The Wi-Fi connection in our barn has worked flawlessly this year. I’ve done several virtual field trips for classrooms that went off without a hitch.
But on the day that I most needed it to cooperate – the day I was conducting a tour with “Mr. Beast” – it was a little sketchy.
If you don’t know who Mr. Beast is, it likely means you’re north of 30 years old like I am. But Mr. Beast is a big deal to a big group of consumers we need to reach – Gen Z, who were born between 1997 and 2012. They number 55.88 million and have a spending power of approximately $143 billion.
Mr. Beast, whose real name is Jimmy Donaldson, has achieved rock star status with a captive Gen Z audience that engages with him through the Minecraft video game and his YouTube videos. More than 71 million followers hang on his every word and move. He is a true influencer.
Our Dairy Management Inc. (DMI) checkoff team recently announced an out-of-the-box partnership with Mr. Beast and three other “gamers” like him. The goal is to introduce farms such as ours to Gen Z by incorporating barns, cows and other aspects of our industry into their Minecraft platforms.
Three other farmers and I conducted virtual tours of our dairies to show these gamers what we do on an everyday basis, including the care that goes into our animals and the planet. But before that happened, I had my own assignment, which was to learn all I could about Mr. Beast. What I found amazed me as I watched videos that have millions of views. I knew nothing about his world, but I now have a better appreciation for what he does and how he goes about it.
And my younger brother and parents of Gen Z kids are simply amazed about my virtual brush with fame!
True connection
So, while my barn’s Wi-Fi gave me some initial fits during our tour, Mr. Beast and I made the most important connection of all, which is the story of our family farm here in rural Connecticut.
I sensed a genuine sincerity and interest as I virtually walked him around our dairy. He was incredibly engaged with every step. Things we as farmers take for granted – such as our cows producing 75 lbs. of milk a day – blew him away.
He also enjoyed learning about our CowPots business where we produce biodegradable pots made from cow manure for the nursery and landscape industries.
When the tour ended, I felt he was enlightened by how farmers use technology and innovate. And I was equally educated about him and the power he holds as a third-party messenger of our story. The visit further energized my passion for this project and I’m grateful to have connected with such an important voice and to represent our industry.
Opening doors
This checkoff strategy has so much appeal and potential and I applaud the concept. Some farmers may wish for the days of TV advertising but that’s really a one-way push of a message. And besides, this Gen Z audience isn’t sitting in front of a TV like many of us were at their age. We need to head where they are and allow influencers such as Mr. Beast to open the door to an entirely new world.
Gen Z is prone to receiving false and misleading information about dairy from other sources and they are making purchase decisions on factors such as an industry’s or product’s track record with sustainability and animal care.
We now have an opportunity to set the record straight with dairy being featured in Minecraft games that have the full attention of this critical audience. And could there be anything more powerful to Gen Z consumers than Mr. Beast saying in his video, “And in a really pro gamer move, dairy farmers of America are aiming to be carbon neutral by 2050!” In fact, he’s so impressed by our partnership that he is offering $50,000 of his own money to the person who builds the best farm.
Mr. Beast’s video, by the way, generated more than 4 million views within 48 hours of him posting it!
No, this isn’t a traditional way of reaching consumers. But it’s a sign of how the times have changed and how the checkoff is keeping pace. This strategy is putting us in the most unexpected of places and it’s giving us a chance of being heard by an audience that needs to hear from us.
Recent DairyVoice Podcast featuring Amanda Freund:
Amanda Freund of Freund’s Family Farm talks about the dairy operation and their unique approach to the business.
Editor’s note: To learn more about your national dairy checkoff, visit www.USDairy.com or send a request to join the Dairy Checkoff Farmer Group on Facebook. To reach DMI directly, send an email to TalkToTheCheckoff@dairy.org. You can hear Amanda talk more about her family’s dairy on our podcast at DairyVoice.com.
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