CASE STUDY
Bridging Taste and Tradition: Select Milk Producers & DLG Research
Select Milk Producers, a leading Mexican dairy cooperative, partnered with DLG Research to successfully introduce a Mexican celebrated butter brand to the U.S. market. Drawing on deep expertise in multicultural and cross-cultural market research, DLG helped Select Milk uncover how cultural preferences shape professional perceptions of butter—empowering the brand to connect authentically with both Hispanic and non-Hispanic food professionals in a highly competitive environment.
Wins
- Illuminated key cultural and sensory drivers behind butter preferences among Hispanic and non-Hispanic chefs, bakers, and food professionals.
- Provided clear, actionable insight that guided product positioning and highlighted the unique appeal of the brand’s butter in bakery and culinary applications.
- Enabled Select Milk Producers to approach the U.S. launch with messaging and strategy rooted in authentic cultural resonance.
How can a heritage-rich Mexican dairy brand confidently enter the U.S. market and connect with diverse bakers, chefs, and food professionals—ensuring their product resonates across cultural lines, while safeguarding proprietary product details and internal competitive intelligence?
Solution
DLG Research developed a qualitative insights program centered around focus group discussions and real-world bakery evaluations. Sessions were conducted in both English and Spanish to capture a rich cross-section of Hispanic and non-Hispanic voices. By fostering open, culturally attuned dialogue, DLG surfaced nuanced feedback about the experiential elements that matter most in professional kitchens—flavor, aroma, texture, and tradition—without disclosing which specific products or competitors were tested.
Client Profile
Select Milk Producers is a respected dairy cooperative bringing partnering with trusted Mexican brands to bring authentic products to the U.S. market, committed to delighting both Hispanic and general market professionals with authentic, high-quality dairy ingredients.
Key Finding
Cultural identity and nostalgia powerfully influence how food professionals evaluate staple ingredients like butter. When a product aligns with cherished traditions while performing in diverse culinary applications, it wins authentic loyalty—especially among multicultural markets.
Results
Select Milk Producers emerged with a roadmap for launch success: confidence to tailor messaging and positioning for both Hispanic and non-Hispanic food professionals, supported by research that honored both cultural heritage and culinary innovation. The brand’s U.S. entry strategy now draws on deep, actionable insights—without exposing sensitive competitive data or proprietary evaluation methods.
DLG Research’s Value Add
- Expertise in multicultural and bicultural consumer research, enabling brands to bridge tradition and innovation.
- Genuine access to hard-to-reach culinary professionals, including bilingual/bicultural engagement.
- Qualitative methodologies that reveal “voice of the customer” insights for impactful brand building.
- Actionable, strategic recommendations—delivered with strict client confidentiality and cultural sensitivity.
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