282. Brand Stories: GRASSLAND PURE COW’S MILK, 1962

 GRASSLAND FARMS INC., a 100% Filipino dairy enterprise, was founded in Nov. 1961 and began operations in June 1962. The promising modern milk processing plant gets its supply of raw milk from its own dairy farm of over 1000 cows.

The  plant was just operating 25% of its capacity with the bulk of the farm’s raw milk sold to disitributors of pasteurized milk. The lead products was GRASSLAND PURE COW’S MILK, which was processed from the raw product by heating the milk to a higher temperature than the pasteurised product killing all bacteria.

GRASSLAND PURE COW’S MILK was packaged in softdrink bottles, with metal caps and marketed by its offices with address at 1202 E. De los Santos Avenue. By 1962, the company was putting out print ads of GRASSLAND PURE COW’S MILK –“unequalled in food values because it’s rich in body-building proteins, vitamins and minerals”. And, to drive home the point that it’s good for young and old alike, the ads featured teens, oldies, kids and young adults.

In 1966, GRASSLAND FARMS INC, sounded a call for other companies interested in a joint venture arrangement primarily to provide working capital---  U.S. investors preferred. There is no information if such a co-op arrangement happened, but one thing for certain, GRASSLAND PURE COW’S MILK disappeared from supermarket shelves, even before the new 70s decade rolled in.

SOURCE:

International Commerce, A U.S. Dept.of Comerce weekly. 4 Jul. 1966