OTTAWA – Dairy Farmers of Canada officially launched a public relations campaign today to begin a conversation with Canadians and generate support for Canadian dairy farmers and the country's supply management system. With Canada engaged in international trade negotiations, Canadian dairy farmers believe it is important to tell the story of how dairy farms contribute to building vibrant communities across the country.
The "Milkle-Down Effect" is a fabricated term that represents something very real: the impact of Canadian dairy farms on their local communities. The benefits are vast and often unexpected, whether it's sponsorship of youth sports, helping to drive forward community projects and fund local infrastructure, or generating the economic benefits of local jobs in Canadian communities.
"Consuming Canadian dairy products is not only a healthy choice, it is also great for the economy at all levels," says Wally Smith, president of Dairy Farmers of Canada. "The money you spend on Canadian dairy products stays right here in Canada, benefitting farmers, local businesses, taxpayers and all hard-working Canadians. That builds stronger communities across the country."
The campaign will highlight specific, local effects of the dairy industry, such as contributions to the local tax base that fund hockey and municipal sports arenas or purchase of heavy machinery from local manufactures, all without government subsidies.
These local effects combine to create a significant economic impact. In total, in 2013, Canadian dairy farms added $5.9 billion to the economy, with an additional $4.9 billion in economic activity generated by dairy processors. The tax revenue generated from dairy farms — more than $1.5 billion annually — support the nurses, teachers and community infrastructure that Canadians value.
"With Canada engaged in international free trade discussions, it is important for Canadians to understand the value of Canada's dairy industry and what it contributes to Canada both economically and socially," says Mr. Smith. "Canadian dairy farm families are committed to keeping Canadian dairy local. That means that every dollar you spend is reinvested by dairy farmers in their local communities."
With the increased pace of these discussions, the campaign softly launched the week of May 18th with announcer-read ads on select radio. The remaining campaign will continue deployment implemented across Canada on select radio and television, in print, on digital platforms, and through additional public relations activities throughout the months of June and July. A website, milkledowneffect.ca, currently illustrate dairy farming economic stories through infographics and videos, while a social media component will feature farmers highlighting the Milkle-Down Effect in action in their communities. In the next month, the website will be asking Canadians to sign their name to support Canadian dairy farmers.
To learn more about the Milkle-Down Effect and the contributions Canadian dairy farms make to the local economy, please visit and join the conversation at milkledowneffect.ca and show your support for Canadian dairy farmers.
About Dairy Farmers of Canada
Dairy Farmers of Canada (DFC) strives to create favourable conditions for the Canadian dairy industry, today and in the future. DFC works to maintain policies that foster the viability of Canadian dairy producers and to promote quality Canadian dairy products made from 100% Canadian milk as part of a healthy balanced diet. Learn more at dairyfarmers.ca.
Source: Dairy Farmers of Canada (Corporate)
