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Promoting The Dairy Industry To New Zealanders

13 August 2010

NEW ZEALAND - DairyNZ says its new Go Dairy campaign is a significant change in direction and is aimed at showing New Zealanders how much they have to be proud of in the country’s dairy industry.

“Previously our ads have been designed to attract new people to dairy farming, but this year we’re telling the great story we have, showing New Zealanders that we lead the world when it comes to dairy,” says DairyNZ CEO Dr Tim Mackle.

He says research has confirmed New Zealanders are becoming increasingly disconnected with their rural heritage and that this campaign is about reversing that trend.

“It’s a concerning trend for all of New Zealand. We have something special here, and it’s important that we’re able to sit down and talk with the community and government about key issues and challenges we face and how we can address them.

“Many people don’t know where we sit on the world scale or appreciate the fact that New Zealand dairy products are exported to more than 140 countries, that we’re responsible for some world-leading innovations.

“We know we’ve got challenges – the size of our environmental footprint can’t continue to increase along with the size of our contribution to the economy. And we’re serious about reducing dairy farming’s impact on the environment. We’re working on these issues, because it’s important not just to dairy farmers and our customers, but to all of New Zealand,” he says.

The campaign, created by Naked Communications and Josh&Jamie, will run on television, and also in newspapers and magazines. The television commercial tells the story of a Kiwi dairy farmer who goes round the world on his quad bike and returns to New Zealand with the realisation that while other countries may have more land, money, people, rain and sun than us, when it comes to dairy, New Zealand is the world leader, exporting to over 140 countries, feeding over 100 million people and accounting for a third of the world’s dairy trade.

Dr Mackle says the print ads provide further evidence for the statements made in the television commercial, with stories of a Waikato dairy farmer’s invention of the electric fence, showing how a Fonterra factory is conserving water in Australia and showing how our dairy products go to all corners of the world.

“It’s talking about some of the innovation and achievements of the industry and enabling New Zealanders to feel proud of how good we are at dairy farming here,” he says.

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