Q&A: Organic Valley's Mission Executive Wants the Brand to Stand Out From the 'Goodwashing' Crowd

Leslie Kruempel talks marketing authenticity

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Organic Valley punked New Yorkers with a pop-up shop that sold only half-and-half, put fitness trackers on its cows (they take more steps in a day than most people do!), saved the “bros” from chemical-laced muscle milk and introduced consumers to its “long-haired, shoeless, hippie” farmers in witty campaigns from agency Humanaut.

Mission executive Leslie Kruempel says the Wisconsin-based brand has plenty more authentic stories to tell as it battles bigger, better-capitalized companies trying to stake claims in the natural food category.

Kruempel,

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