June is here, and we all know what that means: June Dairy Month! What began in 1937 as a means for grocer organizations to promote milk consumption during the summer months has evolved into a celebration that honors dairy farmers and the entire dairy industry for their dedication to producing the nutritious dairy foods we enjoy. June Dairy Month activities also provide farmers with the opportunity to “tell their dairy story” and connect with consumers. But what does that really mean, and what is the best way for farmers to share their story with the people who need to hear it?
Why Share the Dairy Story?
When farmers share their stories, it promotes transparency, builds trust, and fosters appreciation. Consumers today are more interested than ever in knowing where their food comes from and how it is produced. By opening up about the realities of dairy farming—the challenges, innovations, and everyday triumphs—farmers can dispel myths and provide a truthful narrative about the dairy industry.
What Are Consumers Looking For?
Consumers want peace of mind, reassurance that food is safe for their families, knowledge that their food is produced in an environmentally friendly way, and confidence that the animals their food comes from are well cared for. These are things you already do daily. The key is to educate the public from your perspective in a way that resonates with them. For instance, you can hold farm tours to show attendees the daily work on your farm and how it operates. But also be sure to explain how your work ensures good animal care and stewardship of your land. Explaining the “why” behind what you do on your farm can connect what you do on your operation with what consumers are looking for from the industry.
Engaging with the Community
Engagement can take many forms beyond farm tours. Social media is a powerful tool for reaching a wider audience. Posting videos and photos of daily farm activities, sharing stories about your cows, or explaining the technology and science behind modern dairy farming can make a significant impact. People love behind-the-scenes content, and this approach can humanize your farm, making it more relatable.
If social media isn’t your forte, educational outreach in schools is another option. Invite local schools to tour your farm. Interactive activities like milking demonstrations can be fun and informative for children and their parents. By educating the younger generation, you’re building future consumers who understand and appreciate the dairy industry and are spreading the word through them to their families.
Collaborating with local media can further amplify your message. Organizations such as Dairy Farmers of Wisconsin and Professional Dairy Producers work with farmers to train them in media communication. FarmFirst recently sent field staff and interested members to media training with PDP and Dairy Farmers of Wisconsin to learn how to effectively share the stories that need to be conveyed to consumers. Media outlets are often looking for positive and informative stories, and the hard work of dairy farmers is a perfect fit.
Continual Learning and Adapting
Remember the importance of continual learning and adapting. Stay informed about consumer concerns and trends within the food industry. By addressing these proactively, you can better communicate how your farm meets these evolving standards, enhancing credibility and the trust consumers place in your products.
Telling your dairy story during June Dairy Month and beyond is about more than just sharing your daily routine. It’s about building a bridge between the farm and the consumer, fostering trust, and ensuring that the public understands and appreciates the dedication behind every glass of milk and slice of cheese. Through transparency, engagement, and education, dairy farmers can interact with consumers in meaningful ways, connecting the dots between the farm and the table.
