New campaign highlights Canadian dairy sector’s leadership in sustainable dairy farming

September 28, 2020 (Ottawa) - Dairy Farmers of Canada’s (DFC) latest marketing campaign is putting real dairy farmers in the spotlight to educate consumers on the rigorous environmental practices behind high-quality Canadian milk. In Hey Dairy Farmer – Online Classroom Edition actual Canadian dairy farmers discuss their sector’s commitment to sustainable dairy farming and preserving our natural resources for generations to come.

Through video interactions with a class of elementary school-aged kids asking honest questions about dairy, farmers showcase the innovative technologies and practices that are being used in Canada to help reduce our sector’s environmental footprint.

“Canadian dairy farmers are global leaders in sustainable agriculture, because we’ve made a pledge to lead, not follow,” said Pierre Lampron, President of Dairy Farmers of Canada. “The sector works to proactively reduce emissions and our overall environmental footprint by adopting more efficient feeding strategies, investing in new technologies, implementing new farming practices and investing in research and innovation.”

The Canadian dairy sector is among the most efficient in the world, with a carbon footprint that is less than half the global average. Dairy farming uses just 0.2% of Canada’s total land, just 0.02% of Southern Canada’s freshwater resources, and is responsible for just 1% of Canada’s total greenhouse gas emissions.

By adopting the latest best practices, between 2011 and 2016, the Canadian dairy farming industry reduced our carbon footprint by more than 7%, our water usage by 6%, and our land usage by 11% (per litre of milk production).

“When consumers buy dairy products made from Canadian milk, they are supporting an industry that is committed to protect the environment for future generations,” added Pierre Lampron. “It’s quality stewardship in every drop, and we are thrilled to be able to highlight that in this campaign.”

All the creative was directed remotely by DDB Canada and was expertly captured without any of the talent needing to leave their homes. The campaign can be seen in-stores, on TV and on digital media across Canada.

To view the campaign, click here.

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