Dairy Management Inc., which manages the national dairy checkoff program, recently announced significant outcomes in 2023 on behalf of America’s dairy farmers and importers.
“This past year, we built on our collective successes while defining the next chapter of the checkoff’s history,” said Barbara O’Brien, president and CEO of DMI and the Innovation Center for U.S. Dairy. “ASPIRE is the acronym for our strategic areas of focus (Sustainability, People, Innovation, Reputation, Exports), and staff at local, national, and international levels have worked together to deliver meaningful results and ensure funders see a whole new level of transparency and accountability for their investment.”
Sustainability highlights
On the sustainability front, the checkoff focused on research and technology, implementing practices for viable solutions for farmers.
The Feed in Focus program was also launched this year, benefitting 31 farms, 9,000 acres, and 20,000 cows with substantial incentives. Securing over $10 million for the Net Zero Initiative aimed at 2050 environmental goals, including grants for the Greener Cattle Initiative, marked a significant achievement.
The Innovation Center saw increased engagement, with 39 major companies committing to the U.S. Dairy Stewardship and higher participation in sustainability meetings.
Innovation highlights
In the realm of domestic foodservice growth, partnerships with major brands, including McDonald’s, Domino’s, and Taco Bell contributed to over 200 million pounds of growth, seen notably in McDonald’s McFlurries, the Grimace shake, Domino’s Loaded Tots and Stuffed Cheesy Bread, and Taco Bell’s Grilled Cheese Burrito, now a fixture on their menu. Additionally, introducing frozen beverages played a pivotal role in this expansion.
Moreover, the checkoff strategically activated three key growth landscapes encompassing health and wellness, food service, and beverage sectors. This activation spurred industry-wide innovation, fostering advancements and novel approaches within these areas.
Collaborations with esteemed institutions such as the Mayo Clinic, University of California-Davis, and Cornell also resulted in significant strides in dairy research and modernization. These partnerships drove the scientific understanding and application of dairy in various fields, underlining the checkoff’s commitment to pushing boundaries and innovation in research.
Innovation Center for U.S. Dairy
The U.S. dairy industry made significant strides in engaging and progressing within pre-competitive social responsibility areas that hold immense significance for consumers and customers. This progress was evident through several key achievements.
The adoption of the U.S. Dairy Stewardship Commitment saw a notable increase, with 39 companies — representing 75 percent of the milk supply — embracing this commitment to elevate dairy practices.
Furthermore, the Dairy Sustainability Alliance witnessed a remarkable surge in its membership, with 200 companies and organizations now actively involved. This upsurge reflects a collective dedication to sustainability and responsible practices within the dairy sector.
The industry also displayed robust participation and involvement in pivotal gatherings, underscoring its commitment to sustainability and progress. The Dairy Sustainability Alliance Fall meeting saw 335 attendees, while the Sustainable Ag Summit set a record attendance with an impressive 925 participants.
Initiatives that improve reputation
The “See Dairy Differently” initiative, a collaboration with Washington Post, USA Today, and Wired under the Undeniably Dairy partnership, challenged misconceptions about dairy production. The campaign accumulated over 180 million impressions and reshaped perceptions.
Strategic content planning on USDairy.com led to a substantial increase in web traffic, attracting over 4.3 million views from 3.1 million users. The platform became a hub for information and engagement.
The checkoff’s efforts in leveraging dairy nutrition and environmental science resulted in securing media placements in major and local outlets, reaching an impressive readership of nearly 2.7 billion. These stories covered diverse topics such as farmer narratives, sustainable production, popular trends, and recipes.
Additionally, collaborations with reputable health authorities like the Mayo Clinic, and the National Medical Association have notably bolstered the reputation of dairy within health and scientific circles, emphasizing its positive attributes and contributions.
Export growth
Amidst obstacles, the dairy industry experienced export growth, notably through a strategic partnership with Yum China to expand the use of U.S. cheese.
This collaboration has already facilitated the delivery of 10.84 million pounds of cheese, showcasing a significant uptick in international exports despite the challenges faced.
Shifting gears towards a more sustainable approach, there’s been a pivot in focus from short-term promotional tactics to emphasizing permanent menu innovations and new product launches.
Notable instances include the introduction of Domino’s Pan Pizza in Saudi Arabia and the UAE, incorporating 20 percent more U.S. cheese.
The expansion of AMPI’s Dinner Bell Creamery premium processed cheese across specialty burger chain menus in China also marks a deliberate effort to integrate high-quality dairy products into diverse international markets, emphasizing a commitment to long-term menu enhancements rather than short-lived promotions.
“I’m so proud to see the checkoff continue to prioritize outreach and engagement with farmers, ensuring that our voices are heard and reflected in all initiatives,” said Virginia dairy farmer and National Dairy Promotion and Research Board Chair Joanna Shipp. “Our revitalized Annual Meeting and farmer-led board meetings are a testament to this commitment, offering opportunities for farmer interaction and feedback that is reflected in checkoff’s local and national plans.”
O’Brien added, “We had an amazing year of momentum and progress. The checkoff organization is committed to building a culture of innovation and excellence, driven by a strong purpose to support farmers and deliver high-quality work. The focus for 2024 remains on delivering short-term demand and sales at the same time we’re building the pipeline for future growth through science and innovation. And we’ll continue to engage farmers from across the country — securing their input, listening to feedback, sharing the work and results in a way we know resonates.”
