Upstate Niagara unveils new corporate brand identity

NIGERIA – Upstate Niagara Cooperative, a leading farmer-owned dairy company, has revealed a refreshed corporate brand identity, marking a significant step in its ongoing mission to connect with consumers and honor its legacy. 

The new brand identity introduces a modernized logo and a unified look across its family of products, which includes well-known names like Upstate Farms, Bison, and Intense Milk.

According to Upstate Niagara, the redesign aims to highlight the cooperative’s core values, excellence, integrity, and collaboration, while showcasing the journey of milk from farm to table.

The company, formed by the 2006 merger of Upstate Farms and Niagara Milk cooperatives, has grown into one of the largest dairy cooperatives in the United States, representing over 200 family farms and employing more than 1,800 people.

The refreshed logo features a clean, bold design that pays tribute to the region’s agricultural traditions. 

“This is about telling our story in a way that resonates with people today,” said Kevin Ellis, CEO of Upstate Niagara. “We’re proud of our farmers and the high-quality dairy we produce, and this new identity reflects that pride.” 

The cooperative’s focus on sustainability and cow comfort, alongside its innovative farming practices, also plays a key role in the rebranding effort.

Upstate Niagara’s product lineup, ranging from milk and yogurt to dips and creamers, remains a staple in households across New York, Pennsylvania, and the Northeast. 

The company has a strong track record, with its products earning numerous awards, including 22 honors at the New York State Fair. 

Beyond its commercial success, Upstate Niagara stays committed to supporting local communities through partnerships and initiatives like the Pride of New York program.

“We want consumers to feel connected to the families behind their food,” Ellis added during the announcement. 

The rebranding aligns with the cooperative’s growth. According to industry rankings, it recently surpassed US$1.5 billion in annual revenue. 

The rollout of the new identity began in early April 2025, with updated packaging expected to hit store shelves soon. 

Upstate Niagara’s leadership believes this refresh will strengthen its bond with customers while reinforcing its promise of delivering fresh, trusted dairy products from local farms to families everywhere.