With so many choices in the dairy aisle — including nondairy and plant-based alternatives — many people are seeking credible information about what “dairy” actually is. They also have questions about the practices of the dairy industry.

In a multiyear effort to reintroduce America to dairy, the Innovation Center for U.S. Dairy, in partnership with America’s Dairy Farm Families and Importers, is launching a campaign called Undeniably Dairy.

“Through the Innovation Center for U.S. Dairy, the dairy community has worked together to establish common ground on our top priorities and values, from responsible production and sustainable nutrition to economic value,” said Barbara O’Brien, president of the center. O’Brien and others from Dairy Management Inc., which represents the country’s 42,000 dairy farmers, spoke to members of the farm media on May 15 during a teleconference. “We feel that now is the absolute right time to come together with one voice to share the community’s story — to celebrate the delicious, nutritious foods in the dairy aisle and the people who bring them to your table.” 

Undeniably Dairy
In addition to showcasing the taste and enjoyment that comes from dairy — like a slice of cheesy pizza or a yogurt parfait on a summer day — the campaign will spotlight the positive role the dairy community plays in the U.S. today.  

“Despite dairy farms being in all 50 states and most of us living within 100 miles of a dairy farm, many people have never set foot on a farm,” said Beth Engelmann, chief marketing communications officer at DMI. “Undeniably Dairy is about re-establishing the connection between the enjoyment of the product and the hard work and pride of the people who make it possible. This campaign is unprecedented in that it unifies a vast and diverse dairy industry and array of dairy products behind a single platform.”

A variety of multimedia content will remind people of the starring role dairy plays in special moments, while also sharing how the industry continues to evolve — from using innovation and technology to deliver exceptional animal care and a nutrient-rich product to supporting local communities.

Today, farmers use 65% less water and 63% less carbon per gallon of milk produced. And for every $1 million of in-store U.S. milk sales, 17 new jobs are generated, according to DMI.  

“When you see a dairy farm, you’re usually looking at multiple generations of providing for the community, multiple generations of land conservation, multiple generations of business innovation,” said Amber Horn-Leiterman, a Brillion dairy farmer. “And that often means being an early adopter when it comes to new technology that allows us to advance and improve animal care, capture and reuse our resources, and maintain a total commitment to producing products that are safe, healthy and nutritious.” 

Horn-Leiterman said all dairy farmers farm a little differently, which sometimes makes it difficult to see what they have in common.

“We as dairy farmers are finally putting it together, and that is Undeniably Dairy,” she explained. “We have been striving to do our best. Consumers need to know where their food comes from. Now we have that means to open that barn door, and we can show them how their food is produced.”

She said dairy farmers can be proud of the following.

• They take care of their animals.
• Ninety-eight percent of farms are family-owned.
• Technology has let them become more efficient.
• They can provide jobs.
• They are part of a community — they serve on school boards and town boards.
• They we can make a difference.

“I and every other dairy farmer want consumers to go to the grocery store and pick up a pound of cheese or a gallon of milk and know that their dairy products are safe,” Horn-Leiterman said. “I want consumers to see beyond barn doors, and I want to show them what dairy offers. I couldn’t be more excited for this effort.”

The multimedia campaign will be revealed through an online video that showcases the joy of dairy in everyday life moments while spotlighting farmers’ contributions to the community. The full effort will feature a new logo and premier media campaign, including a convergent on-air and digital marketing campaign with Food Network and Cooking Channel in June to celebrate National Dairy Month and national on-farm events where farmers will invite the community in to learn more about modern farming practices. 

“We know the consumer wants to know where their food comes from,” O’Brien said. “Most people live within 100 miles of a farm, but people have never been so disconnected from the farm. Who better to answer their questions than the dairy farmer?"

Original content will be shared across Facebook, YouTube and other social platforms. A preview of the campaign video along with other content can be found at undeniablydairy.org.