This year saw the dairy exhibitors in their new home on the ground floor of the CRT pavilion at this year’s EKKA. Set between sideshow alley and the show bag pavilion, it is not surprising that visitors found their way inside to see the cows and meet the dairy farmers.
Thousands of people, largely families with small children, went through the exhibit; and did so with a purpose in mind. On Monday last week, QDO launched the consumer campaign called Queensland Dairy Farmers. The Cream of Australia. Highlighting the quality of Queensland dairy brands, the value of supporting local Queensland farmers and the tireless work done by our farmers to bring consumers the great products they know and love, the campaign is upbeat and shows the pride we have in our dairy industry.
Using the EKKA as the springboard for the campaign gave us high visibility; so with that in mind, QDO launched The Cream of Australia cutest cow of Show competition which ran from Monday to Friday. It was a great way to invite the public to talk to the farmers, ask questions and to hear their stories directly.
Designed as an awareness driver for the campaign, this ‘people’s choice award’ also gave mum and dads a much-appreciated focus for their kids as they walked through the exhibit.
An additional bonus was that the competition gave exhibitors a chance to have some friendly rivalry and fun whilst they prepared for Friday’s judging. With unofficial voting booths being set up by several farmers it was clear that the exhibitors were enjoying the distraction as much as the public.
By the final count over 1,300 votes had been cast. But there could only be one winner which was Withawye Beauty Queen owned by the Dunne family. Minister Fentiman who officially launched the campaign last Monday was also on hand to crown Beauty Queen the winner in the main arena.
The new home of the dairy exhibitors may need to have a few kinks ironed out for next year’s EKKA but it was clear by the shear volume of people who visited and the amount of interaction the public had with farmers and cows alike, that Queensland dairy was a roaring success at this year’s EKKA.
Congratulations also to the officially judged winners at the show.
QDO Vice President: Matthew Trace