![]() Guida also complained of a constant drain on the company's finances from missing milk crates. At the same time, however, president and CEO Alexander (Al) Guida III complained of difficult business conditions forcing 13 job cuts at its New London, Connecticut, distribution center. Sales rose to $125 million in 2000 and continued to rise through the next year at double digit rate. In 1999, Guida's revenues were about $90 million and growing rapidly, according to figures in the trade publication Dairy Field. Its creator, local artist Richard Lucent, threatened to sue Guida in 1998 seeking a share of its success. The caped, masked cartoon cow was a hit and appeared on a variety of marketing materials, clothing, and promotional items an actor even suited up as the character to make in-person appearances on behalf of the dairy. The company introduced its Supercow mascot around this time. Unlike its rivals, Guida's sterilized its post-pasteurization system on a daily basis using hot water. The processing line was computer-controlled. To achieve these results, Guida's tested incoming tanker loads of raw milk for temperature, microbes, and other parameters. #SUPERCOW ICE CREAM CODE#It was able to begin using an 18-day freshness code on its fluid milk in the mid-1990s, compared to an industry standard of 12 days. Guida's prided itself on its meticulous attention to quality control. ![]() It was reconstituted and pasteurized by Guida's. Orange juice used in the Fast Trac drinks was shipped from Florida in concentrated form in refrigerated tankers. The five-layer packaging and post-pasteurization process allowed the drinks to be shelf stable. These were packaged in new gable-top cartons designed by Montreal's FBI Brands Ltd. ON THE FAST TRACK IN 1992Īround 1992, the company formed an independent subsidiary, Fast Trac Inc., to market a new line of juices and juice drinks. Bernard Guida was named president and CEO in February 1991. On a more altruistic note, the dairy was one of the first to print pictures of missing children on its milk cartons.īy the time of Alexander Guida, Jr.'s, death in August 1990, Guida-Seibert Dairy Company had become New England's largest independent dairy, with revenues of $100 million a year and a fleet of roughly 200 trucks. Guida's was found to be one of several dairies found guilty conspiring to overcharge Connecticut school districts in the 1980s. An associated operation, Guida's Bay State Dairy Company, was formed through the purchase of the Daylight Dairy and Deary Brothers, both of Massachusetts. The bottling plant it moved to in 1929 was later used as a distribution center by Guida's. Radway's had been formed in 1918 by Guy F. Guida's merged with Radway's Dairy of New London, Connecticut, in 1966. This had been established in 1886 its plant became the main site for Guida's. In 1947, the brothers acquired the Seibert Dairy. Al Guida had dropped out of school after the sixth grade to go into business. They began with a single sales route started in 1932, in the midst of the Great Depression. Guida, Jr., and his brother Frank (two of 13 siblings) who built the business into a modern commercial dairy. The Guidas were immigrants from Poland who started a dairy farm in Connecticut. It has also rolled out new products, such as fruit drinks, and novel containers in order to meet changing tastes. While much about the business, including its family ownership, has remained the same after several decades, the company has diligently adopted the latest technological advancements in production, packaging, and distribution. The Guida family launched the business in the 1930s and acquired the venerable Seibert Dairy after World War II. Its more than 200 trucks deliver to Massachusetts, Rhode Island, Connecticut, parts of New Jersey, and New York State. Guida's consistently ranks among the top 100 dairy processors in the United States. Other products include ice cream mix, fruit drinks and juices, and bottled water. ![]() ![]() Family-owned for generations, the company has strived to stay on top of the latest processing and packaging technologies and prides itself on its 18-day shelf life for milk. Guida-Seibert Dairy Company, which does business as Guida's Milk & Ice Cream, is a leading New England dairy. NAIC: 311411 Frozen Fruit, Juice, and Vegetable Manufacturing 312111 Soft Drink Manufacturing 312112 Bottled Water Manufacturing 311511 Fluid Milk Manufacturing 311512 Creamery Butter Manufacturing 311520 Ice Cream and Frozen Dessert Manufacturing 422430 Dairy Product (Except Dried or Canned) Wholesalers ![]()
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