Marketing Dairy Products

Technical articles - Productivity, Diversification

Livestock Livestock Short supply chains Direct sales Food labeling Sanitary Control Plan

Producing your own yogurts, cheeses, or ice creams is one thing; selling them is another. Marketing is an essential component of the profitability of the workshop. It requires good organization, a clear strategy, and compliance with regulations.

Choosing your sales channels

The choice of one or more channels depends on your volume, your catchment area, and the time you can devote to sales.

Channel	Advantages	Constraints
Farm sales	Maximum margin, direct link with the customer	Time presence, site accessibility
Local markets	Visibility, habit formation	Time, refrigerated equipment
CSA / Baskets	Regular volume, customer loyalty	Contract to fulfill, preparation
Producer store	Pooling, sales network	Duty shifts
Dairies / local grocery stores	Stable outlet	Lower resale price, loss of control over final price and marketing
Collective catering	Volume, regularity	EU approval required, strict specifications

Transport, storage and sales conditions

Dairy products must be transported under conditions that guarantee the cold chain. These requirements must be integrated into the sanitary control plan (SCP) of the workshop.

• Up to 80 km without break in the cold chain: an insulated vehicle is sufficient.
• Beyond or with multiple stops: ATP vehicle (Agreement on the Transport of Perishable Foodstuffs) required.

Storage must respect the following temperatures:

• Raw milk: +4 °C
• Yogurts: +6 °C
• Ice creams: -18 °C

Storing products in a clean, refrigerated room protected from any contamination is essential.

Labeling: mandatory requirements

Any packaged product sold must have labeling compliant with the INCO regulation (EU 1169/2011). The mandatory information is:

• Product name
• List of ingredients (including allergens in bold)
• Use-by date (UBD)
• Storage temperature
• Net weight
• Producer contact details
• Batch number

Specific case of raw milk (sold in bulk or bottled):

• Mention "raw milk"
• UBD (max 72h)
• Temperature max +4 °C
• Mention "boil before consumption" (mandatory for vulnerable persons)

Price display and sales documents

Price display

• VAT-inclusive price mandatory: you must display prices in euros, all taxes included, clearly and visibly before sale (article L112-1 of the Consumer Code).
• Price by weight or volume: for products sold per kilo or liter, the display must include the unit price in addition to the total price.
• No hidden additional fees: if fees (delivery, file, etc.) may apply, they must be indicated before sale and clearly visible.
• Additional information for bulk or unpackaged products: indicate the denomination, allergens, origin, and unit or weight price.

Sales documents and traceability

• Invoice mandatory as soon as a professional buys (store, restaurateur, community): the Commercial Code (article L441-9) requires issuing an invoice upon delivery, with a duplicate to be kept for 10 years.
• Mandatory mentions on the invoice: date, seller and buyer name/address, unique invoice number, quantity, precise description, unit price excluding VAT, VAT or exemption mention, SIREN/SIRET number, etc.
• Delivery note recommended: even if not mandatory between individuals, it is a useful tool for traceability (customer, date, products, quantities). These documents must be kept for at least 5 years.

Packaging and hygiene

• Clean and tamper-evident packaging: your containers must comply with food contact standards (appropriate packaging, authorized material, sealed or lidded if necessary). Labeling compliant with INCO regulation (EU 1169/2011): mention of name, ingredients, allergens, net weight, best before/use-by date, batch, storage conditions, producer contact details, etc.
• Compliant scales and cash registers: if you weigh on site, the scale must be periodically verified; if you use a cash register: it must be certified anti-fraud (for VAT payers).

These are important rules to respect in order to protect the consumer, secure your production, remain compliant with legal obligations, and strengthen your professional credibility.

Working on your image and customer relationship

Whatever the marketing method chosen in direct sales, taking care of your image and maintaining a good relationship with your customers are essential levers for sustainably selling your products. It is not only about producing a good cheese or quality yogurt, but also about creating a clear, reassuring, and memorable experience for the buyer.

Assert your identity

For products to be easily identifiable and recognized, it is important to:

• Create a coherent visual identity: an easy-to-remember name, a simple logo, colors or visuals that represent you.
• Highlight the project’s values: production method (organic, farm, pasture…), local origin, artisanal approach, animal welfare, etc.
• Use readable and regulatory labeling, which reassures and informs customers.
• Tell the story of the project: your farm, your commitment, your products, this creates a bond and differentiates your offer.

Simple communication supports

Even for a small-scale activity, a few tools are enough to communicate well:

• Business card, flyer, product sheet to distribute at the farm or during external sales.
• Visible display (name, hours, prices) at the point of sale.
• Roadside signs, if sales are on-site.
• Integration of a QR code linking to a page or social network to provide more information.

Be visible where the customers are

It may be interesting to adapt to the audience by:

• Creating a Google listing (or similar) to be easily found online.
• Using a simple and common social network (Facebook, WhatsApp, Instagram…) to post news, stock updates, announce new products.
• Depending on the clientele, consider a mailing list (email, SMS) to maintain contact.

Maintain the relationship

A good customer relationship is based on trust, regularity, and listening:

• Welcome attentively, whether at the farm or elsewhere.
• Remain easily reachable (phone, message, networks).
• Remind of hours or pickup/delivery conditions, depending on the marketing method.
• Be transparent about manufacturing methods and product availability.
• Take customer feedback into account: taste, packaging, storage…

Naturally build customer loyalty

To encourage customers to return, it is possible to:

• Offer a clear, stable range, with some occasional new products.
• Offer a small gesture: recipe, advice, thanks, sample…
• Reward regularity or referral of a friend.
• Invite to open days, farm visits or occasional events.

Sources

Dairy processing on the farm, Hygiene and sanitary obligations in dairy processing on the farm, Economics and viability of a dairy workshop