Great post on one of my blog heroes Stonyfield Farms. Here’s a quote:

Stonyfield’s sales have also increased 25 percent over the last year, and the company has just begun a major expansion that will double the size of its existing plant … All that with almost no traditional advertising." Gary (CEO) comments: "The proof, first of all, is that on our website, we have 750,000 subscribers to our four ‘Moos Letters.’ Dannon doesn’t have that, Yoplait doesn’t have that, Kraft doesn’t have that"

They get that its all about participation. And so, how does a company rationalize new marketing strategies and entering the blogosphere. Gary says it all here:

Underneath it all, Gary says, is the constant creation of new strategies. "We never knew what was really going to work because there were no models for us," he explains. "We led with the only things we really knew — our yogurt and our causes."

What’s your cause?