Earth Day may be celebrated in late April each year, but for dairy farmers, every day is Earth Day. The National Check-off organization, Dairy Management Inc. (DMI) rallies behind dairy farmers longstanding commitment to the environment, especially as they roll out dairy farmers’ stories to become center stage this Earth Day.
DMI has outlined a communication plan to showcase tangible examples of real environmental progress being made on farms and throughout the dairy supply chain.
“At a time when the environment only continues to increase in importance with consumers, the great news is dairy has a solid story to tell that many people aren’t aware of,” says Marilyn Hershey, board chair of DMI. Hershey and her husband, Duane, own and operate a 500-cow dairy in Cochranville, Pa.
Using its channels, including USDairy.com and its social media properties, DMI will publish sustainability-related content along with videos, articles and infographics highlighting farmer stories. Additional strategies will include a recently released video from the media partner Vox that examined what happens to nutrition and the environment if the U.S. dairy herd was removed. This video is based on the recent U.S. Without Cows study that was released last fall.
“We have made progress and we have made commitments and we continue to embrace new technologies that show how much we are dedicated to the health of the plant. Earth Dairy is dairy’s moment to shine,” Hershey adds.
DMI is undeniably committed to their efforts, including leading influential sustainability media members on farm tours, and creating a media resource guide with vital information.
Sparked by the announcement of the 2050 environmental stewardship goals and net zero initiative, dairy checkoff’s efforts are geared to build awareness with important audiences about dairy’s vital role in sustainability, equitable and secure food systems of the past six months.
“Consumers are increasingly looking for products they can consider ‘green’, and companies and brands are making sourcing decisions based on sustainability commitments,” says Heather Oldani, executive vice president of corporate communications for DMI.
To build both trust and sales, the strategic focus for DMI’s Earth Day campaign is concentrating on reaching three audiences: Thought Leaders, Conflicted Health Seeker Millennial Parents and Gen Z.
Oldani shares that sustainability will also take on an added focus with the United Nations’ Food Systems Summit this fall. The Summit’s goal is to raise global awareness and shape commitments that can transform food systems to resolve hunger, reduce diet-related diseases and restore planetary health.
“It’s important that we tell the story of the incredible things farmers and the dairy community are doing to demonstrate their care for the land and animals in the realm of sustainability,” Oldani says.
