Dairy in the digital age: Combating misinformation with transparency and trust

KENYA – The dairy industry must combine transparency, creative communication, and collaboration with credible voices to ensure consumers understand the true value of dairy.

At the Africa Dairy Innovations Summit (AFDIS), the panel on “Communicating the Goodness of Dairy in the Age of Social Media, Fake News & Misinformation” brought together experts to unpack how misinformation is reshaping consumer perceptions of dairy and how the industry can respond.

Panellists included Milan Kabata (Marketing Manager at Glacier Products), Waithera Ng’ang’a (Marketing Manager at Bio Foods), and Victor Thumbi (Marketing Manager at Kinangop Dairy).

The discussion began by addressing the biggest misconceptions about dairy. Milan Kabata argued that many young people see dairy as “boring,” tied only to a glass of milk at breakfast.

Waithera Ng’ang’a countered that a more dangerous misconception is the idea that “we don’t need dairy anymore,” fueled by the rise of plant-based alternatives.

Victor Thumbi added that dairy is often underestimated for its versatility, pointing to innovations such as fruit yoghurts and lactose-free products that appeal to health-conscious consumers.

Additionally, the panel emphasised that the greatest gap lies in communication rather than regulation or enforcement.

Waithera noted that communication is the weakest link. “Regulators are doing much to enforce quality, but the industry does not talk enough about its achievements.”

She stressed that processors are largely self-regulated and disciplined, but they fail to communicate this to consumers.

Milan built on this point, noting that dairy has been packaged and marketed for decades in ways that have not evolved to resonate with younger audiences.

She argued that communication must be tailored to Gen Z and millennials, using fun, relatable, and visually engaging formats.

On the issue of the impact of misinformation on dairy consumption patterns, Victor explained that misinformation spreads faster than truth, especially on social media.

“Within 24 hours, a false claim can damage consumer trust, and recovering from it is costly,” he said.

The panel also debunked common myths.  They addressed the issue of whether plant-based alternatives are always healthier than dairy.

The panellists stressed that while alternatives serve lactose-intolerant consumers, dairy remains a nutrient-rich whole food, and perception often outweighs fact in consumer decision-making.

Additionally, panellists noted that many people self-diagnose lactose intolerance without understanding it, often reacting to contaminated milk rather than genuine intolerance.

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