Dairy checkoff program to drive an additional millions of pounds of cheese use
A marketing campaign begins in October and runs through March of 2024.
A new dairy checkoff growth program with pizza partners is reportedly expected to drive an additional 12-plus million pounds of cheese use.
The bulk of the cheese will be used internationally through an effort with a major quick-serve restaurant pizza chain and a U.S. cheese company. The pizza chain has opened its sourcing to U.S.-produced cheese suppliers as it seeks to return its business success to pre-COVID levels. The company also is leaning on the checkoff for strategic support to increase pizza consumption frequency in this market via advertising and marketing communications.