The dairy checkoff is eager for the viewers to learn from a Midwest dairy farmer who was featured on a popular public television program. Emmy Award-winning producer and host Catherine Neville recently featured Hildebrand Farms Dairy’s compelling story and approached Midwest Dairy to partner on this episode airing on American Public Televisions program tasteMAKERS. This popular program explores the American craft food movement, specifically emphasizing entrepreneurs who are creating, growing, and giving back to their communities, all while making something delicious. American Public Television is known for its educational and commercial-free television programming, making it an outstanding opportunity to deliver dairy’s story to millions of people.
Released this fall, season three episode two, tasteMAKERS, highlighted Hildebrand Farms Dairy from Junction City, Kansas. Neville sat down with fourth-generation farmer Melissa Hildebrand Reed to see first-hand how cows and land are cared for and how dairy products are used by local businesses. Neville then wrapped up the episode back in her kitchen, showing viewers how to make lasagna with a dairy-rich Mornay sauce. The episode is available to watch on YouTube and the tasteMAKERS’s website.
tasteMAKERS is distributed through American Public Television, which is then picked up by PBS member stations nationwide. As of January 6, 2024, the third season of tasteMAKERS has aired across 352 PBS member stations. This coverage represents 45 U.S. states, including all 10 states from Midwest Dairy’s region. The demographics of these households represent approximately 63.7 million adults 18-34 years, 55 million adults 35-49 years, and 108 million adults 50+.
Midwest Dairy leveraged video captured in the episode and created digital ads targeted to Gen Z and millennial audiences to boost viewership with this critical audience. A three-week campaign delivered 15-second video ads through tasteMAKERS’ Instagram and YouTube channels focusing on three different themes: sustainability, animal care, and nostalgic milk content.
Public television stations determine their programming schedules individually, so check your local station for air dates and times through January. More episode segments, recipes, and behind-the-scenes photos are also available here. tasteMAKERS is also available through the PBS app, on PBS.org, and airs on Create.