Healthy snacking, protein content in food and naturally functional foods remain strong trends in the market to exploit. On the other end, the rise of dairy alternatives, energy drinks and growing concern about sugar content of foods can negatively influence dairy consumption, and these threats need to be addressed.

As an example, Coca-Cola recently launched in Latin America “Coca Cola Life,” a stevia-sweetened drink with a low content in sugar. With this product, the soft drink giant wants to position its soft drink in a better light amid the concern over sugar content.

Since 2012, Pepsi also offers consumers a low-sugar version called “Pepsi Next.” Positioning dairy products as an essential food for a healthy lifestyle is key, and emerging research on the health benefits of milkfat and nutrient density presents many opportunities.

MacDonald indicated that creating an emotional bond, not a rational one with consumers, is the preferred method in improving farmer image. DFC has already integrated this strategy in the Canadain Milk campaign.

This new campaign launched in March focuses on farmers’ commitment to quality through emotional appeal and is the start of using the proAction Initiative as a leverage to improve farmer image.

Finally, partnering with processors, retailers, hotel and restaurant operators as well as sports and health and wellness associations is also part of the strategy to encourage and increase consumption of dairy products.

DFC delegates suggested that more details of what the plan entails be presented in provinces and recommended that the final vote take place at the next Policy Conference in February 2015.  PD

Fall for Canadian cheese
For its seventh consecutive year, the Canadian Cheese Rolling Festival was held on Aug. 16 in Whistler, British Columbia.

The event is a recurring success amongst Canadian cheese lovers, and its main objective is to demonstrate and promote the diversified products of Canadian cheesemakers across the country. The fun-filled festival featured cheese-rolling races, costume contests and activities for the whole family.

An 11-pound wheel of Courtenay Cheddar cheese, produced by British Columbia cheesemaker Natural Pastures, rolled down a hill for enthusiastic and ambitious cheese lovers to chase after it.

The first contestants to make it down the hill win. Two winners of opposite sex went home with the giant coveted wheel of delicious Canadian cheese and a Whistler season ski pass for two.

Kids of all ages could take part in the fun things at the festival, which included a cheese market full of delicious samples of Canadian cheese made from 100 percent Canadian milk.

A favourite children’s activity returned this year, where they had roll their cheese through a challenging obstacle course.

In July, Dairy Farmers of Canada also partnered with Sobey’s nationally and Marketplace IGA in British Columbia for in-store promotions and a contest.  PD

Learn more about the Canadian Cheese Rolling Festival.

A primary goal at Dairy Farmers of Canada (DFC) is to promote the quality and the great nutritional value of Canadian dairy products. Through advertising, contests, partnerships, educational programs and media relations, DFC promotes Canadian milk products and encourages healthy eating habits.