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Bringing dairy to consumers during the summer months

August 9, 2022


3 minute read

The summer months have presented an array of opportunities for Midwest Dairy to reach consumers at different events. From summer camps where potential Gen Z dairy consumers gather to a statewide biking event where chocolate milk recovery can be promoted to family fun at the ballpark, we are finding ways to bring dairy to unexpected places all summer.

Bringing Dairy to Life at Summer Camps

While schools remain a key partner for Midwest Dairy to reach Gen Z and other youth, summer camps serve as an opportunity outside of the school months.

At the University of Nebraska at Kearney, the Personal Achievement Workshops at the University (PAWSU) program offers students unique experiences to mitigate the summer education gap. PAWSU provides hands-on activities and STEM-focused learning through their multi-week academies and weeklong workshops. Midwest Dairy served as the lunch sponsor for their summer programming, and during Dairy Farm Fridays, over 160 students experienced virtual farm tours and participated in activities to learn about sustainability and cow care.

450 Undeniably Dairy t-shirts were handed out and social media posts garnered over 3,500 impressions. PAWSU executive director noted, “Once when we turned the dairy farm tours on, kids were mesmerized just a few short minutes into it.”

Replenishing bicycle riders across Nebraska

For the last 40 years, hundreds of bicyclists from Nebraska and over 30 different states convene each year to ride for a cause in the Bicycle Ride Across Nebraska (BRAN). Riders can join in on all or part of the 430-mile trek as a seven, four, or three-day tour. As a non-profit, BRAN donates all proceeds towards scholarships for Nebraska high school graduates to trade schools, colleges, and universities. Midwest Dairy helped connect the 400 riders participating in the 2022 BRAN ride with 600 chocolate milk cartons donated by Hiland Dairy in Omaha, Nebraska.

Social content was shared on the BRAN Nebraska Twitter and Facebook pages, including posts that educated riders about chocolate milk as a top recovery beverage and recipes to try at home. National Dairy Council sports nutrition promotional materials were displayed throughout the ride and at the last two campsites. BRAN continues to be a proud champion and supporter of dairy, making them a key partner to work through to reach consumers.

‘Race to the Plate’ showcases farm team on behalf of Missouri Farmer’s Care

On Friday nights at Busch Stadium, agriculture is front and center with St. Louis Cardinal thanks to Missouri Farmer’s Care (MFC), an agricultural coalition comprised of multiple organizations. Midwest Dairy and Missouri dairy farmers traveled to Busch Stadium on July 9 to participate in ‘Race to the Plate’ as well as host a booth on behalf of MFC. Dairy farmers Jack and Patty Dill and Kate and Sophie Geppert interacted with baseball fans during the evening and gave insight into the world of dairy. At the top of the 4th inning, the “Farm Team” mascot race commenced, and while the race was happening, farm videos were shown on the stadium screen. There were 41,100 fans present, and unfortunately, Sweet Bessie (Midwest Dairy’s Race to the Plate mascot) did not win, but she finished strong in third! 

Consumers had the opportunity to interact and take photos with the agricultural Farm Team mascots via green screen and receive mascot training cards, recipe books, and stickers. These training cards gave agricultural insight into the dairy, corn, pork, and beef industries and directed consumers to Missouri Farmer’s Care app, Ag Education on the Move, to learn more about agriculture. The recipe books focused on dairy-fresh recipes and were handed largely to parents and grandparents while their kids were getting training cards.