What happened to New Square milk and food items?

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  • This topic has 15 replies, 7 voices, and was last updated 8 years ago by .
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  • #617321
    Joseph
    Participant

    It was one of the two most well known brands in the American cholov yisroel market. It made no sense that the brand should have disappeared. The brand itself has tremendous value.

    #1139881
    ☕ DaasYochid ☕
    Participant

    Ahava Dairy Plant Shut Down (AKA New Square / My Square)

    I think Fresh and Healthy took over the facilities.

    #1139882
    Joseph
    Participant

    Nevertheless, the brand new having been around so long had so much value that it would make sense to continue the brand even the brand was sold to another producer.

    Selling milk under the New Square brand would have much greater resonance and sales than selling it under the Fresh and Healthy brand.

    #1139883
    ☕ DaasYochid ☕
    Participant

    That’s assuming the previous owners were willing to sell the name for a price the new owners were willing to pay.

    Ahava products were always considered inferior to Mehadrin, so perhaps they wanted a fresh start.

    #1139884
    Joseph
    Participant

    Mehadrin and Golden Flow are now considered even greater than before in superiority as a brand value considering that now they’re the only ones having been around for very long. It would have been foolish for the owners of the New Square brand to not sell it to anyone once it left the shelves if they are no longer producing products with it.

    #1139885
    ☕ DaasYochid ☕
    Participant

    What are Fresh and Healthy’s sales compared to what Ahava’s were?

    #1139886
    Joseph
    Participant

    I would guess significantly less.

    #1139887
    ☕ DaasYochid ☕
    Participant

    But you don’t know.

    #1139888
    Participant

    Nevertheless, the brand new having been around so long had so much value that it would make sense to continue the brand even the brand was sold to another producer.

    25 years is not that long.

    That’s assuming the previous owners were willing to sell the name for a price the new owners were willing to pay.

    A quick trademark search shows that “Fresh & Healthy” and “New Square” are both owned by Yomo Quality Food LLC. The trademark was bundled with other assets by the bankruptcy court and apparently the new owners don’t think the name is worth using.

    Perhaps Yomo Quality Food LLC would be willing to sell the trademark to Joseph.

    #1139889
    Joseph
    Participant

    Twenty Five years selling products on the marketplace most certainly is long as far as establishing a brand name.

    #1139890
    lesschumras
    Participant

    If it was such a good product, why are they out of business?

    #1139891
    Mammele
    Participant

    I believe the hashgacha played a key role in what brand name to go with. New Square had the New Square hashgacha, and people would get confused if it still bore the New Square name without the same hechsher, assuming it was allowed under the sale agreement.

    #1139892
    apushatayid
    Participant

    milk is a commodity. unless there is something unique about it, no reason to switch from the current brand, whatever it may be. perhaps the NSK is a hechsher people would prefer over some others. perhaps the price point is low enough to entice new customers. obviously the owners have a lot of work to do to win over Joseph as a customer. Looks like it is a challenge they are willing to take on.

    #1139893
    flatbusher
    Participant

    I didn’t think there was anything special about New Square products. Until this thread, I hadn’t even thought about New Square in years. Since chalav yisroel products are so expensive, I look for what is cheapest on sale (a rarity). Devash seems to have the lowest price on milk and fresh and healthy cheaper on cottage cheese.

    #1139894
    Joseph
    Participant

    When NS was around, everyone knew GF and NS were the two main CY milk brands. After NS disappeared it fragmented. Now there’s GF and everything else; be it Devash, F&H and other CY brands. Nothing else individually anymore is equal or near equal to GF in terms of branding or market share.

    #1139895
    Participant

    I believe the hashgacha played a key role in what brand name to go with. New Square had the New Square hashgacha, and people would get confused if it still bore the New Square name without the same hechsher, assuming it was allowed under the sale agreement.

    Initially perhaps, but it is not required. Neither Lakewood Farms or Lakewood Organic are certified by the KCL.

    Since I mentioned them, I’d like to add that not all Lakewood Organic products are certified.

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