The relationship between Dairy Management Inc. (DMI) and the National Fluid Milk Processor Promotion Board (MilkPEP) is a powerful example of how a collaboration can drive positive change for farmers and the companies that process our milk.
We’re seeing the effectiveness of the farmer- and importer-funded checkoff aligning on strategies and combining efforts with the milk processor checkoff and how that leads to results that are good for all.
It’s an effort rooted in mutual trust, shared goals and a commitment to leveraging resources for maximum impact – making the best use of everyone’s checkoff dollars. The work has been essential in expanding initiatives to engage Gen Z and families on the numerous nutritional benefits of fluid milk.
DMI and MilkPEP staffs meet frequently to discuss strategies and program opportunities and leadership from both organizations often attend each other’s board meetings to update farmer and company leaders on shared promotional efforts and alignment. How do we position dairy as an essential part of the modern health benefits consumers seek, such as gut health, immunity and energy? What myths about dairy can we help dispel? How do we keep telling the story of dairy farmers’ commitment to sustainability?
Together, we’re achieving more than either organization could on its own, and we’re seeing positive sales results in the fluid milk category. In 2024, U.S. fluid milk sales volume grew 0.5% over 2023 (on a leap year adjusted basis), according to USDA Agricultural Marketing Service data. This marks the first year that fluid milk has seen a year-over-year volume increase since 2009. In fact, from 2013 to 2023, fluid sold through all channels declined an average of 1.9% each year.
And most recently, several media have published articles about how real dairy milk is back, increasing in popularity with consumers.
A signature program of the DMI and MilkPEP collaboration is the Dairy Diaries docuseries, where we partnered with Emmy-nominated sketch comedian and actress Vanessa Bayer. The series, which received support from American Dairy Association Northeast, premiered last April on the Roku Channel.
In Dairy Diaries, Bayer visited fourth-generation Beck Farms in upstate New York, where she had an immersive experience learning about modern farming and milk’s sustainability journey from the farm to the fridge. This docuseries was a hit with eco-conscious young adults as it became the most-viewed short-form branded series on Roku.
An impressive 52% of viewers left with a “very favorable” opinion of dairy milk, and 61% came to understand it as “sustainably produced.” We saw a 23% increase in the belief that dairy farming is environmentally friendly, and three out of five viewers reported a greater respect for dairy farmers after watching the series.
In addition to Dairy Diaries, we worked to elevate the research-backed benefits of dairy foods during the first 1,000 days of life – from conception to the child’s second birthday. Dairy’s nutrient package has been shown to positively impact cognition and brain health. DMI and MilkPEP worked in tandem, along with National Dairy Council’s health and wellness professionals, U.S. Dairy Export Council and state and regional checkoff teams, to amplify these benefits to consumers via influencers and media partnerships in addition to pediatricians and other health and wellness thought leaders.
Meanwhile, MilkPEP used its network of social media influencers and mainstream media outlets to reach moms and parents.
DMI’s relationship with MilkPEP can sometimes deliver unexpected opportunities, too. For example, MilkPEP learned about Instacart’s plans to air a commercial during the recent Super Bowl. The ad included the tagline “did you get the milk?” with an image of a Holstein riding away on a motorbike. Knowing about this effort ahead of time, DMI quickly capitalized on the excitement around the game. We executed an advertising strategy on Instacart’s e-commerce platform the week before the game, with “did you remember the milk?” messaging. The campaign ran throughout February.
While promoting fluid milk is a key focus of the DMI-MilkPEP partnership, we also remain committed to the “protect” aspect of our work. Years ago, five leading dairy organizations, including DMI and MilkPEP, formed the Dairy Communications Management Team (DCMT). This group unites our industrywide expertise and resources to address issues and crises, ensuring we can respond swiftly and maintain trust in the products and the people who produce them.
As we look ahead, our relationship will only grow through regular meetings to discuss strategic opportunities. With consumers bombarded by information from all angles, it’s more crucial than ever that we have scaled, focused efforts promoting dairy and fluid milk. We must remain nimble and forward-thinking to meet the demands of this increasingly complex marketplace.
And that means being the best stewards of the checkoff investment – whether you’re on the farming or processing side of the equation.
To learn more about your national dairy checkoff, visit www.dairycheckoff.org or to reach us directly, send an email.
