Marketing campaign to tackle milk pricing

Marketing campaign to tackle milk pricing


Sarah Ferguson

Sarah Ferguson

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QDO has appointed a new marketing and communications manager to tackle pricing issues.

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Following a successful grant submission to the Department of Agriculture and Fisheries, QDO has welcomed Sarah Ferguson as the marketing and communications manager. 

Sarah's role will be to develop marketing strategies to help consumers make better informed decisions when purchasing milk, assist farmers and small milk processors to improve their marketing, and assist the industry to develop its own 'Fair Milk Logo' scheme. 

Sarah will also be working with the Office of Small Business following QDO’s successful grant to promote the Queensland Dairy Industry as part of the Go Local marketing campaign.

The first iteration of the Go Local campaign was launched last year by the Office, but this will be the first time that the campaign will focus on the value of supporting local primary producers.

“Changing consumers’ behaviour at the supermarket shelf is a tough ask, but one that is important for all primary producers,” Ms Ferguson said. 

“Consumers have been brainwashed into believing that price is the only reason to select a product and we need to develop a campaign that challenges and changes that perception.” 

The campaign will go live at the end of May and there will be a number of marketing tools including social media posts for QDO members to use. These will be particularly useful for our small processors who have already have a social media following.

“My role will be is to assist members who want it – anything from developing a brand strategy for individual farms and the smaller processors to developing their social media calendars.

“Nowadays, marketing is so important regardless of the type or size of your business and I am really looking forward to seeing the Queensland dairy industry thrive.”

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