The Midwest Dairy Association has been honored by the National Agri-Marketing Association (NAMA) for its program, the People Behind the Product. The dairy checkoff funded program won first place in the national “Best of NAMA” awards program. The initiative won the category called “producer-funded, consumer-directed public relations programs.”
The contest attracts more than 1,200 entries in all categories. Winners are considered in national competition after first qualifying at a regional level. Midwest Dairy’s initiative was chosen from among seven national finalists for the recognition.
The video component of the program, a presentation called “Who Are We? The People Behind the Product” and featuring stories about five Midwest dairy farm families, was also honored by NAMA. It was one of eight national finalists in a separate category for audio/visual/electronic media.
It is the fourth award for the video, which in 2006 also won a Bronze Telly award for outstanding video and film, a MarCom award for outstanding achievement by marketing and communications professionals and a Platinum Best of Show Aurora award in an independent international film and video competition.
The People Behind the Product effort showcases dairy producers and their commitment to their animals, the environment and producing wholesome, nutritious milk. It reaches important influencers in the nutrition community and consumers who attend events and activities within Midwest Dairy’s nine-state region.
The community relations component, SpeakOut!, provides training and resources to dairy farmers who give presentations to community leaders. Since it began in December of 2006, more than 150 dairy farmers have become involved, and spoken to more than 6,500 community leaders about today’s dairy farm practices.