Barbara O'Brien

If not for the checkoff, who would lead priorities?

January 4, 2024

The checkoff provides research-based solutions and expertise, thanks to a staff of highly talented and dedicated professionals who work every day to deliver results and represent the best interests of farmers and importers.

Checkoff Watch: Checkoff’s youth strategy broadens impact beyond schools

August 19, 2023

Barbara O'Brien

It takes a surround-sound approach to protect and enhance dairy’s relevancy with youth and their parents in these ever-changing times. The checkoff is answering with a fresh approach.

Resilient leadership drives lasting impact

Barbara O’Brien reflects on what it will take to ensure the staying power of the checkoff, the essential work we do as dairy producers and our relevance as an industry in this quickly changing world.

January 16, 2023

Barbara O'Brien

As I reflect on my career working for America’s dairy farmers, it’s important to know that it began with a single, deeply entrenched personal premise:

Checkoff Watch: Evolving to meet consumers’ needs in the future

March 31, 2020

Barbara O'Brien

We’ve all heard the phrase, “The only constant in life is change,” and today’s dynamic global landscape certainly reflects that sentiment.

Checkoff Watch: A completely unified marketing plan for dairy farmers across the country

January 3, 2019

Barbara O'Brien

The past year was one of the most difficult in our community’s history, especially for America’s dairy farmers. As we turn the calendar and begin a new year, your checkoff staff – both national and local – are committed to placing priority focus on those areas we know are building sales of and trust in dairy.

Checkoff Watch: Innovation Center, industry groups embrace globalization opportunities

May 4, 2018

Barbara O'Brien

Globalization touches virtually every aspect of our business from sales and demand to nutrition and environmental policy, trade, the economy and more.

Checkoff Watch: Innovation Center, USDA continue work toward shared sustainability vision

March 30, 2018

Barbara O'Brien

The Innovation Center for U.S. Dairy and the USDA share a unique and constructive relationship.

Innovation Center strategy: The right plan at the right time

September 30, 2016

Barbara O'Brien

This is a very pivotal time for U.S. dairy. People want to know more about the foods they eat. We have a great story to share – but only if we seize the opportunity to connect consumers with dairy farmers and the broader industry and do so with full transparency.

Articles by Barbara O'Brien

If not for the checkoff, who would lead priorities?

Checkoff Watch: Checkoff’s youth strategy broadens impact beyond schools

Resilient leadership drives lasting impact

Checkoff Watch: Evolving to meet consumers’ needs in the future

Checkoff Watch: A completely unified marketing plan for dairy farmers across the country

Checkoff Watch: Innovation Center, industry groups embrace globalization opportunities

Checkoff Watch: Innovation Center, USDA continue work toward shared sustainability vision

Innovation Center strategy: The right plan at the right time

The roots of tradition

Filling the labor gap with H-2A

Noise on the farm

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[Podcast] FMMO modernization: USDA’s final decision and the impact it could have on milk prices