EkoNiva Group, Russia’s largest dairy holding, has launched a major brand-wide packaging redesign for its finished dairy products. Now, the focus is on the new motto ‘Naturality at the core’ and a visual element shaped like a cow’s ear tag showing the year of the company’s foundation. Thus, the message communicated is that the Group remains committed to its main working principle – to maintain the naturality of the dairy at all production stages.

Naturality at the core

Natural taste is not just a product characteristic, but the core principle that underpins the entire manufacturing process at EkoNiva. The company strives to ensure that the consumer develops trust in the dairy from the first sight – without having to make sense of complex wording.

The transparent product composition, use of premium milk from own farms and stringent quality control based on the ‘from field to shop shelf’ principle contribute to achieving this goal. Naturality at the core is a standard that defines the requirements for raw materials, ingredients and production at EkoNiva.

No. 1 raw milk producer

The key element of the branded packaging design – the letter ‘E’ – has become more recognisable: it has been enlarged and filled with a pattern of lush meadow grass on which Holstein‑Friesian cows graze. Animals of this particular high-productivity breed prevail on EkoNiva’s modern dairy farms.

The brand logo is now bigger and more prominent, and the packaging features the Russia’s No. 1 Milk Producer statement, highlighting the company’s expertise in manufacturing raw materials and processing them into finished dairy in line with high quality standards. EkoNiva has been the country’s largest raw milk producer since 2017, as well as the only one to have passed the milestone of 1 million tonnes of gross milk yield per year, according to the ranking released by the National Association of Dairy Producers (SOYUZMOLOKO), Streda Consulting data analytics company and Milknews industry-specific agency.

Group President’s personal responsibility

As before, Stefan Dürr, EkoNiva Group Founder and President, personally vouches for the quality of the dairy products. When the brand was launched, a mobile phone number was specified on the packaging for consumers to contact the company. Now, they can also leave their feedback and comments via the MAX messenger. Such communication emphasises the President’s openness and willingness to be personally responsible for the quality standards declared.

‘Today, it is crucial to be transparent about the composition of the products. Nowadays the information environment is overloaded with complicated and fashionable terms, whereas the buyer simply looks for wholesome and delicious food with simple ingredients. Nature has already created everything we need, including cow milk with its health benefits that we carefully preserve from the field to the shop shelf. The naturality principle has been fundamental in our company since its establishment, but it is now that this concept comes to the fore. We do our best to communicate to consumers: if it is produced by EkoNiva, it is definitely natural.’
Yekaterina Dürr, EkoNiva Group Brand Director