Dairy farmers suffer losses when cows produce less milk and less calves, but the low production can be traced back to poor feeding, low feed intake and diets that are not nutritionally balanced. This video explains how this cow feeding challenge is being addressed through the CashCow initiative. The process starts with putting the cows on the right ration to challenge them to produce more, and then working with the dairy cooperatives to coordinate fodder supplies from commercial fodder producers. So that the cows can feed on the right diets throughout their lactation cycles. The genetics are OK, but we have not challenged the cows enough. CashCow comes to address this, and give farmers new hope that they are in business in dairy as long as feeding is addressed.