30 Years of Making Great Value Ice Cream

This week the official blog of Walmart “Walmart Today” published a post by their Senior Buyer of Ice Cream Dallas Counts that tells the story of the retailer’s 30-year strong relationship with Wells Dairy the manufacturer of Great Value ice cream.

To learn more about private brand at Walmart don’t miss Jack Pestello, Senior Vice President, Private Brands for Walmart U.S. present at  “Velocity: The My Private Brand Conference.” September 13-15, 2017 in Charlotte, NC.

Meet Wells Dairy: 30 Years of Making Great Value Ice Cream

Happy cows make the best milk, and fresh milk makes the best ice cream.

That’s the philosophy behind every scoop made by Wells Dairy in Le Mars, Iowa – where Great Value ice cream has been made for 30 years.

To make amazing ice cream, we focus on quality ingredients. Every day, Dykstra Farm’s fresh milk takes a 20-minute truck ride to the Wells Dairy plant, where it’s turned into fresh cream that same day. The cones and cookies are made right across the street at BoDean’s Baking Group, so we can use the freshest ingredients in every batch. Almost everything that goes into our ice cream is produced right there in Le Mars, the Ice Cream Capital of the World.

When my team sets out to develop a new flavor or a new way to share this favorite treat, we don’t want to simply repeat something we’ve already seen on the shelf. We look for inspiration everywhere – from trend-forward scoop-shops to flavors from across the globe – to find fun, innovative ways to surprise and delight our customers.

Last year, my ice cream team tested over 200 samples to make sure the products we are putting in stores are top-notch. We do a lot of this at our Culinary and Innovation Center – Walmart’s test kitchen staffed with food scientists that ensure the quality of our private brand products.

Whether it’s a crazy new flavor or a cone with fun mix-ins, we’re proud of every scoop of Great Value ice cream we put on our shelves.

Flavor testing is a big part of our process to keep things fresh and fun (and a big part of what makes the job so great). One of the flavors we’re particularly excited about this year is Great Value’s new Pucker Punch Raspberry Sherbet with a Sour Raspberry Ribbon. It was one of our top scoring flavors, and kids especially love it.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.