Checkoff leaders report strong gains for US dairy
DMI highlights sales growth, trust building and major partnerships
18 November 2025
4 minute read
By: 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 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 percent 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 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.”
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 domestic foodservice partnerships, fluid milk innovation, whole-fat science and dairy exports. 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 to farmers from 2009–24, with a net return of $3.49 per dollar invested. 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 from 2013–24 and returning $12.17 on the dollar. Capps said each analysis 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,” he said. “The investments are highly successful in boosting volumes of dairy products sold.”
O’Brien said a major emphasis of the past year has been building consumer trust by addressing what DMI calls Fuels and Frictions, factors that either strengthen or challenge dairy’s reputation. Programs emphasized dairy’s strengths in taste, health and science-backed nutrition while addressing 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, promoted through the U.S. Dairy Export Council, state and regional teams and MilkPEP. The effort reached more than 60,000 pediatric specialists and generated 21 million media impressions.
On sustainability, the “See Dairy Differently” campaign placed stories about farmers’ environmental progress in major media outlets including The Economist, Washington Post and Forbes. Consumer surveys showed improved perceptions of dairy’s relevance and nutritional value 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.”
DMI’s partnerships with leading foodservice and retail brands remain central to demand growth. Dairy use rose more than 8 percent at Domino’s, Taco Bell and Raising Cane’s. Menu innovations highlighted cheese, milk and other dairy ingredients. Retail collaborations such as the “We Are Family” campaign with Instacart, Walmart and Costco helped keep dairy top of mind, with the 2025 back-to-school activation generating 1.5 percent sales growth and attracting new buyers.
Checkoff-funded research continues to strengthen dairy’s position in health and wellness. More than 40 active studies are investigating heart, gut and mental health benefits, and a Mayo Clinic collaboration is advancing understanding of dairy’s role in cardiovascular and metabolic wellness. O’Brien said innovation extends across the supply chain, with producers diversifying and processors investing more than $11 billion in new and expanded capacity.
Marilyn Hershey, DMI chair and Pennsylvania dairy farmer, said the checkoff’s success depends on collaboration across national, regional and local systems. “National programs rely on local engagement, and local programs depend on unified national priorities that make every farmer dollar work harder,” she said. She encouraged farmers to take pride in dairy’s progress, noting that each farmer now feeds about 166 people worldwide.
O’Brien thanked farmers for their partnership. “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.”
