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US: Food Processing Magazine names Chobani its 2012 Processor of the Year

It’s difficult deciding which Chobani story to tell first. The story of a Turkish immigrant who bought a shuttered yogurt plant and became a successful businessman? The creation of a new and intensely hot food category? How a startup based on a single product grew into a billion-dollar company?

After a year in which Greek yogurt became the hottest-growth food category, we name Chobani our eighth ‘Processor of the Year’. In just five years, Chobani became the biggest-selling single brand in the overall yogurt category (admittedly, Dannon and Yoplait segment their brands much more).

While we’ll recount the road to this phenomenal success story, it’s essential to note up front 2013 will be a make-or-break year for this company. Can it operate a second US plant, a greenfield that will be the world’s biggest yogurt factory? Can it extend its success to other parts of the globe? How far can you run on a single product category?

Those are issues Chobani is considering, and we all will witness the decisions and their outcomes. But for now, the party is for Chobani 2012, and all we’re serving is Greek yogurt.

Chobani CEO Hamdi UlukayaHamdi Ulukaya wanted to come to the US to learn English since he was a child. Growing up on a dairy farm in Erzinkan in eastern Turkey, his family made cheese primarily, and a little yogurt, both mostly using sheep’s milk.

He worked in the family business and studied political science at Turkey’s Ankara University. But in 1994, he enrolled in Adelphi University, on New York’s Long Island, to learn the English language. Within a year he moved to central New York, enrolling in the State University of New York’s Albany campus intending to study business. But his family pressured him to get into business, rather than study it, and soon he was importing his family’s feta cheese and selling it in central New York.

“Sales were pretty good. I took it as a good sign,” he says. “So I got a loan from the local economic development organization and bought a small plant in Johnstown, NY, to make feta.”

That was 2002, and the company, Euphrates, he still manages. He was struggling, making a living, but this was not to be a billion-dollar company.

In 2005, he saw an advertisement for a Kraft plant in nearby South Edmeston that was in the process of shutting down. As a dairy plant, the site dated back to 1885, and parts of the current buildings dated back to 1901. There was just a skeleton crew still hand-packing Breyers yogurt and starting to wind down the plant.

“It was like a cemetery. The environment was sad. The paint was peeling, water was dripping,” Ulukaya recalls. “But the shell of the plant was OK. A lot of equipment remained – not in perfect shape, but a few weeks earlier it had been operating. It had tanks, pasteurizers, fillers. But it was clear Kraft had not invested much in the plant in the past 10-15 years.”

Despite the category finally catching on in this country, Kraft was exiting the yogurt business, having just sold the Breyers business. Ulukaya was not fond of American-style yogurt. “It’s like candy, full of sweeteners and texturizers and stabilizers,” he said. “In Turkey, we eat strained yogurt – we don’t call it Greek yogurt. It’s a little bit sour, like sour cream or almost cheese, and has much more protein.”…..

Food Processing: Read the full article

A ‘Dream plant’ in Idaho

While Chobani originated and grew within the contours of the hills and highways of central New York, a new plant in Twin Falls, Idaho, was designed from a blank slate, to be the ideal Greek yogurt plant. Chobani claims it is the world’s largest and most modern plant making yogurt of any type.

Read more on the manufacture and plant operations of Chobani here

Additional reading on FOODStuff SA:

2012: the year that protein reaches its tipping point?

America’s new yoghurt billionaire

US: Yogurt wars get serious

US: Greek yoghurt’s booming success

Not bad Greek debt – it’s brilliant Greek yoghurt

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