Download Our vision for niche marketing

OUR VISION FOR NICHE
MARKETING
Presenter: Roland Ripley
Ripley Farms
Cortland, New York USA
MAIN FARM IN CORTLAND, NEW YORK
RIPLEY FAMILY AT STATE FAIR
RIPLEY FARMS G CONNIE ROSE -ET
RIPLEY FARMS AMERICAN PIE SHELBY
FAMILY PROFILE
 Prolific and productive 
• 5 children
• 23 grandchildren
• 13 great grandchildren
• 57 total (with spouses)
 In partnership with two sons
DAIRY CATTLE / CROPS PROFILE
 Registered Guernseys for over 70 years
 Milking 155 Guernsey cows
 Tested 126 Guernseys for a2~~
99 tested positive for a2
 200 Guernsey heifers
DAIRY CATTLE / CROPS PROFILE
(CONTINUED)
 Shipping 31,000 pounds of milk daily
(500 Guernsey / Holstein mix)
 Crops
• 700 acres corn
• 630 acres alfalfa/grass
PREMIUM MILK PRODUCT
 Personal experimentation with a2 milk
• Digestion problems
• Bladder issues
• Sinus congestion
• Concentration levels in school
• Irritability
PREMIUM MILK PRODUCT
(CONTINUED)
 Private research project
• 1 in 4 Americans have digestion problems
with milk
• Only 1 in 20 are actually diagnosed with
lactose intolerance
MARKETING GUERNSEY MILK
 Need for 100% accuracy
• Tagging a2 certified cows
• Testing every tank of a2 milk
 Milk bottling and cheese plant
• Learning the system with current plant
owner
• Converting plant to a2 Guernsey milk,
cheese, butter
 Finding local farm to market sources
• Target audience ~ lactose malabsorption
SCIENTIFIC RESEARCH
 Some people digest a2 milk differently due to
lactose
• Lactose occurs in cow, sheep, and goat
milk
• Goat’s milk found to have a2 protein
• Propelled further research into a2 vs a1
strands
• Genetic mutation of a1 protein
• Beta casein a1 increases effects of beta
casomorphin 7 (an opioid)
HEALTH BENEFITS OF a2 MILK
 Guernsey milk~ 3x more Omega-3 fats than
other breeds
• Guernsey milk ~ one part Omega-3 to
two parts Omega-6 fats
• Other breeds ~ one part Omega-3 to
6 parts Omega-6 fats
• Omega-3 fats reduces inflammation in the
body
HEALTH BENEFITS OF a2 MILK
 Guernsey milk~ 3x more Omega-3 fats than
other breeds (continued)
• Decreased inflammation reduces
likelihood of cancer, heart disease, type 2
diabetes, rheumatoid arthritis, asthma, and
other inflammatory diseases
• Beta Carotene~~ research revealed
protection against some types cancers
EDUCATION IN THE
MARKETPLACE
 Build awareness of unique qualities of a2 Guernsey milk
 Word of mouth is the best advertisement for niche marketing.
•
"Guernsey Milk - Full of A2 Goodness." Guernsey Milk - Full of A2 Goodness.
•
"Hello World." The A2 Milk Company™| A2 Milk™| Shareholders & Investors.
•
"Prevalence of Lactose Intolerance | Dairy Nutrition." Dairy Nutrition RSS.