New Zealand requires 8,300 more qualified dairy farmers by 2025 and we are helping our client, Primary ITO, to meet this demand.
We achieved widespread print and broadcast coverage to promote Primary ITO's 'Dairy Together' training packages. These packages offered practical assistance for dairy farmers in the form of workshops, study grants and discounts on apprenticeships. Media coverage spread the message that training provides dairy farmers with specialised knowledge and skills that enables them to make smarter decisions.
Highlights from this coverage included an interview on Radio NZ with Primary ITO's General Manager of Field, Alister Shennan, and a segment on TV One Breakfast in which reporter, Hannah Mills, was on-site at a Canterbury farm to see if she had what it takes to be a dairy farmer. This coverage not only demonstrated the benefits of training and upskilling for those already in the sector, but increased awareness of potential career opportunities in the industry for future dairy farmers.