Dairy Checkoff Launches ‘The Udder Truth’

dmiDairy Management Inc.™ (DMI) will launch “The Udder Truth,” a series of videos and edgy content designed to address common consumer myths, today. The Udder Truth is a continuation of the checkoff’s consumer confidence work to help protect and grow public trust in dairy farmers, products and the industry, particularly among millennials.

“This effort is unlike anything the checkoff has ever done before,” said Paul Rovey, Arizona dairy farmer and chairman of DMI. “It’s critical that we tell our story in new ways such as The Udder Truth to capture the interest of the next generation. We need to make sure they know the true story of where their food comes from.”

A three-part video series features farmers debunking common myths such as antibiotics, animal care and “big ag.” The videos will be available at www.DairyGood.org and promoted through social media.

To ensure the videos reach millennials, DMI is partnering with The Onion, a satirical “news” site that is popular with this audience. Onion writers will publish content that interjects humor into the absurdity of dairy myths, and redirects readers to get the truth from dairy farmers at DairyGood.org.

A second checkoff-led consumer confidence initiative, “Acres and Avenues,” will be unveiled this fall to continue the conversation and help consumers reconnect with the farmers who produce our nation’s food.

DMI held a webinar to help spread the word to trade media. Listen to the webinars audio here to learn more about their efforts to work in establishing consumer confidence. Audio from DMI - The Udder Truth Webinar

Dairy checkoff news from July also highlights the video series. Listen here: Dairy Checkoff News