LA FARGE, Wis., September 26, 2024 — Organic Valley®, the leading farmer-owned organic cooperative, has unveiled an innovative new way to create ads: cows grazing pasture to spell out letters. Cows on three Organic Valley farms across the country are eating pasture grasses around strategically placed fences that form the word "BUZZ-WORTHY" and an emoji-like bee. The ads are eye-catching, environmentally friendly and beneficial for the ecosystem. They provide habitat for pollinators, such as honeybees, and prevent soil erosion and water runoff. All materials from the zero-waste ads are reused as feed or fencing.

The Greenest Ads are the result of a collaboration between Organic Valley farmers, their cows, and a team of experts in grazing, fencing and aerial photography. Organic Valley designed the ads to catch the attention of passengers flying over the farms and to spark curiosity about the organic practices that protect the environment and produce high-quality dairy products.

"I love talking about how buzz-worthy organic farming is, but seeing life in those letters, seeing monarchs and other wildlife in the field, that’s really special," said Melissa Weyland, an Organic Valley farmer from Wisconsin.

The Greenest Ads can be seen from planes flying over farms in Maryland, Minnesota and Wisconsin, as well as on social media. Organic Valley has also created a landing page on its website, where visitors can learn more about the campaign, the farmers and the environmental benefits of organic farming. The campaign will run until the end of October, when the pasture season ends.

Read more about what it takes to create The Greenest Ads and hear from the farmers involved, on Organic Valley’s blog, Rootstock®.