For years, Colteryahn Dairy has fielded calls from people who want to stop by and pick up a case of half-pint drinks to serve at a children’s party, or a supply of cream for a church bingo.
Because the wholesale dairy in Carrick has never operated a retail store, it couldn’t accommodate that kind of walk-in business.
Now through digital technology, customers can shop for Colteryahn products online and pick up their orders at CoGo’s convenience stores in the Pittsburgh region. Colteryahn is the parent company of the CoGo’s chain and 33 CoGo’s outlets are participating in the direct-to-consumer initiative rolled out in October.
Last week, Colteryahn launched a direct mail marketing campaign for online orders and it plans to post more information in CoGo’s stores to get shoppers’ attention, said Jan Seaton, executive sales representative for Colteryahn.
Next up? Maybe a phone app to make ordering even easier.
Very few dairies have launched direct retail orders on the Web, though some, such as Colteryahn, say it’s definitely a sales tool they’ve considered for a while.
Founded in 1917, Colteryahn has about 50 employees and is the last surviving dairy in the city limits.
It is serving as the anchor of a developing neighborhood “dairy district” on Brownsville Road meant to eventually include a farmer’s market and possibly several other food destinations such as an ice cream shop. The city and community groups, including the nonprofit Economic Development South, are partners in the effort.
Meanwhile, through its online initiative at www.colteryahndairy.com, the company is reaching out to individuals, small businesses and nonprofit organizations that may want to buy in bulk but can’t meet the $75 minimum for a wholesale order.
Among the products being offered online are half-pint containers of teas and orange drinks sold in cases of 48 for $13; 4-ounce apple and orange juices in cases of 75 for $15; and plastic pints of teas and fruit drinks sold in cases of 12 for $11.30.
Larger containers include gallons and half-gallons of iced tea and juice; and various sizes of milks, creams and half-and-half. Also available are butters, margarines, yogurt, and a selection of cheeses such as sliced, ricotta and Philadelphia cream cheese.
Customers will pay for their orders using PayPal, then select a CoGo’s for pickup, print their invoice and take it to that location. Orders should be filled and ready for customers within five days, according to the dairy’s website.
The dairy plans special marketing efforts for holidays. The upcoming Easter season when community groups and churches may be hosting events such as breakfasts with the Easter Bunny could be an opportunity. “When we rolled it out in October, a lot of people were buying drinks for Halloween trick-or-treat,” Ms. Seaton said.
Few wholesale dairies provide online ordering for consumers. Another one that does is Turkey Hill of Lancaster County, which sells limited flavors of ice cream, specialty teas and other drinks shipped directly to customers.
Among the few small, independent dairies offering online sales for individuals is The Milkman, a home delivery business operated by Jeff Brunton whose family owns Brunton Dairy in Independence, Beaver County. The Milkman delivers six days a week in Beaver and parts of Allegheny counties.
Though Mr. Brunton’s company is a separate entity from Brunton Dairy, he delivers milk, ice cream and ground beef from his family’s business and eggs, butter and other items from different suppliers.
His mother, Mary Jane Brunton, is a partner in Brunton Dairy which also delivers to homes six days a week. Though her company has considered moving into online orders, “We just haven’t gotten there yet,” she said.
Besides providing a way for consumers to buy directly from the dairy, Colteryahn’s online sales should also reduce requests to employees. Their friends and neighbors frequently ask them to bring them products, said Ms. Seaton.
“It’s not that they want a bargain. But if my neighbors want a case of tea, it’s not always convenient for me to bring it from work.”
Joyce Gannon: jgannon@post-gazette.com or 412-263-1580.
First Published: January 29, 2016, 5:00 a.m.
