THE Jersey breed is sharing the news about its qualities in a new campaign and logo launched ahead of International Dairy Week.
The new promotion called `Dairy’s Finest’ highlights the strength of the Jersey cow and milk and its success in Australian farming conditions.
“We see all things Jersey as the finest the dairy industry has to offer,” Jersey Australia general manager Glen Barrett said.
“It’s not just about the cow; having a focus on the qualities of Jersey milk is a critical growth strategy for the breed.”
This new campaign includes a new corporate logo as well as as sub-brands.
In the genetics field, the `Five Star’ Jersey is being highlighted as the finest cow.
A Five-Star Jersey is one that is registered, AI-bred, herd tested, classified and genomic-tested.
It can also be promoted for five features of what is best known and loved about the Jersey cow as the highly fertile, feed efficient, heat tolerant, medium sized and most profitable cow for Australia farming conditions.
Mr Barrett said it was a bold marketing strategy but one based on facts and Australian experiences.
“We see Jersey milk as dairy’s finest milk and the Jersey cow as dairy’s finest cow and we believe that this premium quality should be well known across Australia,” he said.
There are about 10 processors in Australia providing jersey-branded product, sold for a premium price and delivering premium returns to farmers.
“There are opportunities to support the growth of Jersey milk in the market place and we want to grow the breed and increase demand for the product,” Mr Barrett said.
Jerseys represent about 15 per cent of the Australian dairy industry but Jersey Australia wants to achieve 25pc market share by 2030.
“It is an ambitious target but we’re working towards growing the number of cows and product lines because we see Jerseys as the ideal cow for the Australian dairy industry,” Mr Barrett said.
“We also get a lot of feedback from coffee shops that pure Jersey milk makes the best coffee.”
The new logos and brands will be officially unveiled at IDW at Camperdown, Vic, January 20-24, where people will also be able to enjoy coffees made with Jersey milk for a gold coin donation to an IDW charity.