2024 Checkoff Highlights Drive Sales, Trust, Innovation for Dairy Industry
Contact: Scott Wallin
Scott.Wallin@dairy.org
ROSEMONT, Ill. – Dairy checkoff initiatives of 2024 successfully increased dairy access in schools, expanded market share for U.S. dairy products domestically and internationally and supported the industry’s longstanding commitment to sustainability on behalf of U.S. dairy farmers and importers.
Dairy Management Inc. (DMI) President and CEO Barbara O’Brien pointed to a collective effort of national and local teams that delivered results this year.
“The checkoff is working, and we have achieved a lot in building the next chapter of our history,” said O’Brien, who outlined “now, next and future” checkoff strategies at this year’s joint annual meeting. “This success was made possible by the dedication and hard work of everyone across the checkoff federation. This was a strong year of results as we continue to work with and through others to catalyze action against our trust- and sales-building priorities.”
Checkoff-led highlights from 2024 include:
Increasing Dairy Access in Schools – A partnership provided hot chocolate milk to students during a pilot with Chartwells K12, which serves more than 2 million meals daily at 700 school districts. National Dairy Council (NDC) and Chartwells launched the Hot Chocolate Milk program in 58 schools, which features hot chocolate milk – with toppings such as cinnamon and peppermint – served during breakfast and lunch.
Another school pilot offered lactose-free chocolate milk and increased consumption and reached students who weren’t drinking milk because of real or perceived lactose intolerance. NDC and American Dairy Association Mideast worked with Cincinnati Public Schools (CPS) to offer the country’s first single-serve lactose-free chocolate milk program. When compared to the rest of the district, the pilot schools experienced a 16-percent increase in milk consumption. The pilot was so successful that CPS is offering lactose-free chocolate milk in all schools.
Partnerships Growing Sales – The checkoff’s longstanding strategy of working with and through powerful partners continues to deliver results. For example, the checkoff supported Domino’s with its launch of cheese-centric items, including the New York Style Pizza and five-cheese mac and cheese.
This strategy of working with pizza partners also continues to find success internationally, a key tactic to reach the 95% of the world’s population that lives outside of the United States. DMI’s partnership with Pizza Hut Japan led to the chain announcing a permanent 30% increase of cheese use on all pizzas.
Other partnership innovations included working with General Mills to create YoBark, a yogurt-based snack designed to give families a tasty option and expand yogurt’s presence in the snacking category.
Sharing The Science of Dairy – One emerging research area is dairy’s impact on the first 1,000 days of life – encompassing pregnancy through a child’s second birthday. This is a critical period for brain development, which is impacted by nutrition and dairy can significantly support cognitive development, thanks to nutrients including iodine and choline. Checkoff organizations nationally and locally teamed with MilkPEP to elevate awareness and understanding of dairy’s contributions with expecting mothers and parents seeking nutrition guidance.
NDC also showed its ability to convene thought leaders when it hosted more than 100 national and international health and wellness experts for a two-day scientific conference addressing the dairy matrix, the concept of exploring the unique nutrient, non-nutrient and molecular compositions of dairy foods. Among the meeting attendees were representatives and speakers from major health professional organizations leading universities and organizations.
Supporting Dairy’s Sustainability Legacy – The checkoff is focused on deepening its knowledge and attracting the investment in research on practices and technologies that work from a mitigation standpoint, and tools and resources to support adoption. DMI is tracking more than $29 million in additional investment from partners for pilot projects and research that empower sustainability action. One example is the Greener Cattle Initiative, a collaboration which announced a second round $5 million funding for enteric methane mitigation research.
The checkoff launched the Dairy Conservation Navigator, a resource hub designed to provide farm advisors, stakeholders and conservation professionals with science-based information on sustainable practices and technologies. Checkoff scientists and others developed a list of 80-plus practices that have a positive environmental benefit.
Checkoff Sparking Innovation – The checkoff showcased dairy innovation and its nutrition package to 70,000 people attending Natural Products Expo West, the leading trade show in the natural, organic and healthy products industry. DMI unveiled its www.InnovateWithDairy.com tool, which serves as a one-stop shop for anyone seeking information about dairy innovation.
DMI also kept its focus on future innovators with its New Product Competition. A University of Minnesota team took first with a creamy Norwegian-style, whey-based cheese spread.
More checkoff results, including financial reports, can be found at www.dairycheckoff.com.
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About Dairy Management Inc.
Dairy Management Inc.™ (DMI) is funded by America’s more than 26,000 dairy farmers, as well as dairy importers. Created to help increase sales and demand for dairy products, DMI and its related organizations work to increase demand for dairy through research, education and innovation, and to maintain confidence in dairy foods, farms and businesses. DMI manages National Dairy Council and the American Dairy Association, and founded the U.S. Dairy Export Council, and the Innovation Center for U.S. Dairy.
