The dairy checkoff wants to reach Generation Z where they are and believe new partnerships in the gaming space will do just that.

Joanna Hunter with Dairy Management Inc. says nearly 90 percent of Gen Z classify themselves as gamers and a test partnership will enlist the help of four influencers with a combined reach of 120 million followers.

“They’re going to visit farms from across the country, different sizes, different sustainability practices, and then after that farm visit, they’re going to build a dairy farm in Minecraft.”

She says the goal of the gamers is to engage followers in the dairy sustainability story.

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