US organic dairy farm highlights authenticity with outreach strategy

San Francisco

JANA McClelland is a third-generation dairy farmer in Petaluma, California. This October, she expects 600 to 1,200 people to visit her family's farm. She plans to take them to the nursery, the milking parlour and the pastures. "We know people care where their food comes from," she said.

It is all part of an outreach strategy from Organic Valley, which bills itself as the largest cooperative of organic farmers in the US. Call it table-to-farm marketing.