Dairy Farmers of Canada (DFC) launched a new consumer rewards program, "More Goodness," to thank Canadians for choosing dairy products that feature its Blue Cow quality milk logo.

"Canadian dairy farmers are amongst the most trusted professionals in the country, working day in, day out to feed the nation," said David Wiens, president of Dairy Farmers of Canada. "Our farmers not only produce high-quality milk, but they do so under some of the most stringent standards and sustainable practices in the world."  

More Goodness is a first of its kind, working alongside Blue Cow partners and processors across multiple retailers and foodservice providers, the program celebrates and encourages consumer loyalty to Canadian dairy, the organization stated.

"The Blue Cow logo has long represented Canadian dairy farmers' commitment to milk quality, animal care and sustainability," said DFC's Chief Marketing Officer, Pamela Nalewajek. "It is a powerful certification with 85% brand awareness amongst Canadians and a strong influence on consumer buying habits without limiting purchases to a specific location."

Consumers who sign up for the rewards program will have exclusive access to special offers, contests, recipes, nutritional information and creative content curated by trusted professionals.

"At Dairy Farmers of Canada, we wanted to reward Canadian shoppers for supporting local farmers and at the same time further educate them on dairy farming practices," added Nalewajek. "More Goodness is how we are doing more for our loyal consumers who choose Canadian dairy."