Dairy marketing aims to build trust

22 Mar, 2018 04:00 AM
Comments
0
 
SOCIAL LICENCE: Dairy Australia communications strategy manager Glenys Zucco outlined the organisation's marketing strategy at the Tasmanian Dairy Conference. Picture: Johanna Baker-Dowdell
Under this strategy, Dairy Australia is not going to shy away from those difficult conversations.
SOCIAL LICENCE: Dairy Australia communications strategy manager Glenys Zucco outlined the organisation's marketing strategy at the Tasmanian Dairy Conference. Picture: Johanna Baker-Dowdell

Dairy marketing has changed from recommending the number of daily serves, to putting out spot fires that flare up with animal welfare campaigns.

Once it communicated directly with the media, schools and health professionals, but now Dairy Australia’s marketing has to be ahead of opponents, while also building trust and telling great farming stories, communications strategy manager Glenys Zucco told Tasmanian Dairy Conference attendees last week.

Marketing now revolves around social licence, or “meeting expectations before they become regulations”, Ms Zucco said.

To ensure Australia’s dairy industry does not follow the same path as the greyhound industry, Dairy Australia is working to move beyond promoting dairy’s health benefits to build trust.

The market has evolved and Dairy Australia realised it had to change tack to keep up.

“To maintain social licence we can’t just talk about the positives; we actually have to listen, understand and address some of the concerns the public had about our industry – and do it in a very transparent way,” Ms Zucco said.

“One of the biggest drivers of outrage is when there’s a really big gap between what people think we do and what we actually do.”

One example of this gap is cow/calf separation, with many consumers not realising cows need to birth a calf to produce milk and that cows and calves have to be separated for that milk to be collected.

When such a gap exists, Ms Zucco asked whether it was Dairy Australia’s job to highlight it – if doing so would affect its brand.

“If we don’t do it others will," she said.

"Activists are getting more sophisticated and they’re doing the story for us.”

Opponents, activist groups and welfare campaigners are drawing attention to dairy industry practices, like cow/calf separation and bobby calving.

“We need to take the reins and tell our story," Ms Zucco said.

"There are good reasons why we do the things we do and we’re improving every day.”

Dealing with these bigger issues forced Dairy Australia to rethink its strategy, moving from the feel-good Legendairy brand, to the more solid Dairy Australia institution.

“When you’re starting to lean into some of those more challenging conversations, [Legendairy] really wasn’t built to do that,” she said.

Under this strategy, Dairy Australia is not going to shy away from those difficult conversations.

“If people are searching for that information, we need to be providing it,” Ms Zucco said.

And the organisation is calling on Tasmanian dairyfarmers to help spread the word.

“We want to make sure we’re providing our farmers with the tools so they can help bring it to life as well,” she said.

Page:
1

POST A COMMENT


Screen name *
Email address *
Remember me?
Comment *
 
A new definition of 'genetically modified' currently awaiting parliamentary approval could see a swathe of new grasses on the market within three years.
13 Nov 18 A new definition of "genetically modified" currently awaiting parliamentary approval could see a swathe of new...
A person normally breathes about 25,000 times a day, with the lungs taking in oxygen from the air and delivering it to the bloodstream.02 Nov 18 A person normally breathes about 25,000 times a day, with the lungs taking in oxygen from the air and delivering it...
light grey arrow
Don't fall for the processors changing their contracts. They can change them back again without
light grey arrow
This is all very nice for specific LIon suppliers but it does absolutely nothig for the wider
light grey arrow
This is well-written, covers what's going on well. It highlights how wrong the processors
Australian Dairyfarmer's Jeanette Severs checked out the range of new and interesting products and services on show at the South Gippsland Dairy Expo in September, while Peter Roach caught up with suppliers at the Elmore Field Days in October.02 Dec 18 Australian Dairyfarmer's Jeanette Severs checked out the range of new and interesting products and services on show...
The floodplain around Kerang and Swan Hill in north-west Victoria is dotted with depressions and surrounding windblown lunettes.29 Nov 18 The floodplain around Kerang and Swan Hill in north-west Victoria is dotted with depressions and surrounding...
Australian farm chemical manufacturer Nufarm has repaired its balance sheet and is now hunting for acquisition opportunities.25 Sep 16 Australian farm chemical manufacturer Nufarm has repaired its balance sheet and is now hunting for acquisition...
Monopoly market may confront cropping sector under mega-merger proposal.22 Sep 16 Monopoly market may confront cropping sector under mega-merger proposal.