In 2014 the Australian dairy industry launched a new vision: “Australian dairy – prosperous, trusted, world renowned nutrition”.
Sadly, events over the last few weeks suggest that some processors, despite endorsing the vision, appear to have lost the memo.
They seem to be working in the opposite direction - taking away the prosperity of their suppliers, dairy farmers, and destroying trust.
Yes, we operate in a global environment and it is volatile.
At times unexpected events unfold.
But does this excuse poor behaviour?
Imagine an employee arriving at their office to be told that their income had been reduced by 20 per cent and as a result they would be working for nothing for the coming two months and their salary for the next financial year was yet to be determined.
Would the worker stay at their desk?
Would they produce their best work?
How would they break the news to their family?
What impact would this have on their mortgage, their budget, the adventure planned for the next school holidays?
This, in effect, is what thousands of dairy farmers have been told. It may be legal but is this ethical leadership?
On Wednesday night over 400 dairy farmers gathered in Terang in Victoria and I also attended the meeting.
These people were angry, distressed and emotional.
Some were looking for a scapegoat and a number of hopeful politicians addressed the audience, indicating they would “stand beside them” but none offered tangible answers.
Key dairy organisations had silent representatives in attendance.
Many ideas were thrown around but there were few solutions.
Some farmers want consumers to pay and others sought the reintroduction of a regulated marketplace.
Many in the room, including those who do not supply the companies responsible for this outrage, anticipate marching on Melbourne.
They want to stand by their fellow farmers and local businesses.
They want to grab attention, cause disruption, capture the minds of consumers, elicit response from governments.
What to do?
The affected dairy farmers need action now, not tomorrow, not next month but now.
Sure, there are activities for the medium and long term to ensure this scenario is not repeated, but for now, there must be a focus on the immediate.
The response requires collaboration and needs involvement from all and if those companies are committed to Australian dairy, now is the time to step-up if there is to be any hope of regaining trust or rebuilding confidence in a great industry.
To the affected farmers, be mindful that right now, the acronyms – ADF, ADIC, UDV, DA, FP – are largely irrelevant and your city-based cousins have no idea what they mean.
Right now you must work together, forget the past, demand tangible action, and harness the support of, rather than whinge to, city-based consumers.
You must tell your story in words they understand.
Be respectful.
Yes, you get up early and work late but so does the bloke trying to run a newsagent, not to mention he faces more traffic than you.
Explain your product is perishable; it cannot be stored in a silo or on a shelf for a better day.
Explain what producing milk requires – seed, fertiliser, water, good crops, healthy cows – and how much it costs.
Tell your story in words the city-based consumer can understand, tap into your shared values – hard work, a fair go, supporting a lifestyle, payment for goods delivered. Share your story with consumers, local decision makers, politicians and the media.
You can play a valuable role.
To the industry and government organisations, forgot the ‘who does what’, the attribution, the paperwork and the process.
Act now.
Where is the 1800 number for farmers to call?
Who are the skilled staff answering the calls?
Famers need a first-class consultant at their kitchen table – are they lined up?
Are they seeking out farmers, particularly those who traditionally shy away from help?
Are the banks proactively engaging with their clients?
Dairy companies, if you cannot revise your decision, have you made personal contact with each of your suppliers to ascertain their needs, work through options and support an informed and coordinated response?
Governments, work across borders, forget committees, allocate resources and in-kind support.
Now is the time for industry, governments and advocacy organisations to demonstrate leadership through collaboration and partnerships.
Make a real difference for the future of Australian dairy; rebuild confidence; and help farmers realise the vision.
