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In 2015 everything went wrong for Arla. Milk was suddenly bad for your health. Cows was bad for the environment. And the farmers were having a hard financial time and many went bankrupt. At this point we focued on letting the owners, the farmers, come forward and tell the swedes what Arla is all about in person. Arla went from index 9 to 31 in Yougov’s Brand Index and Arla was awarded “starbrand of the year.