It’s not hard to see how this happened: Virginia goat cheese producer Caromont Farm advertised on its Facebook page a need for volunteers to snuggle baby goats. People responded in droves, eager to get some goat love, and the story, adorably enhanced with tiny cable-knit sweater wearing kids, got picked up everywhere, like Buzzfeed, and ABC News, The Washington Post and The Today Show; pretty much a media relations slam-dunk if I ever saw one, and not even what the little farm intended! No need to apply for goat snuggling this season, but the farm has scheduled a Goatapalooza for anyone who still needs their goaty fix.
We love the attention it’s getting, though because our client Cavalier Produce is a distributor of Caromont Farm cheeses, supplying local restaurants with it, and another client of ours uses goat’s milk for another purpose: Wynott Farm sells goat’s milk soap. Goats are getting their day, for sure!
I’d be remiss if I didn’t point out that local NBC affiliate WVIR-TV NBC29 covered the story first, largely responsible for setting off the avalanche of media coverage. Also, it appears (as of January 14, 2016 at 2:00PM Eastern, that Caromont Farm has deleted or unpublished their Facebook page, a sad footnote on how small businesses are often unprepared for a big wave of attention.