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Gold/Mining/Energy : Delicious Alternative Desserts Ltd. (DD)

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To: Don Johnstone who wrote (65)	11/29/1998 8:50:00 PM
From: John Wright	Read Replies (1) of 129

A suggestion to D.A.D. Completely overhaul the packaging on the Stoney Creek Dairy line of branded ice cream. While the line as a whole will only represent a small portion of D.A.D. volume the brand still has substantial brand equity/recognition in the southern Ontario market. The current packaging is 50 years out of date and has virtually no eye appeal!! Boring and bland would be the best way to describe it. I'm surprised the big chains are even stocking it. I think Dawson the previous owner of Stoney Creek Dairy called himself a 'production' guy and not the marketing or sales type. I guess when you look at state of the packaging and production capacity being at 30% at the time of the D.A.D. buyout it's hard not to argue with the guy. Anyhow, fix the packaging because next to Nestle, Good Humor, Chapmans, Ben & Jerry's, Weight Watchers,... the Stoney Creek Dairy brand aint gonna fly off the shelf too quickly. John

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