Mike von Massow is a professor at the University of Guelph.

Consumer engagement crucial in changing dairy marketplace

Industry needs to bridge gap between high trust in farmers and limited knowledge of agriculture practices, professor says

Consumers have difficulty answering basic questions about farm production, which is an opportunty for engagement, said University of Guelph professor Mike von Massow at the Western Canadian Dairy Seminar.







The Lifetime Performance Index is weight differently among six areas.

Dairy LPI gets last minute updates

A dairy farmer figured out that the last index was over-weighted to milk production

The dairy Lifetime Performance Index will be updated April 1 and includes some changes in trait weighting, including milk production as a dairy farmer realized it was over-emphasized.