Dairy Dream

Key insights

1. Running a sustainable farm has a high financial risk. 

Farmers must invest highly in energy recovery equipment or improving cows' environment. However, even though they can produce higher quality milk, as a farm owner told us, "We have no control over the price that big companies pay for milk, which makes us feel insecure." Sustainable milk is difficult to sell in supermarkets at a cost-effective price because big dairy brands will not pay more for the extra protein and nutrition.

2. Farmers feel upset by the public's misconception of the dairy industry. 

Nowadays, too many people deny the value of dairy products for no reason, unaware that a group of farmers are trying to balance environmental responsibility and livelihood by transforming to sustainable farms.

3. People feel guilty about drinking milk but know nothing about sustainable dairy.

People's diet is highly influenced by social media nowadays. A large amount of information with different opinions makes it difficult for consumers to follow, which leads some people who still love dairy to be forced to follow the trend and choose alternatives or feel guilty and ashamed when consuming milk. And the sad thing is, although they are more aware of the environment, they know nothing about sustainable dairy.

Assumption

We looked into the daily life pattern of modern people. Found that in addition to consuming dairy products in supermarkets, modern people's coffee addiction has become the most common time for people to drink milk, and coffee shops have naturally become a space for people to stay for a longer period.

Our early idea

In our dairy dream, we hope to use sustainable coffee shops in the community as a touchpoint to provide people with a new choice of sustainable milk when they consume coffee daily. And through our innovative strategy, we can attract consumers to understand the value of sustainable dairy. Our goal is to create conversations between farmers and consumers and to help farmers continue sustainable practices on an economic and spiritual level.