CLIENT: DAIRY AUSTRALIA
EXPERTISE: PUBLIC RELATIONS; DESIGN; KNOWLEDGE OF RURAL MARKETS
The Australian dairy industry has traditionally used The Primary Agency to conduct its high profile stakeholder engagement activities, most critically the $250 million Dairy Service Levy Poll.
Conducted in Australia’s worst ever drought, the nation’s 6000 dairy farmers were asked to continue to voluntarily contribute a research levy from which they could see no direct benefits.
Despite the challenge, Primary conducted farmer focus groups and a national media and stakeholder engagement program. In the most successful agriculture poll ever, 53% of farmers participated with more than two-thirds voting to either increase or maintain the levy.