Dairy is winning with consumers and the national checkoff is helping lead the charge, thanks to investments in research, marketing, partnerships and innovation.

That was the message from Dairy Management Inc. (DMI) President and CEO Barbara O’Brien (pictured) at the 2025 Joint Annual Meeting of the United Dairy Industry Association, the National Dairy Promotion and Research Board and the National Milk Producers Federation, which drew nearly 800 farmers and industry representatives to Arlington, Texas, Nov. 10-12.

“Over the last few months, I spent time visiting local promotion boards and going on farms in Michigan, Maine, Kansas and more,” O’Brien said. “Visiting farms offered valuable insights into various business operations, technology and teamwork that define dairy farming today, regardless of geography or scale. 

“Their story is our story – rooted in tradition, fueled by innovation and united by a belief that together, we can achieve what no single farmer can do alone. That’s the premise on which dairy checkoff was founded, and it’s the spirit that drives our industry forward today.”

O’Brien said the checkoff’s mission is clear: to turn farmers’ and importers’ investment into momentum by building trust, growing demand and securing a strong future for U.S. dairy. 

“We bring science, scale and speed-to-market on behalf of farmers and importers,” she said. “Together, that collective strength drives results for dairy in powerful, measurable ways.”

According to Circana retail data, dollar and unit sales are up across eight of 10 top dairy segments and real dairy products are growing nearly 6% year over year. Across key refrigerated categories, dairy products generate seven times more sales than plant-based alternatives, which are now in decline.

Three out of four U.S. households purchased a dairy product in the past week, O’Brien said, while nearly two-thirds specifically bought milk, cheese or yogurt. 

“When it comes to dairy, consumers are looking for the real thing,” she said. “And that didn’t happen overnight. It’s the result of years of research, collaboration and consistent farmer investment.”

Analysis Confirms Checkoff’s Value

The meeting featured a presentation by Dr. Oral “Jug” Capps Jr., executive and regents professor at Texas A&M University, who has evaluated dairy promotion programs since 2011. His independent economic analysis showed substantial positive impacts from checkoff-funded efforts in four key areas: domestic foodservice partnerships, fluid milk innovation, whole-fat science and dairy exports.

 The findings – though not comparable to one another – found:

• Foodservice partnerships with McDonald’s, Taco Bell and Domino’s contributed to 18.5 billion additional pounds of dairy sold at retail, providing $875.9 million cumulatively to farmers from 2009-24. For every dollar invested by dairy farmers and importers, Capps’ research found the net return is $3.49.
• Fluid milk innovation from 2018-24 contributed 10.4 additional pounds sold per dollar spent, totaling $121.5 million in benefit and a return of $1.68.
• Whole-fat science research from 2012-24 generated 8.2 billion additional pounds sold and nearly $400 million in cumulative value for a return of $34.55.
• Dairy export promotion resulted in 43.5 additional pounds exported per dollar spent, translating to $4.6 billion in value to farmers from 2013-24, returning $12.17 on the dollar.

 Dr. Capps emphasized that each analysis was independently verified and met rigorous economic and statistical standards. 

 “The bottom line when examining each of the four areas is that there are healthy returns to dairy farmers and importers,” Capps said. “The investments are highly successful in boosting volumes of dairy products sold.”

Building Trust Through Science, Storytelling

O’Brien said a major emphasis of the past year has been building consumer trust by addressing what DMI calls “Fuels and Frictions” – the factors that either strengthen or challenge dairy’s reputation. Checkoff programs leaned into dairy’s “fuels” of taste, health and science-backed nutrition while addressing “frictions” such as questions about animal care and sustainability.

 One example was an educational campaign focused on dairy’s role in the First 1,000 Days of Life, developed by DMI and promoted through the checkoff-founded U.S. Dairy Export Council (USDEC), state and regional checkoff teams and MilkPEP. This work – highlighting dairy’s important role in brain health and cognition – reached more than 60,000 pediatric specialists and generated 21 million media impressions.

 On the sustainability side, the “See Dairy Differently” campaign placed stories about dairy farmers’ environmental progress in major media outlets such as The Economist, Washington Post and Forbes, earning above-average engagement and driving consumers to learn more at www.USDairy.com. Consumer surveys showed significant gains, with perceptions of dairy’s relevance and nutritional value both rising in 2024.

 “Trust builds when people understand who we are, what we stand for and how we care for our animals, land and communities,” O’Brien said. “That’s why our marketing and communication efforts meet consumers where they are – whether it’s in schools, fitness programs, food shows or even online gaming platforms.”

Partnerships Continue to Deliver Growth

DMI’s partnerships with leading foodservice and retail brands remain a cornerstone of demand growth. Despite a challenging economy and cautious consumer spending, dairy use increased more than 8 percent each at Domino’s, Taco Bell and Raising Cane’s.

 These results come from checkoff-led menu innovation that highlights cheese, milk and other dairy ingredients in new and exciting ways, from Domino’s four-cheese mac & cheese and Taco Bell’s dairy-based beverage line to Raising Cane’s menu that features dairy in multiple components.

Beyond foodservice, retail collaborations such as DMI’s “We Are Family” e-commerce campaign with Instacart, Walmart and Costco are keeping dairy top of mind with families and young adults. The 2025 back-to-school activation generated 1.5% sales growth in participating markets and brought new buyers into the category.

DMI’s checkoff-funded research continues to yield new insights that strengthen dairy’s position in the health and wellness landscape. More than 40 active studies are underway exploring dairy’s benefits for heart, gut and mental health, along with the Mayo Clinic collaboration to advance understanding of dairy’s role in cardiovascular and metabolic wellness.

O’Brien said innovation extends across the supply chain. 

“Producers are diversifying their operations and focusing on milk that meets modern market needs,” she said. “You’ve driven remarkable progress in milk composition and efficiency, and processors have followed suit, investing over $11 billion in new and expanded processing capacity. That’s transformation in motion, and checkoff-funded science helped spark it.”

Farmers at Heart of Dairy’s Progress

Marilyn Hershey, DMI chair and Pennsylvania dairy farmer, told attendees that the checkoff’s success depends on collaboration across the national, regional and local systems. 

“This year’s meeting theme, Driving Results for Dairy, captures what we’re doing together – less duplication, more action,” she said. “National programs rely on local engagement, and local programs depend on unified national priorities that make every farmer dollar work harder.”

Hershey encouraged farmers to take pride in dairy’s momentum. 

“Our dairy consumption is at an all-time high, full fat is celebrated, protein is powerful and we want to keep that momentum rolling,” she said. “And we need to! A few years before my parents started dairy farming, each farmer was feeding 25 people. Today, we are responsible for approximately 166 people worldwide. And that number will only grow, but the responsibility is real.”

O’Brien closed her remarks by thanking farmers for their partnership and perspective.

“At the heart of every result we deliver is your dedication,” she said. “Your investment fuels a future where dairy doesn’t just keep up with food trends – it sets them.”