Dairy farmers launch milk marketing initiative

Wednesday, February 25, 2009

© AgMedia Inc.

by GEOFF DALE

Although the vast majority of Canadians already believe dairy products from this country are superior to imports, the Dairy Farmers of Canada is set to launch a new 100 per cent Canadian Milk branding symbol March 29.

The blue cow symbol will remain in place but the new version will see the animal encircled by the words “100 per cent Canadian milk. It’s a logo that will be seen coast to coast on billboards, TV ads and on a wide range of promotion material for as “long as it takes to get the message out there,” says a DFC official.

“There is an increase of imported products coming into Canada and while most consumers already believe our product is a better quality, we want to reinforce that belief,” says Solange Heiss, DFC assistant director, marketing and nutrition communications.

She says Canadian products like milk, cheese and yogurt are superior because the milk is produced under highly regulated animal welfare practices; meets high government standards; is produced by environmentally responsible farms and is free of antibiotics or chemicals.

DFC officials began contacting processors before Christmas and are still assigning licensee agreements to use the new brand, she adds.

Bill Mitchell, a Dairy Farmers of Ontario spokesperson, says the promotion is very positive both for consumers and those within the industry.

“Its part of a strategy that fits in with what consumers are thinking in terms of buying local,” he adds. “Most of the milk in Ontario travels less than 100 miles to market, so this is good for consumers concerned about where their food is coming from.”

In Ontario there are 4,400 dairy producers – out of about 13,000 across the country – with the sector representing the largest segment of this province’s agricultural community.

Most of Canada’s producers are in Ontario and Quebec. BF