Members outraged by Campina advertising

Dairy brand Campina placed a commercial online in the weekend of 2 March, creating the impression that permanent grassland in dairy farming is the exception rather than the rule. The video infuriated dairy farmers and was promptly taken offline.

The discussion about the commercial flared up on various websites and social media platforms. Jan Cees Vogelaar, the former director of dairy cooperative FrieslandCampina, says that the promotional video paints a completely wrong picture, which has put conventional dairy farming in the corner. "I don't know of any dairy farmers who replace their grassland every year, but the video suggests the opposite."

Mostly permanent grassland
Figures from the Central Bureau of Statistics (CBS) show that 75% of the acreage is grassland and 25% of it has been there for less than 5 years. Vogelaar notes in this regard that the mixed farms (arable farming/dairy cattle) must also be taken into account, which exchange the grassland with arable land because of the rotation of the crops.

Vogelaar finds it remarkable that FrieslandCampina cooperative took the video offline. "Apparently there is no safety valve within the cooperative that checks publications for correctness in advance."

Members not happy with message
Sjoerd van Sprang, the spokesperson at FrieslandCampina, says that the video has been taken offline because members of the cooperative were not happy with the message. "Several people watched the video before publication; at the time it was not the impression that the message would be so sensitive."

"Although there are always different opinions among members, we have now made a wrong assessment." This does not alter the fact that FrieslandCampina is happy with feedback from its members. The spokesperson cannot yet say whether the video will be revised and will come back online. The video was originally intended to promote 'PlanetProof' milk on the internet.  

Wouter Job

Wouter Baan is editor-in-chief of Boerenbusiness. He also focuses on dairy, pig and meat markets. He also follows (business) developments within agribusiness and interviews CEOs and policymakers.

w.baan@boerenbusiness. Nl

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