Upgrade Your Farm
to 24/7 Mini-Dairy
DirectDairy integrates milking robots, pasteurization, filling, and sorting of milk into a fully-automatic 24/7 mini-dairy.

Premium packaged milk from DirectDairy™ system will unchain farmers from industrial dairies and ensure a stable economic future for their families.
Summary
Direct Dairy™ shell building concept
DirectDairy™ System (DDS) is a fully automated mini-dairy in a standard compact shell.
In line with the automated farming philosophy, our solution does not require any extra labor at farm.
The end product of DDS is unique and premium by itself. Our packaged milk comes in small batches with each batch traceable to a specific cow and ready for consumption within 20 minutes after its milking.
Turn-Key Set for Easy Start
DirectDairy™ hardware is supplied as integrated systems ready for production from day one.
Multi-channel Pasteurizer
This is the heart of DirectDairy™ System designed from scratch by our engineers and protected by patent applications and know-how. Each portion of milk from each cow travels along its own route within our pasteurizer to the filler without mixing with milk from other animals. Each pasteurizer is designed to work with one milking robot. As your packaged milk sales grow, you can easily expand the system by just adding an extra pasteurizer to it while the other elements of the system remain intact.
The Filler
We chose to fill our milk into stand-up pouches with sealed caps for two major reasons. #1. This type of packages has the lowest carbon footprint compared to carton boxes, plastic or glass bottles. #2. This is the only type of packaging that allows small-scale filling, labeling, and sorting of milk without manual operations.
The filler is coupled with a smart printer that prints variable data on each package. This feature makes every package label unique.
CIP Unit and Air Sterilizer
CIP unit cleans our milk lines in coordination with the milking robot to optimize the production cycle.
Air sterilizer prevents milk contamination in the processing room. The technology that sterilizes air on International Space Station upgrades our production room to GMP level of air cleanliness.
Automated Sorting to Cold Storage
Milk packages are automatically sorted to crates in the cold storage by time of production, milk type, cow breed or by customer. Our farmers need just several minutes a day to manage the warehouse.
Smooth Expandable Supply
Direct Dairy Holding BV supplies farmers with packages, spouts, filters, detergents, and other disposable items. Farmers can order farm-specific packages with different levels of customization.
Full-time Technical Support and Regular Service
Our technical personnel is available 24/7 for online consultations. Technical service intervals are monthly in the first three months upon installation and bi-monthly after this initial period. Standard or expanded set of spare parts goes together with every DirectDairy™ System.
Milk Sales Support
DirectDairy™ business model is based on Dairy-as-a-Service (DaaS) philosophy. It means that, unlike traditional suppliers of farm equipment, we are interested in farmers' business success as much as the farmers themselves. We are interested in the maximization of packaged milk sales from each farm because we earn not on the equipment but on milk. The more milk our farmers sell, the better our business goes. For this reason, we provide farmers with a contemporary umbrella brand and a strong marketing support focused on the consumers who live in the areas where our farmers sell their packaged milk. We use IT technologies to raise and grow consumer loyalty to branded milk originated from each of our partner farm.
Fermented Products (Optional)
Our standard production facility has some room reserved for expansion. Farmers can expand their product list by adding optional fermentation units to produce liquid products like drinking yogurt, kefir, etc. from pasteurized milk. The standard DirectDairy™ hardware will fill and sort these products along with premium milk.
Direct Dairy™
The Beauty of Milk

Every cow gives milk that has a distinct taste, flavor, texture, fat content, etc. It varies even between milking sessions for the same cow depending on cow's mood, diet, lactation phase, etc. Than why should we drink milk mixed from thousands of cows at industrial dairies and heavily processed on top of this?
DirectDairy™ milk is exactly the milk that comes from a cow's udder. We do not mix or homogenize or separate our milk. Only gentle pasteurization with immediate filling. Each cow has its unique QR code that consumers can scan from the package and see full information about the milk, the cow, and the farm itself on the screens of their smartphones.
Our farmers can sort milk by cow, milk type, customer, breed, time of production, etc. It adds a high level of flexibility to their production line, and a higher value to their product. You can even keep a herd mixed from different breeds and separate Holstein milk from Jersey milk, A1 milk from A2, etc.

Wingy Lindy™ pouch with basic design
Wingy Lindy Umbrella Brand

In addition to our innovative milk container, we provide farmers with the contemporary milk brand and its strong support. Each package of our milk will be co-branded by international Wingy Lindy™ brand and a local brand of the farm that the milk comes from.
Laconic brand line of Wingy Lindy™ provides the highest level of adaptability to every farm's profile. Our packages are customized for each farm with more or less farm touch on the front and back panels, interactive QR code for each cow and farm, and even farmer's picture addressing to consumers with a welcoming speech.
Wingy Lindy™ marketing team will promote every farm's milk to consumers who live in the areas where this milk is sold. We will reach them by social media, with product presentations and testing at points of sale, and by intense PR efforts. Just be certain that we will do our best to help you sell all the volume of your milk because it complies with our DaaS business philosophy.
Each cow from every farm with an installed DirectDairy™ System will have its own personal page on our mobile website.
Try to scan the QR-code from this image or click this link to see our fully-functional demo.

NOTE: wingylindy.eu was designed for mobile phones only. So it looks large when you open it from your PC or tablet.

Prices
Our prices are extremely attractive due to our DaaS business model and lean production approach.
Try return of investments modelling - Income Calculator
R1 model
Turn-key solution for one milking robot
€ 229 000
  1. License to use DirectDairy™ technology and Wingy Lindy™ milk brand
  2. Full set of hardware with up to 240 l/hr product capacity
  3. Full set of construction documents
  4. VAT, standard shell construction and hardware installation costs are not included. Neither is the cost of disposable materials.
  5. Free shipping
Select
R2 model
Turn-key solution for two milking robots
€ 279 000
  1. Upgradeable from R1 model or ordered as a separate solution.
  2. License to use DirectDairy™ technology and Wingy Lindy™ milk brand
  3. Full set of hardware with up to 480 l/hr product capacity
  4. Full set of construction documents
  5. VAT, standard shell construction and hardware installation costs are not included. Neither is the cost of disposable materials.
  6. Free shipping
Select
The above prices are for a reference only and apply exclusively to farms in Euro zone. Direct Dairy Holding BV can change the prices before they are fixed in the contract.
About Us
Direct Dairy Holding B.V. is a Dutch startup with a Russian founding team.
DDH is based in Leeuwarden, the capital of Friesland - the province famous for its dairy
farming. The company develops its proprietary technology and trademarks.

Direct Dairy Holding B.V. invites technical and business professionals to join our team on a part-time or full-time basis. If you are ambitious, creative and enjoy working with multiple and challenging tasks, DDH is the place to be. Send your applications directly to Andrey at ak@directdairy.nl.

Official information about Direct Dairy Holding B.V.:
Mailing address: Turfmarkt 11, 8911KS Leeuwarden, Netherlands
KvK-nummer 67621392.

We are in social media:
Meet our team
Dr. Andrey Kuteynikov
Founder and CEO
Andrey holds a PhD degree in economics of technological innovations. Before launching DDH, Andrey worked at a major international pharmaceutical company, launched six innovative businesses in Russia and invested in ten startups as business angel. You can contact Andrey at ak@directdairy.nl
Valentin Sergeev
Chief Technology Officer
Valentin holds a Master's degree in engineering. Before joining DDH in 2016, Val spent several years developing innovative technical solutions for Gazprom. You can contact Valentin at vs@directdairy.nl
Roman Pirog
Process Engineer
Roman has 10+ years of experience in dairy processing. He was involved in large-scale projects for Pepsico and several local dairy companies in Russia.
Vlad Troshin
System Engineer
Vlad holds a Master's degree in engineering and has 10+ years of experience in R&D. Worked in development of more than 5 flexible technological systems
Contractors and subcontractors
Over 30 dutch and international companies was involved in this project to bring the best solution for the global market
FAQ
What is the price for Direct Dairy™ solution?
The price of Direct Dairy™ solution consists of two components.
The first is the license to use Direct Dairy™ patents and trademarks. The other is the hardware price. The lump sum to buy the license is €60.000. Aside from the lump sum, the license terms also assume fixed monthly payments per AMS and royalties for each pack of milk or other dairy products produces at Direct Dairy™ equipment.
The other price component is the hardware price. It is €169.000 for a Direct Dairy™ standard R1 turn-key set (operational with one milking robot and expandable to R2) and €219.000 for standard R2 set (operational with two AMS).
Our farmers will have to build a separate 18,5 x 7,5 x 4,7 m building to accommodate a standard Direct Dairy™ system. We will provide the farmers with the requirements and the construction blueprints for the building. The projected price for the construction site and the building is in the range between €95.000 and €120.000.
The installation cost will vary depending on the distance from the AMS to Direct Dairy™system. We expect that it will fit within €10.000 to €15.000 range for almost any farm.
Optional features like fermenting tanks for liquid yogurt add a minor fraction to the price while greatly expanding the farm's product list. Other optional features like built-in digital protein and fat counter add more value to consumer experience.
Is there any funding available for purchasing Direct Dairy™ hardware?
Farmers are supposed to negotiate funding of Direct Dairy™ transformation of their farms with their banks. On our hand, DDH negotiates with several Dutch financial institutions on financing programs for farmers.
We hope that by the time we launch our technology in the market in 2018, farmers will be able to lease Direct Dairy™ hardware at projected €2550 per month for the period of 7 years for our standard R1 model.
On top of it, there are government support programs in most EU countries tailored to encourage farms to introduce innovative technologies and business practices. Check how eligible your farm is for subsidies and other forms of funding within these programs if you plan to buy a Direct Dairy™ license.
What are the technical requirements for installation of Direct Dairy™ hardware at farms?
Main technical requirements for DDH mini facility:
1. Building size (LxWxH): 18,5 x 7,5 x 4,5 m
2. Vehicle access to one (long) side of the building
3. Peak energy loads:
- For R1: 37 kW
- For R2: 55 kW
4. Peak water consumption: 12 m3/h
5. Minimal pressure of water supply: 0.3 MPa (3 bar)
6. Peak water drainage: 12 m3/h
Why do I need to buy a license and cannot just buy Direct Dairy™ hardware?
Because Direct Dairy™ solution is not about hardware. We provide farmers with a business solution that assumes not just a new way of production, but change of farm's focus from production of raw milk to production and distribution of consumer-ready dairy products.

Rather than being the first element in the long value chain with farms, processing dairies, distributors and retailers, our farmers become the owners of their own value chain from the parlor to the end consumers.
And Direct Dairy Holding B.V. helps them on each step of this transformation: from promotion of their milk and other dairy products to consumers and retailers to organization of direct distribution to local consumers.

Milk produced with Direct Dairy™ technology will sell under one consumer brand. Though packages will be customized for each farm, they will have common recognizable design worldwide. DDH will actively promote this brand with specific focus to local consumers in the range of 10-15 km from the farm.

For nine months upon installation of Direct Dairy™ hardware at any farm, we will spend 100 percent of royalties on such promotion and organization of direct distribution of milk to local consumers.
What are the basic and optional features of Direct Dairy™ hardware?
Direct Dairy™ hardware is supplied in two standard models:
R1 that works with one single-stall AMS or one stall of a two-stall AMS and R2 that works with two single-stall AMS or one two-stall milking robot. R1 model can be upgraded to R2 model at any time because both models are installed in one standard prefabricated shell (light building). Farmers will not pay any extra license cost for the upgrade from R1 to R2 model.

Optional features include:
1. One or two fermenting tanks (250 or 500 liters) to make kefir and liquid yogurt for further packaging with the same filler.
2. Built-in protein and fat counter to print the exact levels of these components in the specific portion of milk instead of the cow's average number. This adds extra value to consumer perception of your milk.

Farmers will be responsible for preparation of the construction site for Direct Dairy™ hardware installation, and connection of infrastructural elements to it (water, electricity, waste water, etc.). Direct Dairy™ hardware is compatible with any type of AMS and works in fully automatic mode.
Why is there only one standard installation solution? Can it be customized?
We standardized Direct Dairy™ systems to save farmers' costs. Any customization will most likely lead to higher price and longer time due to extra engineering and installation cost.
What kind of technical support will I get at my farm after hardware installation?
DDH will provide you with monthly mandatory maintenance and 24x7 emergency support through its local dealers. We will design customized packages for your milk and other liquid dairy products at no extra cost. Farmers can buy disposable items (CIP liquids, etc.) from DDH dealers or from any other source of their choice.

Within its license, DDH will provide farmers with Direct Dairy™ management system to track each pack of milk produced with Direct Dairy™ hardware. Each farm will receive its personal webpage on DDH website to privately exchange data between the farm and DDH and to serve as the farm's public representation for interested consumers.
What marketing and sales support can I expect from Direct Dairy™ solution?
Packages. Every farm will have its customized package design. Though the packages for each farm will be designed in the way that they will have common features (size and shape, brand name and logo, etc.), they will also contain farm-specific information such as the farm name, location, size, type of cows, animal diet, picture of farm and its owners, etc. Package design is a part of the license price.

Promotion. 100 percent of royalties that farmers will pay for Direct Dairy™ license in the first six months upon hardware installation will go for promotion of their milk and other dairy products to local consumers. DDH will do it with geo-targeted online (SMM, etc.) and off-line instruments (branded vending machines at points of sales, milk testing, free samples to potential milk subscribers, brand images on delivery vehicles, etc.). We also plan to use PR instruments to make our milk brand known to local and national consumer groups (posts by popular bloggers, etc.)

Sales and distribution. We will provide farmers with at least one distribution channel –regional or national retail chain who agrees to put our milk on its shelves. DDH will train farmers in selection of their dominant distribution model (wholesale, retail or direct-to-consumer channels) and help them build their first direct-to-consumer network. Optional distribution support - like vending machines placement and monitoring or subscription management software - will also be available to interested farmers at some point.
We assume that all distribution channels will be built and an appropriate pool of the brand-loyal consumers will be developed in six to nine months upon installation of Direct Dairy™ hardware at farms.
Why would consumers buy our milk when there is such a fierce competition in the market?
Because the milk produced with Direct Dairy™ systems is totally different from any industrial or even farm milk. It will be the only straight-off-the-udder milk available in the market and will have a set of features strongly appreciated by European consumers.

Our milk is 100% natural because it comes straight from the udder to the package. The time between the last drops of milk from the udder to fully-pasteurized packaged milk is about 20 minutes. Unlike industrial milk that is split into fractions and then mixed again in certain proportions, our milk is the exact whole milk that leaves the udder: with natural taste, flavor, and fat content. It is not homogenized either to keep the rich texture of the original milk.

Our milk will be the freshest milk in the market. It will be immediately available to local consumers at farms or by direct delivery within 30-60 minutes upon milking. It will be available in local points of sale (vending machines, supermarkets, small shops and bakeries) within 1-3 hours upon milking. Exact time of milking will be printed on each package. No industrial or even farm milk can demonstrate such a short route from cow to consumer.

Our milk is personalized and interactive. It is not mixed from different animals as any other milk in the market. It results in a broad variety of taste and flavor even for milk that comes from one farm. Consumers can trace their milk to specific milking session of a specific cow and find all information about this cow (breed, age, diet, average fat content, pictures, etc.) and its farm just by scanning the cow's QR code - printed on each package - with their smartphones.

Our milk is local by definition because it originates from local farms with high proximity to consumers. Each farm's profile will be detailed on our packages. And all things being equal, people tend to give preferences to products with clear local origin.

Our milk is 100% safe. It is processed and packed immediately upon milking when milk by itself fights any harmful germs and does not contain any pathogens except those that can infiltrate from the outer environment. Since Direct Dairy™ technology fully complies with EC standards for safety, these potential alien pathogens are exterminated by pasteurization and at all points of their potential invasion.
How shall I sell my packaged milk and other liquid dairy products?
DDH will promote your products to local consumers and help you enter and/or build some distribution channels. But each farmer will have to develop his/her own skills in sales to different potential channels. It won't be easy, but the result is worth every effort. You can sell to some wholesalers, for example, the ones that supply local hotels and coffee shops. You can sell to local retailers beyond the ones offered to you be DDH. You can install branded refrigerators or vending machines in shopping or residential areas. You can organize a subscription to local consumers with delivery of fresh milk to their doorstep every morning. You will surely create your own ways, too. With Direct Dairy™ solution, farmers will become the masters of their future and wealth. And Direct Dairy Holding B.V. will accompany them on every step on the way. Our online calculator helps you elaborate on your likeliest distribution models.
Can I become a showcase farm for Direct Dairy™ solution in my region?
DDH will do its best to have its showcase farm in each market where we install our Direct Dairy™ systems. Our showcase farms enjoy special terms of collaboration with DDH (free hardware installation among other benefits). They serve as presentation and training centers for farmers willing to avoid the dictatorship of processing dairies and to multiply their earnings. Please, send your application to ak@directdairy.nl.
How will Direct Dairy™ solution change my farm's economics?
Briefly – your economics will change totally. Rather than being a raw milk producer who sells all their milk to dairies at highly volatile prices, farmers will become producers and distributors of final consumer products that sell at much higher and much more predictable prices. With a strong brand and sales support by DDH, we predict that farmers with R1 model will raise their monthly earnings before taxes per one AMS to €10K - €15K with a multichannel distribution model that assumes both retailers and direct-to-consumer channels. This number could grow to € 30K - € 35K with a pure direct-to-consumer model. These numbers will more than double with installation of Direct Dairy™ R2 model. Use our online calculator to forecast your future income and earnings.

DDH will train farmers on different sales and distribution models, provide access to some retail chain in their areas, and help farmers build their most profitable direct-to-consumer channels (vending and subscription).
How will Direct Dairy™ solution influence my workload?
Fully-automatic mode of operation means that farmers need to visit their Direct Dairy™ system just twice a day for service: to upload packages into the filler, to switch the system to CIP mode and back, to change raw milk filters, etc. The total extra time to operate the system will not exceed one hour per day. Remote built-in monitoring and control will add to the flexibility and ease of operations.

However, farmer's activities will expand to other non-farming areas. Farmers will have to learn and spend much more time on other non-traditional activities: selling their branded milk and other dairy products to retailers and consumers, organizing regular prompt deliveries of their packaged milk from their farms to retailers and/or consumers in their area, planning cash flows from different sources, etc.
What about safety and sustainability?
Direct Dairy™ systems have been designed in compliance with EC standards for safety of the equipment itself and the end products produced on this equipment. The company is in the process of EU certification for its hardware.

Our engineers designed Direct Dairy™ hardware with the minimal impact on the environment in mind. Though installation of our systems will increase the electricity and water use at any given farm, but since the value chain in packaged milk production will be much shorter, the total use of resources to produce one liter of packaged milk will go down. Direct Dairy™ CIP systems recycle water and neutralize chemicals used before dumping them to waste water collectors.

Stand-up spouted pouches are also the most environment-friendly type of milk containers. Compared to plastic bottles or multi-layer cartons, they are lighter, require less space at the transportation to farms, are transportable to points of sale in returnable plastic boxes, and are better recyclable.

Our production area is built in compliance with GMP standards. We deploy the technology used to clear the air in the international space station to supply excess-pressure sterile air into the production area. It makes impossible for any germs to infiltrate our milk in the course of processing and filling.
Looks interesting, but I would rather wait for more data
Good idea. Before you decide to wait for a couple of years though, take the following information into consideration. By 2018, over 4000 Dutch farms out of 18+ thousand used milking robots at their farms and this number grows by 400+ farms annually. Just 120 milking robots (60 average Dutch farms) can cover 10 percent of the national consumption of drinking milk in the Netherlands. Are you sure that in a couple of years there will still be a room for the new entrants to straight-off-the-udder consumer-ready milk? Or is it more likely that the early adopters will take the benefits and collect the cream from this market? Think twice before you make a decision.
We use cookies to provide the best site experience.
Ok, don't show again
Close
Share this page
Contact us
Have a question? Ready to pre-order? Write to us!
Apply to qualify
After submitting we will ask you to proceed to a brief questionnaire about your farm
R1 model
Please fill out the form and we will contact you shortly.
Apply to qualify
After submitting we will ask you to proceed to a brief questionnaire about your farm
R2 model
Please fill out the form and we will contact you shortly.
Apply to qualify
After submitting we will ask you to proceed to a brief questionnaire about your farm
R1 Early Bird Offer Application
Please fill out the form and we will contact you shortly.
Apply to qualify
After submitting we will ask you to proceed to a brief questionnaire about your farm