|September 16, 2021— GREEN BAY, Wis. — “Building the Case for Change: Can Our Federal Checkoff Dollars Catch Up?” That’s the newly arrived perspective and advocacy topic for a special in-person and virtual event hosted by the American Dairy Coalition (ADC) on Thursday, Sept. 30th in the Monona Room at the Alliant Energy Center, and by Zoom, during the 2021 World Dairy Expo in Madison, Wisconsin.
|Bill GutrichSenior DirectorFood Industry Engagement- USAElanco Animal Health
|This don’t-miss discussion for dairy producers and allied industry partners across the country will focus on the positive marketing of animal proteins and capturing the essence of cow’s milk again.
The session begins at 12:30 p.m. CST with keynote presenter Bill Gutrich, Senior Director, Food Industry Engagement-USA, Elanco Animal Health, followed by Roundtable Discussion at 2:00 p.m. CST, moderated by Kim Bremmer, Ag Inspirations and Executive Director of Venture Dairy Cooperative.
With an MBA in marketing, Gutrich has worked for Coca-Cola, McDonald’s and Samsung. Spending most of his career in Consumer Packaged Goods marketing, he entered the animal agriculture world in 2018, offering a fresh perspective — on how animal proteins need to be marketed.
Gutrich will share insights about what great brands do to make it to the top and how this knowledge can be applied in the dairy industry as dairy products face more competition than ever from plant-based beverages, blended products and dilution from cellular lab-grown protein products grabbing space in the grocery case and market share
|Kim BremmerOwner of Ag Inspirations and Executive Director Venture Dairy Cooperative
|For 20 years, dairy farmers have been told to “tell your story.” Has this one-track messaging improved the bottom line for dairy farmers today? Why is it important for dairy producers to bridge the gap between their farms and their checkoff dollars?
Will consumers increasingly choose to reduce 100% pure, natural, nutritious milk because they are repeatedly told why alternatives are better? Or can we instill positive marketing to differentiate the benefits of 100% real dairy?
|World Dairy Expo is where the industry meets, and on Sept. 30, the Roundtable portion of the ADC event will provide the opportunity to participate in a positive, thought-provoking conversation and learn how the dairy industry can inspire consumers to purchase protein from 100% real, pure, natural dairy products and push back on the false narratives of activists.
In-person registration begins on-site at Noon, and participants should pre-register online at https://umn.zoom.us/meeting/register for virtual and in-person options to participate as they choose.
Questions can be directed to Kristine Brunson at email@example.com