Pato' Gold

摘要

In 1999 the Irish Dairy Board, which had been selling butter and cheese abroad under the Kerrygold label for almost four decades, shipped a few thousand foil-wrapped bricks of butter to the U.S. The group didn't have high hopes. American farmers produced more than enough milk to go around, and tariffs on imported butter, along with the cost of shipping it, meant that Kerrygold would be substantially more expensive than it was in Ireland. On top of that, the U.S. grocery industry was notoriously fragmented. With so many grocers to woo, penetrating the market would be an arduous process.