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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.
I think Fresh and Healthy took over the facilities.
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.
What are Fresh and Healthy’s sales compared to what Ahava’s were?
But you don’t know.
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.
If it was such a good product, why are they out of business?
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.
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.
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.
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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