From its founding in 1893, the company was legally and popularly known as William Neilson Limited. The change in 1990, with the concentration on dairy, brought about a need for a new corporate name and a new corporate identity to establish the company in the public eye.

The challenge was to take a 100-year-old trademark, one which was well-established with a product no longer made by the company, and not only freshen it up, but associate it with the company's new focus - all without losing the history and value of the trademark. The company sought out a corporate identity that would evoke its long-term values of excellence and purity, and balance them with the modern reality of clean, efficient production.

After intense study - and considering several names - "Neilson Dairy" with the accompanying corporate identity was chosen. The Neilson name represents quality to the public; the word "Dairy" summarizes what the company is about; and the logotype presents the qualities of the past and the present in equal measure.

Finally, the new corporate slogan "To Your Health" communicates several messages; the importance of milk products to individual health; the nutrition inherent in milk and milk products; and for Neilson employees and shareholders, the continued vitality of the business and the health and value of the company's relationships with customers, suppliers and with employees.

"To Your Health" is a celebration of one's health, and with every passing year, the phrase becomes more and more relevant to the company.