Industry Update: 20.01.2021

Vertical: Dairy
Type: B2B
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Dairy, what are we seeing?

Heavily reduced demand is being experienced across amost all traditional supply routes. We are seeing significant opportunities for dairy farmers looking for an alternative route to market with wholesalers, independents, newly formed local community groups and even direct to consumer models.

What do these businesses need to do now?

1. Adjust your business targeting

There’s opportunity with the wholesale, independent and direct to consumer markets. Supermarket demand is up as are local delivery channels so seek out the consumer suppliers likely to need additional produce. Domestic dairy processing and refinement to secondary goods is increasing as international supply chains are disrupted, as an example domestic cheese production is increasing, seek out the faster-footed brands and sell in to support the short term supply chain requirements. New/short term contracts will have a good chance of sticking post lockdown as competitors may not all weather the storm.

2. Review your marketing channels
B2B Direct Mail




Paid Search


Tradeshows and Exhibitions


Awards Circuit


Door to door sales


Word of mouth


Social Media


Digital Outreach i.e. B2B prospecting


3. Revise your proposition

No huge revisions needed here. Where possible, draw on heritage and expertise whilst accentuating the quality of your locally produced dairy produce.

Highlight the service aspects of your offer. This could include low volume orders, quick turn-around, personal service and any additional COVID-19 related advantages such as sterile or anti-viral packaging.

4. Revise your messaging

British consumers often aren’t aware of when they are buying locally produced / British goods, so focus on this.

Be memorable. Stay passionate. Tell a story about who you are, where you are and why you do what you do.

Set out attractive commercial terms if able.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

Watch Our Video Case Studies

“One of the great things about working with SoPro is the dedicated team of professionals we have at the other end of the phone... For us, there really is no question. Having a prospecting service is vastly more beneficial than just having the tool. Put simply, it’s transformed our business.”

Nick Washington-Jones, Managing Director, Tack UK

Our Totally Bonkers 60 Second Explainer Video

What better way to convey the surreal magic of the SoPro service than through an animated 60-second explainer video, starring a flying submarine. We commissioned the experts over at Sentio Space to encapsulate SoPro’s fantastical prospecting machine in under a minute. And we don’t mind admitting they totally nailed it.