Here for the long game

The multi-media campaign, named Here for the Long Game, launched nationwide this week, and highlights dairy farmers’ commitment while sharing how the sector is addressing the challenges ahead.

DairyNZ chief executive Tim Mackle says the campaign shares the hard work and dedication of dairy farmers.

“As a sector, we want to deliver a sustainable future – meeting the needs of our communities and customers, while maintaining profitable and sustainable businesses,” he says.

The campaign highlights the dairy sector’s drive to being better.

It’s an initiative of DairyNZ and includes TV, digital and social media, supported by a website: thelonggame.co.nz

“Dairy plays a critical part in New Zealand’s future prosperity and wellbeing. Being one of the country’s biggest sectors comes with tremendous responsibility – we’re up for the challenge and focused on improving on what we already do best,” says Mackle.

This means being better in business, as sought-after workplaces, and leaders in animal care and environmental management.

For several decades, the sector has made great strides in environmental progress. Dairy farms have the lowest emissions footprint for on-farm milk production, and farmers are further improving water quality and protecting biodiversity on their farms.

This includes 65% of dairy farms having a Farm Environment Plan, covering how they’re reducing footprint. By 2025, 100% will have an environment plan that outlines actions they are taking to improve water quality, protect biodiversity and reduce emissions.

“Our dairy farmers are putting in the hard yards to improve water quality and have been for more than 20 years. They’ve planted millions of trees and native plants alongside waterways, and that work is ongoing. We know there’s more to do, but the progress to date is something to celebrate.”

The dairy sector, including DairyNZ, is working with farmers on a wide range of on-farm development initiatives, as well as investing in new solutions through R&D. Priorities include new ways to improve water quality, reduce emissions, make dairy farms great places to work and support farmers in running successful businesses.

“To ensure a better tomorrow for our families, community and the environment, we’re getting stuck in and showing we’re here for long game.”