FEBRUARY 2020 • COUNTRY LIFE IN BC


Dairy producers urged to polish


public image Marketing aimed at young consumers also a priority


by DAVID SCHMIDT ABBOTSFORD – Creating


Mainland Young Milk Producers was one of the Mainland Milk Producers’ greatest accomplishments in the past few years, chair Kevin Mammel told producers attending the MMP annual meeting in Abbotsford, January 10. He used himself as an


example, noting he was one of seven MMP directors on the 2019 board who came out of the MYMP program. Another three MYMP members joined the 2020 MMP board in the elections. After incumbents Derek Arends, Gary Baars and Andrew Vink chose not to run again, producers chose former MYMP members Nigel VandenBrink, Aaron Neels and Jared deJong to join incumbents Jeff Kooyman and Mike Duncan on the board. In a runoff election to decide the final position, newcomer Brian Janzen was chosen over incumbent Ron Neels. In addition to his


involvement with MYMP, deJong is a former at-large director of the BC Dairy Association (BCDA) and currently represents dairy on the BC Agriculture Council board. He reported on recent BCAC actions on such files as animal activism, well registrations and land use regulations. He also noted the three-year public trust pilot program has concluded and the council is now focusing on farm tours. “Farm tours are the best


way to get positive feedback for agriculture,” deJong stated. Mammel said the MMP


board has been active in the


past year. In addition to monthly board meetings, which always include face-to- face meetings with the BC Milk Marketing Board, it has written position letters on such issues as freight, quota policy and the proposed Dairy Innovation West. It also sponsored BC Agriculture in the Classroom’s Pencil Patch and Take a Bite of BC programs. He assured producers


MMP’s sponsorships “don’t duplicate what the BCDA is doing.” For his part, new BCDA


executive director Jeremy Dunn said the association is reviewing its programs to ensure they bring value to producers. “We want to do more of the things that help your business and less of the things that don’t,” he said. He called the separation


between the BCDA and BCMMB, which does not exist in all other provinces, a “fabulous” structure, saying it allows the BCDA to “do things other boards which are also regulators can’t.”


Targetting young consumers One challenge he needs to


tackle is improving the perception of the industry among young people. Although Canadians are consuming more milk than five years ago, the increase is largely from older consumers. Milk consumption among


16-29-year-olds is down by 14%, reported Nick Black of Intensions Research Consulting. “When younger ages are trading out of dairy, they are going to a plant-based culture. It’s seen as safer, more ethical and healthier,” Black stated. “We feel, moving


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Another snow day didn’t stop Vanbien, left, and José from tackling the pruning at Hoffman Orchard in Kelowna. With frigid double-digit temperatures at mid-month, the pair were happy when warmer weather arrived at the end of January. Hoffman Orchard has about 22 acres of mixed fruit. Apples and cherries are the top crops, but peaches, pears, nectarines and plums are also part of the mix. Apples are shipped to BC Tree Fruits and the rest is sold at the farm gate. MYRNA STARK LEADER PHOTO


forward, we need to reach younger people.” Marketing to millennials is also a strategic priority of Dairy Farmers of Canada, DFC’s BC director Dave Taylor, told the meeting. DFC is also focused on policy and trade issues and the Blue Cow certification program. The DFC considers that program a


roaring success, noting 7,615 products now display the Blue Cow logo. Although Taylor admitted


DFC’s last three to four years have been “tumultuous,” he insisted, “on the big files, we are united.”


The big files include compensation for market share the Canadian dairy


industry was forced to give up in recent trade deals and new food labeling requirements. “We met with the new


(federal) minister of health in December to tell her the negatives of front-of-pack labeling for dairy products. We believe we had a listening ear,” Taylor said.


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