A new management team and drastic slimming programme has helped Austria’s fourth largest dairy TirolMilch achieve an impressive turnaround. The company recently announced a 2009 profit of EUR325,000.
In 2008, the results for the dairy cooperative had plunged into the red with a loss of EUR5.1 million. Savings were made, according to new CEO Carl-Albrecht Benker, by cutting back on the product line-up and concentrating on the real market hits with more emphasis on regional products, special cheeses and innovative milk drinks.
The slimming strategy resulted in 2009 turnover being down 11% on the year to EUR136.2m.
A marketing campaign this spring is aimed at taking sales higher with prizes being offered for every 20 Tirol items bought – including free weekends in exclusive hotels. Tirol has achieved a sales hit with its Lattella milk mix range which has been voted Austria’s favourite dairy drink in a nationwide survey. Another major growth item has been the repacked Tirol “GM-free” drinking milk range.