Dairy Australia - Dairy information for Australian Dairy Farmers and the industry

Primary content

We are committed to managing industry risk and reputation management for the Australian dairy industry.

  • Dairy industrys sustainability framework strategy

    Dairy Industry's Sustainability Framework/Strategy

    Objectives

    To build an develop the Sustainability Framework as a tool to measure, report and improve the Australian dairy industry's sustainably credentials.

    3 year plan focus

    • Continued development and roll-out of the Sustainability Framework as the overt tool that measures progress of the industry from a sustainability perspective.
    • Ensure that priorities identified still meet stakeholder expectations and reflect changes changing community goals: Review the usefulness of current targets and performance measures / Review effectiveness of actions to achieve 2020 targets / Determine post-2020 targets.
    • Engage with farmers to support increased adoption of sustainable practices.

  • Human nutrition research and science

    Human nutrition research and science

    Objectives

    To protect industry reputation through credible research supporting the nutritional and health impact of dairy product consumption. 

    3 year plan focus

    • Address key evidence gaps in dairy product nutrition science, to support key industry policy positions and provide the basis for substantiated communications to policy makers, health influencers and consumers.
    • Address evidence gaps in critical health areas:
    1. Bone health - Fractures study, a study into improved health for elderly through increased dairy consumption.
    2. Support dairy in dietary recommendation research 'The role of dairy foods within the Mediterranean diet'.
    3. Australia's dietary intake further analysis relating to the role dairy foods.
    4. Health aspects of full fat dairy product in cardiovascular health.
    5. Research into the association between intake of sodium and dairy-related nutrients and blood pressure.

  • Industry issues management

    Industry issues management

    Objectives

    Protect industry reputation via effective response to emerging or escalating industry issues.

    3 year plan focus

    • Maintain the Risk Register and industry's Issues Management Framework (IMF).
    • Maintaining communications with a network of industry key contacts about the IMF and potential issues.
    • Continuous improvement of the framework/networks/skills required to enable an effective response to emerging issues.
    • Facilitating an industry response to an issue or crisis in a timely and effective manner.

  • Managing supply chain food safety and integrity issues

    Managing supply chain, food safety and integrity issues

    Objectives

    Protect industry reputation through management of food safety and quality issues.

    3 year plan focus

    • Assess and address reputation risk issues that stem from changing processor models: more smaller / vertically integrated processors.
    • Development of communication tools/materials for providing information about the risk management systems in the dairy supply chain.
    • Focus on enhancing milk safety and quality across the supply chain.
    • Move the AMRA Survey to a user pays model.

  • Policy support for improving animal health and welfare

    Policy support for improving animal health and welfare

    Objectives

    Protect industry reputation and sustainability by managing risks associated with animal health, biosecurity and animal welfare.

    3 year plan focus

    • Develop evidence-based policy positions that promote the industry's credibility for good Animal Welfare management and minimising adverse community reactions to reduce compliance and industry burden.
    • Enhance biosecurity measures on dairy farms and industry preparedness for emergency animal diseases.
    • Continued liaison with key stakeholder groups and opinion leaders to reinforce industry support activities in key policy areas.

    Policy development and Regulatory support: Includes assisting the farms to have practices that comply with National Standards:

    • Banning of tail docking, National Animal Welfare Standard for Cattle will legislate current Code of Practice.
    • Management of the phase-out of routine calving Induction.
    • Calf management and electronic vendor traceability to ensure calves are treated humanely all along the supply chain. 

  • Societal shapers

    Societal shapers

    Objectives

    To influence key industry stakeholders and opinion leaders (Societal Shapers) to view the dairy industry and its products in a positive manner.

    3 year plan focus

    • Continued liaison with key decision makers, stakeholder groups and opinion leaders to promote a positive understanding of the dairy industry in key policy areas.
    • Continued distribution of information booklet to promote the Australian Dairy Industry.
    • National and regional networking events to develop and maintain positive understanding of the dairy industry with federal and State MPs, local government, departments, agencies and business networks.

  • Technical policy support

    Technical policy support

    Objectives

    Protect industry reputation and sustainability by managing risks associated with water, environmental, financial management, infrastructure, workforce access and market competition. 

    3 year plan focus

    • Monitoring implementation of Murray Darling Basin Plan and informing advocacy for changes to minimise volume of water removed from irrigated agriculture.
    • Soil and biodiversity watching brief.
    • Energy / Climate change monitor and assess potential impact of mitigation and adaptation policies at State and National level.
    • Inform industry policy on tax reform in agriculture to promote investment in the industry Inform industry policy in transport, workforce, market access, market competition and other infrastructure areas.

Overview

Market need/context

  • Consumer trust in the dairy industry and its products has been declining over recent years. Consumer perceptions/beliefs in product nutrition, safety and quality are key drivers for continuing consumption. Trust in farmer and dairy manufacturer's practices and environmental stewardship are core components of continued social licence to operate.
  • A diverse market mix (domestic 60% and export 40%) is beneficial for dairy in Australia. Most Australian manufacturers have a diversified portfolio and promotion of the industry credentials from grass to glass is an important tool to maintain a positive industry/product narrative and protect the reputation of the industry. Industry promotion is unlikely to increase consumption but without it there may be market erosion as seen in other developed markets.
  • Industry reputation has a direct link to maintaining a social licence to operate, proactive promotion of consistent industry messaging in conjunction with active issues management is required to maintain a positive reputation.
  • Balanced mums (mother of kids between 5-12 years who have a balanced view) are the major grocery buyers and determine family food consumption. Women across all age groups are the major influencers of food values, and trends and as such there is a need to engage to educate.
  • The connection between dairy farmers and consumers in today's environment is considerably less than it was 20 years ago. Although farmers are respected by the community most have little understanding of farming practices, community involvement and innovation. Developing a grass roots dairy voice that is consistent of message will help reduce confusion and concern of industry practices and involvement in the community.

General approach/strategy

  • The Legendairy promotional platform will be utilised to deliver an integrated marketing and communication program that promotes the industry and its products.
  • The communications strategy will focus on three key audiences (consumer, influencers and farming communities) and use relevant channels that provide best impact.
  • The consumer, key influencers and farmers are not seen as independent, but highly interlinked. Where relevant, messages and activities will be coordinated and leveraged across the projects to ensure maximum impact.
  • Partnerships will be developed to enhance level of credibility 

Major Initiatives

Focus Farms

Dairy Australia has established a network of Focus Farms to support farmer decision making.

DairyBase

DairyBase is a web-based tool that enables dairy farmers to measure and compare their farm business performance over time.

More Initiatives