DA pitches the value of dairy to personal, and community, health

The campaign, known as Dairy Matters Support Aussie, will be rolled out throughout 2021.

Dairy Australia initiatives and partnerships will encourage Aussies to celebrate the people and places that make what is says makes Australian dairy so special.

The campaign stars ex-Aussie Rules footballer and media personality Jonathan Brown as industry ambassador.

"Australia's dairy industry and produce is world-class," Dairy Australia Communications Strategy manager Glenys Zucco said.

"Through our latest campaign, we want to encourage Aussies to actively support our local dairy farmers, by buying the high-quality, delicious produce made right here at home.

"Buying Australian Dairy isn't just great for our family's health, it's great for our local farming communities' livelihoods, too.

"We are working closely with local farmers and the broader supply chain to showcase the people behind the product," she said.

The campaign will be seen and heard across multiple channels including television, radio, podcasts, digital and social media, and will launch with a television commercial.

The commercial follows Browny's journey through the Australian dairy supply chain, demonstrating how choosing to buy locally produced milk, cheese, yoghurt, butter, cream and ice-cream supports regional workers and their communities.

Dairy Australia worked collaboratively with dairy farmers and industry members to bring the campaign to life.

Dairy farmer, Stu Griffin, who features in the commercial said dairy farmers loved the support they got back from the whole community, when they bought and enjoyed dairy products.

"I think it's important we get involved in promoting our industry where we can," Mr Griffin said.

The campaign will continue with a to-be-announced partnership with one of Australia's leading tourism companies, imploring Aussies to visit Dairy Destinations across the country, to boost the economy in dairy regions, and experience Australia's dairy industry first-hand.

Doug Hanks, Stony Creek, South Gippsland, said he believed the sector needed marketing campaigns.

"I do like Brownie, but do we need to be paying for it, or should the processors be forking out cash for it,?" Mr Hanks said.

He said when he was with Murray Goulburn, he didn't mind spending money on marketing.

"But now they aren't Australian-owned, does it make a difference?"

Mr Hanks said lobbying governments to stop imports would help the dairy industry more than trying to sell it to the Australian consumer.

"If the Australian government actually wants a dairy industry, to me imports are the biggest thing that is hurting our industry.

"I don't think you can educate the general public about buying Australian, because when it comes down to it, they want the best value for money.

"If New Zealand wants to put cheese here at a dollar less than what Australian cheese is, you can't blame the consumer for taking the cheaper one."

Daryl Hoey, Wonthaggi, said while he was not a marketing expert, he was sure "an awful amount of market research and intelligence" had been done.

"This is what they believed would hit the mark," Mr Hoey said.

"Until you see the results, it's not the right place to criticise - people have continually kept on calling for more marketing to be done, so I think DA is responding to what farmers have been asking for.

"I think they are on the right track."

Mr Hoey said success could not just be measured by sales and take up, but should also be determined by a general survey of the perceptions on dairy.

"Do they feel dairy is nutritious, do they feel its clean and green, and do they think dairy is being a responsible, social citizen?" he said.

"I think that far too often we get caught up in the one to two per cent of noise, and the general public is, by and large, quite happy - just because there are one or two per cent of noisy, negative critics, doesn't mean dairy is doing a bad job."

Lachie Sutherland, Larpent, said he agreed with the need for a marketing campaign.

"There are so many alternatives becoming more commonplace, for example nut juice,"Mr Sutherland said.

"Any move to encourage people to purchase dairy, over other alternatives, is a good one."

He said other products, such as soy milk, were being promoted heavily.

"People aren't eating out as much, and if you talk to the Bulla guys, they have had great sales, because people are buying icecream and eating it at home," he said.

But there was a corresponding downturn in food service sales.

He said Jonathan Brown was a good choice as brand ambassador.

"Colac lay claim to him -- they used to lock him in the football ground lockers, as a cheeky, six-year old."

Brown's father Brian, used to coach the Colac Tigers.

"People take notice of Jonathon Brown, so I think he is a good one," Mr Sutherland said.

Raelene Hanratty, upper Maffra West said it was long overdue.

"The dairy industry had a crisis in 2016 and consumers were thirsty for information, which just wasn't forthcoming for them," Ms Hanratty said.

"Sales of home branded milk dropped and branded milk rose to be at parity, but after a few months the consumer shopping habits referred back to their comfort purchases - which clearly was dictated by price.

"$1 litre milk was very popular."

She said there was still confusion today about the definition of Australian milk, among consumers.

"They want to know who the processors are owned by; are the profits going overseas?," she said.

"They will still choose not to buy these products, even though they may be made with 100 per cent Australian milk."

Ms Hanratty said the important message was that all fresh milk sold in Australia came from Australian farms.

"But consumers have the power to provide the farmers with a profitable return on their investment and time, by buying branded products from local processors (not products imported and re-packaged," she said.

'The 'Australian made logo and ruler' on packaging goes a fair way in making choices easier, however there is still the stigma of foreign-owned companies and most consumers have no idea about the complexities of processor ownership."

Debunking myths and promoting the industry as the highly regulated, world-class, green and ethical industry that it is should be at the forefront, along with the correct and proven health benefits.