BE ASSURED – AUSTRALIAN DAIRY INDUSTRY QUALITY ASSURANCE SYSTEM Business group: TI Program: Sustainable Dairy Industry Production Systems o Demonstrating the paddock to plate approach to food safety in the dairy industry The Australian dairy industry has a well earned reputation for producing safe, quality products. The assurance systems in place to underpin this reputation are based on a combination of regulatory and voluntary measures. The dairy industry’s practices are subject to much scrutiny by government regulators (both domestic and overseas) and customers. When overseas governments and customers come and audit Australian dairy industry food safety practices, the whole chain approach is presented to them prior to field audits at farms and at dairy factories. Dairy Australia, in consultation with industry, recognised the need to demonstrate the dairy industry’s whole supply chain approach to quality assurance. It is important for those actively engaged in, or associated with, the dairy industry to be able to clearly portray the robust voluntary and regulatory underpinning of the dairy industry’s approach to quality assurance. Dairy Australia produced a short DVD to focus on the farm sector of dairy production. It portrays how the dairy industry’s food safety systems meet a range of regulatory and commercial requirements. It also features farming practices that embrace good animal welfare and NRM systems. The DVD has been widely distributed to industry, government and customers. It has already been used as a technical resource to inform interested parties both in Australia and overseas of the dairy industry’s assurance measures. Further segments on post-farmgate sectors are in development. DAIRYGOOD FOR LIFE – INCREASING THE CONSUMPTION OF DAIRY IN AUSTRALIA Business group: NM Program: Dairy Nutrients o ‘dairygood for life’ campaign positively impacts attitudes and consumption behaviour towards dairy o Highlights the reasons to choose dairy over alternatives for health and well-being During 2006/07, Dairy Australia’s ‘dairygood for life’ marketing campaigns encouraged both increased consumption and increased value sales of dairy by families through directly communicating nutritional benefits to mums about themselves and their families. This campaign promoted the ‘dairygood for life’ message. It positioned dairy as the most nutritious natural food that makes you feel good for life. In positively re-positioning dairy; the message is that dairy is not just a kids' food and that it can’t be substituted. In recent years, dairy has come under significant market pressure as a core food group from obesity concerns and fortified or functional foods that can replace dairy. This competitive pressure has started to marginalise dairy in the minds of consumers. As a result, over the past two years, some key attitudes on dairy have declined and sales have dropped in some dairy categories, such as cheese. A series of four TV advertisements aired from 20 August to early October 2006 and from 14 May to 30 June 2007. A 60-second advertisement set the emotional platform through the story of a woman growing from babyhood to parenthood. It celebrated how dairy is an integral part of her life, helping her come full circle to raising her own healthy, happy child. Three 15-second advertisements maximised the effectiveness and the cost efficiency of the campaign through reinforcing specific benefits from dairy, such as being good for skin, hair, eyes, growth and development. These advertisements also set the stage for increased health claims on behalf of the dairy industry. Pre-advertising research on the campaign indicated that it delivered well above food advertising norms for impact, brand commitment, uniqueness, personal identification and entertainment – along with strong spontaneous recall of the key message that ‘dairy is essential throughout life’. The campaign has been widely touted for disseminating positive health messages for families and was nominated for The Parents Jury TV Food Advertising Award for the most preferred ad.
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