NEW YORK ANIMALAGRICULTURECOALITION

SEPTEMBER 1, 2021

A proposal for the NYS Dairy Promotion Order Board

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P.O. Box 179 Penn Yan, NY 14527 www.nyanimalag.org

September 1, 2021 Dear New York State Dairy Promotion Order Board Members, Year after year the New York Animal Agriculture Coalition (NYAAC) seeks to find positive, proactive approaches to sharing what New York dairy farmers do every day. This year is no different. For the past 12 months, NYAAC has continued to collaborate with industry partners, media experts, and numerous farmers to make a difference. We believe that working together is essential to making change happen. The future of the dairy industry is a bright one and it’s our responsibility to share this with others. In 2003, a group of farmers came together to create what is known today, as the New York Animal Agriculture Coalition. After nearly two decades our mission remains the same, to help others understand and appreciate animal agriculture by fostering a dialogue with consumers, engagement with farmers, and cooperation among members of the industry. As a not-for-profit organization, we believe that building relationships will gain trust and trust will gain supporters, ultimately increasing milk sales and improving farmer image. Advocacy is a difficult thing to measure, but NYAAC firmly believes that the more positive approaches we share and the more connections we make through engaging opportunities, the more of an impact we will have as we move into the future. Today, we are presenting three projects for funding consideration from the New York Dairy Promotion Order (DPO) Advisory Board. You will see that each project reflects at least one of the goals developed by the DPO Board and reflects the NYAAC mission. We look forward to continued collaboration and working alongside New York dairy farmers in the upcoming year.

2022 Proposed Projects

Page 4 Dairy Cow Birthing Center ………………………………….………….….….. $50,000 Page 7 Moo-ving Across New York, A Mobile Dairy Experience……..….…$413,000 Page 10 Dairy on the Moo-ve…………………………………………..……...……………$19,980 TOTAL PROPOSED…………………………………………………….….……$482,980 Some of these projects are very different and more creative than what we’ve presented in the past while others are enhancing and continuing to improve existing projects. We hope that you believe in our mission, just as much as our dairy farmers do. We appreciate the support that we’ve received in the past from the DPO and look forward to a continued partnership in the future in positively promoting the dairy industry. We look forward to presenting these projects in person, later in September. If you have any questions regarding our proposal, please do not hesitate to contact either of us. Thank you. Steve Palladino, NYAAC Board Chair Eileen Jensen, NYAAC Executive Director 607-280-4348 315-719-2795 steve.walnutridgedairy@gmail.com eileen@nyanimalag.org

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WHO WE ARE Key personnel & brief description of their qualifications

The New York Animal Agriculture Coalition (NYAAC) is a farmer founded and funded organization that strives to build consumer trust and public support for modern agricultural practices through consumer education, media engagement and industry cooperation. Due to the fact that over half of the agricultural receipts in New York are from the sale of milk, NYAAC focuses its efforts on primarily dairy advocacy and outreach. Advocacy is becoming more of a norm on today’s dairy farms than ever before and since our founding in 2003, NYAAC has been focused on advocacy outreach and education through numerous projects that help provide a glimpse into animal agriculture in New York. We have helped motivate farmers to share their story, entice them to be outspoken about what’s happening on their farms, and engage with their neighbors and local leaders about common practices implemented on their farm. Our organization is best known for the Dairy Cow Birthing Center at the New York State Fair, but we believe that our projects have helped shine a positive light on the dairy industry, touting the good work of farmers in an effort to instill trust in the wholesomeness of milk. Our vision is to reside amongst a culture of understanding and trust as we work to build a positive image about animal agriculture, where consumers recognize efforts of farmers as they care for their family, animals, environment and community. In 2014, NYAAC became a not-for-profit 501-c-3 allowing us to seek additional funding within the industry. BOARD GOVERNANCE NYAAC is a true coalition, an organization of organizations, made up of representatives from the American Dairy Association North East (ADANE), Cayuga Marketing LLC, Farm Credit East, the New York Corn & Soybean Growers Association (NYCSGA), New York Farm Bureau (NYFB) and the Northeast Dairy Producers Association (NEDPA). Each of these member organizations have two board seats on the NYAAC Board of Directors: one for a farmer representative and one for a professional representative. PRO-DAIRY serves as an advisor to the NYAAC board.

Steve Palladino, Chair Walnut Ridge Dairy, representing NEDPA Joel Riehlman, Vice Chair Venture Farms, representing Cayuga Marketing Corinne Banker, Secretary Blue Hill Farms, representing Farm Credit East Brian Monckton, Treasurer Farm Credit East Steve Ammerman New York Farm Bureau Nate Chittenden Dutch Hollow Farm, representing NY Farm Bureau Lisa Ford Cayuga Marketing, LLC Loren Herod Farmer, representing NYCSGA Alyssa Kealy Northeast Dairy Producers Association Colleen Klein New York Corn & Soybean Growers Association Peggy Murray Murcrest Farms, representing ADANE Emma Swarthout American Dairy Association North East Mark Modzeleski At Large, Legacy Wealth Advisors of NY Julie Richardson At Large, Van Erden Richardson, PLLC Caroline Potter Advisory Member, PRO-DAIRY

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ORGANIZATIONAL LEADERSHIP

Eileen Jensen joined NYAAC in 2016 and currently serves as the Executive Director. She is a lifelong advocate for agriculture which began on her family dairy farm in the Finger Lakes. Eileen has more than a decade of experience in agricultural marketing and grassroots advocacy efforts from her career that has taken her around the country. She has spent time at marketing agencies in the Midwest working for a variety of clients including Case IH, Merck Animal Health, Monsanto and the United

Soybean Board. Eileen also has experience as a high school agricultural educator and is dedicated to helping to bridge the gap between farmer and consumer. She joined the NYAAC team so she could focus on helping NY dairy farmers who have helped her get to where she is in her career.

Hannah Johnson joined NYAAC as the Communications Manager in September 2020. Hannah grew up on her family dairy farm and has tremendous knowledge of the dairy industry. She attended SUNY Cobleskill followed by Ithaca College where she received her Master’s Degree in Agricultural Education. Prior to joining NYAAC, Hannah was the Agriculture Education teacher at Warsaw Central School District. She is a passionate agriculture advocate and will be an asset to the success of NYAAC. Hannah

resides in Leicester, NY with her family.

THIS SUBMISSION HAS BEEN DEVELOPED BY THE NEW YORK ANIMAL AGRICULTURE COALITION (NYAAC).

Its content is considered proprietary and it is intended for confidential review by the

New York State Department of Agriculture and Markets Dairy Promotion Order Advisory Board

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Project: Dairy Cow Birthing Center DPO Goal

• Proactively improve the image of dairy products and / or dairy producers' farming practices among consumers, thus improving the acceptance and consumption of New York milk and dairy products.

Provide a project overview and detailed description The Dairy Cow Birthing Center will be entering its 9th year in 2022 and NYAAC looks forward to continuing to live out its’ mission at the 2022 New York State Fair. This exhibit utilizes numerous farms that serve as Host Farms providing pregnant cows that will deliver calves at the Fair, and fairgoers the opportunity to witness the miracle of life. Not only will visitors be able to witness the birth of calves, but more importantly, they will be given the opportunity to visit with farmers and dairy industry volunteers ready and willing to answer questions and provide information about the NYS dairy industry. The Dairy Cow Birthing Center provides an opportunity for visitors to engage, converse, and obtain information in a variety of ways. We provide the opportunity for fairgoers to participate in one-on-one conversations, engage with our educational displays, watch videos, ask questions, and continue engagement upon returning home. We have asked our visitors, fairgoers, and followers why they visit our exhibit year after year and the majority overwhelmingly state education over entertainment. The funds that we are asking for this year would allow NYAAC to continue to improve and enhance the experience that visitors have when they attend the Dairy Cow Birthing Center. Potential ideas for utilizing the funding are listed below but are not limited to this list of ideas. Educational Wall – In 2021, we created an educational wall to grow our ancillary education section within our exhibit. We would like to continue to improve this section and provide continued educational opportunities for visitors to learn about dairy products, dairy farming, sustainability, crop production/dairy nutrition, and more. Layout Enhancements – In 2022, we will celebrate the 9th year of the Dairy Cow Birthing Center. For 8 years, we have been incredibly lucky to continue to share our mission with so many fairgoers and avid followers from around the state and beyond. In 2021, we had an unfortunate accident that involved a volunteer getting injured by a cow. This has made us consider re-evaluating our layout to ensure volunteer safety is a top priority. Additional funds would allow us to look at potential collaborations with businesses to ensure people are safe, just as they are back on the farm. General Expenses – Everything in the Dairy Cow Birthing Center is an expense that we must work on getting donated or covered financially. This includes bleachers, dairy products, audio visual equipment, text messages, video production, printing, volunteer materials, supplies, and more.

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Time & Talent – Most things involved with the Birthing Center comes at a cost and that includes the time and talent that it takes to bring it all to life. Some of the requested funds could help cover some of the numerous hours that it takes to plan an exhibit of this caliber. Describe how this project will meet the DPO goal listed above The Dairy Cow Birthing Center is a prime opportunity to improve the image of dairy farming and dairy products and we will plan to meet the goal above in the following ways

1. One-on-one conversations – there is no better way to change perspectives and improve the image of something than with one-on-one conversations. When fairgoers have the opportunity to meet and talk with someone face to face, perceptions are changed, and opinions are swayed. These conversations make a difference. These conversations meet our goal of positively influencing the consumer and that is one thing that will not change about the Dairy Cow Birthing Center.

2. Ancillary Education Components – As mentioned above, this section continues to be improved and changed each year. We want fairgoers to come back year after year, not just to see a calf be born, but also to obtain new, updated, and accurate information about the dairy industry.

3. Social Media platforms – Social media continues to be a driver for us allowing us to share our story and continue to be engaged with avid followers. We will utilize this following of nearly 20,000 people to meet the goal of improving the image of dairy farming and dairy products by sharing the story of dairy farming in unique ways and different perspectives throughout the duration of the Dairy Cow Birthing Center.

Describe how will this specific goal be tracked and measured to determine accomplishment The metrics we would consider utilizing are as follows but not limited to:

- Number of people entering our exhibit - Direct feedback from visitors - Follow-up survey to visitors via texting service and social media - Follow-up survey to volunteers - Engagement on social media

Describe how this project will benefit NYS dairy producers, or the NYS Dairy Industry, and/or increase the consumption of New York State dairy products? The Dairy Cow Birthing Center continues to be a flagship program and a key stop on many peoples list when they visit the New York State Fair. We want to continue to provide this experience because as research shows, people are further and further removed from the farm than ever before. It’s our responsibility to share the story of New York dairy farming with others. It has been proven that the more times people see and hear information, the higher the likelihood they will remember the information. This is crucial when we plan the Birthing Center because we want people to come back year after year and to also obtain information in numerous ways.

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After 8 years of implementing the Dairy Cow Birthing Center with consistent and engaged support from New York dairy farms, the time is now for dairy farms to become the largest financial contributor to this exhibit. Include the proposed cost of the project including salaries, Overhead/administration costs, etc. Please list the costs, by category. For example, salaries, benefits, overhead, supplies Salaries 250 hours @ $30/hr = $7,500 Materials $42,500

- This could include, but not limited to, printing, ordering supplies for cow care, trucking expenses, educational wall content development, social media coverage, layout enhancement to ensure safety measures are up to date, etc.

TOTAL: $50,000 Note: The 2021 Dairy Cow Birthing Center budget was over $100,000 and 2022 is anticipated to be similar. We are asking for the Dairy Promotion Order board to provide partial funding for this entire project. Additional financial supporters will contribute, as well.

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Project: Moving Across New York, A Mobile Dairy Experience DPO Goal(s)

• Proactively improve the image of dairy products and / or dairy producers' farming practices among consumers, thus improving the acceptance and consumption of New York milk and dairy products.

• Develop and implement marketing strategies that are inclusive of the socially

diverse population to increase the consumption of NYS milk and dairy products. Provide a project overview and detailed description Oftentimes you hear the saying that if people can’t get to the farm, we should take the farm to the people. That’s exactly what this project entails. A Mobile Dairy Experience will allow us to custom build a trailer that showcases modern dairy farming and provides students, lifelong learners, and other attendees the opportunity to learn about dairy farming, dairy products, and dairy farmers, all from the back of a trailer. Our goal will be to custom design a pull-behind trailer that can include information about how milk gets from the farm to the table and how & why farmers care for their animals, the land, and their employees. The back of the trailer will extend to the ground and provide visitors the opportunity to enter and view educational components on display. There is opportunity for eye-catching visuals, hands-on, engaging demonstrations, audio-visual components, and so much more. The trailer will be custom wrapped with modern dairy imagery representing the overall positive message promoting dairy farming and dairy products. This mobile experience will allow visitors to get an up-close glimpse into farm life, dairy product processing, and/or other current/relative information related to NY dairy farming. Inside messaging will be developed in collaboration with industry partners including NYAAC member organizations. The mobile dairy experience will visit schools, colleges, festivals, fairs, industry partner meetings and will include diverse locations include urban regions throughout New York State. When a visitor walks through the back of the trailer that is opened, they will be greeted with visuals and engaging components throughout the trailer. These visuals will tell a story about the process of getting milk from the farm to your glass and would include pipelines, processing equipment, grocery store façade, and will end with dairy products. Along the way, there will be interactive pieces of educational material for visitors to engage with. Additional talking points would include careers, how to become involved in agriculture, how to support the NY dairy industry, and more. The Mobile Dairy Experience will be designed and built so that a person can walk through on their own or be part of a group tour that visits. NYAAC will hire a staff person who is trained as a spokesperson and will manage the program, on behalf of the industry. This person will schedule visits, drive the truck and trailer to scheduled locations, and travel

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throughout New York to ensure the message of NY dairy farming is heard in various regions throughout the year. Describe how this project will meet the DPO goal listed above The Mobile Dairy Experience will move across the state and meet the two DPO goals mentioned above as follows:

1. Bring the farm to people – As more and more people are further removed from the farm, it has become even more critical to help the non-farming population understand where their dairy products come from and the people behind the work. This mobile experience will do exactly that. This is an opportunity to bring the farm to populations that might not be able to travel to rural America.

2. Visit diverse population locations – It will be a goal of the hired staff member to develop a schedule that includes diverse geographies and populations so we can broaden our audience reach.

3. Proactive messaging – All messaging on the inside and outside of the trailer, along with any pertinent take-home information will be proactive messaging about NY dairy farming and dairy products. Messaging will be displayed and provided in a variety of ways ensuring that multiple learning styles are considered.

Describe how will this specific goal be tracked and measured to determine accomplishment The metrics we would consider utilizing are as follows but not limited to:

- Number of locations the Mobile Dairy Experience visits - Number of people impacted - Surveys & follow-up with visitors - Socio-economic data of locations - Feedback/testimonials from visitors

Describe how this project will benefit NYS dairy producers, or the NYS Dairy Industry, and/or increase the consumption of New York State dairy products? The Mobile Dairy Experience will benefit NYS dairy producers in numerous ways including being a unique way to spread the message of the great work dairy farmers do, far and wide. This experience will allow for messages to be taken directly to schools, classrooms, fairs, and festivals in many corners of NYS. This Mobile Experience can also be updated in years to come following the initial purchase this year. NYAAC believes that this is a creative, unique way to share the dairy story with numerous people throughout the state. Include the proposed cost of the project including salaries, Overhead/administration costs, etc. Please list the costs, by category. For example, salaries, benefits, overhead, supplies Trailer $40,000 Graphics $25,000 AV Equipment $10,000 Truck $60,000 Supplies $20,000 Marketing/PR $10,000

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Educational Materials $30,000 Travel/Meals $15,000

Trailer Build $125,000 Salary/Benefits– new hire $50,000

Misc. Expenses (Insurance, Maintenance, Etc.) $10,000 NYAAC Staff Time (600 hours) $18,000

TOTAL: $413,000

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Project: Dairy on the Moo-ve DPO Goal

• Proactively improve the image of dairy products and / or dairy producers' farming practices among consumers, thus improving the acceptance and consumption of New York milk and dairy products.

Provide a project overview and detailed description Dairy on the Moo-ve will be a continuation of our on-farm visits that we provided during COVID-19. This project consists of visiting dairy farms of different sizes and in different regions to showcase life, direct from the farm. We conducted this project during COVID-19 and had a tremendously positive response. Our team visits a farm, captures realistic videos, short interview clips, and photos to share on social media platforms for a full day. The goal is to showcase what makes that farm unique and allows us to show the diversity of the New York dairy industry. With the goal of visiting 22 farms in 2022, we will have the chance to showcase multi-generational farms, multi-partners, single family owned and operated, different breeds, and so much more. We enjoyed the engagement that this project afforded us and look forward to continued engagement, questions, and interaction from visitors around the state. During these farm showcases, we will discuss dairy products, how to support the dairy industry, and the different facets of the industry that help make it what it is each day. Describe how this project will meet the DPO goal listed above Dairy on the Moo-ve will meet the two DPO goals mentioned above as follows:

1. 22 farms in 2022 – We plan to collaborate with partner organizations to develop relationships with dairy farms in a variety of locations throughout the state. Visits will take place all year long and include a variety of proactive, positive messaging to improve the image of dairy farming and dairy products.

2. Social media – Social media plays a powerful role in this project as it will be the platform that we utilize to showcase the captured content. As we’ve seen success on our social media platforms with targeted, boosted ads, we would like to continue that during these visits. Targeted information will include different key words for each visit and has the potential of reaching unique audiences that we don’t normally reach with our current social media following.

3. Content development – When we developed this project, we never realized the amount of content that we would capture during a single farm visit. We have visited more than 20 farms and have developed a library of interviews, photos, and video clips that can be utilized all year long. This is another way for us to continue the momentum of one project and utilize information throughout the year to continue to share the proactive, positive story about NY dairy farmers.

Describe how will this specific goal be tracked and measured to determine accomplishment The metrics we would consider utilizing are as follows but not limited to:

- Number of farm visits – goal is 22 in 2022.

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- Engagement on social media - Reach on social media - Social media analytics – age/gender/geography reached

Describe how this project will benefit NYS dairy producers, or the NYS Dairy Industry, and/or increase the consumption of New York State dairy products? Dairy on the Moo-ve will benefit the NYS dairy industry because we believe it takes numerous ways of sharing a story to be heard. NYAAC has a social media following of nearly 20,000 people which has more than doubled in the last five years with little to no boosted posts and simply general content being shared. If we have specific programs that utilize social media as the basis of the content distribution, there’s no limit to the impact we can have. We also believe that since we had such great success, engagement, and positivity come from Dairy on the Moo-ve during the fall of 2020, that we would like to continue this project and expand the reach and the farmers involved. Include the proposed cost of the project including salaries, Overhead/administration costs, etc. Please list the costs, by category. For example, salaries, benefits, overhead, supplies Salary: 176 hours @$30/hour (8 hours per visit, 22 visits) $5,280 Travel (mileage) $3,000 Social Media Boosting: $500 per visit, geographically targeted: $11,000 Supplies: $700

TOTAL: $19,980