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|Articles - February 2013|
|Monday, January 28, 2013|
Page 2 of 4
The creamery has long been a household name in the Northwest with reams of loyal fans who wouldn’t think of melting anything but Tillamook cheddar on their grilled cheese. But outside the region, even though its products are available in all 50 states, the brand is still a relative stranger. That’s something that Criteser and the TCCA are working to change.
“It’s interesting to be a part of a company that is so well-known in some communities and so unknown in others,” Criteser says, adding that it’s challenging for Tillamook to break the hold that brands like Kraft have on retail shelf space elsewhere in the country.
Before Criteser arrived — after former CEO Harold Strunk stepped down in June — Tillamook was already well into an expanded, multiyear, multimillion-dollar marketing campaign that’s working to expose the brand to new consumers. The campaign has included advertisements, a digital marketing and social media push — Tillamook dedicates five employees to digital marketing, and its Facebook page is liked by nearly 300,000 people — and the “Loaf Love Tour,” which has brand ambassadors visiting hundreds of cities in converted VW buses sharing Tillamook products.
Although the marketing efforts have hit multiple states, the main focus has been Texas, where response has been encouraging.
“As we move into different areas, we’re having to have a different conversation with consumers to introduce them to the product and the brand,” Criteser says. “Once we do that, we get a great response.”
Criteser says Tillamook will continue to work on expanding its reach. He also says there’s room to introduce existing fans to Tillamook products that might be new to them or to new offerings altogether.
Thursday, July 24, 2014
BY CLIFF HOCKLEY | OB GUEST CONTRIBUTOR
With the increasing retirements of Baby Boomers, a massive real estate shift has created a significant increase in demand for NNN properties. The result? Increased demand has triggered higher prices and lower yields.
Thursday, July 10, 2014
BY TOM COX | OB BLOGGER
Tom Cox interviews Dr. Mark Goulston, author of Just Listen, Discover the Secret to Getting Through to Absolutely Anyone.
Thursday, May 29, 2014
BY COURTNEY SHERWOOD
Business and civic leaders weigh the risks and rewards of going green.
Thursday, May 29, 2014
How serious a problem is climate change? Readers want to have their cake and eat it, too.
Tuesday, July 08, 2014
BY LINDA BAKER | OB EDITOR
The New Yorker recently published a sharply worded critique of “disruptive innovation,” one of the most widely cited theories in the business world today. The article raises questions about the descriptive value of disruption and innovation — whether the terms are mere buzzwords or actually explain today's extraordinarily complex and fast changing business environment.
Update: We caught up with Portland's Thomas Thurston, who shared his data driven take on the disruption controversy.
Friday, May 30, 2014
Watch the 2014 100 Best Green Companies keynote speech by Eric Friedenwald-Fishman.
Thursday, June 12, 2014
BY ANDREA DURBIN | OB GUEST BLOGGER
Last week, the Obama administration took an important and welcomed step in the effort to protect the health and well-being of all Oregonians by limiting carbon pollution from existing power plants.
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