Promotion in Action - May 2022

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May 27, 2022 IN THIS ISSUE:

COMMENTS FROM OUR CEO

Celebrate National Dairy Month

As May comes to an end, we enter into arguably the best month of the year, June, celebrating National Dairy Month. Your dairy story – the unique wellness benefits of dairy and your dedication to taking care of the planet and your cows-is an important one to share. I am excited to have the opportunity to showcase Midwest dairy farmers to consumers across our 10-state region.

Reaching high school students Potential Midwest Dairy app Partners celebrate National Dairy Month Share your farms story Bringing farm expereinces to partners Farmers getting involved

You may have recently received a postcard in your mailbox from Midwest Dairy, helping you spark ideas and offering support for celebrating National Dairy Month. If you have not yet planned a way to get involved, I invite you to take a peek at the feature story below. You can celebrate in both big and small ways, but no matter how you celebrate, together we can connect with a greater audience across our region.

So, let’s put our efforts together and make every drop count when sharing Midwest dairy farmers’ impressive history across our 10-state region!

MOLLY PELZER

Make a splash during National Dairy Month With June just around the corner, it is our time to celebrate National Dairy Month. Join us in celebrating by sharing your farm’s story with your family, friends, and community!

Midwest Dairy has a variety of tools available to help you spill your story on social media, including National Dairy Month badges you can incorporate into your posts, sample social media content, and assets for World Milk Day, which is June 1. Additionally, we have event resources and grants to help you with your local promotion efforts. You can view all these resources on our website here.

To increase your reach, include #DairyDifference in your social media posts and encourage others to do the same. As a proud dairy farmer, you have a powerful story, and we want your help shining a spotlight on dairy across the Midwest!

Driving trust in dairy with high school students

Ensuring every student has access to accurate dairy education inside and outside the classroom is important to Midwest Dairy. Growing trust with K-12 youth is currently happening across the 10-state region as we partner with educators, administrators, and organizations to offer experiential and digital learning opportunities that focus on sharing dairy farmers' sustainable nutrition story. By keeping a focused approach, we can leverage programs to all students to build trust in dairy and keep them eager to learn more.

Midwest Dairy has identified a gap in reaching high school aged students as this is where they begin to form their own attitudes and opinions of dairy. That is why we are currently working with Dairy Management Inc. (DMI) to pilot an effort with The Food and Agriculture Center for Science Education, a platform of the American Farm Bureau Foundation for Agriculture. By working together, we want to help students: Understand the value of agriculture products, including dairy, as part of a healthy and sustainable lifestyle.

Understand the scientific principles behind production decisions related to nutrition, environmental stewardship, breeding, genetics, and more.

Fuel an interested and qualified future workforce for nutrition research, farm management, food production, and processing.

Driving trust in dairy with high school students

The pilot will provide high-quality science materials, professional development, and classroom implementation support for high school science teachers, helping them meet the Next Generation Science Standards (NGSS). Part of this work is to bring science educators from around the nation to Minnesota for an educational experience allowing teachers the opportunity to learn how dairy can be used in the classroom and pilot these materials with students this fall.

Ultimately, checkoff’s goal is to allow dairy facts about farmers, farming, and foods to be delivered through a credible source and drive trust in dairy with high school students.

Interested in a Midwest Dairy app?

Midwest Dairy is exploring the option of creating a Midwest Dairy-branded app for mobile phones. This app would be designed to provide news and offerings from Midwest Dairy at our dairy farmers’ fingertips.

We want to hear from you! Please let us know what you think about a Midwest Dairy app by filling out our brief 3 question survey here by June 10, 2022.

Thank you!

Partners celebrate National Dairy Month National Dairy Month at Jewel-Osco

Jewel-Osco, the primary grocery retailer in the state of Illinois with 192 stores, is winding up for a National Dairy Month campaign! Throughout the month of June, many vendors are offering promotions that include a wide array of dairy products, from milk to cheese to butter. Jewel is offering $5 off for every $25 of dairy purchases, which can be redeemed multiple times. Weekly print ads will feature dairy, with messaging and Undeniably Dairy logo. Dairy will also be promoted on shelf signage and included in social media messaging.

To incentivize dairy managers to drive sales, Jewel will have contests in all stores to maximize space and variety of dairy products and incentivize shoppers to purchase more dairy throughout June and beyond.

Casey's General store kicks off a three-month dairy promotion Casey’s General Stores kick off a three-month activation to drive dairy sales across our 10-state region that began May 1 and runs through July. The promotion focuses on increasing dairy sales online as well as in-store.

Shoppers will be driven directly to the dairy page which includes milk, ice cream and cheese. Milk sales will be focused on gallons and half gallons to sell more milk, and Casey’s will track how many guests check out with dairy in their cart.

In addition, throughout June’s National Dairy Month, Casey’s will run a digital promotion offering a pint of milk and pizza slice for $4.00 via their rewards program. Casey’s has 2,300 stores nationwide and they identify their largest consumer base as females ages 25-40.

It's time to share your farms story

Online media training course now available!

Midwest Dairy has partnered with communications expert Mary Milla to offer an online media training course for dairy farmers. The purpose of this course is to help you prepare for media interviews both on and off the farm.

This free online course is available on-demand allowing you to go through the lessons on your own time and at your own pace. Here is what you will learn during the course: What to do (and not do) when a reporter calls How to prepare your key messages What information you need to gather before the interview How to anticipate and answer questions General tips for a confident presentation

You are the expert when it comes to sharing your story, and this new course will help you feel more prepared for media interviews. If you are interested in accessing this training, please reach out to Ag Affairs Manager, Jenna Finch, at jfinch@midwestdairy.com.

Registration now open for the Iowa Dairy Youth Communications Training and Princess Orientation!

The training workshop will be held on June 8 from 9:00 am – 3:00 pm, with the day starting near Clarksville, Iowa, and wrapping up in Waverly, Iowa.

In addition to a consumer-facing farm tour at New Day Dairy, dairy youth will learn how to view aspects of the farm through a consumer lens. Following lunch, Midwest Dairy staff will lead the group through a communications workshop and present tips and tricks when it comes to sharing dairy’s story inperson and on social media. Participants will have the chance to engage in hands-on activities to practice their social media techniques and media interviews.

For those county and association princesses planning to participate in the 2023 incentive program, attendance is required at the orientation meeting following the communications workshop. This orientation will include updates on the Iowa Dairy Princess Program, the incentive program overview, and an overview of the Iowa Dairy Princess Contest in August.

Register here by Friday, June 3 to ensure your spot. To learn more about the Iowa Dairy Princess, visit our website.

Bringing farm expereinces to partners

Educating dietetic interns about dairy In partnership with the Nebraska Beef Council, Midwest Dairy provided a hands-on farm experience for sixteen dietetic interns. On their way to becoming a trusted source of nutrition education in the community, dietetic interns are a key audience to share dairy’s message with.

Interns learned specifics on dairy processing and food safety at the Food Processing Center at University of Nebraska at Lincoln (UNL) Innovation Campus and got to taste ice cream prepared for the UNL Dairy Store. Erin Marotz, research manager for Dairy Cattle Research at UNL, provided interns a tour of the dairy cattle center and educated on animal care, environmental sustainability and dairy nutrition. Kassidy Buse, graduate student in Ruminant Nutrition, shared about her current dairy cattle research and Kelly Heath, DVM, attending veterinarian at UNL, educated interns on antibiotic and hormone usage.

Experiences provided by this tour met required environmental sustainability and sustainable nutrition dietetic internship competencies. As a follow up to this tour, interns will participate in a media training session to apply their learnings in a media setting.

To open opportunities to build trust with high school students, Midwest Dairy started exploratory conversations with the Family and Consumer Science (FACS) Education Specialist, Maxine Peterson M.Ed at the Minnesota Department of Education, along with Cyndi Keesee, the Foundation Director at Hospitality Minnesota. FACS classes have transitioned to include more life skills and career tech, including STEM and farm-to-school components. 68 percent of districts in Minnesota offer FACS classes reaching 20,000 students per year, and over 100 schools now offer Pro Start Culinary training, which includes a dairy unit.

Bringing dairy to life for high school culinary students We focused our efforts on support materials for teachers to use in the classroom addressing food storage, food waste, nutrition, and virtual farm tours and developed a link in the Resource Section on Midwest Dairy’s website. We also produced a Cheese Making video at Metz-Heartland Creamery and developed a revised Cheese 101: Cheeseboard and Pairings guide. All these resources and links were shared by the FACS Department of Education Specialist in her monthly communication as well as through the Minnesota FACS association email list. The cheese-making video already has 370 views from this spring and expect additional views next fall.

Bringing farm expereinces to partners Our final component is to sponsor Milk Made Catering to develop a Fresh Cheese Kit to support an in-class tasting activity in late September 2022.

Three classes were also randomly chosen to receive a live video chat with Cheese Monger Megan Lewis. To receive the cheese box, teachers had to agree to show a virtual farm tour, the cheese-making video, discuss the Cheese 101 Cheeseboard guide, and post a picture on Instagram using #CheesePower by October 15, 2022. Teacher reaction has been very positive with many exciting comments about using this program in their classroom this coming fall.

Minnesota Vikings Draft Party used to showcase agriculture resources to teachers Using a private suite at the Vikings Draft Party provided an opportunity to network with elementary and middle school teachers from six districts with the goal of reaching more students with ag curriculum resources.

Selected teachers currently using the Adopt a Cow program plus the President-Elect of the Minnesota Science Teachers Association were invited to attend to learn about classroom agriculture resources available and invite additional colleagues to join. Two DEAL participant farmers, Paige Roberts and Kevin Borst shared their experience with the various programs, the importance of teaching kids about agriculture and where food comes from, sharing about their respective farms, and answering questions. Current Adopt a Cow participants also shared personal testimonials about how the program connected with students. After the program, attendees were able to enjoy the other Draft Party festivities before the Vikings first draft pick.

We received a lot of interest and discussion on how the attendees are planning on sharing with their colleagues via in-services, social media, and association list serves. Midwest Dairy’s Fuel Up to Play 60 partnership with the Vikings continues to allow us opportunities to reach more Gen Z students with sustainable nutrition messages.

Food influencers see where their milk comes from A group of 15 food influencers from the St. Louis area toured Riegel Dairy in Washington, Mo. Most attendees were familiar with Midwest Dairy, for some, this was their first experience visiting a dairy farm.

Brian Riegel took guests on a tour of his operation from the maternity barn to milking parlor. Highlights were seeing the barn flush, the newborn calves and a twin birth in real-time. Everyone walked away learning about dairy farmers’ commitment to animal care and sustainable practices. The group asked questions on a variety of topics from feed, antibiotics, manure management and crop production.

Bringing farm expereinces to partners Influencer Janice from Grounded Communications wrote about her experience in a blog post titled, “How a Sustainable Dairy Farm Upcycles Things to Produce Great Milk.” Each guest shared their experience through their personal social media channels, sharing with a larger audience. Examples of social media engagement include BradenSTL, Mary.Eats.STL and we_are_tastemakers.

To share dairy's story and build trust with Gen Z consumers, it's important that Midwest Dairy reaches them at the right place, the right time, and with the right message. To do so, we partner with social media influencers and others to become their resource for all things dairy as they share dairy's story with their audience.

Midwest Dairy and University of South Dakota Department of Sustainability partner on research assistantship Through research and insights, Midwest Dairy has learned that Gen Z, which includes those ages 8-10, as well as their parents, is a key target audience in building trust and sales of dairy. To accomplish this work, we have been building a relationship with the University of South Dakota (USD), particularly their Sustainability Department and Director Dr. Meghann Jarchow, exploring possibilities for partnership.

Starting in the fall of 2022, Midwest Dairy will support USD’s efforts to conduct graduate level research on the perceptions of Gen Z toward the environment.

The research will be specific to the Midwest and will look at what environmental issues Gen Z cares about, where they get their information and who they trust, and what environmental solutions they prefer, among other areas. Midwest Dairy will use this information for future strategic planning efforts and tactics to reach this target audience with dairy stories and messaging to build their trust in dairy foods and practices.

Local Kansas pantry now offers milk Central Kansas dairy farmers, Curtis and Kris Steenbock saw a need for the local community food pantry to provide milk and dairy products to clients. They contacted Abby Sprague, director for the Lighthouse for Christ in Clay Center, Kansas and offered to help make dairy products avaiable. The Steenbock’s applied for the Midwest Dairy Undeniably Dairy Food Pantry Grant which provided full funding to place a commercial-sized refrigerator in the pantry to store and distribute milk. Initially 12 gallons of milk were being purchased each week from local grocery stores and distributed to individuals who apply through local churches but the pantry plans for that number to increase. “We are please to connect the funds available through Midwest Dairy and the needs of their community,” said Kris Steenblock

Bringing farm expereinces to partners

Teachers enjoying appetizers as they learn about various Ag resources and interact with our farmers.

Kelly Heath, DVM educates about antibiotic and hormone responsibility.

Dairy farmer Brian Riegel leads guest past the lagoon while talking about manure management.

Midwest Dairy farmers getting invovled Hybrid ENGAGE training connects farmers from Iowa, Illinois, and Minnesota Last month, farmers from Iowa, Illinois, and Minnesota were brought together for a hybrid ENGAGE training where farmers gathered in person to participate in the virtual training. Through this workshop, farmers gained skills, tips, and techniques to have conversations with consumers.

Trainings were provided through Zoom by the Center for Food Integrity at respective state gatherings. In Minnesota, farmers met in Wadena and Sleepy Eye, training eighteen farmers total. Fifteen farmers met in Iowa, with sessions located in Orange City and Dyersville. In Illinois, farmers met in Freeport with eight farmers and four students attending.

We received feedback from 20 farmers, and they gave the training an 8.9 out of 10 rating. All agreed they learned something new that they can use when having conversations with consumers. One farmer commented, “The hybrid model was pretty good. It was nice to hear what some other groups came up with and not have to travel too far!”.

Farm Tours, National Holstein Convention coming to S.D. and M.N. With the presence of dairy cattle and Holstein cattle in nearly every U.S. state, the Midwest Dairy region typically plays host to each national breed association convention every few years. The largest breed association is Holstein Association USA, which last held conventions in our region in 2015 – Illinois.

The convention is returning to Sioux Falls, S.D., this June 27-July 1, 2022, expecting over 1,000 Holstein enthusiasts. This year’s convention is working across Minnesota and South Dakota to feature farm tours, youth events, and association business, among other activities.

Junior activities, Host Day Farm Tours aided by Midwest Dairy Midwest Dairy is providing materials to support the farm tour hosts and is the official sponsor of the 2022 Holstein Foundation Junior Convention competitions aimed to help grow industry leaders. These contests include Dairy Bowl, Dairy Jeopardy, Prepared Public Speaking, and other activities.

Anyone can sign up to join the farm tours or attend the convention. Three different tours will take guests to three of nine different dairy farms with additional dairy-related stops. For more information, click here. Registration closes June 1 and is available here.

Midwest Dairy farmers getting invovled Midwest Dairy state scholarship recipients announced Midwest Dairy announced multiple students from across our 10-state region who will receive $500 to $1,000 in scholarships this fall to an accredited college or university of their choice. To be eligible for these scholarships, applicants are required to have a family member (parent/guardian/grandparent/sibling) who owns a dairy farm or must be employed on a dairy farm. The dairy farm must also have contributed to Midwest Dairy Checkoff as of January 1, 2022. Applications were reviewed by a committee of staff members, and recipients were chosen based on their involvement in the dairy industry, leadership, career plans, and academic standing.

Congratulations to the following 2022 scholarship recipients: Illinois • • • • •

Allyson Aves Lila Sloan Rosalee Zehr Tyler Bohnert Delana Erbsen

Iowa • Kayla Burke • Grace Clark of Rudd • Tehya Demmer • Amber Engelken • Gabriel Hanson • Megan Kueker • Hazen Laon • Adrianna Richards • Macy Schanbacher • Rebecca Schumann • Kerstin Thomas

Nebraska • Marta Pulfer • Jenna Albers • Whitney Hochstein • Allison Engelman • Makenna Held • Faith Junck South Dakota • Alyson Dieball • Rebecca Hoffman • Ambrea Kjos • Camelia Bergoch • Franklin Even

Two additional scholarships will be awarded to the Iowa Dairy Princess and alternate upon completion of their duties following the Iowa State Fair. These recipients are Raegan Kime of Waucoma, Iowa, and Hillary Burken of Clinton, Iowa.

Arkansas / Missouri / Oklahoma Stacy Dohle 417-298-2780 sdohle@midwestdairy.com

Illinois Kendra Anderson 309-825-2196 kanderson@midwestdairy.com

Iowa Mitch Schulte 319-775-3451 mschulte@midwestdairy.com

Kansas Ron Grusenmeyer 816-873-0351 rgrusenmeyer@midwestdairy.com

Minnesota Lucas Sjostrom 320-249-8701 lsjostrom@midwestdairy.com

Nebraska Tracy J Behnken 531-207-4291 tbehnken@midwestdairy.com

North Dakota Beth Bruck-Upton 402-707-9135 bupton@midwestdairy.com

South Dakota Tom Peterson 605-251-2439 tpeterson@midwestdairy.com

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