ACRES + AVENUES
Dairy Management Inc. (AKA the organization that helps promote and protect the output of American dairy farmers) was facing a problem: Urban millennials are increasingly cut off from the source of their food. With consumer confidence a more elusive attribute than ever, that’s not good for anyone.
So we created a grand social experiment: send urban millennials to spend a hardworking day or two on the farm, and send farmers back with them to experience work life in the city. The results? Pretty fun. And we learned that some people aren’t as different as we thought. View the web hub and all content live here.
Edelman
CD: Tony Rogers and
Jeremy Bersano
CW: Amy Bauer
Account: Carrie Becker
and Christopher Brooks