By Kelsey Musick
Traders Point Creamery in Zionsville is returning its focus to central Indiana and discontinuing national distribution of its dairy products.
Mark Vander Kooy, Traders Point Creamery CEO, said the business is looking to reconnect with its original mission. He considers the transition more of a “refocus” than a “rebrand.”
“We are often reminded that we are a local company,” Vander Kooy said. “The local people know our restaurant and they know our products.”
Until recently, Traders Point Creamery’s yogurt products were distributed nationwide at Whole Foods, Kroger and other stores. The distribution will scale back to a local level.
“We are in the dairy market, which is really competitive,” Vander Kooy said. “Because of this, we felt we needed to focus on the benefit that we have, and that’s being a Midwest company. Trying to scale artisan products is really difficult and we are mindful of that.”
Vander Kooy said Traders Point Creamery products will only be available in central Indiana stores, including Whole Foods, Target and Kroger.
The creamery also wants to draw people to its farm for dining and shopping.
“Bigger is not always better, especially in a competitive market,” Vander Kooy said. “We don’t want to compromise our brand or what goes into our bottles, and to be a national provider, we would have to start compromising.”
For Vander Kooy, downsizing was a difficult decision.
“Everything in human nature is to grow, so shrinking and reversing that growth was the hardest thing I’ve had to do,” Vander Kooy said. “But it will be the best thing for our employees and for our customers.”