My blogs never need a title but, in this case, I think it makes some sense to have one.  We are announcing the introduction of Nurture 1% lowfat milk and Nurture 2% reduced fat milk.  I want to give you some background (more than you may want) and explain why this is actually a re-launch and why.  To do that, I need to begin with some history and then come to the present time.

In the early 1980’s we had a product called Sweet Acidophilus.  It was a lowfat product that had a bad name and was not successful.  The lack of success was partially because we(Mayfield) did not try hard enough to make it a success.  Then in 1987, we had the opportunity to introduce Nu-Trish^® a/B (a product that not only contained Lactobacillus Acidophilus but also Bifidobacterium organism). 

Two significant things:  First, the milk just tasted like milk.  Second, these “cultures” had a reputation for helping the digestive tract digest foods better.  This reputation came from years of use in Europe.  Since the product was so helpful with digestion, it was logical that it would provide better nutrition because foods eaten would be digested better and more vitamins and nutrients would be absorbed.

We introduced the product by taking one of the scientists from Chr. Hansen Laboratories, who developed the specific cultures we used, onto noontime TV shows.  In the next few weeks, we received calls and letters from consumers about how this product had changed their lives.  In every case, they had a digestive problem or condition and they gave credit to Nu-Trish^® a/B for the positive changes they had experienced.

Time went along.  Most of us that were involved in this introduction started drinking Nu-Trish^® a/B at home.  My family has consumed it since 1987.  When I see some whole milk in the refrigerator, I know my wife has a special recipe that calls for whole milk.  In 1991, we entered Atlanta with milk and we stopped advertising NuTrish^® a/B to focus on explaining the Aro-Vac and why our milk tastes dairy fresh all year regardless of what the cows eat.  We also spent time explaining that the yellow jug blocked out light and preserved the fresh dairy taste.

The name was later changed to NuTrish 1% lowfat, which is our current product.

About a year and a half ago, I was talking to some consumers and asked why they are willing to pay more for Mayfield milk.  I had three in the group tell me that since they had learned about NuTrish that was all their family drank and they felt it had made a very positive difference in the health of their family.

It just so happened that when we contacted Chr. Hansen Labs. about NuTrish, they started telling us about great research that had been done in the last few years.  The research involved solving various situations - like when someone has to take antibiotics.  Drinking NuTrish helps replenish the good flora in the intestines.  The research that really “blew our minds” allowed us to make a claim that makes this product very significant.

We can and are going to state that this product will boost your immune system.  With this news, we felt that we should re-name and re-launch this product.  The new name is “Nurture.”  We think this is great because we are going beyond nutrition with this product.  We are boosting immune systems. The re-launch will begin with advertising on April 30 and the product should be in the stores shortly thereafter.

We have a web site where you can dig into some of the research.  It is http://www.nurturemilk.com/. 

Everyone reacts differently.  I would like to ask two favors.  For those of you who already drink NuTrish, I would love to hear about any stories where you feel it has made a significant difference in your health.  Second, now that NuTrish is changing to Nurture and we are going to tell more people about it, I would love to hear stories from anyone who feels it has made a difference in their health.

My understanding is that you need to average at least two 8-ounce glasses a day.  By the way, this is a very similar product to the new Activia by Dannon.  If you cannot drink Nurture by Mayfield, I suggest you try Activia by Dannon.  It will take a week or two to establish a good flora in your intestines.

I love milk and drink two or three glasses every day.  If I drink milk but also BOOST MY IMMUNE SYSTEM by drinking Nurture milk, I feel that I am being extra good to my body. 

We will change our present 1% NuTrish to 1% Nurture and we will add 2% Nurture.  We are adding 2% Nurture because 2% is our best selling milk.  By providing the 2% taste profile and the benefits of the Nurture culture, we think we are providing consumers a fabulous product. 

We hope you will give this product a try.  It may cost more than what you are buying today, but I think you will find it is well worth the difference.  Let me know what you think.