Studies show that environmentally friendly products are important to American consumers when they shop, and one in three consumers say they will pay more for products that promote conservation. Rosy-Lane Holsteins in Watertown, Wis., one of the latest winners of the U.S. Dairy Sustainability Award, approaches sustainability in a wide variety of ways, from genetics and employee training to energy efficiency and innovative field work. Dairy Stream host Mike Austin hears from two of Rosy-Lane’s owners, Lloyd Holterman and Jordan Matthews, about how it all works together. Thank you to Dairy Farmers of Wisconsin for sponsoring this podcast. Dairy Stream is co-produced by Edge Dairy Farmer Cooperative and Dairy Business Association.