Acres & Avenues Launches Second Season

Lizzy SchultzAg Group, Communications, consumer, Dairy, Dairy Checkoff, dairy farming, Dairy Management Inc., Education

Acres and Avenues-Logo Dairy Management Incorporated (DMI) has announced that the checkoff-funded Acres and Avenues online video series, designed to advance the conversation and help people reconnect with dairy farmers who produce our nation’s milk supply, launched its second season on June 1, 2016.

Acres and Avenues chronicles a unique cultural exchange and job shadow experience between dairy farmers and millennials, where both participants learn that they share far more in common than originally thought. The series was created by DMI, which manages the national dairy checkoff on behalf of America’s dairy farm families and importers.

The second season intends to build upon last season’s success. The series’ inaugural season generated more than 5 million views. Episodes from both seasons are available online. Episodes will also be distributed on social channels, as well as popular news and lifestyle outlets, including Mashable and Mashable’s Snapchat channel that reaches millions.

Acres-avenues-season2 “This season keeps the momentum going as we share the stories of our nation’s dairy farm families with consumers who are generations removed from our farms,” said Paul Rovey, Arizona dairy farmer and chairman of DMI. “The checkoff’s mission aims to protect sales and grow public trust among critical audiences, including millennials who want to know more about our industry and how the foods they enjoy are produced. Acres and Avenues allows us to do that.”

Episode 3 of the series features Virginia dairy farmers Laura and Scott Flory and California tattoo artist and hair stylist Christine Barnum, who learns about the farm’s use of technology, including robotic milkers, and the Flory’s overall approach to sustaining a seventh-generation family farm.

Later in June, Episode 4 pairs Florida dairy farmer Sutton Rucks and his daughter Lindsey with comedian/actor Flula Borg, who visits the Rucks’ farm and learns about the work ethic and values required to operate a third-generation dairy, highlighted by Lindsey Rucks’ commitment to rearing calves and the dairy sharing its story through farm tours.

Dairy farmers, manufacturers, co-ops and others in the industry can share this content through their social media channels. Visit the checkoff’s Amplification Center for more information and resources.