Dairy Australia is leading the response to changing consumer expectations for the dairy industry and its products by launching a proactive new approach to communications this month.
The Dairy Matters communications approach will highlight the industry’s values and standards and demonstrate an understanding of public expectations and values.
Dairy Australia’s Glenys Zucco said the new approach moved beyond simply promoting dairy’s nutritional value.
“The community’s approval and trust is key to the long-term sustainability of the industry,” Ms Zucco said.
“We know more than ever before consumers are exposed to a range of views on the health of dairy products and opinion of the industry.
“We need to be on the front foot, and ensure that our consumers are exposed to credible and transparent information about the health of dairy and our commitment to doing the right thing as an industry.
“Our new approach to communications does exactly that — provide our most engaged consumers with information they need to make informed opinion of industry.”
Starting this month, Australians will see ads featuring three dairy farmers on their televisions, at the cinema and on the web, which promote the industry’s values and commitments.
The ads will focus on core themes including environment, health and nutrition.
To support this advertising, a new website — dairymatters.com.au — has been developed to provide a central source of credible information about dairy.
The centrepiece of the new website is the ‘You Ask, We Answer’ functionality, which uses the latest research and expert opinions to answer questions about the issues consumers care about.
The website will explain why certain practices are used on farm, how farmers care for our animals, why dry conditions are affecting farmers, and how farmers care for the environment.
It will address sources of confusion on dairy and health, and answer other frequently asked questions on farming, processing and products.
Original article sourced from https://adf.farmonline.com.au