My first job out of college was planning events for the regional Dairy Checkoff-funded group at the time. A big focus back then was on milk and dairy with school breakfast, and I would spend months working on in-school assemblies promoting school breakfast to elementary school students in Philadelphia, Baltimore, Washington DC, and other urban areas across the Mid-Atlantic. We had this larger-than-life character called “That Milk Thing” who would come in dancing to loud music and encouraging the kids to power up with milk at breakfast. The kids would all go crazy cheering to the music and interacting with the character.
What fascinated me about that experience was how little those students knew about dairy at first. When we introduced That Milk Thing, we would ask them where milk came from. Typically, we would hear “the refrigerator.” Occasionally we would hear “the grocery store.” Almost never did anyone answer, “from a cow” or “from a dairy farm.” But, during the assembly, the students would hear about where milk came from and why it was good for them. The character’s silly antics would help them remember, and we would reinforce his messages about milk, farms, and breakfast at the end. It was all about building that connection and hopefully developing life-long milk drinking habits in those students.
June Dairy Month first began in 1937 to build connections with consumers. It started as National Milk Month initially to create stability for dairy demand and counter the milk surge that usually occurred in the spring back then. Today June Dairy Month is promoted nationwide to pay tribute to the nearly 28,000 dairy farm families and 9.4 million dairy cows in the US. Those farms provide the foundation for a nearly $800 billion industry that provides more than 226 billion pounds of milk to feed a growing population across the globe. It’s our chance as farmers and others in the industry to build connections with our non-farm neighbors to help them learn more about our products and the value we provide to our local community.
Last summer we started to spotlight dairy farm families who are connecting with their community during June Dairy Month as part of our “Celebrate Dairy Across Pennsylvania” campaign. This year we are promoting 16+ events showcasing dairy in Pennsylvania. These events range from train rides on the farm to a Moovin’ for Milk 5K Run to an “All You Can Eat” Ice Cream Social. They are all focused on sharing dairy’s story with the local community.
So how are you connecting with your non-farm neighbors this month and, for that matter, all year long? It doesn’t have to be with an elaborate event or a crazy mascot. It can be just stopping someone you see purchasing milk in the dairy aisle to say thank you. Sometimes a simple conversation can go a long way. To get you started, I found these tips on building connections and translated them into ways you could share dairy’s story.
- Be your authentic self. One of my favorite quotes is that people don’t care how much you know until they know how much you care. That applies to when you’re talking about dairy, too. Sometimes when I am at a ball game or a school event, someone will ask me something about the farm. When I talk about what we do day in and day out, they are often fascinated. Instead of throwing facts and figures at someone, talk about what you do on the farm, how you do it, and why you do it so they can see how much you care.
- Respect people’s boundaries. Sometimes we are so focused on what we believe to be true, we don’t stop to appreciate the other person’s perspective. On our farm we produce conventional milk that is made into butter to be sold at grocery stores and into wholesale outlets. When someone tells me how they must only buy organic milk from the local farm market, it is tempting to tell them why I think they are wrong. Instead, I ask them why, and often they say because they feel safer knowing where their milk is from. I may explain that milk at the store is often produced 100 miles from where it is sold, but I still say I am glad they are eating dairy and supporting local farms, regardless of where they are buying it.
- Share the conversation. Asking questions about their experiences can go a long way in building connections. When you are having a conversation with someone and talking about dairy, ask them what dairy foods they like to eat and how they use them in their meals. Ask them what they look for in the foods they choose for their family – is it taste, nutrition, versatility? How often are they making food at home and where are they eating out? What do their kids like to eat?
- Move past the surface level. Meaningful connections require more than just small talk. The same applies to building connections for dairy. When they answer your questions, ask them why. Along with sharing your own story, get them to share a story or something personal about themselves so you can relate to their experience on a deeper level. Seek to understand their motivations so you can better answer any concerns they might have about dairy.
- Be a good listener. Active listening is a skill that can take a lot of work to develop. Honestly, I have been told often that I could be a better listener. That’s because there are a million thoughts running through my head at any one time, and it’s hard to focus solely on the conversation I am in at that point of time. Think about when you are in a conversation: do you interrupt the other person? Are you distracted? Are you quick to judge or share your opinions? The next time you are talking with someone, whether it is about dairy or something else, try to listen actively. Focus on what they are saying, look them in the eye, reflect on what you heard by repeating it, ask for clarity in understanding what they said, and summarize what you heard before you respond with your opinion. Like I said, it takes a lot of work.
When National Dairy Month was first introduced in the 1930s, most Americans were either from a farm or just one generation removed from the farm. Today, fewer than 1 percent of the US population is from a farm. Many are now four and five generations removed from the farm. The hard truth is that most people just don’t understand what we do on the farm anymore. Sadly, most children in the US may not know where milk comes from. So, it is easy for them to be confused about dairy.
It is up to each of us in the dairy industry to build connections with those around us who might not be as familiar with today’s farming practices as we are. Sometimes it just starts with a conversation. American Dairy Association Northeast offers resources to help you build those connections. Go to americandairy.com/dairy-farms/for-farmers/resources-for-engaging-consumers/ if you are looking for some help. The Center also has resources to help you promote June Dairy Month. Go to centerfordairyexcellence.org/june-dairy-month or call 717-346-0849 to learn more.
Editor’s Note: This column is written by Jayne Sebright, executive director for the Center for Dairy Excellence.