LVN looks at dairy challenges, actions

The challenges facing the dairy industry are becoming increasingly complex. Strategies and concepts now have to be developed across disciplines and it is important to ensure that the industry receives acceptance and competitiveness by actively engaging in the discussion. The aim of the industry must continue to be to shape developments and processes.

These were the messages at the general meeting of the German dairy sector organisation Landesvereinigung der Milchwirtschaft Niedersachsen (LVN), where the executive board and the management reported on measures, initiatives and actions with which they want to reach the goals.

Guest speakers included Johanna Bayer, a science journalist, food blogger and television presenter. She says, “Milk critics raise questions that have long since been scientifically determined: for example, is it natural to drink milk? or, is it normal to be able to digest milk as an adult?”

Vegans in particular are well-organised and professional in these debates, she opines. “They offer information, discussion guides or material for student presentations as a vehicle for their actual messages: consumer criticism and animal welfare.”

Even her own profession has problems, according to the journalist. “Many editors uncritically accept material supplied by associations, NGOs or activists – that this is not independent information often disappears in everyday life.”

In the area of public relations, vice chairman Herbert Heyen appreciates the practical developed communication and publicity concepts of the LVN, noting, “With numerous materials for farm visits for school classes, the Golden Olga award or the My KuhTube video channel, LVN has a lot of positive encounters and reports both online and offline.”

In its fifth year, the My KuhTube LVN project  is popular, and has seen over 2 million hits on the channel’s videos on YouTube. On Facebook, the site of the same name currently has more than 9,000 fans and achieves a weekly reach in the high five-digit range.

LVN managing director, Kristine Kindler, is proud of the project and its success. “We have farmers who support our ambition with fun and high-quality video material,” she notesd. “It is the cornerstone of this success and their constant commitment helps us to contribute to greater transparency in the dairy industry.”

The LVN managing director paid particular attention to publicly effective actions, one of which, Dialog Milch, has developed into an important pillar. There has been numerous missions for the farmer ambassadors in 11 different inner cities of Lower Saxony. The ambassadors reported interesting and valuable encounters with citizens of different professional groups.