Quantitative Research in Support of: Final Report July 2009

1. Quantitative Research in Support of: Final Report July 2009 KS&R www.ksrinc.com 1-888-8KSRINC CONFIDENTIAL & PROPRIETARY INFORMATION

2. Table of Contents

3. Research Objectives and Methodology

4. Research Objectives KS&R was commissioned to conduct primary market research for LP&M on behalf of its client, the New York Animal Agriculture Coalition, in order to fully understand consumer attitudes towards neighboring dairy farms. This research study was designed to develop benchmark measures of consumer knowledge, attitudes and priority issues towards dairy farm “neighbors”. The findings of this study will assist in the development of communications to address key issues and concerns and to better educate consumers regarding the true value of dairy farming and its role and impact on the environment and the food supply. The specific objectives of the research were to: • Determine target New York State consumers’ perceptions of dairy farming – both favorable and unfavorable – and the key drivers of those perceptions • Identify the key issues that impact target consumers’ attitudes towards dairy farming, including: legacy issues, environmental / green issues, food safety / security, animal welfare and economic development impact • Fully understand target consumers’ reaction to these issues, both positive and negative • Determine awareness and effectiveness of the Coalition’s billboard and PSA campaign to educate target consumers and address key misconceptions about dairy farming, including identifying potential areas of improvement.

5. Methodology An online survey was conducted among New York State residents living within six miles of an active dairy farm. Respondents were heads of household living within six targeted regions: Auburn/Cayuga County, Avon/Batavia, Rochester/Ontario County, Black River/Watertown, Geneva and Albany/Saratoga. A total of 647 online interviews were completed, lasting approximately 10-15 minutes each. Completes were collected randomly from an approved national panel. Data was weighted to represent the population of New York State residents living within the six targeted regions. Respondents and survey completions were stratified as follows: Respondents were screened to verify and ensure: • Head of household • Current address meets regional requirements • Recognize active dairy farm within six miles of residence The Auburn/Cayuga County quota was not satisfied due to low incidence of qualified respondents in that area. As a result, over sampling was conducted in the Albany/Saratoga and Rochester/Ontario County regions.

6. Quotas were established in the regions of interest to ensure sufficient sample sizes for analysis. To account for over/under sampling of key regions when reporting totals, weights were applied to bring the proportion of completes into line with actual population proportions. Weighting DISTRIBUTION OF COMPLETES ACTUAL MARKET DISTRIBUTION (Calculated from Incidence) Weights were applied to bring the proportion of completes into line with actual population proportions.

7. Regions • For purposes of interviewing, regions were stratified into counties as follows:

8. Executive Summary

9. Executive Summary Image of Dairy Farming The vast majority of respondents (85%) have a very favorable impression of dairy farming in New York State. Only 3% have an unfavorable impression. Between 85% and 96% agree that dairy farms have a very positive impact on New York State and provide residents with many benefits. (7% of Avon/Batavia respondents believe dairy farms are causing a number of problems for NYS and are detracting from residents’ quality of life.) Respondents most often cite availability of local products, providing milk and other dairy products to the community and support for the local economy as specific benefits of dairy farming in New York State. To the extent concerns emerge they typically involve ground water contamination / pollution, and odor / air quality / pollution. Between 3% and 18% of respondents perceive dairy farms as smelling bad and dirty. Only about half (54%) of respondents view environmental stewardship as a benefit of dairy farming. Respondents identify a range of issues that are top-of-mind and impact their image of dairy farming in New York State: • Positive • Agricultural/environmental benefits • Economic development/support • Role in feeding America’s families (providing local milk/dairy products) • Negative • Land quality issues (ground water contamination/pollution) • Air quality issues (odor/air pollution)

10. Executive Summary Image of Dairy Farming Differences among the six regions surveyed include: Avon/Batavia respondents are more concerned about odor / pollution (18% vs. 12% total). A much higher percent of Auburn/Cayuga and Black River/Watertown respondents have an image of dairy farming that includes “hard work, long hours” and “underpaid, poor farmers.” Those in Black River/Watertown have a less favorable image of dairy farming (74% vs. 85% total). Those in Auburn/Cayuga County have a more positive perception of dairy farms (96% vs. 91% total). Differences between the Farming/Agriculture segment and the “general population” included in the six regions are as follows: A much higher percent of those in Farming/Ag have an image of dairy farming that includes “hard work, long hours” (31% vs. 15% total). Farming/Ag respondents are more inclined to have an image of dairy farming that revolves around physical structures (barns, silos, etc.) (16% vs. 6% total). Farming/Ag respondents are less likely to see dairy farming as essential to the community and local economy (3% vs. 8% total). Farmer/Ag respondents are more inclined to cite environmental benefits of dairy farming (19% vs. 12% total).

11. Executive Summary (cont) Current Awareness of Dairy Farming TV Ads and Billboards About one-quarter (27%) of respondents indicate that they have previously seen a TV ad or a billboard about dairy farming in New York State. About three quarters (73%) believe the main message of these ads is to encourage New York State residents to drink milk and consume dairy products. The majority of respondents (77-87%) who have seen these TV ads and billboards about dairy farming in New York State consider them to be very believable. The majority of respondents (69-73%) who have seen these TV ads and billboards about dairy farming also indicate that they result in a much more favorable image of dairy farming in New York State for them.

12. Executive Summary (cont) Reaction to Coalition PSAs The Coalition PSAs have low awareness and recall among respondents (6%), across regions. This may be attributable, in part, to the fact that the PSAs were no longer airing when the survey was conducted. When presented to respondents, there is consensus, across regions, with regard to the main messages of the PSAs: “Happy Cows”: “Happy / healthy cows produce better products.” “The Land”: “Dairy farming in New York State is environmentally sustainable.” “Feeding Families”: “Farmers providing for New York State families.” All three PSAs are considered by the majority of respondents (80%-82%) to be very believable. All three PSAs also have a positive impact on respondents’ image of dairy farming in New York State (63%-65% much more favorable). Generally, respondents attribute their more positive image to messages that convey farmers’ commitment and passion to their work and caring for animals. Among the PSAs tested, no PSA was most preferred by the majority of respondents. However, there were regional and farming/ag differences: “The Land” PSA is considered more believable by those in Auburn/Cayuga County (90% vs. 82% total). Respondents in Auburn/Cayuga County have a more favorable image of dairy farming after seeing the “Happy Cows” PSA (76% vs. 63% total). Those in Farming/Ag feel that the “Feeding Families” PSA is more believable (89% vs. 82% total).

13. Executive Summary (cont) Reaction to Coalition Billboards The Coalition Billboards have low awareness and recall among most respondents, across regions. This may be attributable, in part, to the fact that the billboards were no longer airing when the survey was conducted. When presented to respondents, there is consensus, across regions, with regard to the main messages of the Billboards. “Happy Cows”: “Happy / healthy cows produce better milk.” “The Land”: “New York State dairy farms are good for the environment.” “Feeding Families”: “New York State dairy farms provide fresh, healthy products.” “Family Tradition”: “New York State dairy farms are family or locally owned and operated.” “Strong Communities”: “New York State dairy farms create jobs.” All five of the Billboards are considered by the majority of respondents (63%-79%) to be very believable. All five Billboards also have a positive impact on respondents’ image of dairy farming in New York State (47%-61% much more favorable). Generally, respondents attribute their more positive image to messages that relate to the environmental and economic benefits of farming, caring for animals, fresh, healthy dairy products and family owned businesses. Of the Billboards tested, “Family Tradition” is seen as most believable and results in the most positive images of dairy farming in New York State.

14. Executive Summary (cont) Reaction to Coalition Billboards Respondents in Auburn/Cayuga County have a more favorable image of dairy farming after seeing the “Happy Cows” billboard (61% vs. 49% total). The “Feeding Families” billboard is considered more believable by respondents in Geneva (85% vs. 77% total). Respondents in Auburn/Cayuga County have a more favorable image of dairy farming as a result of seeing the “Feeding Families” billboard (57% vs. 49% total). Farming/Ag respondents have higher recall of “The Land” billboard (11% vs. 5% total). Farming/Ag respondents have higher recall of the “Family Tradition” billboard (7% vs. 4% total) The “Strong Communities” billboard is considered more believable by Farming/Ag respondents (73% vs. 63% total)

15. Executive Summary (cont) Preferred Communication Channels Dairy farmers are identified by half of respondents (46%) as the most preferred communication channel for PSAs and Billboards. Veterinarians are the least preferred by respondents (55%).

16. Key Findings

17. Image of Dairy Farming

18. Images and Perceptions of Dairy Farms • For two-thirds of respondents (62%), positive images of cows and dairy products are top-of-mind when thinking about dairy farming in New York State. Perceptions / Images of Dairy Farms (Open Ended)* * Categories Less than 5% Not Shown Q1: What is the first thing that comes to mind when you think about dairy farming in New York State? What kind of images do you have of dairy farming? ABC= Significant difference between segments at 95% confidence interval

19. (1-2) Much Less Favorable (3) Somewhat Favorable (4-5) Much More Favorable Images and Perceptions of Dairy Farms (cont) • The majority of respondents (85%) currently have a very favorable impression of dairy farming in New York State. • Those in the Black River/Watertown Region have a slightly less favorable impression, when compared to other regions. • Reasoning cited includes “foul smell”, and the perceptions that dairy farms are not clean and manure has a negative impact on the environment. • About one-quarter (27%) cite agricultural benefits as the reason for their favorable impression. Impressions of Dairy Farming in NYS (5=Much More Favorable, 1=Much Less Favorable) %4-5 Very few have a negative impression, and no consensus emerges around reasoning. Positive Impressions (n=545) Negative Impressions Why do you say that? “It’s good to know the products we buy are close to home.” “It is an important economic resource.” “Questionable issues between ‘green’ and ‘farming’.” “Hard work with very little returns-they are honest people.” “Farms in this area are smaller and well-kept.” Q2: Using a 5-point scale where “5” indicates “very favorable” and “1” indicates “not at all favorable”, please select the number that best reflects your impression of the dairy farming in New York State. Q3. Please explain why you say that. **Data not shown due to extremely small sample size

20. Dairy farms have a very positive impact on NYS and provide residents with many benefits Dairy farms are causing a number of problems for NYS and are detracting from many residents’ quality of life I have no opinion Images and Perceptions of Dairy Farms (cont) • A large majority of respondents (85%-96%), across all regions, believe dairy farms have a positive impact on New York State. • This is particularly true among those in the Auburn/Cayuga County Region. Point of View re: Impact of Dairy Farming on NYS (Aided, Single Response) C Q4: Please indicate which of the following points of view you agree with more. ABC= Significant difference between segments at 95% confidence interval

21. Perceived Benefits/Advantages of Dairy Farming in NYS Greatest Benefits of Dairy Farming (Open Ended)* * Categories Less than 5% Not Shown Q5a: What do you specifically believe is the greatest positive benefit of dairy farming in New York State? ABC= Significant difference between segments at 95% confidence interval

22. Perceived Benefits/Advantages of Dairy Farming in NYS (cont) Primary Reason (n=566) All Reasons (n=583) • In a closed-ended format, nearly all (98%) respondents indicate that “providing milk and other dairy products” is a benefit of dairy farming in New York State. • Approximately half (48%) of these respondents believe it is the primary benefit. • A large majority of respondents (85%) also view supporting the “local business / economy” as a benefit. Stated Benefits (Aided) Q5b: Which of the following do you believe are the benefits of dairy farming in New York State? Q5c: And which of these that you have selected do you believe is the primary benefit?

23. Primary Reason All Reasons Perceived Concerns/Disadvantages of Dairy Farming in NYS • Of the few respondents who indicate concerns about dairy farming in New York State, ground water contamination / pollution and odor / air quality / air pollution are cited most often. Stated Disadvantages / Concerns (Aided, Multiple Response) Greatest Negative Impact of Dairy Farming (Open Ended) (n=13)**  = one respondent Q6a: What do you specifically believe is the greatest negative impact of dairy farming in New York State? Q6b: Which of the following concerns do you have about dairy farming in New York State? Q6c: And which of these that you have selected is the primary concern? **Data not shown due to extremely small sample size

24. Current Awareness of Dairy Farming Ads

25. Current Awareness of Dairy Farming Ads • Slightly more than one-quarter (27%) of respondents have recently seen a TV ad or billboard about dairy farming in New York State. Awareness of Dairy Farming Ads (Aided, Multiple Response) Total (n=647) TV Ad 16% Billboard 11% No 78% Q7: Have you seen any TV ads or billboards recently about dairy farming or dairy farmers in New York State? ABC= Significant difference between segments at 95% confidence interval

26. Perceived Message of Dairy Farming Ads • Nearly three-quarters (73%) of respondents believe the main message of both the TV ads and billboards about dairy farming in New York State is to encourage New York State residents to drink milk and consume dairy products. Perceived Message of TV Ads Among those who have seen TV ads (Open Ended) Perceived Message of Billboards Among those who have seen billboards (Open Ended) *Caution: Small sample size **Data not shown due to extremely small sample size Q8a: What was the main message?

27. Dairy Farming Ad Message Believability (1-2) Not at all Believable (1-2) Not at all Believable (3) Somewhat Believable (3) Somewhat Believable (4-5) Very Believable (4-5) Very Believable • A large majority of respondents (77%-87%) who have seen the TV ads and billboards view them as very believable. • None of these respondents consider the TV ads not at all believable. Believability of TV Ad (5=Very Believable, 1=Not at all Believable) %4-5 Believability of Billboard (5=Very Believable, 1=Not at all Believable) %4-5 Q8b: Using a 5-point scale where “5” indicates “very believable” and “1” indicates “not at all believable”, please indicate the number that best reflects how believable the message is. *Caution: Small sample size **Data not shown due to extremely small sample size

28. Impact of Dairy Farming TV Ads on Image of Dairy Farming (1-2) Much Less Favorable (3) Somewhat Favorable (4-5) Much More Favorable • Nearly three-quarters (73%) of respondents who have seen a TV ad about dairy farming in New York State report that it causes them to have a much more favorable image of dairy farming in New York State. • A third attribute this to the perceived honesty / accuracy of the TV ad. Impact of TV Ads on Image of Dairy Farming in NYS (5=Much More Favorable, 1=Much Less Favorable) %4-5 Why do you say that? More Favorable Impression (n=83) “This commercial was very convincing and seemed like it was presented honestly.” “Showed the farmers as well-educated, professional people.” “Milk is a healthy part of a balanced diet, and it is promoted that way.” “It seemed that the farmers cared about the environment and the local economy.” Q8c: Using a 5-point scale where “5” indicates “very favorable” and “1” indicates “not at all favorable”, please select the number that best reflects the impact of the PSA/Billboardon your image of dairy farming in New York State. Q8d. And what specifically was it that cause you to have a more / less favorable impression? *Caution: Small sample size **Data not shown due to extremely small sample size

29. Impact of Dairy Farming Billboards on Image of Dairy Farming (1-2) Much Less Favorable (3) Somewhat Favorable (4-5) Much More Favorable • The majority of respondents (69%) who have seen a billboard feel it has a favorable impact on their image of dairy farming. • About 30% of these respondents attribute this to the effectiveness of the billboard in communicating the benefits of dairy farming and appealing pastoral images. Impact of Billboards on Image of Dairy Farming in NYS (5=Much More Favorable, 1=Much Less Favorable) %4-5 Very few have a less favorable impression, and no consensus exists around reasoning. Why do you say that? More Favorable Impression (n=58) “I sometimes forget the impact of dairy farming and take them for granted. This billboard is a good reminder.” Less Favorable Impression (n=3)** “The image that was captured- green pastures, blue skies.” “A very ‘home-y’ feel, and made me think of my friends who work so hard farming.” “It is an effort to educate the public and get their image out there.” Q8c: Using a 5-point scale where “5” indicates “very favorable” and “1” indicates “not at all favorable”, please select the number that best reflects the impact of the billboard on your image of dairy farming in New York State. Q8d. And what specifically was it that caused you to have a more / less favorable impression?. **Data not shown due to extremely small sample size

30. Reaction to Coalition PSAs

31. PSA Summary • All three PSAs are seen as very believable by the vast majority of respondents. • All three PSAs also have a strong, positive impact on the majority of respondents’ image of dairy farming in New York State. “The Land” PSA is seen as slightly more believable and slightly more favorable than “Happy Cows” and “Feeding Families”.

32. PSA – “Happy Cows”

33. “Happy Cows” Recall and Perceived Message • Almost half of respondents (43%) believe the main message of the “Happy Cows” PSA is that “happy / healthy cows produce better dairy products.” • Nearly a third (27%) also believe the main message is: ”cows are clean, healthy, happy and treated well.” 6% Yes Total (n=608) PSA Recall Among those able to view the PSA (Aided, Single Response) 94% No Main Message of the PSA Among those able to view the PSA (Open Ended)* * Categories Less than 5% Not Shown Q9a: After viewing this ad, do you recall seeing it on TV over the past several weeks? Q9b: What is the main message of the ad? ABC= Significant difference between segments at 95% confidence interval

34. “Happy Cows” Message Believability (1-2) Not at all Believable (3) Somewhat Believable (4-5) Very Believable • A large majority of respondents (80%) consider the “Happy Cows” PSA to be very believable, particularly those in the Auburn/Cayuga County, Avon/Batavia and Geneva regions. Believability of the PSA Message Among those able to view the ad (5=Very Believable, 1=Not at all Believable) %4-5 Q9c: Using a 5-point scale where “5” indicates “very believable” and “1” indicates “not at all believable”, please indicate the number that best reflects how believable the message of the TV ad is.

35. Impact of the “Happy Cows” PSA on Dairy Farming (1-2) Not at all Favorable (3) Somewhat Favorable (4-5) Much More Favorable • Almost two-thirds of respondents (63%) have a much more favorable impression of dairy farming in New York State as a result of viewing the “Happy Cows” PSA. Auburn/Cayuga County residents have a significantly more favorable image. • A third of the respondents (34%) attribute their more favorable impression to seeing the farmers display caring for their animals. Impact of the PSA on the Image of Dairy Farming in NYS Among those able to view the PSA (5=Much More Favorable, 1=Much Less Favorable) %4-5 Very few have a less favorable impression, and little consensus emerges with regard to reasoning. (n=391) More Favorable Impression Less Favorable Impression (n=27) “It’s nice to see true concern for the animals.” “Questionable issues between ‘green’ and ‘farming’.” “The speaker appears to actually believe in what he is saying.” “I don’t believe animals are family.” “The barns were impeccably clean…the care for the cows was impressive.” “I have seen many farms and I do not believe most farmers care for their animals.” Q9d: Using a 5-point scale where “5” indicates “very favorable” and “1” indicates “not at all favorable”, please select the number that best reflects the impact of the TV ad on your image of dairy farming in New York State. Q9e. And what specifically was it that caused you to have a more / less favorable impression? * Categories Less than 5% Not Shown ABC= Significant difference between segments at 95% confidence interval

36. PSA – “The Land"

37. “The Land” Recall and Perceived Message • Over half of respondents (51%) believe that the main message of “The Land” is that “dairy farming in New York State is environmentally sustainable”. • About one-quarter (24%) believe the main message is that dairy farmers enjoy their work. 6% Yes Total (n=608) PSA Recall Among those able to view the PSA (Aided, Single Response) 94% No Main Message of the PSA Among those able to view the PSA (Open Ended)* Q9a: After viewing this ad, do you recall seeing it on TV over the past several weeks? Q9b: What is the main message of the ad? * Categories Less than 5% Not Shown ABC= Significant difference between segments at 95% confidence interval

38. “The Land” Message Believability (1-2) Not at all Believable (3) Somewhat Believable (4-5) Very Believable • A large majority of respondents (82%) consider “The Land” PSA to be very believable, particularly those in the Auburn/Cayuga County Region. Believability of the PSA Message Among those able to view the PSA (5=Very Believable, 1=Not at all Believable) %4-5 Q9c: Using a 5-point scale where “5” indicates “very believable” and “1” indicates “not at all believable”, please indicate the number that best reflects how believable the message of the TV ad is.

39. Impact of the “The Land” PSA on Dairy Farming (1-2) Much Less Favorable (3) Somewhat Favorable (4-5) Much More Favorable • Approximately two-thirds of respondents (65%) have a much more favorable impression of dairy farming in New York State as a result of seeing “The Land” PSA. • Almost half (41%) attribute this favorable impression to seeing the farmers’ commitment to and passion about farming. • Only a few have a less favorable impression and no consensus emerges with regard to reasons. Impact of the PSA on the Image of Dairy Farming in NYS Among those able to view the PSA (5=Much More Favorable, 1=Much Less Favorable) %4-5 (n=19)** (n=398)# Less Favorable Impression More Favorable Impression “The caring interaction between farmers and their cows.” “They are protecting the animals as well as keeping the land safe.” “The farmers appear to be sincere and genuinely enjoy their livelihood.” “Showed that farming is personal…it is more than a business.” Q9d: Using a 5-point scale where “5” indicates “very favorable” and “1” indicates “not at all favorable”, please select the number that best reflects the impact of the TV ad on your image of dairy farming in New York State. Q9e. And what specifically was it that caused you to have a more/less favorable impression?. “Overall message seemed sincere and realistic aspects of dairy farming.” **Data not shown due to extremely small sample size # Categories Less than 5% Not Shown

40. PSA – “Feeding Families”

41. “Feeding Families” Recall and Perceived Message • Two-thirds of respondents (62%) believe that the main message of “Feeding Families” is “farmers providing for New York State families.” • Over half (55%) believe “Feeding Families” is about “green agriculture and the environment”. 7% Yes Total (n=608) PSA Recall Among those able to view the PSA (Aided, Single Response) 93% No Main Message of the PSA Among those able to view the PSA (Open Ended) Q9a: After viewing this ad, do you recall seeing it on TV over the past several weeks? Q9b: What is the main message of the ad? ABC= Significant difference between segments at 95% confidence interval

42. “Feeding Families” Message Believability (1-2) Not at all Believable (3) Somewhat Believable (4-5) Very Believable • The vast majority of respondents (82%), across all regions, consider “Feeding Families” to be very believable. Believability of the PSA Message Among those able to view the PSA (5=Very Believable, 1=Not at all Believable) %4-5 Q9c: Using a 5-point scale where “5” indicates “very believable” and “1” indicates “not at all believable”, please indicate the number that best reflects how believable the message of the TV ad is.

43. Impact of “Feeding Families” on Dairy Farming (1-2) Much Less Favorable (3) Somewhat Favorable (4-5) Much More Favorable • Approximately two-thirds of respondents (63%) have a much more favorable impression of dairy farming in New York State as a result of viewing “Feeding Families”. • Over one-third (37%) cite the farmers’ passionate and convincing message as effective. Impact of the PSA on the Image of Dairy Farming in NYS Among those able to view the PSA (5=Much More Favorable, 1=Much Less Favorable) %4-5 (n=376)# More Favorable Impression “The ad showed an interview with a real dairy farmer, who showed passion for his work.” Less Favorable Impression (n=19)** “Showing the family consuming the farmer's products hits home and brings a feeling of security.” “We need to be concerned about sustaining our environment.” “They care about the quality of food they are producing.” Q9d: Using a 5-point scale where “5” indicates “very favorable” and “1” indicates “not at all favorable”, please select the number that best reflects the impact of the TV ad on your image of dairy farming in New York State. Q9e. And what specifically was it that caused you to have a more / less favorable impression? “The images appeared real and the farmer genuine.” **Data not shown due to extremely small sample size ABC= Significant difference between segments at 95% confidence interval *#Categories Less than 5% Not Shown

44. Reaction to Coalition Billboards

45. Billboard Summary • All five billboards tested are considered to be very believable by the majority of respondents. • For approximately half of respondents, these billboards generate a strong, positive image of dairy farming. When compared with other billboards tested, “Family Tradition” is the most believable and has the most favorable impact on the image of dairy farming in New York State.

46. Billboard – “Happy Cows”

47. “Happy Cows” Recall and Perceived Message • The vast majority of respondents (80%) believe the main message of “Happy Cows” is “happy and healthy cows produce better milk.” Billboard Recall (Aided, Single Response) %Yes Main Message of the Billboard (Open Ended) Q10a: After viewing this billboard, do you recall seeing it in your community? Q10b: What is the main message of the billboard? ABC= Significant difference between segments at 95% confidence interval

48. “Happy Cows” Message Believability (1-2) Not at all Believable (3) Somewhat Believable (4-5) Very Believable • Approximately two-thirds of respondents (67%), across all regions, consider “Happy Cows” to be very believable. Believability of the Billboard Message (5=Very Believable, 1=Not at all Believable) %4-5 Q10c: Using a 5-point scale where “5” indicates “very believable” and “1” indicates “not at all believable”, please indicate the number that best reflects how believable the message of the billboard is. ABC= Significant difference between segments at 95% confidence interval

49. Impact of “Happy Cows” on Dairy Farming (1-2) Much Less Favorable (3) Somewhat Favorable (4-5) Much More Favorable • Half of respondents (49%) have a much more favorable image of dairy farming in New York State as a result of seeing the “Happy Cows” billboard. • Half of these respondents (46%) cite the “animal friendly” message of the billboard. • Very few respondents (9%) have a less favorable image of dairy farming in New York State; some believe the “Happy Cows” message to be far fetched. %4-5 Impact of the Billboard on the Image of Dairy Farming in NYS (5=Much More Favorable, 1=Much Less Favorable) Why do you say that? Less Favorable Impression More Favorable Impression Total (n=45)* Total (n=320) “Tell me exactly how one can determine how a cow is happy.” “(The message) is clear and focused on the health of the animals. “Unless you are looking for a laugh this will not be taken seriously.” “Love the heart with the cow pattern…it makes you feel good about farming.” “(I’m) not sure I’m interested in how happy a cow is.” “This ad was used by the CADA 10 years ago, and is still being used today.” “It is a good product, and this (ad) convinces me of it.” Q10d: Using a 5-point scale where “5” indicates “very favorable” and “1” indicates “not at all favorable”, please select the number that best reflects the impact of the Billboard on your image of dairy farming in New York State. Q11e. And what specifically was it that caused you to have a more / less favorable impression?. *Caution: Small sample size ABC= Significant difference between segments at 95% confidence interval

50. Billboard – “The Land”