Challenge Butter Declares “Let Them Eat Cake!”

Governor Jerry Brown Deems June 11 “Challenge Butter Day” in Recognition of tbe Brand’s 100th Birthday and its Contributions to California and its Dairy Industry

DUBLIN, CALIF., (June 11, 2011) — Challenge Butter is inviting fans to celebrate its 100th birthday on June 11, 2011, which has been proclaimed to be “Challenge Butter Day” by Governor Jerry Brown in recognition of Challenge’s 100 years of providing the West with high quality, great tasting butter.

The first 100 fans to wish Challenge Butter a Happy Birthday via a video on its Facebook page on Challenge Butter Day will receive a voucher for a free birthday cake to use at their local Challenge Butter retailer. Fans can visit challengedairy.com to enter and for complete rules and regulations.

Challenge Butter began one hundred years ago with four employees, a horse and cart and 132 lbs of butter. It sold 12 lbs its first day in business. Word of its quality quickly spread and today, it is the largest butter brand in the West. Challenge’s dedication to quality hasn’t changed in its 100 years, nor has its packaging bearing the great elk, which has become synonymous with fresh, real butter.

“We couldn’t be more proud to celebrate our 100th birthday with our fans who have supported us over the years,” said Irvin Holmes, CEO of Challenge Dairy Products, Inc. “Challenge Dairy and its farmers are committed to providing the best and that commitment is why our fans’ love for Challenge Butter continues to be passed down from generation to generation.”

Challenge has not only pioneered quality in butter products, but was also responsible for many industry firsts, including:

  • The first lab sampling of all butter to ensure quality;
  • The first consumer size Swiss cheese package;
  • The invention of a metal churn, in place of a wooden churn, which soon became an industry standard;
  • The practice of shipping butter in paper rather than in heavy wooden crates;
  • The introduction of the ½ gallon carton of milk instead of quart cartons;
  • Being the first advertiser to sponsor a lighted billboard in Los Angeles, standing on the top of a one-story automobile sales building at the northwest corner of 7th and Figueroa, where the Statler Hotel is now located.

Challenge has much to celebrate and will be offering promotions throughout the year in honor of its 100th birthday. Beginning June 15, 2011, Challenge will kick off a “100 Years, 100 Days of Winners” online instant win game, rewarding hundreds of fans with cash, Good Cook® Kitchenware, and other great prizes including a Grand Prize Sweepstakes of $10,000 cash. Check www.facebook.com/challengebutter for details.

About Challenge Dairy Products, Inc.

Challenge Dairy is a wholly owned subsidiary of California Dairies Inc., the second largest dairy cooperative in the United States. Challenge is a cooperative association responsible for the marketing and distribution of dairy products produced from 400 large family-owned dairies. Through a long-standing history as a manufacturer and distributor, Challenge Dairy Products, Inc has become proficient in providing product offerings in butter, cheeses, dairy fluids, eggs, salad dressings, desserts, ice cream, mayonnaise, oils and more.