Class 3 of Midwest Dairy’s Dairy Experience and Agricultural Leadership Program met in Chicago, Illinois, in November 2024 for phase two of the program. The theme for this phase was “Engaging with Consumers” and aimed to equip DEAL members with skills to connect with consumers in person and online.
The meeting started with Maureen Windisch, business insights and data analytics manager at Midwest Dairy, who shared consumer insights, retail dairy trends and how Gen Z views dairy products. Next, Kim Bremmer from Ag Inspirations presented communication strategies designed to help DEAL members share scientific information effectively and engage with consumers. The following day, we focused on engaging with consumers online, led by Don Schindler from Dairy Management Inc., the emphasis was on the importance of maintaining an online presence to share stories and build a digital legacy. Don also provided guidance on creating captivating social media videos and shared best practices for addressing challenging questions online.
The group also had the opportunity to tour The Hatchery. A research partner of Midwest Dairy, the organization has collaborated with us since 2022 to promote dairy innovation. As North America’s largest food and beverage incubator, The Hatchery is a non-profit organization that supports local entrepreneurs in building and growing successful food businesses. The Hatchery cultivates job opportunities for people from all backgrounds and accelerates inclusive economic growth in Chicago’s West Side. Together, we have hosted numerous pitch contests, offering winners access to a commercial kitchen in Chicago’s Garfield Park. These winners then create and share products made with dairy ingredients with consumers. The DEAL group explored its facilities and listened to three entrepreneurs who won the Midwest Dairy pitch contest. They were also thrilled to sample the delicious foods created by these entrepreneurs.
On the final day of the meeting, participants gained valuable insights into Gen Z and learned how Midwest Dairy engages this audience in meaningful ways. The meeting concluded with an interactive group activity where DEAL members planned a local dairy promotion event based on a provided scenario. With the goal of “Bringing Dairy to Life,” this hands-on workshop allowed them to apply what they had learned throughout the meeting.
DEAL members also had the opportunity to network with one another. Helping these farmers build relationships with other like-minded dairy farmers is a key component of this program, and this class has developed into a close-knit group.
In the post-event survey, one farmer said, “There were a lot of great discussions. I enjoyed the hands-on activities during the sessions. I loved the tour of The Hatchery and meeting the pitch contest winners.” Another farmer noted, “I really enjoyed all the sessions and discussions that took place.”
I have truly appreciated witnessing the development of the DEAL class and the strong industry and personal connections that have formed. This program is unique as it allows participants to enhance their skill sets to bring back to the farm and to build lifelong friendships with others in the dairy industry. I am looking forward to the third and final phase of the program, which will take place in the summer of 2025.
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