September 1, 2010

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An Outdoor Venture

Utah’s Own Expands to Include Outdoor Product Manufacturers

Gaylen Webb

September 1, 2010

Beverly explains that since the company ships enormous quantities of products worldwide, trying to effectively add the Utah’s Own brand to products that will be distributed locally is a process the company will have to work through. Rather than add the Utah’s Own brand before shipment, he says Easton Mountain Products will probably rely on its local representatives to add the Utah’s Own brand to products sold within the state, and also to train store owners how to promote Easton products carrying the Utah’s Own brand.

As GOED’s director over the outdoor products cluster, Cutler understands the complexity faced by multinational companies like Easton. “Logistics is one of the biggest challenges to program participation for some multinational companies,” he says. “They have to figure out how to tag the Utah’s Own label on their products without disrupting the packaging and distribution process. The global reach of many Utah outdoor product manufacturers does make the logistics of adding the Utah’s Own brand more challenging.”

Nonetheless, he says the Utah’s Own program should provide some marketing benefit to the industry and that employing the Utah’s Own brand should have a meaningful impact on local sales.

“Utah is a great market for products made by Utah-based multinational companies, and it costs nothing to join, so we see it as a win-win proposal,” Cutler explains. “Large and small outdoor products manufacturers, and the Utah's Own program itself, should benefit by increasing the program’s scope. What’s more, as Utah consumers are exposed to a greater number of products carrying the Utah’s Own brand, that will enhance the program’s brand equity.”

Strengthening the Industry
While Sparks can’t put a finger on the expected economic impact of adding Utah’s outdoor industry to Utah’s Own and eventually other Utah manufactured products, he says the program has been a boon to the food and agriculture industries and that it should be beneficial for the state’s outdoor product manufacturers as well.

If enthusiasm is any measurement of success, based upon the enthusiasm of members from the food and agriculture industries, adding outdoor product manufacturers to the program should bode well for that industry.

“Originally, we felt like a small increase in state revenues would be a way to measure our success, but there are so many variables and other programs that claim responsibility for economic growth, increased revenues really isn't the best measurement,” Sparks says. “However, in the area of restaurants, food is over a billion-dollar Utah industry, so even the slightest percentage increase in sales by promoting the Utah’s Own brand on the menu has a great impact, and we think that should translate well to Utah’s outdoor products industry.”

Henich is certainly hopeful about Flat Attack’s participation in the program. Will the combination of his top-quality ingredients and the Utah’s Own brand boost sales and promote consumer loyalty for Flat Attack Tire Sealant among Utah consumers? It won’t cost Henich much to find out.

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