Farmer Ambassadors

Consultation for the Australian Dairy Plan identified the need to take a whole of supply chain approach to promoting the industry, including farmers playing a role in promoting the industry both within the dairy community and to the broader public. There is also an opportunity to engage farmers to influence other farmers to promote the industry.

While there are many examples of farmers already promoting for the industry, a formal program will provide the tools, resources and engagement for farmers wanting to upskill to promote our core messages and talk confidently about the industry.

Specialised training workshops:  

• Delivering effective presentations 
• Social media engagement 
• Training for media interviews and issues management
• Delivering key messages for industry promotion. 

Suite of resources including social media tips, key industry messages and issues management process.  

• Monthly email communication to farmer ambassadors to provide updates on marketing campaigns and key industry moments and opportunities for industry promotion, resources and current industry issues. 
• Marketing campaign kits including key messages and supporting information such as images and videos, and ideas on how to get involved in and share the campaign. 

We tailor opportunities and engagement to individual needs with all farmer ambassadors being expected to participate in the following over a 12-month period: 

• Three 90-minute in person training workshops. 

• Quarterly online session with Dairy Australia and fellow farmer ambassadors to provide support and share experiences. 

Promote the industry or Dairy Australia activities through a minimum of four opportunities that could include: 

• presenting at a conference, community group or forum 

• getting involved in a marketing campaign through a case study, media article or talent in advertising 

• sharing a marketing campaign via social media or media 

• being interviewed by the media. 

The program runs for 12 months. From there, we hope to build a community and alumni of passionate farmers to provide an authentic, trusted and positive voice for the Australian dairy industry. So, while each year a new group of farmers will go through the formalised program, we aim to have a mix of experienced and fresh talent. As the farmer ambassador alumni grows over time, this will not only allow new faces to promote the industry but allow for more diversity among the group. 

Farmers will be reimbursed for travel expenses for each opportunity where travel is required, as well as compensation for their time when the ask of an opportunity exceeds half a day.