“From concept to commercialization, our expanded program meets innovators where they are and helps them scale by tapping into the powerful benefits of California milk and our support system for brands that use the Real California Milk seal,” said Bob Caroll, CEO of the California Milk Advisory Board. “By formalizing the Incubator alongside the Excelerator, we’re helping even more startups realize their potential and doubling down on our long-term commitment to reimagining what’s possible with real milk from our dairy farm families.”

 The Excelerator and Incubator tracks will run for 10 weeks and offer stipends to support program participation—from formulation and production to marketing and retail strategy, along with providing elite mentorship, hands-on support, and connections across the dairy supply chain. The program will culminate in an in-person event in California where Incubator and Excelerator participants will sample their products and the Excelerator cohort will compete in a live pitch competition with up to four finalists taking home $30,000 in marketing support. Those four will then compete over the following 12 months to unlock an additional $100,000 in support based on in-market performance.

The Real California Milk Excelerator is open to growth-stage companies already demonstrating product traction and revenue, while the Incubator track is built for early-stage startups, including pre-revenue concepts. Applicants will be evaluated through a single submission and placed into the track that best aligns with their business stage, traction, and goals.

The program’s return comes amid renewed momentum for dairy. According to Circana, real milk sales rose 4.6% year-over-year in dollar terms through May 2025, underscoring consumer interest in real milk for its taste, nutrition, and versatility.

“Dairy is experiencing a powerful resurgence as consumers seek authentic, nutritious options—and the opportunity for innovation has never been greater,” said Fred Schonenberg, Founder and CEO of VentureFuel. “In year seven of the Real California Milk Excelerator, we continue to unlock new commercial growth for visionary entrepreneurs who are building with dairy, no matter what stage their products are in. By connecting bold ideas with the resources, expertise, and network they need, we are proud to work with CMAB to help shape the future of dairy and drive the next wave of category-defining products.”

 Applications are open through Aug. 4. Startups and entrepreneurs developing high-growth dairy products made with at least 50% dairy are encouraged to apply. Categories of interest include beverages, snacks, cheeses, yogurts, butter, confections, and even non-edible items such as personal care or pet products with a specific interest in GLP-1 friendly, gut health, high protein, lactose-free and reduced sugar products.

Interested parties can apply or learn more about competition rules, key dates, the application process, and RSVP for a virtual information session on July 15, 2025 at 12 PM PST at realcamilkexcelerator.com.