The new name will go on fluid milk, butter, ice cream and other products that Foster Farms processes and makes at its plants on Kansas Avenue in Modesto and in Fresno.
“It’s made at the same place by the same people, but just a different label,” said Carrie Cardoza Bordona, whose Modesto public relations firm is working on the change-over.
It does not affect the Foster Farms poultry company, based in Livingston and owned by the same family. Roberts said marketing research found that many consumers associate the Foster Farms name with poultry more than dairy products.
The new labels have “Crystal” in big letters, with “Foster Farms Dairy Quality” next to it in small type. The company incorporated part of Foster Farms’ sunburst logo.
The purchase of Crystal, founded in 1901, boosted Foster Farms’ milk production from about 2.5 million gallons a week to 3 million. It added hundreds of retail outlets.