From cow to consumer

From cow to consumer

Swedish Dairy Association

The Swedish Dairy Association is a trade association that works on behalf of its owners: seven dairy associations that together are responsible for about 98 percent of Sweden’s total milk production; three livestock associations; two breeding companies; and nine trade associations that focus on breeding.

The association gathers, develops and communicates knowledge throughout the chain from cow to consumer, focusing on the following areas: nutrition, milk quality, environment, dairy policy, dairy economics, management, cow data, feeding, animal welfare and breeding.

Videos for the Swedish Dairy Association

May 2011

Inspiring videos to increase milk production

The Swedish Dairy Association wanted to use videos to inspire Swedish dairy farmers to make efforts to increase milk production. It also wanted to create a new mindset about dairy farming.

The association wanted to use the videos as a tool to create the feeling that it was possible to increase milk production and that it could help farmers make this happen. It also wanted the videos to strengthen the association’s brand and image. The Swedish Dairy Association wanted the videos to feel modern and inspiring, and to attract interest in dairy farming. JG Communication worked a lot with the concepts of “glorifying hard work” and “being a farmer is cool.”

Focus on the choices made by successful dairy farmers/Dairy farmers who believe in the future

For about a week, Jonas Persson, a photographer at JG Communication, and our reporter Katarina Hugo traveled around in beautiful Swedish springtime weather to interview successful dairy farmers. They asked them to talk about the investments they had made in their businesses and the determining factors behind the decisions involved.

Karin HallgrenKarin Hallgren, Director of Communications at the Swedish Dairy Association, says: “We wanted to create a sense of engagement and inspiration in the dairy companies of the future by showing them people who dared to try new things. I had a very clear idea of what I wanted the videos to convey, but even so, I was surprised when I saw the results. The production company really exceeded my expectations.”

Another video about the benefits of milk

The videos were shown internally at the association’s Annual General Meeting and externally on its website and on YouTube. Hallgren says:

“The videos were very well received when our owners met at the meeting, and right away we were asked to put them on YouTube. We’ll use the videos at our own events. But because we were so happy with our work with JG Communication, we’ll also add a video about milk and dairy products as part of a good, healthy, climate-friendly diet.”

JG Communication’s production team

Katarina Hugo, producent

Reporter and producer:
Katarina Hugo

 

Jonas Persson, fotoPhotographer:
Jonas Persson

 

 

Swedish Dairy Association website (in Swedish)

Up

Katarina Hugo had a temporary position as an interim Producer and Project Manager at JG Communication from October 2010 to March 2012. She is now working as a web reporter at SvD Näringsliv (Svenska Dagbladet’s Business section).

Tags

|