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Dairy Dream

Creating a Better Cycle Between Sustainable Dairy Farmers and Customers

MA 22/23
Sustainable farming, Agricultural transformation, Circular Economy, Dairy industry

As sustainable dairy farm transformation is a complex and long-term process, dairy farmers are frustrated by the financial pressure of transformation, and the public does not understand and value their efforts. At the same time, many people still love dairy products but feel guilty and ashamed while consuming milk due to the negative information they get from social media.

Dairy Dream is a service that aims to enable the farmer and consumer sides to see each other better, establish a more transparent communication mechanism, and make consumers a part of the transformation of a sustainable Dairy industry and work towards a more sustainable future.



The value of the dairy industry is undeniable, whether it is the contribution of cows to the balance of biodiversity or dairy products that provide vital nutrition to 6 billion people around the world and create more than 3 million jobs. 

However, environmental and animal welfare issues in the dairy industry today are somewhat controversial. In response, governments worldwide have issued new policies, hoping that the dairy industry can achieve sustainability goals in the next 20 years. However, the transformation of dairy farms is much more complicated than imagined. Not only does it require high economic investment, but it also needs to face market misunderstandings, and the most affected and challenged group is the dairy farmers.

Key insights

1. Running a sustainable farm has a high financial risk. 

Farmers must invest highly in energy recovery equipment or improving cows' environment. However, even though they can produce higher quality milk, as a farm owner told us, "We have no control over the price that big companies pay for milk, which makes us feel insecure." Sustainable milk is difficult to sell in supermarkets at a cost-effective price because big dairy brands will not pay more for the extra protein and nutrition.

2. Farmers feel upset by the public's misconception of the dairy industry. 

Nowadays, too many people deny the value of dairy products for no reason, unaware that a group of farmers are trying to balance environmental responsibility and livelihood by transforming to sustainable farms.

3. People feel guilty about drinking milk but know nothing about sustainable dairy.

People's diet is highly influenced by social media nowadays. A large amount of information with different opinions makes it difficult for consumers to follow, which leads some people who still love dairy to be forced to follow the trend and choose alternatives or feel guilty and ashamed when consuming milk. And the sad thing is, although they are more aware of the environment, they know nothing about sustainable dairy.

Problem statement

How might we naturally bring sustainable dairy products into people's lives and turn part of the income into funds to support farmers in sustainable farming?


We looked into the daily life pattern of modern people. Found that in addition to consuming dairy products in supermarkets, modern people's coffee addiction has become the most common time for people to drink milk, and coffee shops have naturally become a space for people to stay for a longer period.

Our early idea

In our dairy dream, we hope to use sustainable coffee shops in the community as a touchpoint to provide people with a new choice of sustainable milk when they consume coffee daily. And through our innovative strategy, we can attract consumers to understand the value of sustainable dairy. Our goal is to create conversations between farmers and consumers and to help farmers continue sustainable practices on an economic and spiritual level.


Special thanks to our tutor Richard Atkinson for guiding us throughout the journey, Daniel Miller (Head of The Dorset Dairy Co), Dulcie (Owner of Fen Farm Dairy) and all our interviewees for the valuable feedback and support.

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