ROSEMONT, Ill. – The fall season is a time for friends and families to reconnect
with one another, usually around a holiday meal where discussions and even
friendly debates are part of the occasion. The fall also is a time for people
to reconnect with those who help make that holiday meal possible, including
America’s dairy farmers.
This spirit of connection is the impetus behind the fall
programming for the Undeniably Dairy campaign, created by the Innovation Center
for U.S. Dairy and Dairy Management Inc. (DMI), which manages the national
dairy checkoff. A key part of this strategy is giving consumers who are
generations removed from the farm an opportunity to have face-to-face
conversations with dairy farmers.
“We know through consumer research that people are always
looking for ways to reconnect during the fall and holidays, not just with their
families and friends, but even to where their food comes from,” said Beth
Engelmann, chief marketing communications officer for DMI.
“This is our opportunity to help people to reconnect with our farmers and the dairy community behind the real,
nutrient-rich and responsibly-produced dairy foods they love.”
The Undeniably Dairy campaign was launched
last year to unite the entire community in sharing with consumers that dairy
is:
- Responsibly produced
- Locally driven
- Nutrient rich
- Real enjoyment
The fall program includes content showcasing
the unique stories of individuals within the community who are devoted to dairy
and their communities. There will be events aimed at reaching consumers and
allowing them to engage with dairy farmers, including two in New York City.
There, dairy farmers will be part of a “food truck experience” at the Grand
Central Food Festival (Oct. 12) and Times Square Expo (Oct. 13). A food truck
will feature a chef and dairy farmers providing chocolate milk and grilled
cheese sandwiches to attendees.
Each event will include opportunities for consumers to
meet farmers, including a 5-foot-tall “Connect Four with a Farmer” game. This
takeoff of the classic game features dairy-themed discs (cheese, crops, barns,
etc.) that will allow people to have conversations with farmers about subjects
such as nutrition, sustainability and cow care.
A 7-foot-tall glass of chocolate milk and
life-size cow statues – ideal for photos to be shared on social media – also
will be on site, along with other activities.
Another campaign moment will be National
Farmers Day on Oct. 12. National Farmers Day
provides an opportunity to connect with consumers on social media and showcase
the real farmers and stories behind the dairy foods people love.
“This is a day where we can
rally the entire dairy community and be proud of who we are and what our
farmers do,” Engelmann said. “People will be thanking farmers across the
country and it presents an opportunity for dairy farmers to post their story and share what is real about them, their farm and
their family. People will connect the milk that’s on their table to an actual
person.”
In addition to the social media rally,
Undeniably Dairy will capture media attention with celebrity Mario Lopez, who
is passionate about connecting family around delicious, nutritious foods that
fuel, such as dairy. Also, a satellite media tour featuring “Iron Chef” Marc
Forgione and New York dairy farmer Nate Chittenden will drive home dairy’s
farm-to-table message.
DMI chair and Pennsylvania
dairy farmer Marilyn Hershey said the fall Undeniably Dairy strategy of
bringing people and farmers together will make a needed connection.
“We know that when people visit our dairy
farms, they often walk away with an appreciation and understanding for the work
we do,” Hershey said. “It isn’t realistic for everyone to get out to a farm,
but the New York events and social content will be effective ways for our
farmers to meet consumers where they are.”