Engaging Young Consumers At New Mexico State Fair

Sep 15, 2015
group milking a fiberglass cow

The New Mexico State Fair and Dairy MAX are teaming up for the fourth consecutive year to encourage children to make connections about the food they eat and the farmers who produce it. Kara Smith, who is part of Dairy MAX’s Consumer Marketing Team, is happy to have the Dairy Discovery Zone (DDZ) as an official stop for school tours. “We are teaching consumers at a young age about the importance and nutrition of dairy, along with a look at what life on the dairy farm is like,” Smith says. “Kids receive their own pair of cow ears to wear around the fairgrounds (always a hit) along with some great educational items about dairy.” Many students who experience the DDZ on their school field trip bring their parents and siblings back to the exhibit at night.

The DDZ is a way to bring the dairy farm to town. Fair goers of all ages can experience the interactive exhibit by milking Maybelle, the animated Jersey cow. And as part of the fair’s social media plan, taking a photo with Maybelle enters visitors in a contest for the chance to win free milk for a year. Other exhibit attractions allow guests to learn from LegenDairy the touchscreen cow, slide down the cheese wedge slide, and sing “Dairy-oke”, which includes fun songs with a dairy twist. “People learn about life on the farm, what cows eat, and the process of how milk gets from the farm to the grocery store,” Smith says.  “They really gain an appreciation for dairy farmers and their hard work and dedication to provide the freshest milk possible.”

Dairy MAX will also be handing out recipe books, which offer solutions for lactose intolerance and other healthy recipes. “It’s really rewarding to help enlighten consumers that they do have options. Just because someone is lactose intolerant doesn’t mean they have to give up dairy all together,” Smith says. “I love being able to bust myths that have kept some families from enjoying dairy.”

The Dairy Discovery Zone will be visiting the New Mexico State Fair in Albuquerque from September 10 – 20, 2015. Check out our websites for more information about Dairy MAX and the Dairy Discovery Zone