V ending machines offer a tremendous opportunity for branding because they re like mini-billboards. It s like a national paid sampling program, says Ken Reuter, foodservice marketing manager for Wells Dairy Inc., Le Mars, Iowa. B ut that s not enough, industry experts say. Now is the time for dairy processors to deliver milk to consumers using a new avenue of distribution. G iven all the research, it is becoming clear what this industry has to do to make a difference.
Processors have to get involved in keeping milk a viable beverage.
Flavors, new products, packaging and availability are major areas in a very competitive beverage industry. And vending is one of those areas of availability, Graetzer says. Ill. Soft drinks, juices and bottled water capture 98 percent of total cold beverage sales, leaving just 2 percent of the beverage market for milk. C learly, given the broad challenge, availability is important. Vending is one way it could happen, Graetzer says.