SOURCE: Demantra

July 27, 2005 10:15 ET

Demantra Trade Promotion Management Solution Selected by Organic Valley

Leading TPM Solution to Help Organics Innovator Compete and Thrive in Fast-Growing Marketplace

WALTHAM, MA -- (MARKET WIRE) -- July 27, 2005 -- Demantra, a provider of innovative trade promotion management, marketing analytics, and sales and operations planning solutions, today announced LaFarge, Wisconsin-based Organic Valley, the nation's largest organic and farmer-owned cooperative, has selected the Demantra Trade Promotion Management solution. Organic Valley selected Demantra to help give the company a competitive edge through improved account planning, effective trade promotion planning, accurate sales demand planning, and enhanced analytics and reporting.

The organics market is one of the fastest growing grocery industry segments and is expected to continue its surge in growth, from $10.9 billion in 2004 to more than $29.5 billion by 2009 (source: Datamonitor). To help it continue to compete effectively with bigger rivals, Organic Valley recognized it needed to enhance what had been a decentralized volume and trade planning system, provide visibility into plans across the company, create more accurate demand projections and sales volumes based on advanced analytics, and improve the efficiency and effectiveness of promotional spends.

"Organic Valley reviewed a number of trade promotion systems on the market before selecting Demantra," commented Tripp Hughes Director of Marketing & Sales - Analysis & Planning for Organic Valley. "The complexity of our sales management issues required the dedicated software solution that Demantra offered. It is critical that Organic Valley take precise aim at our trade promotion targets, as well as utilize better predictive analysis to get enough inventory to the right shelves and better monitor consumption. We're confident in our choice of Demantra and look forward to the return on investment we expect to see from our implementation."

"The remarkable growth of the organics industry makes it essential for companies to make more effective and efficient use of trade dollars spent," said Bill Seibel, Demantra's CEO. "The Demantra solution will help Organic Valley develop more accurate volume and trade expense plans so the company can work with a true one-number plan. We're delighted to welcome Organic Valley to the Demantra family."

Organic Valley: Farming for Future Generations

Organized in 1988, Organic Valley represents nearly 700 farmers in 20 states. It owes its success to staying independent and true to its mission: keeping small and mid-sized farmers farming. It's the only national organic brand that is 100-percent farmer-owned, and proudly the only independent national organic dairy cooperative in the United States.

In the last year alone, the cooperative achieved record success both in sales (up from $156 million to $206 million) and in farmer recruitment (up 133 farmers to 689 farmers). Its increased number of acres and cows brought into the organic system was equally strong (up to more than 113,000 acres and 26,000 cows). Additionally, the Organic Valley brand is still the top-selling organic milk in both mainstream supermarkets and natural foods outlets along the entire Eastern seaboard.

As stewards of the earth who use nature as their teacher, Organic Valley farmers produce more than 130 delicious organic products. Look for their organic milk, soy, cheese, butter, spreads, creams, eggs, produce, juice and meats in food cooperatives, natural foods stores and supermarkets throughout the country. For further information, contact Organic Valley at 1-888-444-MILK or visit

About Demantra

Demantra provides consumer goods manufacturers with a powerful trade promotion management solution that is fully integrated with sales, account and brand planning, promotion execution, marketing planning and demand planning. It is built on a best-in-class analytical platform that ensures maximum ROI from every trade dollar spent. Advanced analytics and optimization capabilities are provided that, for the first time, move TPM beyond mere transactional capabilities to address the strategic enterprise planning and analytics needs of consumer goods leaders. By providing a one-number, collaborative plan, manufacturers can deliver the right product, on the right shelf, at the right time -- profitably -- to compete for category leadership and "win at the shelf." Demantra has provided proven results -- 100 to 500 percent ROI -- to global brands including: Unilever, Welch's, Reckitt Benckiser, McCain Foods, Wendy's International, Wilton, and VTech. For more information, please visit or contact 1.866.DEMANTRA. For bi-monthly updates on Demantra, please register for our e-newsletter at:

Demantra® and Demantra Spectrum® are registered trademarks of Demantra, Inc. All other trademarks are the property of their respective owners.

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