Market Fresh

August 8, 2012 06:22 AM
Market Fresh

Fresh thinking, innovation drive World Dairy Expo.

The concept of freshness is deeply rooted in every dairy producer’s thinking and experiences. Consider how frequently terms such as "fresh cows," "fresh feed" and "fresh milk" come up in everyday conversation on dairies around the world.

The theme for this year’s World Dairy Expo—"Market Fresh"—is an acknowledgment of the importance of freshness to those in the dairy business. The organizers of the event understand that the ability and willingness to engage in fresh thinking or to take a fresh approach to a challenge, problem or opportunity often spells the difference between success and less than successful outcomes in the world of dairying.

That’s true whether you’re a dairy producer, a sales representative for a dairy-related business or a dairy researcher for a university. In short, the future in the dairy industry belongs to those who embrace "fresh."

Fresh thinking and approaches can be found throughout this edition of the World Dairy Expo Official Program. In "Spreading the Word on Curds" (page 12), for example, you can read about how having a presence at Expo is helping a small, farmer-owned dairy cooperative in west central Wisconsin build an awareness of its flagship cheese curd products among consumers and food-related businesses throughout the U.S.

Likewise, in the story "Face to Face" (page 52), you’ll learn how Expo serves as a platform for an Israel-based milking equipment manufacturer intent on keeping its network of dealers and their dairy producer customers up to date on the latest company innovations and developments.

If you’re interested in shaping new strategies for marketing the genetics you’ve worked so hard to build in your herd, you’ll want to check out "365 Days a Year" (page 10) to get tips from three leading U.S. cattle breeders. They explain how spending a few days at Expo each year sets the tone for their marketing programs for the entire year.

If you’ve been thinking about setting up shop in a new location, you’ll want to read "A Fresh Start" (page 57) to see what some of the regional and state business development groups exhibiting at Expo believe their locales have to offer new dairy startups.

These feature stories, of course, just scratch the surface when it comes to detailing how attending and/or exhibiting at Expo can help individual companies develop their own knack for taking a fresh approach to the dairy business.

However you choose to spend your time here—attending one of the mind-expanding Virtual Farm Tours or Expo Seminars, participating in one of the breed-specific cattle sales held throughout the week, seeking out the expertise of company representatives at one of the more than 850 exhibits featured in Expo’s world-class trade show or simply taking the time to chat with fellow dairy producers attending Expo from all over the world—our bet, and our hope, is that you’ll leave Expo with a fresh, new vision for your dairy business.

Enjoy your time here!

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