Walmart, Amazon, Panera Bread, Chipotle and Darden Restaurants were among those who recently arrived in Greeley, Colorado, not to convene for a traditional food industry conference but to walk the barns and see dairy up close.

Long Meadow Dairy – owned by Chuck and Nora Feldpausch – hosted representatives from these globally recognized brands and others to show firsthand how modern U.S. dairy farmers produce high-quality milk responsibly, with care for animals, the environment and their workforce.

The checkoff-founded Innovation Center for U.S. Dairy hosted this Customer Forum to provide a fully immersive experience, combining farm and processing tours with classroom sessions and networking opportunities.

The Feldpausches showed visitors the day-to-day practices that make responsible dairy production possible. Guests saw cows being cared for with attention and respect, facilities designed to support animal well-being and environmental practices in action, from nutrient management to water conservation.

For many attendees, this was their first time visiting a dairy farm, giving them an up-close, tangible understanding of the impacts of brand decisions on farm practices.

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Classroom sessions complemented the farm tour, diving into the U.S. Dairy Stewardship Commitment, the FARM Program and an overview of industry sustainability research priorities.

Biosecurity measures were highlighted as well, reflecting the proactive efforts to protect herds from challenges like H5N1. A tour of Kroger’s Mountain View Foods plant in Denver on the final day connected the dots between raw milk and the finished dairy products consumers enjoy every day.

“I genuinely feel I have a better understanding of the farm-to-processing process and have a deepened appreciation for our farmers and all the hard work they do day in and day out,” reflected Amadi Harris, senior manager of quality assurance at Panera Bread.

The forum is part of the checkoff’s strategy to ensure farmers’ voices are heard and to build support for U.S. dairy programs, created and developed by farmers, among these important brands. Every program highlighted – from the Stewardship Commitment to the FARM Program – demonstrates responsible production methods. By showing these efforts in action, we help key customers make informed sustainability decisions while strengthening precompetitive industry-wide initiatives across the supply chain.

Equally important are the relationships that develop during the forum. Group meals, networking sessions and interactive discussions allowed attendees to connect with farmers, the checkoff and other industry experts in ways that deepen understanding and foster collaboration. Attendees leave the forum with a clearer view of the challenges and opportunities in dairy production, as well as having a personal connection to the people producing the milk they rely on.

This is more than a customer engagement strategy – it’s a reputation and market protection strategy. The Innovation Center for U.S. Dairy is committed to protecting farmers’ reputations while expanding market opportunities for their products. By helping influential brands understand the programs and practices our farmers use every day, we strengthen trust, create alignment and ultimately support dairy demand.

We plan to continue hosting these forums annually, adapting each to the evolving needs and interests of these key customers. Our goal is for these companies to see the Innovation Center for U.S. Dairy and the FARM Program as trusted resources for any questions they may have about our industry.

For farmers, this forum is an extension and celebration of your work. Every practice demonstrated, every conversation shared and every program highlighted reflects the care, innovation and commitment you bring to dairy production.

We are proud to serve as a bridge between farmers and the companies that help bring your products to market, ensuring the incredible work happening on your farms is recognized, understood and valued.

This effort strengthens trust, fosters alignment and supports the growth of dairy demand, all while showcasing the practices that make U.S. dairy a leader in animal care and environmental stewardship. 

This is proof that when the checkoff unites farmers and food industry leaders around shared goals and values, we don’t just tell dairy’s story – we help shape its future.

This column was written by Chase DeCoite, who is senior vice president of food industry relations for the Innovation Center for U.S. Dairy and Dairy Management Inc. To learn more about your national dairy checkoff, visit our website or if you have questions, send us an email.

Customer Forum participants

The Customer Forum, hosted by the checkoff-founded Innovation Center for U.S. Dairy, included representatives from these companies to visit Long Meadow Dairy and Kroger’s Mountain View Foods plant and participate in classroom sessions in Colorado:

  • Amazon
  • Chipotle
  • Darden Restaurants (Olive Garden, LongHorn Steakhouse, Yard House, The Capital Grille, Seasons 52, Eddie V’s Prime Seafood, Bahama Breeze, Cheddar’s Scratch Kitchen)
  • fairlife
  • Inspire Brands (Dunkin, Baskin Robbins, Jimmy John's, Sonic, Buffalo Wild Wings, Arby’s)
  • McCormick
  • National Restaurant Association
  • Panera Bread
  • Pioneer Pastures
  • Walmart