This episode “DMI – Dairy Checkoff” was presented at the 2025 Western Dairy Management Conference.
Episode 161: DMI – Dairy Checkoff
Timestamps:
Stan begins with an overview of the dairy checkoff since its inception in 1983. At that time, dairy farmers were producing 139 billion pounds of milk, but only 122 million pounds were being consumed. This demonstrates how the DMI initiated dairy checkoff to promote consumption. Dairy promotion has evolved to focus on research and education about nutrition, crisis management and even partnerships with Domino’s, Taco Bell and McDonald’s. (3:02)
Stan and Marty detail some of the national and regional partnerships around dairy menu options. Walt notes that the grilled cheese burrito from Taco Bell is one of his son’s favorite fast food meals. The panel discusses some of the strategy behind the Taco Bell partnership as well as marketing to Gen Z consumers about how dairy fits into mind and body wellness, which illustrates the impact of the Dairy Checkoff. (6:39)
Walt comments the checkoff has done and is continuing to do a great job of being future-ready. He remembers a few years ago hearing about the gaming generation and partnerships with Mr. Beast and YouTube and embedding cows in Minecraft. Here, DMI’s Dairy Checkoff is creatively engaging with younger audiences, and now his sons are playing Minecraft and gaming and are on YouTube. (13:43)
Stan notes in 1995, exports were at 3%. That has now increased to 16-17%. Marty gives some examples of partnerships with the Dallas Cowboys and HEB stores in Mexico to promote dairy, underscoring the reach of the Dairy Checkoff initiated by DMI. (16:09)
The panel discusses the US investments in processing, the “Dairy Renaissance”, research into dairy-as-medicine, and continued product innovations to meet consumer demands. All these efforts highlight the ongoing significance of the Dairy Checkoff. (23:24)
Marty and Stan detail the agreement between the Dairy Checkoff and Mayo Clinic investigating the role of whole milk foods in treating and preventing cardiovascular and metabolic disease. Their collaboration reflects the innovative approach of the DMI Dairy Checkoff program. (34:04)
Panelists share their take-home thoughts. (37:51)
You can find more information about the dairy checkoff, including its role through DMI, at https://www.dairycheckoff.com/
Conclusion
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