GBTI reports Agropur Cooperative “most trusted brand”
By Bakers Journal
By Bakers Journal
Agropur Cooperative is No. 1 in the Dairy Products and Alternatives category on the Gustavson Brand Trust Index (GBTI), published by the University of Victoria’s Peter B. Gustavson School of Business.
The GBTI was established to raise awareness of the role that trust plays in the minds of Canadian consumers when they make purchasing decisions. This index measures the relationships between brand performance, social equity, trust, and advocacy for brands in Canada.
The distinction confirms that Agropur is one of Canada’s most trusted brands. In the survey, the Agropur name was submitted to 7,200 respondents along with nine of its brands (Natrel, OKA, iÖGO, Olympic, L’Extra, Farmers, Island Farms, Québon and Sealtest).
“We thank consumers for placing their trust in us and making Agropur the top brand in its category,” says Agropur CEO Robert Coallier in a press release. “This honour is the result of our ongoing efforts to develop our brands while staying true to our cooperative model, which has been creating wealth and redistributing it to local communities for more than 80 years.”
Agropur also ranked in the top 3 overall on the “values-based trust” dimension among the 313 Canadian brands scored by respondents. Values-based trust measures consumer perceptions of the brand’s social responsibility and faithfulness to its values.
“Corporate social responsibility is closely tied to our cooperative values,” Mr. Coallier points out. “We are committed to offering high-quality dairy products made in an environmentally responsible manner using top-grade canadian milk. Our cooperative model is based on sharing. We are pleased to see that consumers recognize that model’s merits.
“We work every day to give our consumers an exceptional dairy experience by building on our brand and innovation pillars of development to deliver relevant products,” Mr. Coallier concluded.