New campaign reminds Canadians that dairy farmers are 'Here for Canada'

OTTAWA - Dairy Farmers of Canada (DFC) today launched a new marketing campaign which reassures consumers that despite the COVID-19 pandemic, dairy farmers are still 'Here for Canada,' producing high-quality Canadian agricultural food products. 'Here for Canada' reassures Canadians about the comprehensive safety protocols followed on Canadian dairy farms, and provides an uplifting look at how farmers are adapting to the circumstances to feed the nation and donating more than $5 million to food banks across Canada to help families in need.

 

Targeting millennial and gen-Z consumers as well as the broader population, 'Here for Canada' demonstrates how real Canadian dairy farmers are working through difficult conditions to ensure the quality, safety and reliability of Canadian dairy.

 

"Dairy farmers are working harder than ever to help feed Canadians at one of the most formidable times in our history, while maintaining their rigorous commitments to milk quality, food safety and responsible production practices," said Pamela Nalewajek, Vice-President, Marketing, DFC.  "We wanted to highlight Canadian dairy farmers' exceptional efforts to provide consumers with high-quality Canadian dairy in this challenging environment."

 

In accordance with the advice of public health officials and farm safety protocols implemented to prevent human-to-human transmission of the COVID-19 virus, DFC created the campaign videos using previously captured footage featuring some of the proud Canadian dairy farmers who have participated in past campaigns.

Video: Evolution of Beef Cattle Farming

The Clear Conversations podcast took to the road for a special episode recorded in Nashville during CattleCon, bringing listeners straight into the heart of the cattle industry. Host Tracy Sellers welcomed rancher Steve Wooten of Beatty Canyon Ranch in Colorado for a wide-ranging discussion that blended family history and sustainability, particularly as it relates to the future of beef production.

Sustainability emerged as a central theme of the conversation, a word that Wooten acknowledges can mean very different things depending on who you ask. For him, sustainability starts with the soil. Healthy soil produces healthy grass, which supports efficient cattle capable of producing year after year with minimal external inputs. It’s an approach that equally considers vegetation, animal efficiency, and long-term profitability.

That philosophy aligned naturally with Wooten’s involvement in the U.S. Roundtable for Sustainable Beef, where he served as a representative for the Colorado Cattlemen’s Association. The roundtable brings together the entire beef supply chain—from producers to retailers—along with universities, NGOs, and allied industries. Its goal is not regulation, Wooten emphasized, but collaboration, shared learning, and continuous improvement.