THE dairy industry is changing the way it communicates with consumers with the launch of a new website and marketing campaign, aimed at highlighting the sector's values and standards and its alignment with public expectations.
Dairy Australia's Glenys Zucco said the Dairy Matters approach moved beyond simply promoting dairy's nutritional value.
"The community's approval and trust is key to the long-term sustainability of the industry," she said.
"We know more than ever before consumers are exposed to a range of views on the health of dairy products and opinion of the industry.
"We need to be on the front foot, and ensure that our consumers are exposed to credible and transparent information about the health of dairy and our commitment to doing the right thing as an industry.
"Our new approach to communications does exactly that -- provide our most engaged consumers with information they need to make informed opinion of industry."
Starting this month, Australians will see ads featuring three dairyfarmers on their televisions, at the cinema and on the web, which promote the industry's values and commitments.
The ads will focus on core themes including environment, health and nutrition.
To support this advertising, a new website - dairymatters.com.au - has been developed to provide a central source of credible information about dairy.
The centrepiece of the new website is the 'You Ask, We Answer' functionality, which uses the latest research and expert opinions to answer questions about the issues consumers care about.
The website will explain why certain practices are used on farm, how farmers care for our animals, why dry conditions are affecting farmers, and how farmers care for the environment.
It will address sources of confusion on dairy and health, and answer other frequently asked questions on farming, processing and products.
In addition to having access to readily available answers on a range of questions, consumers will be able to submit new questions.
The launch of the Dairy Matters communications approach and website will be accompanied by a comprehensive engagement program with key health influencers including dietitians and GPs, drawing from the latest consumer research.
SA farmers are able to access Dairy Matters communications resource kits including key messages, channels and frequently asked questions through DairySA.
Farmers can also access the website at dairymatters.com.au.