for soil, cows and humans alike.
Following First Milk receiving the King’s Award for Enterprise for Sustainable Development and becoming a certified B-Corporation this year, the new packaging proudly features these logos. Made using an award-winning recipe, the cheese is described as ‘rounded and rugged’ on the label, as it delivers more on the palate while doing much more for mother nature.
After its launch in April 2023 and subsequent wholesale partnership with Longman’s, Golden Hooves Mature Cheddar is now stocked by independent retailers across the country. The product was also listed on The Cheese Market this month, making it available online with nationwide delivery for the first time, and has been nominated in two categories at the Speciality & Fine Food Fair Awards 2023; New Product of the Year and Sustainability Pioneer of the Year.
Said Leona McDonald, director, Golden Hooves: “We’re so pleased to be giving Golden Hooves its new look this month, following a great deal of careful deliberation around how best to communicate it’s amazing but multifaceted regen ag story. The new labels will help our cheddar jump off the shelves in delis, food halls and farm shops across the UK, flying the flag for our regenerative dairy farmers everywhere they go. Our cheese is an expression of a continual commitment to regenerate our shared earth, on a scale that can ensure a positive future for the many, not the few. We hope as many retailers and consumers as possible will join us on our journey, as we use dairy farming to leave the world in a better place.” For more visit goldenhooves.co.uk
