Irish Dairy Board, which represents about 14,000 dairy farmers, intends to market milk under Ornua brand.
Following market tests on various parameters, the new name was chosen by the dairy board.
IDB expects that the new branding will be an ideal fit for its international focus. It plans to sell its products in more than 100 markets, reported Irish Times.
In 2010, the IDB had undertaken a business transformation strategy in order to benefit from the new opportunities following the end of the milk quota regime and the new branding is part of this strategy.
The milk quota regime is set to end on 1 April.
Currently, IDB's core markets are Germany, the UK and the US; however, it also intends to focus on overseas markets where there is a growing demand for dairy including Russia, the Middle East, Africa and China.
The board is also in the process of constructing its first global facility at Mitchelstown, Co Cork for the production and packing of Kerrygold butter.
