Tuesday, 2 March 2010

Dean Foods Converts Schepps to Oak Farms Brand in the Houston Area

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Tuesday, 2 March 2010

HOUSTON, March 2, 2010 /PRNewswire via COMTEX/ — This month, Dean Foods Company (NYSE: DF) begins converting its Schepps dairy product line to the Oak Farms brand in the Houston area. The move allows the company to build upon the Oak Farms strong local brand presence. Oak Farms already accounts for more than 75 percent of Dean Foods’ branded white milk in South Texas.

“Moving to one brand allows us to apply a more focused marketing approach and bring even greater quality and value to consumers,” said Rick Zuroweste, Dean Foods’ Chief Marketing Officer. “We’re giving the Oak Farms logo and packaging a facelift, which is accompanied by a compelling new advertising message that highlights the great taste and quality of the company’s products.” The advertising campaign launches on March 15.

Consumers who currently purchase Schepps branded products will find the same quality, taste and freshness in the Oak Farms brand. In fact, the product is already being produced in the same facility in the same way. Schepps isn’t completely leaving the marketplace, as some foodservice customers will still receive Schepps products.

“We are proud of our Oak Farms products and we know having a single brand in the Houston area is the right thing to do for our consumers, our retail customers and our company,” said Bill Murphy, General Manager of Oak Farms, Houston. “We love doing business in Houston and look forward to growing our business here.”

This shift to Oak Farms demonstrates the company’s commitment to expanding its business in the Houston area.

ABOUT DEAN FOODS

Dean Foods is one of the leading food and beverage companies in the United States. The Company’s Fresh Dairy Direct business is the largest processor and distributor of milk and other dairy products in the country. The WhiteWave-Morningstar business produces and sells a variety of nationally branded soy, dairy and dairy-related products. Popular brands include: Silk(R) soymilk, Horizon Organic(R) milk and dairy products, International Delight(R) coffee creamers, and LAND O’LAKES(R) creamers. Additionally, the WhiteWave-Morningstar segment produces and sells private label cultured and extended shelf life dairy products through the Morningstar platform. Dean Foods’ business also includes Alpro, the pan-European leader in branded soy food products.

CONTACT: Corporate Communications, Marguerite Copel, +1-214-721-1273; or Amber Seikaly, +1-214-303-3453

SOURCE Dean Foods Company

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