BRATTLEBORO, Vt., — The virtual Spring into Action Seminar is being hosted by the Holstein Foundation on Tuesday, April 22 at 7 p.m. EDT. The hour-long session titled, Looking at Dairy Differently: Exploring Consumers & Careers, is sponsored by Dairy Management Inc. (DMI).

The interactive webinar will focus on how DMI shapes dairy marketing efforts to resonate with today’s consumer. DMI’s Vice President of Marketing, Lamont Frazier, will walk youth through various consumer-focused campaigns, including examples of successful campaigns, such as one focused on sustainability efforts around water.

The seminar will also highlight different career paths in the dairy industry. Youth will learn about how Frazier’s career, which includes work with brands like Gatorade, McDonald’s, Coke, Marriott, and Boeing, led him to his current role at DMI. Frazier will also share his background from a college athlete to jobs including interactions with the NBA and NFL.

“This seminar gives youth the opportunity to learn more about how the dairy checkoff builds trust with consumers and dairy careers in marketing and advertising,” says Diedra Harkenrider, director of development for the Holstein Foundation. “We are excited to be partnering with DMI on these topics for youth and the broader dairy community in an interactive, virtual format.”

Information from the Spring into Action Seminar will also be incorporated into the Holstein Foundation’s Dairy Bowl and Dairy Jeopardy contests in 2025. All youth with an interest in agriculture, Junior Holstein Association members, coaches, parents, and advisors are encouraged to attend the seminar.

Those interested in attending the free seminar can register using this link. Participants who register by April 18, 2025, attend the session, and complete the follow-up survey after the seminar will also be eligible for fun prizes. Last-minute registrations will still be accepted.