York, Pa.-based Rutter’s, a privately owned family-managed group of companies that includes a dairy company, convenience stores, a beverage company and more, announced a rebranding to commemorate its convenience stores’ 50th anniversary. As part of the rebranding, Rutter’s will no longer be using “Farm Stores” as part of its trade name.
Rutter’s traces its roots to 1747, the company said, when agricultural operations began on the family farm. In 1921, the Rutter’s Brothers Dairy Co. began to serve fresh and local dairy products throughout the region. And in 1968, the first Rutter’s Farm Store was opened.
“We have gone to market in our stores as simply Rutter’s for the past decade,” said Derek Gaskins, Rutter’s chief customer officer. “And as we look to the future, we wanted the focus to be on our brand, and all the ways we engage across physical and virtual channels. Our stores’ 50th anniversary created a great opportunity to formally change our branding to align with customers perceptions of our broad brand offers.”
Throughout the year, Rutter’s will be celebrating its 50th anniversary with team members, customers and all the communities the stores service. There will be plenty of giveaways, special prizes, promotions, and celebrations that will tie into the Rutter’s #SummerofFreedom sweepstakes, the company said.