This was an excellent opportunity to discuss the challenges faced by the industry and how DFC can, along with all dairy farmers, partners and stakeholders, contribute to making 2018 a successful year.

A wind of change was blowing at the conference, which Pierre Lampron presided over for the first time, and with the recent arrival of Jacques Lefebvre as CEO.

Lampron highlighted opportunities for the dairy sector amidst the current political environment. Lefebvre proposed his vision for the future of DFC, which involves understanding members’ expectations of DFC and expressed his long-standing support for supply management.

This year’s conference featured guest presentations by Don Mayo, managing partner, IMI; Peter Clark from Clark, Grey, Shih and Associates Limited; as well as Bruce Sargent, Farm Boy Productions.

Mayo presented the results of DFC’s promotions and found results for 2017 campaigns were exceptional in terms of brand awareness. When surveyed people were asked “Which brands first come to mind when you think of advertising?’’


Milk ranked third behind global brands such as Coca-Cola and McDonald’s, sitting next to Tim Hortons. Mayo will be continuing his study of DFC campaigns over the year as part of a multi-year project on DFC’s consumer reach and return on investment.

Clark highlighted his updated report – for which DFC provided an unconditional grant – detailing how the American government continues to provide massive levels of support to its agri-food sector at federal, state and local levels.

His study, published that day, shows that in 2015, the American government doled out approximately $22.2 billion dollars in direct and indirect subsidies to the U.S. dairy sector.

Sargent, who grew up on a dairy farm and founded his own marketing firm as a university project, talked about his experience using his communications and marketing aptitudes to explain agriculture and supply management to Canadians.

He discussed how he took advantage of his talents and education to get involved in industry projects that communicate and market Canadian farmers to consumers, such as a number of 360 videos or local advertising campaigns. DFC also asked him to discuss his involvement in farmers’ fight for supply management during the conservative leadership race.

Economist Rahul Kitchlu presented informative data and information on the world dairy outlook before delegates heard department updates by Yves Leduc, Thérèse Beaulieu, Isabelle Neiderer, Sébastien Bergeron and Jim Selman on policy and trade, communications and government relations, nutrition, marketing and business development, respectively.

All delegates attending shared DFC’s enthusiasm for the presentation of the brand-new DairyExpress+ app trial version – an official launch will take place later in February. Stay tuned. end mark

Visit Dairy Farmers of Canada to find a copy of APC presentations.

Dairy Farmers of Canada

Founded in 1934, Dairy Farmers of Canada (DFC) is the national organization which defends the interests of Canadian dairy farmers and strives to create favourable conditions for the Canadian dairy industry. Working in accordance with supply management principles, DFC promotes safe, high quality, sustainable and nutritious Canadian dairy products made from 100% Canadian milk through various marketing, nutrition, policy and lobbying initiatives. Driven by a strong sense of community and pride, DFC and Canadian dairy farmers actively support a number of local and national activities. Visit for more information.