The 2016 Dairy Strong event, hosted by the Dairy Business Association, delivered a delightful mix of laughter, education and thought-provoking conversation to the Monona Terrace Community and Convention Center Jan. 12-14.
Located a short walk from Wisconsin’s state capitol building, this location tied together DBA’s political foundations with its evolving vision for the future of the dairy industry. More than 600 dairy producers and allied industry members rallied for the three-day event, hearing from the likes of Governor Scott Walker, comedian Jim Gaffigan and experts in the fields of economics and sustainability.
State of the dairy economy
“Hunker down” were the words of warning from Mary Ledman of Keough Ledman and Associates as she forecasted dairy markets in the coming year. She noted margin erosion driven by a low milk price early in 2016 as a “tsunami of milk” enters the pipeline from the European Union coupled with declined dairy demand from major market players China and Russia.
“We’ve got to muddle through the increased supply until demand catches up,” she said.
Bob Witt from Wells Fargo shared a similar sentiment, adding, “2015 is stretching into 2016.” The dairies he services in the West that don’t typically hedge will be more conservative as they weather through the three-year cycle.
Dave Rinneard from BMO Harris Bank acknowledged that while dairy budgets are eating into equity, there is still an appetite for expansion among his customers. “Those planning to expand still will because they planned for it,” he stated.
Social media and sustainability
Livestock sustainability consultant Jude Capper, Ph.D., took the stage as the keynote speaker, where she encouraged dairy producers to seize the opportunity to tell their own sustainability story via social media channels such as Facebook, YouTube, Twitter and Instagram. “We’ve all got to reach out more every single day,” she said.
Former Google and Buzzfeed executive Jonathan Perelman reinforced Capper as he kicked off the final day of Dairy Strong. “Content is the most powerful force in culture,” he told dairy producers. Perelman’s “keys to good storytelling” on social media included showing why you have the authority to share views on a topic, making an emotional connection and showing evidence of why the audience should listen to you.
Closing out the three-day event was a live segment of the “Food Dialogues,” a program spearheaded by the U.S. Farmers and Ranchers Alliance. Seven panelists representing all aspects of the food supply chain engaged in an open conversation about sustainability and customer buying trends, led by Michael Specter, staff writer for The New Yorker.
The conversation touched on topics ranging from GMOs to antibiotic use, but as food industry sustainability expert and former General Mills executive Steve Peterson forewarned, “The biggest lightning rod is around animal care.”
What’s ahead for DBA in 2016
The conference’s diverse agenda reflects DBA’s commitment to initiatives that will face its members in the year ahead.
“Looking into 2016, I see DBA working on what we have been building on in 2015, bringing value to our members through our member relations, public relations and public policy departments,” DBA President and dairyman Gordon Speirs said.
Concentrated efforts will focus on sustainability from both economic and environmental standpoints, as well as collaboration with other state and national organizations.
Speirs summed up the second annual conference, saying, “2016 Dairy Strong was very focused on customers: What are the trends with people buying dairy products in the grocery store?"
"They want a safe, nutritious, affordable and sustainable product.” He added, “I hope attendees walked away with a greater understanding of customer motivation and a renewed enthusiasm to continue to innovate to meet the challenges of today and tomorrow.” PD
PHOTO 1: Dairy Strong drew a crowd of more than 600 dairy producers and allied industry representatives.
PHOTO 2: During the DBA’s annual meeting, three new board members where elected: Cody Heller, president of Heller Farm Inc. and chief executive officer of Central Wisconsin
PHOTO 3: Surrounded by her family, Julie Maurer (center) of Soaring Eagle Dairy graciously accepted the DBA Advocate of the Year award for her diligent efforts to promote the dairy industry. Maurer adds social media to her daily responsibilities in addition to managing employees, milk quality, nutrient management plans and books for their three-pronged operation that includes 1,100 cows, 1,850 acres of cropland and a heifer-raising business.
PHOTO 4: Known for his support of Wisconsin’s dairy industry, Governor Scott Walker thanked dairymen for their $43.4 billion annual contribution to the state’s economy.
PHOTO 5: “The notion of viral content, spreadable content is how you create conversations that will impact your audience,” former Google and Buzzfeed executive Jonathan Perelman told the Dairy Strong audience.
PHOTO 6: Dairy Strong attendees participated in a discussion of the “Food Dialogues.” The diverse panel represented experts in sustainability, conservation, food marketing and production agriculture, including dairy producer Kim Kroll of Luxemburg, Wisconsin (pictured fifth from left).
PHOTO 7: DBA President Gordon Speirs and his wife, Cathy, pose with Dairy Strong’s kick-off entertainer, comedian Jim Gaffigan. Photos by Patrick Flood.
