Dairy farms are 80% family-run. That’s rare in today’s world of conglomerate farming. Turns out Boehringer Ingelheim is also family-run. Even though they make several of the top dairy pharmaceutical brands, few farmers had heard of them. They had, however, heard more than they cared to from Pfizer, the giant in the category. Consequently, playing up family, and a strong family of brands, was a no-brainer.