Southeast Dairy Business Innovation Initiative - Phase 8

Abstract Kentucky Dairy Market Development Phase 8 University of Tennessee Dairy Business Innovation Initiative Subaward to University of Kentucky We will expand the dairy marketing resources offered through the MarketReady Dairy program offered in person and on-line. We will continue to work with our local retailers here in Kentucky to explore field-based marketing opportunities for local dairy products – especially the Good Foods Co-op where we’re able to do in-store consumer preferences relating to dairy products. Market planning for local and regional dairies will be revisited to include an agritourism and on-farm retailing component to better position products in these market channels. This would include working with our existing survey data on local dairy product purchases, expanding this analysis to include parallel data from Nielson and Mintel regionally/nationally. The MarketReady Dairy program will collaborate with KY Proud, Pick TN, and other state branding programs to train producers for grocer and on-farm retail readiness through a buyer product evaluation process.