US-based dairy giant Dean Foods Company has acquired organic drinks brand Uncle Matt’s Organic, in a development that the company says “underscores our commitment to the organic space”. But the move has brought criticism from some Uncle Matt’s customers, who have accused it of “selling out”.
Uncle Matt’s Organic will continue operating the business out of its offices in Clermont, Florida, as a subsidiary of Dean Foods Company.
Uncle Matt’s Organic offers a wide range of organic juices, including probiotic-infused juices and fruit-infused waters. It was founded by Matt McLean, the real-life uncle to ten nieces and nephews. McLean will be joining Dean Foods to continue his leadership of the brand into the future.
“Joining Dean Foods allows me to continue to nurture the brand I started nearly 20 years ago,” said McLean. “Our mission has always been to produce the highest quality organic juices. Becoming part of Dean Foods will allow us to bring organic to consumers at a scale that supports the organic farming community and increasing consumer interests at the same time.”
“I am pleased to welcome Uncle Matt’s Organic into the Dean Foods family. As a strong brand in an adjacent category, Uncle Matt’s will play an important role in our growing portfolio of healthy products,” said Ralph Scozzafava, Dean Foods CEO. Not only is the brand a great complement to our conventional portfolio, it further underscores our commitment to the organic space following our announcements of our partnership with Organic Valley and our recent investment in Good Karma’s plant-based beverage portfolio.”
The deal hasn’t been welcomed by all of Uncle Matt’s customers. Posting on the company’s Facebook page, some customers accused the company of selling out to a company whose values were oppositional to its own. One customer, while wishing Uncle Matt’s the best, wrote: “I so hope it will not ruin what you have, so I am on the fence watching.”