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Shining the spotlight on dairy farmers in unexpected places in unexpected ways

Thursday, March 15, 2018   (0 Comments)
Posted by: Lauren Brey
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By Kathleen Cuddy, senior vice president, integrated communications, Midwest Dairy Association

We know customers today are more disconnected from agriculture and have more questions about how their food is produced. We also know transparency is key in building their trust.

The story of the product and how it is produced has become even more important. That’s why when looking to the future, we also must assess the cultural drivers impacting agriculture and food today to ensure dairy remains a relevant part of people’s lives.

One way Midwest Dairy is working to achieve this is by sharing dairy’s story from farm to fork by putting dairy farmers in unexpected places. Our goal is simple. We want to bring dairy to life for customers by giving them an excellent dairy experience.

We had the recent pleasure of doing just that as part of this year’s Super Bowl in Minneapolis! With the Super Bowl Experience as the backdrop, Midwest Dairy teamed up with more than 60 dairy farmers and several current and former NFL players as part of Fuel Up to Play 60 and Undeniably Dairy. We brought the dairy farm to families by giving them the opportunity to have conversations with dairy farmers, be transported to a farm and an NFL locker room through a virtual reality game, plus enjoy cheese snacks housed in an interactive cooler. And for those not there in person, they could capture the #FuelUpExperince online.

Dairy farmers also had the opportunity to take to the indoor football field and share the spotlight with NFL players as part of the on-field skills and drills clinics for kids, including some that are part of the Fuel Up to Play 60 program at their schools. Before each clinic, our dairy farmers got to talk about their farm and their families. It was fun to witness them getting more questions than the players, proving once again dairy farmers really are stars in their own right!

As the year progresses, Midwest Dairy will continue to shine the spotlight on dairy farmers in unexpected ways – from farm tours to culinary events to school visits to providing digital experiences. Be sure to check out and share the 360° dairy tour as part of a national partnership with Discovery Education.

Make 2018 the year to engage in the farm-to-fork story. We invite and encourage you to participate with us! Here are three quick ways to get involved:

  1. Sign up for Midwest Dairy’s Champions for Dairy monthly e-newsletter, which provides ideas and resources for customer engagement at
  2. Follow Midwest Dairy’s social channels and engage in online conversations with us. You can find us on Twitter, Facebook, Instagram and LinkedIn.
  3. Check out our For Farmers section on We have free promotion resources for farmers residing in our 10-state territory.

In today’s world with customers who want to know more about the origin of their food, you are a critical voice in sharing what you do.

Kathleen Cuddy is a communications professional and has been a passionate advocate for dairy and dairy farmers for 18 years. In her role at Midwest Dairy, she helps set the strategy as part of the new Dairy Experience team bringing insights from the consumer perspective. She also serves on Common Voice for the Innovation Center for U.S. Dairy.

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