The levy-funded body, Dairy NZ, is taking a different approach in developing a new strategy for New Zealand dairy farming.
The organisation has already had discussions with about 8000 dairy farmers and other stakeholders and has released a draft strategy for another round of consultation before it launches the final version in May.
It will replace the existing strategic framework document that's now five years old.
Dairy NZ's chairman John Luxton says the new strategy has shifted from focusing purely on measures to increase on-farm productivity to take a broader approach.
He says this document focuses on the farm system, to ensure all the parts of that system are working to their maximum ability and to provide the outcomes that farmers want.
Mr Luxton says there are some specific targets in areas such as profitability, enhancing the reputation of the industry and ensuring New Zealand milk is competitive internationally.