Campaign Targeting Latino Community for Dairy Workers
By Patrick Cavanaugh, Farm News Director
Western United Dairymen, based in Modesto, is launching a Spanish language campaign to educate the Latino community about working for California dairies, according to Anja Raudabaugh, chief executive officer of the organization.
“We’re basically going to be offering a lot of benefits for Latino employees and their families to stay working for dairies or to come to work for dairies,” she said. “We’re going to be doing quite a bit of immigration services, free of charge for those families. We want to elevate the status of women on the dairy farm because they tend to do really well with the cows and the calves.”
The campaign is known as Lecheros Unidos de California.
“We are really targeted and branding, with the dairy community and not just Western United Dairy,” Raudabaugh said.
The campaign will be heard throughout the San Joaquin Valley on Spanish radio and television. The California dairy industry compensates Latino workers well beyond minimum wage to get the work done.
“This is a effort to strengthen the connection that the Latino community has with the dairy industry,” Raudabaugh. “We want them to know that we care for the community and count on them to work in our industry.”