According to John Chrisman, CEO, “One of my core beliefs is that we must keep evolving – as an organization and as an industry.
American Dairy Association North East has assembled a staff of talented, qualified people who are dedicated to you, the dairy farmers, and who understand how critical the work is that we do on your behalf.
We often say, “If not checkoff, then who?” Who will do the work of promoting milk and dairy foods in schools, in retail and through marketing communications? Who will represent all farmers’ best interests to build sales and trust in dairy?
It’s what we’re here for. Your staff are constantly creating new, innovative programs and campaigns to share the nutritional value of milk and to help consumers connect with those who are producing it every day. In this day and age, we can’t rely solely on traditional checkoff programs to reach consumers – especially if we want to target younger consumers and the millennial mom who have the most buying power.
They’re getting all their news, music and television from online sources now…they’re not listening to the radio or sitting in front of the TV. They want quick snippets of information, not a 30-minute program.
More and more, people are shopping in multiple ways. For example, eCommerce (electronic commerce) is the buying and selling of goods and services over the internet including online activities like shopping, banking, ticketing, and other transactions. This is just one way we are reaching consumers through our retail partnerships in addition to our in-store tactics.
Athletes, celebrities and social media influencers still hold power and influence, so it makes sense for checkoff to tap into those resources and relationships. The same is true with national food chains like Domino’s, McDonald’s and Taco Bell that have the network, funds and reach that we could never come close to attracting on our own.
For all this, the farmer voice is still trusted by consumers, because they want the familiarity and comfort of milk and dairy products knowing they are nutritious and delicious.”
The 2024 Annual Report is available online. Learn how dairy farmers’ checkoff investment is helping build trust and sales in dairy. To read the report, click below.
Read the Report
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