The commercial, highlighting the struggles of small-scale family farming in the face of the growth of industrial agriculture, began airing last month on network and cable television during early morning, primetime, late night and access programs. The campaign will air in eight key coastal markets through November.
The ad features Mike Eastman, a first-generation Vermont dairy farmer, and communicates the message that America loses 330 farms every week due in large part to the proliferation of industrial agriculture, encroaching urban development and other economic shifts.
With the ad, Ben & Jerry's asks viewers to log on to www.benjerry.com/familyfarms and take steps to support small and mid-sized family farms. Specifically, consumers are encouraged to ask Congress to further national farmer-friendly legislation, through vehicles such as the 2007 Farm Bill. The site also allows consumers to send a personalized letter to their representatives urging support for the Milk Income Loss Contract (MILC).