Dairy Checkoff Highlights 2024

The dairy checkoff stresses they continue to find ways to grow sales and build trust in dairy.  Dairy Management Inc. President and CEO Barbara O’Brien recently shared some highlights of this work from 2024 and what the team is looking forward to in the future.  One of the key areas of focus is growing the checkoff’s longtime commitment to research and science and working with respected health professionals and medical organizations.

“It starts fundamentally with some of the work we're doing in science and taking that science to a very important influencer group, and that's health professionals," she noted.  "So, as you know, we work with the National Medical Association, National Hispanic Medical Association, the Mayo Clinic, the American Academy of Pediatrics, and others to share that science to ensure those professionals who are meeting with patients every day and making recommendations around their diet and where dairy fits in their diet. Our science is breaking through. There are fundamental shifts we're seeing with some of the health community where they're reconsidering and importantly recommending dairy in the diet.”

Another key checkoff strategy is reaching consumers through online channels where people go for the majority of information.  O’Brien said checkoff-led efforts with social media influencers are creating awareness, and consumers are talking about dairy and seeking recipes featuring milk, cheese, and yogurt.

“The social buzz in my mind is converting to sales, and we see growth for the first 10 months of the year across all dairy categories and the entire country," O’Brien said.  "So, for me, that's the indication of a real renaissance, and it's our intention to keep that renaissance going.”

O’Brien said the checkoff also is continuing its efforts focused on youth, including strategies that begin before birth, where dairy can positively impact a child’s cognitive development.

“So, we’ve stepped back to surround the child from the first thousand days of their life all the way through, you know, that year 18. So, I want farmers across the country to know that we continue to be committed to the next generation. In school, in home, online gaming, we're using all of the tools in the toolbox, nationally and locally, to make sure we're connecting with kids where they are.”

As O’Brien said the checkoff prepares for a new year, there is one take-home message she hopes comes across: the dairy checkoff is achieving its goals of growing sales and trust.

“It's working. This investment after almost 40 years, I mean, it's worked along the way, but importantly, it's working. And we're laying the ground now for the next 10 years of success for dairy. And all of the pieces are falling into place in terms of driving US Dairy's continued growth and positioning, not just here in the United States, but increasingly around the world.”

Visit the Dairy Checkoff's Website to learn more about current and future efforts to promote the industry.

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