New marketing campaign 'hits bullseye'

18 Jan, 2019 03:48 PM
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Trevor Saunders runs his Araluen Park stud with wife Anthea. They run about 950 registered Jerseys.
I think Dairy's Finest...captures people's attention.
Trevor Saunders runs his Araluen Park stud with wife Anthea. They run about 950 registered Jerseys.

Gippsland Jersey breeder Trevor Saunders says the new Dairy's Finest and 5 Star promotions "hit the bullseye" for the breed.

"I'm a big advocate for the 5 Star system and the new Dairy's Finest campaign," Mr Saunders said, adding that he believes it will help to promote the benefits of Jerseys and give an incentive for all farmers to aim for premium herds.

"The registered industry wants to continue to look at ways to highlight the difference between pedigree stock and grade cattle," he said.

"The 5 Star strategy is a way of identifying cows that are registered, classified, herd-tested, AI-bred and genomically tested. It puts a tag on the cattle that tick all the boxes and people can buy with confidence."

The 5 Star Jersey is being highlighted as Dairy's Finest cow that is registered, artificial insemination-bred, herd tested, classified and genomic-tested.

It can also be promoted for its high fertility, feed efficiency, heat tolerance, its size and for being the most profitable cow for Australia farming conditions.

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  • Mr Saunders said the 5 Star description would create a marketing opportunity for members' stock that match the criteria, and it would be an incentive for anyone who wants to market registered cattle.

    "If you're marketing cattle, you should be striving to provide the best quality branded cows for your potential buyers," he said.

    "I think it's taking it to the next level. They are the five things needed to develop a successful herd and they indicate quality and consistency in cattle that can be achieved from services offered in the dairy industry."

    There are also plans to introduce an 'elite' ranking for Jersey cows. Although the criteria haven't been determined, the elite cows would be in a bracket above the current Excellent rating.

    "We'll have an elite sub-bracket if they reach the benchmark figures, such as a genomic breeding value over 180," Mr Saunders said.

    "They would be out of Excellent cows 90 points or better and be bred from the top group of AI bulls."

    Mr Saunders said having 5 Star recognition would confirm the cows have ticked all five boxes, while the elite ranking would mean they were at the top end of the scale.

    He plans to use 5 Star status in his marketing. The concept of "Dairy's Finest - 5-Star Jersey cows should over time provide a recognisable brand," he said. "I think that will happen fairly quickly and I've already put the 5 Star and Dairy's Finest brand onto our marketing and advertisements.

    "It shows they're not run-of-the milk cows you're trying to sell, they're genuinely well bred and you will supply a consistency of product. Consistency should bring confidence and that will bring top dollar as a general rule."

    Mr Saunders said he believed all breeders of registered Jersey cattle would find ways to benefit from this strategy as in most cases their own personal herd development plan incorporates some, if not all, of the 5 Star program anyway

    Mr Saunders is also a fan of the Dairy's Finest campaign.

    "I like the title," he said. "We've always argued that Jerseys are high quality, they are efficient, their milk is high quality and that they are a bit smaller and convert more efficiently in relation to their size.

    "I think Dairy's Finest is an accurate slogan. It was something that hit the bullseye. It captures people's attention and we can sell it with a story about consistency and quality.

    "Finest is a good term for Jerseys."

    Mr Saunders is a Jersey Australia board member and former president and runs his Araluen Park stud with wife Anthea. They run about 950 registered Jerseys including a milking component of 650. They currently have the No.13 Australian Breeding Value herd and about 200 Excellent cows in the herd, seven former number one genomic Balanced Performance Index heifers and have been regular winners in the Great Southern Challenge in recent years.

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