SASKATOON – Moooove over Beatrice, moooove over Dairy Producers Co-operative. Make way for Mabel the Moomobile.
People living in Victoria who want home delivery of milk can simply dial 370-COWS. Owner/operator Trent Schonert is probably out making the rounds in the Moomobile but the mooing at the other end of the line is just Schonert’s customized answering machine.
A year and a half ago, Schonert decided to divest himself of his interest in two Boston Pizza franchises and get into the milk delivery business.
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In October 1993 he joined forces with Dairyland Foods. The company gave him the Victoria home delivery market and told him to do as he pleased with it. Schonert took the advice to heart.
His black and white truck boasts Mabel, a plastic Holstein complete with a light in her belly, bolted to the top of the truck.
Mabel is the fourth generation of a Canadian Tire lawn ornament. She stands 46 centimetres tall and lights up during deliveries in the wee hours of the morning when it’s still dark outside.
“I say Mabel the Fourth because I live in the vicinity of a neighborhood pub and I think the patrons have been accused – in fact they’ve been caught once by Victoria’s finest – removing Mabel for me. There are cattle rustlers even in the big city as we speak.”
Life isn’t easy for the plastic cow. If it isn’t the “cattle rustlers” it’s the tree branches. Now on his fourth cow, Schonert has decided to silicone the latest Mabel’s ears.
Tough at the top
“She does get harassed by tree branches quite often and there are marks to prove it. Mabel the Third was earless. She had quite a tough battle with some tree branches and I think the property owners finally did a little trimming.”
Schonert has built his business around the philosophy that laughter is the best form of advertising and his strategy has paid dividends. Between his commercial deliveries and 250 residential customers, he now needs another truck before he can take on any more customers.
In the meantime he has weightier matters on his mind. He’s trying to track down a moo horn for the Moomobile.
