The Story of Thise Mejeri Is Many Stories
It is the story of some singularly stubborn milk producers from north and central Jutland who clung on to a dream of providing organic milk and dairy produce to consumers – despite overwhelming opposition in the early years: Virtually no stores wanted the organic produce on their shelves and the dairy recorded a resounding deficit, pushing the dairy farmers’ own finances to the limit.
It is also the story of a small cooperative dairy in Salling that entered into a partnership with the high-end Copenhagen chain Irma in the mid-1990s. Despite obvious differences in culture and mentality – or perhaps because of them – creative sparks flew, resulting in a veritable wave of new products and creative concepts, which firmly planted Thise in consumers’ minds in the following 10 years.
Finally, it is the story of a small village dairy which, over the course of a few decades, grew to the size of a group, with a billion-kroner turnover and exports to faraway regions including the Middle East and China – without losing its village roots.