Overview

Market need/context

  • A sustainable dairy industry is one that builds and maintains its reputation with consumers and the community.
  • While consumption of dairy products is stable and demand from overseas markets strong, it is of continuing importance to maintain and strengthen how Australian dairy (product and the industry itself) is perceived.
  • Public perceptions of the impact of dairy food consumption on human health and nutrition, and of animal welfare, food safety, environmental stewardship and treatment of labour resources are critical issues that need to be proactively managed to ensure the Australian dairy industry has an ongoing social license to operate.
  • Those that influence the dairy industry’s operating environment, whether they be government, regulators, media, academics or NGOs, need to have confidence in, and be assured of, the industry’s practices and products.

General approach/strategy

  • Activities are undertaken on both a planned and as-needed basis, supporting industry requirements for information, analysis and input to government policy review and reform processes. 
    • Immediate response:  Providing a managed response to emerging or escalating issues with the potential to negatively impact industry reputation.
    • Awareness & Education:  Providing information to support a positive understanding of the dairy industry and its products among key societal and policy influencers and decision makers.  Relationship management initiatives, including government/stakeholder forums, promotional events, public speaking, etc.  Sponsoring organisations that have influence over target audience.
    • Performance benchmarking:  Developing, implementing, reviewing and reporting on the industry’s sustainability credentials, including developing metrics that evidence progress towards the industry’s targets for long term sustainability.  Funding of central bodies that maintain quality standards and monitor industry performance.
    • Policy Support:  Supporting a positive policy and regulatory operating environment:  Commissioning expert analysis to review existing and proposed policies, and identify innovative policy solutions.  Preparing background briefings and other communication materials to support industry policy positions.  Facilitating the adoption of industry policies, strategies and practices that are highly regarded by consumers, regulators and the community.
    • Health / Nutrition Research:  Ensuring that there is a solid foundation of scientific evidence behind our claims that the consumption of dairy products improves wellbeing and filling in ‘evidence gaps’ in order to enhance the effectiveness of our communications to policy makers and societal shapers, influencers and consumers.
  • Delivery channels include collaboration with relevant groups, support for industry forums, change practice workshops, information, advocacy groups, and widespread circulation of materials to relevant stakeholders.