There's a New Milk In Florida's Dairy Case: Borden Begins Statewide Distribution

Renowned Brand Aims to Increase Presence in State's $1.4 Billion Fluid Milk Industry

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Jun 15, 2011, 08:12 ET

WINTER HAVEN, Fla. and MIAMI, June 15, 2011 /PRNewswire/ -- Borden Dairy Company, one of the most trusted brands in the dairy industry, announced today that it will bring its premium milk to dairy aisles in the Sunshine State. Florida-based Velda Farms has changed its name to Borden Dairy Company of Florida to help relaunch the brand and expand its distribution in Florida. Borden® milk will be available at more than 2,000 local retailers, such as Walmart, Kmart, Sedano's, Walgreens and 7-Eleven beginning June 20.

"Borden is a brand that is synonymous with high quality and great taste; a legacy that was established by America's first milkman, Gail Borden, Jr., in 1858," said Mike Lasky, general manager of Borden Dairy Company of Florida. "Borden milk has been enjoyed by Americans for more than 150 years. We are excited to bring premium products to the nearly 20 million people of Florida, as well as reintroduce them to Elsie, our beloved spokescow."

The famous milk and its celebrity spokescow have a strong heritage in innovation, quality and nutrition. The brand, known for its rich, creamy taste, sources milk from local farms in the areas it serves. Borden milk comes from artificial growth hormone-free cows^*, and is processed with the highest service and processing standards, exceeding dairy industry requirements.

Consumers will be reintroduced to the brand via an integrated retail and trade marketing plan that serves to educate and encourage them to "discover the Borden difference." Borden milk provides nine grams of protein and 35 percent of the recommended daily allowance of calcium per serving — all in light-blocking packaging to maintain freshness.

Traditional fluid milk provides eight grams of protein and 30 percent of the recommended daily allowance of calcium per serving.

Borden will offer whole, 2%, 1% and fat free skim milk to Florida consumers, along with great-tasting strawberry and chocolate varieties. For more information and store locations, visit www.bordenonline.com.

America's Favorite Spokescow: Elsie

Elsie, first introduced to America in 1937, symbolizes the quality and freshness of Borden products. From Hollywood films to the World's Fair to a Macy's storefront window in New York City, the doe-eyed cow has charmed Americans from coast to coast for more than 70 years, and was one of the country's first witty working moms.

In 2000, Advertising Age recognized Elsie as one of the top 10 advertising icons of all time. Today, she is being reintroduced to a new generation of milk lovers in Florida, and will be touring the state, visiting local retailers for meet and greets with children and adults of all ages to help the brand make a difference in local communities and educate families about good nutrition choices.

Borden Dairy Company of Florida

Borden Dairy Company of Florida, a division of Borden Dairy Company, Dallas, Texas, has facilities in Winter Haven and Miami, and employs more than 700 people throughout the state who support the processing, distribution and sale of milk. The Company produces best-in-class milk products for foodservice and retail customers. Borden Dairy Company carries on the legacy of Gail Borden, Jr., who brought stability and structure to dairy farming methods, milk distribution and business practices. Today, Borden strives for the highest quality and nutrition standards just as its founder Mr. Borden did. For more information, visit www.bordenonline.com.

^*FDA has determined that there is no significant difference between milk from artificial growth hormone-treated cows and non-treated cows.

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SOURCE Borden Dairy Company