Pretty much old hat in NYC, but i took this photo months ago when this place first opened. Ronnybrook Farms has opened what could be the first of its kind, Milk Bar in Chelsea Market. Very interesting turn for a brand, but judging by the crowds immensely successful.
The brand is somewhat revered in NYC, as being from "upstate" (in a positive manner) and "true" farm from its sidewalk sales down in Tompkins Park on the weekends. Chelsea Market is a fantastic collection of food retailers in a relative transparent environment, allowing consumers to watch the production of the goods for sale. Ronnybrook has a wall lined with ancient milk crates, a circular bar in the center with ice cream and they offer diner fare as well for those looking to sit down for a bit. Quite a few people came in just to purchase their milk from the coolers in the wall. Advantage niche store!
Apparently there is a history of milk bars, but this one seems one-of-a-kind to me. Other brands that live in convenience store aisles or are single-serve should see this as a great example how to create a retail and community connection with consumers. Dairy farmers' ads have been quite popular and well-branded over the years, might milk be one of the most progressive foods we have?