This summer, Dairy Farmers of Canada (DFC) launched a powerful new advertising campaign promoting an ambitious dairy industry target to reach net zero greenhouse gas emissions by 2050. DFC’s “I’m In” campaign builds upon the long-standing commitment of dairy farmers as stewards of the land and demonstrates how innovation is taking place on farms to achieve the sustainability goal. Throughout the campaign, real farmers proudly demonstrate their actions to protect the environment by declaring, “I’m in!” for DFC’s Net Zero 2050 goal. 

DFC’s “I’m In” campaign shines a light on sustainable strategies being undertaken by Canadian dairy farmers, through the sector’s robust quality assurance program, proAction, as well as other initiatives and innovations including a focus on soil health and water retention, plastics recycling, renewable energy and enhanced biodiversity. Highlighting these efforts are real farmers – who, for decades, have been making improvements that are beneficial for the farm and the environment – telling their own stories as they work year-round to produce high-quality, safe and nutritious milk. Canadians can continue to put their trust in dairy farmers who share their experience with real-life projects such as sustainable cropping practices (regenerative agriculture), wetland restoration, tree planting, carbon sequestration and more.

Canadian dairy farmers are proud to lead the way in caring for our planet by continuing their dedication to conservation and sustainability. The Canadian dairy industry already has one of the lowest carbon footprints in the world for milk production, and it’s not stopping there. This net-zero goal is a bold declaration of their continued work and ambition. 

Caring for the environment is not new for dairy farmers and, in fact, it’s one of the many reasons DFC’s Blue Cow logo is so trusted by Canadians. Our country’s farmers have been working for decades to farm sustainably, making many changes over time, in order to create a future for dairy that not only reflects consumer priorities but demonstrates that Canadian dairy farmers share their values, too. 

That’s why DFC’s fall campaign focuses on actions already being taken on many farms across the country, with special emphasis on composting manure – which can reduce the carbon footprint of milk production by up to 36%. Leveraging the existing Hey Dairy Farmer platform, this extension of DFC’s “I’m In” declaration will feature real dairy farmers alongside local chefs, talking about steps both professionals take to help make their work more sustainable. From biodigesters to backyard composters, we can all do our part to help the planet – and DFC wants to show Canada, and the world, what dairy farmers are doing to be leaders in sustainability.

DFC’s fall campaign will run from late October for six weeks on digital platforms and television. At time of print, the campaign has not yet launched, but you can click here to check out the summer spots.