Promoting the improvement of dairy quality and safety

in the interest of the dairy industry and the consumer

statutory projects

9. Media Communication

To communicate the activities of DSA as well as the importance of product composition, food safety and metrology standards in respect of milk and other dairy products to all relevant parties (consumer, the primary and secondary dairy industry).

Media targeted for communication purposes include:

  • Industry related magazines
  • Food Safety magazines
  • Newspapers
  • Consumer magazines
  • Magazines focussing on upcoming processors and producers
  • Websites
  • Pamphlets and brochures
  • Interviews with media such as radio stations.

The DSA as part of its pro- and reactive remedial approaches on food safety and quality (product composition) communicates relevant food safety information pertaining to milk and other dairy products to all roleplayers. This is achieved by using a variety of communication methods namely:

  • articles which address product quality and food safety issues in respect of different dairy products and the role of DSA.
  • articles of activities of DSA in the Dairy Mail and Veeplaas to promote the image of DSA and its value to the primary and secondary dairy industry.
  • interaction with Milk SA - Consumer Education Project, addressing food safety and quality issues as applicable to the consumer in magazines and newspapers.
  • radio and television interviews regarding food (dairy) safety and quality.
  • distribution of an annual brochure that promotes the services of DSA and addresses the importance of food safety and quality.
  • distribution of a monthly news bulletin focussing on DSA project activities and matters of importance regarding food safety and quality.
  • maintaining an active internet website from which the dairy industry, government institutions and interested parties can obtain industry specific information, related to the scope of activities of the DSA.

Planned activities and outputs

Project Goal Objective Performance Goal

Communication via media in respect of dairy-related standards, guidelines and related information

Communication of DSA’s activities.

Communication of important product quality and food safety information to all role players, with the view to promote:

  • the supply of milk and other dairy products that meet the legal standards;
  • support the transfer of information (legal standards and guidelines) to emerging farmers;
  • availability and access of information to producers and processors to assist with quality improvement and conformance with product specifications;
  • create awareness of the role and activities of the DSA as independent and objective organisation.

 

Item  Actions 
Dairy Mail and Veeplaas  Six advertorials. 
Advertisements and articles  One per quarter alternatively. 
Ad index  One full page advertisement. 
Food & Beverage Reporter/SAAFoST  One full page and one quarter page advertisement and article. 
Newspaper advertorials  One per quarter. 
National and regional radio interviews  One per month. 
DSA electronic news bulletin  Ten per year. 

 

Industry Partners

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