Trust has become one of the strongest drivers in how consumers choose products and services — and they are putting their dollars where their trust remains intact. That said, it’s critical that the dairy industry needs to “do the right thing” to make sure our farms are exceeding expectations for animal care, cleanliness and environmental responsibility whether or not there is a camera around.

American Dairy Association North East’s crisis communications team works to help minimize negative impact of undercover videos or other issues that draw adverse attention to dairy farms and dairy foods.

The best thing farmers and others in the dairy industry can do to help drown out any potential negativity is by not contributing to it.

Some quick do’s and don’ts to addressing these situations include:


• Positively tell the story of the care and concern you show for your farm, animals and employees every single day.

• Share reminders that animal abuse is not accepted or tolerated by the dairy industry.

• Drown out potential negativity.


• Reference the negative actions.

• Share videos or news stories online.

• Tag the activist group in social media posts.

• Visit the activist website to view the video.

• Share information from unverified sources.

If you have questions, or need more information, or would like to sign up for our Issue Alert e-blast, contact Beth Meyer, American Dairy Association North East, at or at 315-491-3892. In New England, contact Laura Hardie at or 802-863-5416.

American Dairy Association North East