Poo is renewable. It’s energy,” sings the lead cow puppet of Real California Milk’s “We’ve Got Cowpower” ad.

In the video, a herd of animated cows (and manure) perform a musical number about the positive environmental impact of digesters.

CEO of the California Milk Advisory Board John Talbot showed the video as part of his presentation at the California Dairy Sustainability Summit in March. Its purpose, Talbot said, was to make the topic of sustainability palatable and interesting to consumers.

According to research done by the California Milk Advisory Board, roughly 60% of all consumers in the U.S. are concerned with sustainability, and 58% are concerned with sustainability within dairy specifically.

However, scientific terminology can sometimes get in the way of apt eco-conscious branding, causing consumers to reach for whichever item is most simplistic in its description without digging deeper. This means the responsibility lies with producers and manufacturers to accurately and adequately advertise dairy products in line with the sustainable practices from which they originate.

“If we’re going to be successful in this area, we have to understand consumer sentiment,” Talbot said. Not just producing, but listening, too.

He also admitted to the difficulty in addressing such. “California’s sustainability messaging catalogue is 15 pages,” Talbot noted. “How could we possibly fit that onto one package of cheese?”

Real California Milk’s official campaign slogan — “Forget horsepower. California’s got cowpower.” — was an attempt to emphasize farmers’ unique ability to use natural resources already on their farms to contribute to improving agriculture’s environmental footprint. It was Talbot’s team’s way of showing consumers that the industry was capable of and willing to meet them where they were.

Their message not only gave a nod to dairy’s storied history with sustainable agriculture and characterized modern leaps and bounds, but it did so in a fun and engaging way, piquing consumer appreciation for Real California Milk, and thus, dairy products at large.

Let’s break it down

Talbot noted that the video was found to successfully deliver new information to and entertain consumers, as well as improve overall perceptions of the California dairy industry.

Still, how exactly was this achieved?

• What was the problem? Manure (methane emissions are significant).

• What was the solution? Digesters (convert methane into biogas).

• What was the outcome? Renewable energy (a natural resource becomes fuel for cars, buses, and homes).

• What was the messaging? Dairies can address their environmental impact in-house.

• What was the effect? Consumers were informed and on-board.

By defining the problem head-on and giving clear explanations for how it was being addressed in real-time, the video showcased California’s efforts to mitigate methane emissions and proved that the state and its farmers are as committed to opting for sustainable options as consumers are.

Producers at every level and in every state can do the same by targeting a concern and engaging with it openly, maybe even comically.

Messaging in action

Talbot and his team’s case study of the Real California Milk video proved that the majority of consumers are willing to engage with sustainable messaging; in fact, they actively want it.

Their research exposed the following truths about marketing for sustainability within the dairy industry and actionable possibilities moving forward:

1. Consumers want “sustainable” products. Producers should continue in the pursuit of environmental efforts and make these efforts known.

2. Consumers don’t want to be confused about what sustainable means when making purchases. Avoid scientific terminology when advertising sustainable practices. “Make it simple, engaging, and entertaining,” Talbot said.

3. Consumers are statistically most concerned with animal care and longevity. Practice data transparency regarding feed, resources, conservation, and the like.

While far from universal, implementing these approaches could make a difference in brand recognition and popularity.

The next steps

Moving forward, Talbot’s team plans to conduct package-specific messaging research and in-market packaging testing to determine what words will be most effective on which products.

“Fine-tuning is really critical,” Talbot said. “We have to use as few words as possible, so we want them to be good.”

To tune into what consumers are thinking and saying about sustainability is, to Talbot, a necessary part of operating in today’s market. The good news is, farmers aren’t alone. There are plenty of resources out there to help producers navigate the ups and downs of eco-conscious dairying. Be on the look out for ways to innovate, and remember: much of what’s sustainable is already at the farmer’s fingertips.