Dairy Council of California Industry Relations

Challenge:

Dairy Council of California serves as the community service arm of the California dairy industry, reaching more than 6 million children and adults each year with nutrition education programs that highlight dairy products as vital components of a healthy diet. As a state government entity funded by dairy producers and processors through assessments collected by the California Department of Food and Agriculture, it is imperative Dairy Council regularly communicates its activities and achievements to the dairy industry.

In order to show long-term value and sustain industry support, Nuffer, Smith, Tucker developed and implemented an industry relations plan to build awareness around Dairy Council’s nutrition education efforts, and promote resources and tools designed to help producers and processors support dairy through their own outreach.

NST’s plan positioned Dairy Council as a catalyst for expanding the acceptance of dairy’s health assets among consumers, and as a partner to the industry working together to promote healthy eating habits. Key strategies included: 1) developing a number of communication materials to distribute to industry members throughout the year, including Trends and DCC News newsletters; 2) building relationships with key trade reporters and securing byline articles featuring Dairy Council leadership as a go-to source on dairy nutrition; and 3) developing and promoting resources and tools that support dairy products.

Results:

Research conducted by a third-party firm showed nearly 70 percent of members surveyed recognized the contributions made to the dairy industry.

Articles and bylines featuring Dairy Council leadership far exceed coverage from similar and national organizations year after year.

In 2012, requests from industry members for resources and tools increased over previous years.