“Acres 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,” said 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 of 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/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 www.DairyGood.org/AcresAndAvenues, 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.
Dairy farmers, manufacturers, co-ops and others in the industry can share this content through their social media channels. Visit the checkoff’s Amplification Center at https://amplification.dairygood.org/ for more information and resources.
For information about the checkoff-led, industry-wide consumer confidence initiative, visit www.DairyGood.org.
Source: Dairy Management, Inc.
About Dairy Management
Dairy Management Inc.™ (DMI) is funded by America’s more than 45,000 dairy farmers, as well as dairy importers. Created to help increase sales and demand for dairy products, DMI and its related organizations work to increase demand for dairy through research, education and innovation, and to maintain confidence in dairy foods, farms and businesses. DMI manages National Dairy Council and the American Dairy Association, and founded the U.S. Dairy Export Council, and the Innovation Center for U.S. Dairy.