The Hatchers's Case Study Of The Hatcher Family Dairy

Hatcher Family Dairy was established in 1831 and the Hatcher’s have been milking cows ever since. Throughout most of Hatcher Family Dairy’s history, milk produced on the farm was sold to a milk cooperative owned by farmers. The milk cooperative would transport the Hatcher’s raw milk from the farm to a processing plant where it was processed along with milk from other farms. Ultimately, all the milk processed by the milk cooperative comingled and was sold under various brand names to groceries stores.

Unfortunately, this business model was unsustainable due to the increasing input costs of farming and the low prices the Hatcher’s were receiving for their milk. All other local dairies faced the same issues. As a result, a federal buy-out

The partnership with MTSU allowed the Hatcher’s to test the local market and perfect their processing processes. The Hatcher’s began selling their milk through their newly constructed farm store and local farmers markets. Fortunately, the local market proved favorable. As a result, the Hatcher’s built a milk processing plant on their family farm and began bottling milk there.

The timing of the Hatcher’s change in business model could not have come at better time. The local food movement in the Nashville area was gaining prominence and Nashville became one of the most desirable cities to live and work in. The Hatcher’s close proximity to Nashville allowed them to capitalize on these favorable market conditions and quickly establish a niche market. Currently, over 40 vendors sell or use Hatcher milk in their products. Vendors include convenient stores, restaurants, bakeries, grocery stores, other farm stores etc.

Once establishing themselves as a local milk provider, the Hatcher’s began producing and selling other local products as well. Besides selling a full line of milk products, the Hatchers sell butter, meat (beef and lamb), eggs, and