“Acres and Avenues,” a checkoff-funded initiative to protect and grow public trust in dairy, has launched to advance the conversation and help people reconnect with dairy farmers who produce our nation’s milk and dairy foods.
Created by Dairy Management Inc. (DMI), which manages the national dairy checkoff on behalf of America’s dairy farm families and importers, Acres and Avenues reveals the shared values of dairy farmers and urban millennials through unique job shadowing experiences that demonstrate the enduring relevance of dairy.
“Many people, especially young urbanites, are removed from the work we do on dairy farms and where food comes from,” says Paul Rovey, Arizona dairy farmer and chairman of DMI. “Acres and Avenues shows how much dairy farmers have in common with others once they walk a mile in each other’s shoes.”
The series is hosted by Jax Austin, an online travel and food personality. Austin joins two very seemingly different people in each two episodes to uncover their shared values.
In the first episode, California farmer Brian Fiscalini and Nick Pourfard, who builds guitars from recycled skateboards, share how they make sustainable choices that impact their businesses.
The second episode features boxing coach Dana Chubb and New York dairy farmer and registered dietitian Abbey Andrew-Copenhaver, who share a dedication to healthy living through nutrition and physical activity.
In addition, a call will go out to the general public to help shape future episodes of Acres and Avenues.
The episodes are available at the Dairy Good website, and will be distributed through a paid partnership with AOL and its online outlets. The episodes also will collaborate in a paid partnership with The Huffington Post, Brit + CO and Mashable, whose online communities engage a broader audience that shares the values illustrated in each episode.
As demonstrated with the checkoff-funded The Udder Truth campaign earlier this year, these partnerships work. Partnering with The Onion (a popular satirical “news” site) garnered more than 24 million impressions – more than half of the total impressions for the entire campaign. PD
—From Dairy Management Inc. news release
