Source: California Milk Advisory Board news release
To give consumers a clearer understanding of where dairy products come from and showcase the people who produce them, the California Milk Advisory Board (CMAB) has developed 15 "mini-documentaries” profiling dairy families throughout the state.
The series also includes two companion pieces, one highlighting sustainability practices and the other, cow comfort.
From 14-year-old Tyler Regli's goal of becoming a fifth-generation dairy producer to Johan Bartelink's love of hosting educational school tours and Bob Giacomini's dream of turning his milk into farmstead cheese, the documentaries demonstrate the diversity behind the state's dairy industry – an industry responsible for producing more than 41 billion pounds of milk and creating approximately 435,000 jobs each year.
"These documentaries will help consumers connect with the California dairy families that put the food on their tables and create a better understanding of the standards and practices in place on today's modern dairy operations,” said CMAB's Vice President of Advertising, Michael Freeman. "While the Happy Cows ‘Auditions' ad campaign continues to be our primary tool in driving awareness and purchase intent, these documentaries allow us to tell a deeper story and engage consumers in a way no 30-second ad could.”
Each documentary features an actual dairy family telling their story, in their own words. The unscripted videos have a cinematic tone to help viewers connect on a personal level with the families profiled.
"You can't watch these short films and not feel something very special and very real,” said Freeman. "Each one is ‘a day in the life' and some are quite touching, dispelling the myth that California farms are run by cold, uncaring ‘corporations.'”
All 15 "Real California Dairy Families” vignettes, along with the "Cow Comfort” and "Sustainability” videos can be viewed online at RealCaliforniaMilk.com. The site currently receives more than 100,000 visitors each month.