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YOUR DAIRY PROMOTION AT WORK IN MICHIGAN AND INDIANA
Dairy Checkoff Continues Focus on Nutrition Education
CRISIS CONTENT CORNER
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No one wants to think about a crisis on the farm, but they can happen when you least expect it. And where do you even start to plan? United Dairy Industry of Michigan (UDIM) and American Dairy Association Indiana (ADAI) are your checkoff organizations and equipped to help you plan and handle a crisis. With past experiences, year-round trainings and future insights through national networks, we are here to help you prepare for the worst and hope for the best.
In each issue of 2021, we will focus on a different aspect of crisis preparation. For further information, or to set up a planning meeting for your farm, contact your state staff below:
Michigan: Jolene Griffin - jolene@milkmeansmore.org, 224-567-1894
Indiana: Allie Rieth - rieth@winnersdrinkmilk.com, 317-443-2296
GETTING STARTED:
• Find your farm on Google Maps or use an aerial photo to identify buildings, label them for emergency vehicles. Keep copies around the farm and give a copy to each member of your farm management team and family.
• Keep extra supplies of water, non-perishable food, batteries, etc. on-hand. Stock up for weather events and resist the urge to use them on normal work days.
• Contact local checkoff staff to set up a crisis planning meeting. We will walk you through many crisis situations to create a personalized plan for your farm.
RESOURCES:
• Crisis magnets - provide a quick list of who to call, including farm team, milk hauler, veterinarian, power company, etc; visible to all members of the farm. Call ADAI or UDIM for additional copies.
• Animal Ag Alliance - both UDIM And ADAI are members of this organization and have access to activist notifications and crisis planning resources, call us and we can gather that information for you.
PIZZA HUT LAUNCHES DETROIT-STYLE PIZZA
Dairy Management Inc. (DMI) scientist Nitin Joshi, known widely as “Dr. Cheese,” helped Pizza Hut launch handcrafted Detroit-Style pizza nationwide. Joshi, vice president of product development, said the new offering has 50% more cheese than a similar rectangular pizza on the chain’s menu. DMI said the Pizza Hut team and franchise owners also are appreciative of Joshi’s commitment to this project, which joins a line of innovative items such as Original Stuffed Crust and Original Pan.
NATIONAL DAIRY CHECKOFF UPDATES
11 new product/promotion launches through foodservice
Average pizza servings grew more than 10% among checkoff pizza partners
Online milk* sales grew 122% vs. 2019 (*refrigerated) (s)ource: IRI e-market insights
110 million additional pounds fresh milk directed to Feeding America
21,000 stores participate in Subway partnership with Undeniably Dairy to support food insecurity
9% increase in trust for dairy farmers among consumers after seeing Undeniably Dairy content
12.5 million organic video views through Gen Z-focused barnstorming pilot project with Minecraft star users
Potential reach of 40 million educators, parents and students through “Fuel Up to Play 60” Homeroom
74% of U.S. milk production adopts Innovation Center’s U.S. Dairy Stewardship Commitment
41 National Dairy Council peerreviewed articles published
U.S. Dairy Export Council opens U.S. Center for Dairy Excellence in Singapore to grow export sales
CLASSROOMS “ADOPT A COW” FOR SCHOOL
In a new partnership with the Center for Dairy Excellence, ADAI is supporting 1,942 classroom and homeschool connections through a sponsorship to get a cow in the classroom. Classes are sent a photo and profile of a dairy calf in their state as they follow through her daily life, learning about dairy farming and foods. Teachers receive resources for lesson planning and monthly events to incorporate into the program, growing interest and trust in dairy farming from a young age.
HYBRID APPROACH TO UDIM DIETETIC INTERN TRAINING PROGRAMS
UDIM connected with dietetic education programs through a hybrid approach of cooking demonstration training, using online video training to provide the education component and small group COVID-19-compliant hands-on activities.
We trained 24 dietetic interns from Eastern Michigan University and Beaumont Healthcare programs, highlighting the important and irreplaceable role that dairy plays in a healthy and sustainable diet. The hands-on demo training portion helps to educate interns on topics such as how dairy enhances nutrition in plant forward diets and affordable highquality protein for healthy meals on a budget.
Through our Grocery Store Tour training virtual program interns learn tips for healthy shopping in all areas of the grocery store, including facts on dairy’s superior nutrition when compared to alternative milk beverages.
DIGITAL CAMPAIGNS - MEETING CONSUMERS ONLINE
During Q1 at UDIM we continue to use targeted digital marketing to share dairy messages with consumers who are searching for specific information. With the continued interest in at-home workouts we are delivering plants + dairy and milk nutrition messages digitally, targeting health and wellness-minded adults. They will see ads on related fitness apps and websites and are specifically targeted if they have recently purchased workout equipment.
Another digital campaign is aligned with MilkPep’s new “But First, Milk” initiative. They have identified breakfast meal as the biggest opportunity to increase milk consumption. The messaging hits on milk’s nutrition for young children and reminds parents that milk is the perfect beverage for kids to start the day off right. We targeted parents of school-aged children and look for our social media posts to reinforce the message.
YOUTH WELLNESS NUTRITION EDUCATION PROJECT
Partnering with Young Minds Inspired, the nation’s leading provider of free educational outreach programs, both UDIM and ADAI developed five new classroom curriculum pieces for Michigan and Indiana teachers. The Michigan content focused on milk from farm to table for grades 2-4. Indiana focused on grades K-3 with new lesson plans on healthy eating and the importance of breakfast.
From both teaching kits, students will learn why dairy is an important part of a balanced diet, how milk goes from local farms to their kitchen table, and how dairy farmers use technology, science and sustainable practices to help keep their cows healthy and protect the environment. Each ki adheres to academic standards and includes a teacher’s guide, activities and poster. Find the new curriculum pieces online:
MICHIGAN: HTTPS://YMICLASSROOM.COM/ LESSON-PLANS/MILKMEANSMORE/
INDIANA: HTTPS://YMICLASSROOM.COM/ LESSON-PLANS/ADAI/
ENGAGING ADVOCATES AT MSU DAIRY CLUB
In January the UDIM team hosted a virtual communication workshop for the MSU Dairy Club. During the workshop, we shared consumer research about sustainability, reviewed sustainability messages, asked them to “annotate” on the slide to show which messages they felt most comfortable talking through and discussed techniques for difficult conversations. The students practiced the messages in virtual breakout rooms, receiving feedback from the trainers. The workshop ended with the students indicating how they will tell the sustainability story.
In the survey they were asked how they would answer when asked about dairy sustainability, here is one example:
