Concerns about town-country divide

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The dairy industry is launching a $2 million campaign to try to make Kiwis as proud of its world-beating accomplishments as they are of the All Blacks, after a major survey showed a growing chasm between town and country.

DairyNZ, the strategic investment arm of New Zealand's biggest earning export industry, will kick off its awareness booster called Go Dairy with television and print media advertising promotions this weekend.

Previous Go Dairy promotions have focused on recruiting townies and new people to the $10 billion a year industry which earns 26 per cent of annual export returns.

DairyNZ chief executive Tim Mackle said the aim is to show Kiwis that New Zealand leads the world in dairying.

A survey of 1000 people, the industry's largest research project, had confirmed New Zealanders were increasingly disconnected from their rural heritage,  a "dangerous" trend which could undermine dairying eventually, he said.

"If you don't have a connection, empathy and good will (between rural and urban people) then eventually everyone gets affected. We are all in this. The real danger is it could start to undermine the industry on the world stage."

An education drive about dairying into schools will support the media promotion.

"I don't think there's a lot of pride out there towards dairying. It would be a struggle to find a fluffy cow (souvenir) at Auckland International Airport but there are plenty of fluffy sheep," Dr Mackle said.

"Kiwis love to be the world's best - with movies, equestrian,  shotput and ....the All Blacks. And in dairying we are the world's best. "

Asked if the promotion was a pushback against growing public criticism this year of "dirty dairying" and the practice of inducing pregnant cows to bring on calving, Dr Mackle said a "cynical response" was to be expected, but planning had started a year ago.

The industry was seeking "a social licence" to operate, he said.

DairyNZ sustainability leader Rick Pridmore said the promotion invited public "co-ownership" of dairying.

"This advertisement is trying to build tolerance in the community."

The proud facts about the dairy industry been around "forever" but no-one was listening, Dr Pridmore said.
DairyNZ would try to change opinions about dairying, starting with promotion advertisements aimed at "older people with fixed opinions" and among 5-10 year olds through an education campaign in schools, he said.   

- © Fairfax NZ News