Championing Australian dairy

Growing up on her family’s dairy farm in Katunga, Northern Victoria, sparked Glenys Zucco’s passion for food, nutrition and farming. Glenys has been with Dairy Australia for more than 17 years, and as Dairy Australia’s Head of Marketing, she leads national consumer campaigns, education programs and farmer initiatives that promote Australian dairy and build community trust in the industry.

I feel incredibly lucky to work in an industry where hardworking farmers produce high-quality food that nourishes our families. Dairy farmers are innovative and deeply committed to animal wellbeing and environmental stewardship – and I’m proud to tell their stories.

Despite being a core food group with strong scientific backing, the health benefits of dairy are often overlooked. That’s why promoting Australian dairy is more important than ever – to help Australians make informed choices and appreciate an industry leading in sustainability, animal care and quality.

When I started at Dairy Australia, the focus was simple: promote dairy’s health benefits. Back then, consumers cared mostly about taste, price and nutrition. Today, they expect more. They want to know how food is produced, whether it’s ethically sourced, and how it impacts the environment. It’s no longer just about nutrition – it’s about values.

That shift isn’t unique to Australia, nor is it unique to dairy – we’re seeing it globally and across all products. Sustainable food production is top of mind for consumers everywhere. What makes me proud is that Australian dairy is already leading the way. We have a world leading whole of industry Sustainability Framework, and one of the lowest emissions intensities of any dairy industry in the world, and we’re continuously improving.

We’ve worked hard to communicate the industries sustainability story to the public to build trust in the dairy industry. Our consumer tracking shows trust in dairy has grown from 68 per cent in 2018 to 85 per cent today. We’re also seeing more people making an effort to consume dairy and fewer are avoiding or limiting it – a clear sign that our industry’s messages are cutting through. In a climate where confidence in institutions is generally declining, that’s something dairy farmers can feel proud of.

We’ve achieved this by listening to consumer concerns, and showing that what matters to Australians – sustainability, animal welfare and healthy, high-quality food – matters to the industry too. The ‘Dairy Matters’ industry marketing campaigns highlight our long-standing commitment to sustainability and show the actions farmers and the industry are taking every day. From recycling water on-farm to reducing food waste and creating more sustainable packaging in manufacturing, our sustainability efforts in particular are resonating with the public.

Through the ‘You Ask, We Answer’ platform on dairy.com.au, we invite open questions from the public and provide transparent responses from farmers, scientists, dietitians and industry experts. We also invest in school education programs, providing teachers with curriculum-linked lesson plans and engaging experiences like Picasso Cows and virtual reality farm tours. And support healthcare professionals – GPs, dietitians, dentists – to ensure they feel confident recommending dairy as part of a healthy, balanced diet.

We know that telling these stories authentically means putting real people at the centre. The industry Farmer Ambassador program supports dairy farmers build the confidence to share their stories through media, social platforms, community events and school visits. Farmers are the most trusted voice we have, and they do an incredible job telling our industry’s story.

Looking ahead, the industry marketing strategy will focus on addressing the perceptions of younger consumers – particularly those aged 18 to 34 – who often have the most questions or are exposed to health myths and misinformation. We want them to feel confident including dairy in their diets – and proud of the farmers producing it.

Ultimately, we want Australians to see dairy as more than a product in the fridge. We want them to feel connected to the industry, confident in its future, and inspired to enjoy dairy for its many health benefits. I see it as a privilege to tell the story of an industry I’ve grown up in – and one I believe has a vital role to play in Australia’s future.

To find out more about how Dairy Australia is investing in the promotion of Australian dairy, including delivering a range of initiatives across consumer marketing, school education and health and nutrition, visit Promoting Australian Dairy.