At a meeting on 15 May, the Board of Directors of Global Dairy Platform approved a strategic plan for the next three years. Once implemented, the plan will deliver the original vision of GDP that “the global dairy industry has united to enhance the image of milk and dairy”.

As a consortium of the world’s leading dairy organisations in the commercial and non-profit sectors, GDP now has a new mission statement as approved by the Board to further emphasize collaboration. The new mission directly states the aim “to increase worldwide demand for dairy by providing insight, guidance, and networking”. “The key change is to overtly state the aim of ‘increasing demand for dairy’”, states Kevin Bellamy, GDP Executive Director. “This will help us focus on prioritizing actions within the plan that focus first and foremost on those which will increase volume and value of sale”.

The strategy, which is based on widespread consultation amongst members and the expert Communication and Scientific Advisory Board appointed to provide independent advice on scientific, regulatory and communication issues, identifies key areas with currently unfulfilled potential.

“These areas are not new”, Bellamy stresses. “In order to be successful, GDP must create a consensus for common activities and direction.”

Identifying Growth Areas

All of the areas identified are currently being researched, discussed and communicated. The Advisory Board members have identified areas where they believe there is currently untapped potential or where greater progress could be achieved. “By working with member organisations, GDP will be able to release this market potential leading to increases in demand,” adds Bellamy.

Markets around the world, of course, differ in their potential to increase demand. Developed markets, in the main, have slow population growth and aging populations. Dairy consumption in these markets is already relatively high based on a long tradition of dairy in the diet, and there is already a well developed communication structure, such as a dairy council, serving the industry.

In the major developing markets for dairy, population growth is higher and the demographics reflect a much younger age profile. Consumption of dairy in these markets is not traditional and there tend to be few industry communication structures, with most direct from the dairy enterprise to the consumer. There is a need for these developing markets to establish generic messages through NGOs and government advice, as well as for operators to benefit from the experiences in developed markets.

Working Together

Based on the strategic plan approach, the Board approved an action plan that will provide a concrete framework for co-operation, with a science-based positioning and justification for collaborative action.

“The plan will provide the basis and methodology for co-operation. However, for success to be achieved and demand truly increased, a commitment will be required from a wide range of organisations”, says Bellamy. The choice of focus will be easy since many organisations are already concentrating on these areas and collaboration to achieve consistency across the industry will serve to make their actions more impactful. While all GDP members have a role to play, “the IDF has an important role in delivering the science and expertise needed to move some of these key issues forward”, he states.