By Joanna Guza, marketing and digital communications manager
A press release, member newsletter and social media campaign earned national awards for Edge from the National Council of Farmer Cooperatives in February at the council’s 2019 Cooperative Information Fair.
The press releaseand monthly “Working for You” newsletter received first-place honors, and the social media campaign won honorable mention.
Edge regularly issues press releases about various subjects to inform members, media and the broader public about the actions and opinions of the cooperative. The award-winning releaseunveiled the results of a national survey sponsored by the cooperative and two partner groups that gauged confusion about dairy mislabeling. The release coincided with a U.S. Food and Drug Administration public comment period about labeling policies. The activity helped boost the brand of Edge as a major player in federal policy and as a credible representative of the U.S. dairy community.
The social media campaign complemented the survey. It incorporated graphics and video content to encourage members and the entire dairy community to submit comments to the U.S. Food and Drug Administration.
The “Working for You” newsletter provides information to members about current issues, events, the work the co-op is doing on their behalf, and the value of their membership.
“Communication is such a critical function of any business or organization,” Tim Trotter, Edge’s executive director, said. “Edge represents the voice of milk in Congress,with our customers and in our communities. To reach those audiences effectively, and to engage our members, our communication must be strong and strategic. The Edge team makes this happen at a high level and we are pleased to have those efforts recognized by the national council.”
Edge beat out contest entrants from various types of cooperatives across the country, including larger co-ops like Dairy Farmers of America, Land O’ Lakes and Ocean Spray Cranberries.
This graphic was part of a social media campaign that received recognition at NCFC’s Annual Meeting. Edge encouraged people to submit comments to FDA about imitation dairy product labeling.