Truly Family Farms
A New Masterbrand name for our US Portfolio
The agricultural landscape is ever-evolving and with it, the brands that represent the industry’s finest products. In a strategic move to unify its diverse product range under a single banner, Truly Grass Fed has renamed to Truly Family Farms, a decision that marks a significant milestone in the company’s journey. It is not a packaging change of existing products, it’s simply an umbrella Masterbrand name to talk about our whole portfolio, both dairy and oat, under one name.
The initiative was not merely a change in name but a thoughtful process to simplify the brand’s narrative for consumers and retailers. Since its inception in 2019, Truly Grass Fed has been synonymous with quality dairy products. However, with the expansion into oat milk through Truly Gluten Free, the US based team in Chicago saw an opportunity to create a Masterbrand that encapsulates all its offerings, paving the way for future growth and innovation.
The journey to Truly Family Farms began in Q4 of 2023, with consumer focus group research in key U.S. markets. The goal was to ensure the new Masterbrand resonated with the target market, dubbed ‘Foodie Explorers,’ and competitive users. The research involved exposing focus groups to potential Masterbrand names and future innovation launches, gathering insights and qualitative consumer sentiment that would inform the final branding decision.
A team led by Jaclyn Crabbe and Nicola O’Connell, in partnership with advertising agency SRG (Sterling Rice Group), spearheaded the project. They were supported by key team members who contributed through stakeholder interviews and feedback including Conor O’Donovan, Kevin Honan, Noel Larkin, Ulrik Nyberg, Niamh Parlon and Michelle Lei.
Truly Family Farms reflects Tirlán’s ethos and values, emphasising the brand’s roots as a 100% farmer-owned cooperative based in Ireland. The brand’s narrative intertwines the wisdom of traditional farming with modern innovation, highlighting a commitment to compassionate food production for people, animals and the planet. The initiative aligns with Tirlán’s core values, positioning the company for further growth and innovation while underscoring its identity as a custodian of the land.
The introduction of Truly Family Farms to the American market was strategised as a ‘soft launch,’ given that it did not necessitate any action from consumers or retailers already familiar with Truly Grass Fed. The transition involved updating social media handles and merging existing websites into a cohesive platform, trulyfamilyfarms.com. A new website with modern functionality and an updated look is set to launch in mid-July, further solidifying the brand’s presence.
