Checkoff's 'Acres and Avenues' video series launches season two
The dairy checkoff's Acres and Avenues online video series - designed to advance the conversation and help people reconnect with dairy farmers who produce our nation's milk supply - will launch its second season on June 1.
Acres and Avenues chronicles the unique cultural exchange/job shadow experience between dairy farmers and millennials where both learn they share far more in common than originally thought. The series was created by Dairy Management Inc. (DMI), which manages the national dairy checkoff on behalf of America's dairy farm families and importers.
The second season looks to build on the success of last year's inaugural launch, which generated more than 5 million views. Both seasons' episodes are available at www.acresandavenues.org. In addition, episodes will be distributed on social channels, and popular news and lifestyle outlets, including Mashable and Mashable's Snapchat channel that reaches millions.
"This season keeps the momentum going as we share the stories of our nation's dairy farm families with consumers who are generations removed from our farms," said Paul Rovey, Arizona dairy farmer and chairman of DMI. "The checkoff's mission aims to protect sales and grow public trust among critical audiences, including millennials who want to know more about our industry and how the foods they enjoy are produced. Acres and Avenues allows us to do that."
Episode 3, titled "Urban Tattoos Meets Modern Farm Technology," features Virginia dairy farmers Laura and Scott Flory and California tattoo artist and hair stylist Christine Barnum. Barnum learns about the farm's use of technology, including robotic milkers, and the Flory's overall approach to sustaining a seventh-generation family farm.
Later in June, Episode 4 ("Dairy Family Legacy Puts Social Famer to Work") pairs Florida dairy farmer Sutton Rucks and his daughter Lindsey with Flula Borg, a comedian/actor with a significant social media following.
Borg visits the Rucks' farm and learns about the work ethic and values required to operate a third-generation dairy, highlighted by Lindsey Rucks' commitment to rearing calves and the dairy sharing its story through farm tours.
Dairy farmers, manufacturers, co-ops and others in the industry can share this content through their social media channels. Visit the checkoff's Amplification Center at https://amplification.dairygood.org/ for more information and resources.
For information about the checkoff-led, industry-wide consumer confidence initiative, visit www.DairyGood.org.
