As we navigate a rapidly changing landscape in food production and consumer preferences, the U.S. dairy industry finds itself in a moment of opportunity. The dairy checkoff – led by its mission to drive trust and sales – continually looks at what is happening now, what is coming next and how to future-proof the industry for decades to come. 

Now: A dairy renaissance 

I believe we are experiencing what I would call a dairy renaissance. There is a palpable shift in the narrative surrounding dairy products, and this is dairy’s moment to capitalize on it. 

As consumer spending on dairy increases – up 3% in retail dollar sales and 2% in volume year-to-date – it is clear attitudes are changing and consumers are voting with their pocketbooks. The millennial generation, in particular, is driving this growth as they seek real, nutritious foods over alternatives that are not meeting their expectations.

The checkoff’s current initiatives focus on leveraging this positive momentum. Through strategic partnerships, such as Domino’s, we are seeing remarkable results: an 8.7% increase in the chain’s cheese volume year-to-date, driven by innovative product launches such as the New York-style pizza. Similarly, our collaboration with General Mills has introduced Yoplait Protein, which has brought new buyers to the category and increased purchases in the first half of the year – a testament to yogurt’s strong positioning as people seek more health and wellness solutions.

Additionally, our social media presence has surged, with a 30% increase in dairy-related conversations and 10 million dairy-centric posts in just one year – a direct reflection of the checkoff’s efforts nationally and locally to engage health professionals and influencers in establishing dairy as a credible, healthful choice.

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Moreover, our See Dairy Differently campaign, which emphasizes dairy farmer commitment to sustainability, has reached more than 35 million consumers in eight markets, reshaping perceptions and driving demand.

Next: Laying the groundwork for tomorrow

As we approach 2025, we recognize the work of the checkoff isn’t linear, and our strategies and plans are interdependent and lay the groundwork for what’s next. We are refining our strategies to ensure dairy remains relevant in an ever-evolving marketplace. It is a cycle of continuous learning and adaptation.

A key aspect of this strategy is the commitment to science and innovation. Science is foundational to the checkoff, and we are deepening the investment in research that explores new areas such as women’s health, mental wellness and gut health. This scientific groundwork is essential as we develop new products and messaging that resonate with consumers seeking food-first health benefits.

Our approach to partnerships is also evolving. While the checkoff continues engaging with major food service and consumer packaged goods companies, we are expanding our capabilities as a pre-competitive consultancy. By leveraging our scientific knowledge and insights across the supply chain, we can spark innovation and product development, and foster collaboration while maximizing the impact of those investments.

In 2025, our reputation strategy is focused on fewer, but bigger and more significant, in-market campaigns that showcase core priorities such as environmental sustainability and dairy’s nutritional benefits in areas like growth and performance. These initiatives are designed to amplify our visibility and reinforce the message that dairy is not just relevant but essential in feeding the world.

Future: Ensuring longevity and relevance

Looking further down the road, it is critical to have a sound plan for future-proofing the checkoff for generations to come. I have shared with our board of directors a thought that drives me every day: If U.S. dairy was a company, what are the most important things the checkoff enterprise can do?

For me, it comes down to three key elements:

  • Having a clear vision for dairy’s future
  • Building a foundation with world-class science
  • Cultivating relationships across the supply chain to drive meaningful change

Our 10-year science roadmap lays the foundation for ongoing innovation. We are focusing on the health and wellness sector, recognizing that food is increasingly seen as medicine and a tool for better health. By harnessing consumer insights and emerging research, we aim to provide the scientific foundations for companies to produce products that not only meet but exceed consumer expectations.

Moreover, we are committed to building credibility and trust, such as the work we are doing through our collaboration with the Mayo Clinic. Current research is exploring dairy’s cardiovascular benefits, and our education and outreach programs are reaching more than 80,000 healthcare professionals and millions of consumers and fostering a deeper understanding of dairy’s role in a healthy diet.

We are not just preparing for the future – we are actively shaping it. The challenges we face are significant, but so are the opportunities for growth and innovation. With farmers’ continued support and engagement, we can ensure that dairy remains a vital part of the American diet.

Together, we are not just navigating the complexities of today’s market; we are building a sustainable and prosperous future for U.S. dairy.

Let us seize this moment and ensure that dairy continues to thrive for generations to come.

This article was written by Barbara O’Brien, CEO and president of Dairy Management Inc. To learn more about your national dairy checkoff, visit our website or to reach us directly, send an email.