Midwest Dairy continued building trust with new audiences by partnering with Downtown Sioux Falls (DTSF) at its annual Riverfest event, an outdoor celebration along the Big Sioux River featuring live music, food trucks, and interactive experiences. By showing up in unexpected places like Riverfest, Midwest Dairy can connect with consumers who may not typically engage with agriculture, while sharing how dairy farmers care for natural resources.
This year’s Riverfest introduced a new focus on sustainability and river stewardship, aligning closely with Midwest Dairy’s efforts to build understanding around dairy’s role in protecting water and the environment. Nearly 14,000 people attended the September event, creating a valuable opportunity to share dairy’s story in a setting centered on community and conservation.
Cheese and Craft Beer Bring Sustainability to Life
As part of the partnership, Midwest Dairy collaborated with DTSF on a creative activation tied to Riverfest’s first-ever brew battle. Four local breweries crafted beers using purified Big Sioux River water, highlighting the importance of clean water and thoughtful resource use.
To complement the brew battle, Midwest Dairy provided a cheese pairing for participants. The first 2,000 attendees to take part received a cheese sample selected to pair with the local brews. Interest was strong, and all samples were gone within the first hour, demonstrating how food experiences can spark curiosity and conversation about where food comes from.
Sharing Dairy’s Water Stewardship Story
Throughout the event, Midwest Dairy shared messages about dairy’s role in water conservation through signage placed in high-traffic areas and content shared across DTSF’s social media channels, reaching more than 36,000 followers.
The partnership also highlighted Midwest Dairy’s ongoing work with Friends of the Big Sioux River, helping connect dairy farming practices to broader community efforts focused on river health. QR codes included on signage directed attendees to learn more online, extending engagement beyond the festival itself.
Building Trust Where People Gather
By blending sustainability messaging with local food, craft beverages, and community celebration, Midwest Dairy met consumers where they are, creating meaningful connections that reinforce dairy farmers’ commitment to protecting shared natural resources.