Things moved very quickly when the world started understanding the ramifications of covid-19. Making sure that the lines of communication were open and working was critical when it came to the dairy industry and its response to what the food distribution system needed.
Kirk Scott, Vice President of Dairy Company Communications, Dairy Farmers of Wisconsin, is in charge of DFW’s Channel Program which helps to drive distribution and sales growth for Wisconsin-made cheese and dairy with grocery stores and restaurants across the country.
One of DFW’s ongoing, primary efforts is to work with processors to clearly identify their products as being from Wisconsin. The recently redesigned Proudly Wisconsin badges represent just one of our many creative changes in the past two years. The badges proclaim the words “Proudly Wisconsin Cheese” and “Proudly Wisconsin Dairy.”
By identifying product with an easily identifiable logo and a strong Wisconsin message we enable consumers to readily find and purchase great Wisconsin dairy products. By helping drive strong processor sales growth, we ensure a strong demand for Wisconsin milk.
Processors are currently placing the Proudly Wisconsin Cheese or Proudly Wisconsin Dairy badge on more than 200 different brands. This symbol embodies everything our great state is known for: quality, tradition, passion, innovation, and award-winning products.
Carrying the badge is important because 90 percent of the milk produced in Wisconsin goes into cheese making and 90 percent of that cheese is sold outside of Wisconsin. We work hard to make sure consumers across the nation know where their cheese is coming from. A whopping 98 percent of U.S. grocers sell Wisconsin cheese, and Wisconsin cheese is an integral part of restaurant menu items across the US. The DFW Channel Management team works with processors to include the badge on product, and with grocers and restaurant chains to promote product and drive sales with consumers. For example, we assist processors with co-op advertising and promotions to help get their products in front of consumers. We help with promotions like retail demos because research shows a consumer is nine times more likely to buy a product if they can sample it first.
You can hear more about how grocers and food distribution hubs responded to the Dairy Farmers of Wisconsin messages as Pam visits with Kirk Scott.
Been listening to Pam for years enjoying all of her work. Thank you Pam