LALA-USA is changing its company name to Borden Dairy Co., a subsidiary of Group LALA. This name change is designed to create a single corporate identity for the Dallas-based company, moving it closer to becoming more consumer-centered in its approach to the market and more effective in its day-to-day operations. This newly focused business unit will be tasked with all functions, including manufacturing and distribution of the LALA, La Creme, Frusion and Weight Watchers brands.
"Borden is one of the most recognized brands in the U.S. dairy industry," says Steve McCormick, president. "With the change in the name of our company to Borden Dairy Co., we acknowledge the significance of this brand in the lives of consumers, our associates and our retail partners. Our objective is also to provide a single corporate identity throughout the U.S. and to build a culture around two great brands Borden and LALA.”
The transformation of the company will be supported by strategic initiatives that focus on core brands and products that drive profitability, McCormick adds. The company will focus the LBP business unit on the LALA brand, as well as maintain a small number of other targeted brands. It also will name a new general manager to lead LBP.
"We are investing for the future in this business as well. For example, a significant investment will be made this year at the Omaha production facility in order to align our manufacturing capabilities with our new strategic direction," says McCormick.
To support continued growth, the company also created a shared services center in Dallas to process transactions in the most efficient and cost-effective way while freeing up business unit finance and support staff to focus on providing decision support to the business unit leadership.
Most transaction processing in the Southwest (Colorado, Texas and Louisiana) will be transitioned to the center in the fall of 2011. The objective is to have company-wide transaction processing consolidated in the shared services center during 2012.