Farmer's care about their image and they care about the environment. No matter what an individual farmer does to support the environment, if the industry has a bad environmental reputation it's a black eye for everyone. So industry-wide organizations are getting involved to benchmark current performance and encourage their farmers to keep improving so that the story they can share with today's sustainability attuned consumers adds environment to the traditional messages about taste, convenience and nutrition. To get a good story you have to be a good story and the Dairy industry has a good story that is told to Farm to Table Talk by Tara Vander Dussen and Krysta Harden.  Tara is a Dairy Farmer, Environmental Scientist and host of the New Mexico Milkmaid blog. Krysta Harden is the Executive Vice President of Global Environmental Strategy at the Innovation Center of US Dairy, the former Deputy Secretary of Agriculture and Georgia farm native.  www.usdairy.com