From expanded partnerships and working to overcome food security concerns to finding new ways to reach the next generation of dairy consumers, Michigan dairy promotion efforts hit noteworthy milestones in 2022.
“Every day we work to approach dairy promotion the same way Michigan dairy farmers farm – with consistency and passion,” says Dwyer Williams, United Dairy Industry of Michigan (UDIM) CEO. “I’m incredibly proud to report our dairy promotion efforts have been laser-focused to forge trust and build positive awareness among Gen Z and Millennial audiences through channels and activities that allow us to connect directly to our audiences. Dairy farmers, through their checkoff investment, are ensuring dairy foods are accessible and bring joy to all communities and all generations in Michigan.”
Dairy for the future
Nowhere is that passion more evident than with promotions geared toward Generation Z, those born between 1997 and 2012. This generation makes up 27% of the U.S. population and is a crucial focus since these individuals represent the future of dairy consumption, as well as possess incredible buying power.
In 2022, dairy farmers connected with the next generation of consumers in new ways, including:
- UDIM tapped into the Detroit Pistons megaphone to expand dairy’s voice in an area of the state where a significant number of people live and work. Social media content reached more than 8.3 million people while a series of billboards along I-96 was seen by millions more viewers.
- Michigan farmers harnessed Dairy Producer Grants to actively support and guide in-person promotional events in their local communities, like the Winterlaufe Race, Sebewaing Firemen’s Benefit Breakfast and MSU Dairy Club’s Dairy Day at the Rock.
Increasing food security
UDIM made huge waves this past year with its growing collaboration with Blue Cross Blue Shield of Michigan and Blue Cross Complete of Michigan, whose values to reach more underserved Michiganders match Michigan dairy farmers’ values.
Through this Food Pantry Grant program, dairy farmers reached a record 85 food pantry organizations to help supply those in need with nutritious dairy foods, that’s 60 additional organizations who received help from this partnership.
- The 2022 program awarded 110 grants totaling $193,500 in partnership funds, offering a prime example of how partnering with organizations with shared values can help amplify efforts and boost program effectiveness.
Forging ahead
The success of these efforts on behalf of farmers continues to build a strong foundation for the future.
“We’ve developed a multi-year innovative strategic plan to continue driving programs such as these to promote Michigan dairy and dairy foods to consumers through education, innovation and research,” adds Williams. “We’re thrilled to share what we’ve accomplished so far and are ready to showcase dairy in a variety of unexpected ways in 2023 and beyond.”
About the United Dairy Industry of Michigan
The United Dairy Industry of Michigan (UDIM) is dedicated to serving Michigan’s hard-working dairy farm families and promoting Michigan’s locally produced dairy products. UDIM is the umbrella organization for the American Dairy Association and Dairy Council of Michigan. These non-profit organizations provide dairy product promotion and nutrition education services on behalf of their funding members.
