Organizations

Dairy farmer leaders of the national dairy checkoff learned a lot from watching the United Kingdom struggle to manage crisis communications in the aftermath of BSE and foot and mouth disease outbreaks in 2001.

Years ago, the farmer-funded dairy promotion checkoff moved from a generic advertising approach to a strategy of working with powerful partners with like values who would invest with us and help advance dairy farmers’ interests in doing good things for the world and doing good business for themselves.

Why did Dairy Management Inc. (DMI) invest in social media and communication training for America’s dairy farmers when there are other pressing needs?

See a need:

In 2014, dairy producers and industry partners identified “soft skills” as a top consideration when hiring and developing new employees. However, they felt communication and leadership skills were seriously lacking in emerging dairy leaders.

The Innovation Center for U.S. Dairy, established under the leadership of dairy farmers, is accepting nominations for the sixth annual U.S. Dairy Sustainability Awards honoring exceptional dairy farms, businesses and partnerships for their socially responsible, economically viable and environmentally sound practices.

The dairy checkoff has two critical missions on behalf of America’s dairy farm families: help grow sales and build consumer trust.