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Dairy Farmers, whose stable of well-known brands includes Coon, Cracker Barrel, Dare, Moove, OAK, Shape and Ski, as well as Dairy Farmers white milk range, came out seventh overall in the corporate trust rankings. This was ahead of all other dairy foods companies and just behind famous international brands, Nokia and Sony.
“This is a fitting tribute to our hard-working farmers who collectively supply Dairy Farmers with more than a billion litres of milk each year as well our hundreds of employees, many of whom live in regional Australia,” Dairy Farmers CEO Rob Gordon said.
“It demonstrates that trust is founded on a track record for excellent quality, reliability and choice – that, if you care for your consumers, they care for you. In a wider sense it is also a ringing endorsement for the Australian dairy industry as an industry committed to providing healthy and nutritious products that are of a high quality.
“And, our long term goal is to continue to be the nation’s most trusted locally-owned food brand – no more and no less.”
Reader’s Digest’s analysis of the most highly trusted companies found that the public’s trust is largely based on a long record for reliability and can not be gained easily or quickly. It concluded that “the more consumers trust a product, the more likely they are to buy it.”
Finally, the poll analysis also found that being Aussie-owned was not a decisive factor in the trust stakes, because the products need to deliver first and foremost – only three of the top 10 most trusted brands in the survey were locally-owned.
