Monday the Innovation Center for U.S. Dairy launched a multiyear marketing campaign targeting consumers called “Undeniably Dairy”. Beth Engelmann, chief marketing communications officer at Dairy Management Inc., says the industry wide campaign is about reestablishing the connection between the enjoyment of the product and the hard work and pride of the people who make it possible.

She says they’ll use multimedia outlets to communicate the nutrition of dairy and how environmentally and sustainably the product is produced. They’ve also planned on-farm tours and special events during June Dairy Month.

Amber Horn-Leiterman, a Wisconsin dairy farmer and Chair of the National Dairy Promotion and Research Board says most consumers live more than 100 miles from a farm. She says research shows they want to know where their food comes from and this the basis of their campaign.

She says this is not an advertising campaign, but instead and two-way engagement campaign where dairy farmers across the country will be telling the positive dairy story through digital outlets, video segments and opening their barn doors to consumers.