Midwest Dairy is strengthening efforts to involve young people in the future of dairy farming through its Dairy Ambassador program, an initiative designed to develop future industry leaders and advocates.
The program aims to engage the next generation not only in dairy farming itself, but also in promoting public understanding of dairy production, sustainability and nutrition.
University Student Becomes Voice for Dairy Farming
One of the current ambassadors is Carter Behnken from Omaha, Nebraska, a sophomore at University of Nebraska–Lincoln majoring in agricultural economics and studying entrepreneurship through the Engler program.
Raised on his family dairy operation, Mohrview Farm Inc., Carter said growing up near urban communities exposed him to widespread misconceptions about dairy farming.
He explained that many classmates had little understanding of:
- Where milk comes from
- How dairy farms operate
- Animal care practices
- Sustainability efforts within the industry
Generation Z Seen as More Skeptical About Dairy
According to Tracy Behnken, recent research indicates that Generation Z consumers tend to be more skeptical about dairy compared to older generations.
Industry concerns include:
- Lower trust in dairy sustainability claims
- Limited awareness about modern dairy farming
- Greater influence from social media narratives
- Rising interest in alternative food systems
The ambassador program is designed to bridge this communication gap through:
- Peer-to-peer engagement
- Consumer outreach events
- Farm tours
- Youth-led dairy advocacy
Building Future Dairy Advocates
The first Dairy Ambassador pilot programme was launched in Nebraska in 2016 with the goal of:
- Developing leadership skills
- Encouraging youth participation in dairy
- Creating informed dairy spokespeople
- Strengthening industry-community relationships
Activities for ambassadors include:
- Dairy conventions
- Leadership gatherings
- Dairy farm visits
- Consumer education events
- Public outreach campaigns
According to organizers, the programme helps participants gain:
- Industry knowledge
- Public speaking experience
- Leadership development
- Networking opportunities
Students Encouraged to Return to Family Farms
Carter Behnken said that experiences at university and internships within beef and dairy industries renewed his interest in eventually returning to the family dairy business.
He emphasized the importance of helping consumers and farmers better understand each other.
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“One thing I am already taking away from the program is the importance of bridging the gap between what a consumer thinks and what a farmer thinks of each other,” he said.
Scholarships Supporting Dairy Education
Beyond the ambassador initiative, Midwest Dairy also supports future dairy professionals through scholarship programs.
In 2026:
- Nebraska awarded six scholarships
- Recipients included students from dairy farm families
- Support was also provided for dairy-related academic majors
Carter Behnken was among the scholarship recipients for the 2026–27 academic year.
Securing the Future of Dairy Farming
Industry leaders believe programs like Dairy Ambassador are becoming increasingly important as dairy farming faces challenges such as:
- Generational transition
- Urban-rural disconnect
- Sustainability debates
- Labour shortages
- Changing consumer perceptions
By investing in young leaders, dairy organizations hope to:
- Encourage succession in family dairy farms
- Improve public trust in dairy production
- Develop future agricultural advocates
- Strengthen long-term industry sustainability
The initiative reflects a broader global trend where the dairy sector is increasingly focusing on youth engagement, leadership development and consumer communication to secure the future of farming.
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