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| Mat Maid News & Press Matanuska Maid Announces Refinements To Brand Logo Design Anchorage, March 11, 2005 -- Nearly 70 years in the Alaska, Matanuska Maid Dairy, today announced refinements to their historic brand logo design today. Company officials noted changes to brand logos are common for long- established brands in many different industries, helping to keep corporate images current with changing times. Joe Van Treeck, President of Matanuska Maid Diary, commented "Introduced over 60 years ago, the Matanuska Maid logo originally communicated the unique homegrown image of the “Skater Girl, and the cooperative farming group that formed Matanuska Maid in 1936. We certainly want to remain true to that trusted heritage of quality yet also accurately communicate the meaning of Matanuska Maid to a whole new generation of customers." Van Treeck continued, “As one of Alaska’s most enduring and well-known of brands, we did not take this image change lightly, Van Treeck commented. “We fully researched and involved the Alaskan consumer in panel discussions about this change which included the review of many designs. In fact, they chose what you will see today.” Van Treeck with plans for the new look, “We will keep our skater girl adorning all of our packaging, and we plan to have a new look for all of Mat Maids products on shelf in place by the 4tht quarter of this year. Over a year in development and research, a wide majority of consumers across the railbelt chose the refined Mat Maid logo over several other proposed designs -- including the older Mat Maid logo. "It became obvious the new, refined logo more accurately conveys who Matanuska Maid is for today's Alaskan consumer," Joe Van Treeck said. In addition consumers ‘voted-in’ a new look packaging concept for Mat Maid products that will feature a Mat Valley scene with Pioneer Peak prominently represented. In the new refined brand logo, the word "Matanuska Maid" appears in bold slanted black letters, but with a slightly more streamlined look and in a deeper red color for a more sophisticated appearance. Also, a circular ‘football’ graphic design includes an updated vignette of the well-known skater girl. The change from the older brand logo to the new is expected to be very gradual, and both the older Matanuska Maid logo and the new refined version will temporarily exist side-by-side in some areas. Eventually, the refined version of the logo will completely replace the older version by the end of the year 2005, just prior to the 70th anniversary year of the dairy in 2006. "Maintaining our heritage, while moving relentlessly forward in our drive to Van Treeck said. "We salute our employees at Matanuska Maid, past and present, who have worked hard to build one of our Alaska’s greatest success stories." Our mission will be to continue to be a strong competitor in the dairy products category, continue to add value for our Alaskan consumer, and be in touch with families and children for generations to come.” “This is the fourth major change and update of our image in these 68 years that we’ve been in business,” Van Treeck commented. This image update is the beginning of a comprehensive effort and investment in improving our brand and products we offer the Alaskan public. Greg Galik, Creative Director for Aadland Marketing, who was in charge of the redesign effort commented that ‘it’s a big responsibility to manage the tradition, look and feel of the Mat Maid brand, and we hope the public will be pleased with the effort.” Matanuska Maid is one of the world’s most northern dairy and beverage processing facilities. It is Alaska’s largest dairy, serving a market population of more than 500,000 living primarily along the “Railbelt” section of the state. Matanuska Maid manufactures and distributes a complete line of dairy and beverage products, including whole, 2% (reduced fat), 1% (light), fat free and chocolate milk, cottage cheese, yogurt, sour cream, cream, half and half, eggnog, Glacier Yo and Golden 100 orange juice. Products are sold to grocery chains, convenience stores and organizations such as the military, school districts and airlines. Editor note: The images included are available for publication and reuse with credit to Matanuska Maid. Additional information is offered by contacting Gregory Galik, spokesman for Mat Maid at 907 561-2009 Matanuska Maid Identity through the years:
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