Opportunity

With the third year of low dairy payouts and many industry experts saying “save costs, feed your cows grass only”. Well, we know that cows are expected to perform every day, twice a day, and this simply doesn’t happen with poor nutrition.

So, with the average farm needing $5.45/kgMS (per kg of milk solids) just to break even. We set out to prove that through a combination of pasture and a tailored supplementary nutrition plan, a farmer could make their farm work at a very low payout. 

Solution

Making it Work at $4.00.

You take a farmer who last season, to save costs, stopped using Ingham Dairy Nutrition Specialists product. Then you make a very bold, very controversial claim that you can make their farm work at $4.00/kgMS. And then, you monitor all results and track the farm on social media, encourage farmers to engage in the campaign and see for themselves what the results are.

This is probably one of the most challenging campaigns we have ever engaged in – it flies in the face of industry convention that says, “cut costs and feed grass and limit your losses”. Well we say, “spend on the right nutrition, production will rise and you’ll make it work even at a very low $4.00 payout”.

The campaign is totally transparent and if a farmer can make it work at $4.00, imagine what it will as the payout picks up.