Dairy farmers are gathering in St. Paul this week to have what Midwest Dairy CEO Lucas Lentsch calls “disruptive conversations” about consumer preferences:

“This is a conversation that is going to happen with or without us. And it is so important for us as an industry to come together across the barnyard with our farmyard friends and talk about how to engage today’s consumers, to bring them an excellent experience when it comes to their food. And also to trust where it comes from.”

Lentsch says the Dairy Experience Forum addresses the vast and ever-changing opinions people have about milk.