What do consumers think of Canadian farmers? Recent studies tell us that consumers appreciate and respect farmers’ efforts to produce healthy, affordable, safe food for Canadians.
But to maintain the strength of the Canadian farm brand and consumers’ trust, farmers must continue to be brand champions for their own farms and their industry, says Len Kahn, CEO of Guelph, Ontario-based Kahntact Marketing. Kahn shared these comments and a host of other branding insights when he spoke to dairy farmers attending the Canadian Dairy XPO last week in Stratford, Ontario.
In this interview, Kahn discusses the important roll individual dairy farmers play in creating and supporting the Canadian dairy brand and shaping consumer perceptions of dairy products.
Kahn also addresses the controversy surrounding the new Dairy Farmers of Canada brand campaign. Many farmers have expressed displeasure with new television commercials as well as the reduced emphasis on the traditional “Blue Cow” imagery. Kahn notes that television commercials and logos do not constitute a brand. What farmers actually do on their farms is more important – everything from how clean your barn is, to your involvement in the local community, and the farm sign at the end of the laneway plays a significant role in shaping consumer attitudes.