One of the most rewarding parts of dairy promotion is when the industry collaborates in ways that truly make a difference. National and local checkoff teams, processors and cooperatives all have distinct roles, but our greatest impact happens when we align to drive sales and build trust in dairy. 

The Every Woman’s Marathon is a powerful example of what coordination looks like.

The 2025 race marked Dairy Management Inc.’s (DMI) first collaboration with MilkPEP’s marathon, and it could not have been a better fit. DMI is the checkoff organization representing America’s dairy farm families and importers, while MilkPEP is the dairy processor checkoff team.

While we operate with different missions, we have a goal of building fluid milk demand and sharing our compelling, credible story about its role in people’s lives.

This marathon allowed us to do exactly that, together.

Shared goals, shared impact

Held last November in Scottsdale, Arizona, the second annual Every Woman’s Marathon brought together more than 4,000 women from all 50 states and 10 countries, with tens of thousands more participating virtually.

The race is designed by women, for women and centered around community, encouragement and personal achievement over competition. From a dairy perspective, it was the ideal environment to showcase milk as a performance and recovery beverage.

MilkPEP has deep experience connecting milk with performance, while DMI has focused on highlighting dairy’s powerful nutrient package more broadly. Our collaboration allowed us to enhance what already is working and elevate the runner and guest experience throughout the weekend.

On race day, we leaned into motivation and encouragement at key moments. Between miles 8 and 9, where fatigue can set in, we transformed the course into a high-energy tunnel with lighting, music and cheering volunteers in Undeniably Dairy and Team Milk gear. That same crew regrouped at mile 25, joining Dairy Farmers of America members to bring encouragement to runners in the final stretch. It was incredibly effective in creating positive connections to dairy.

Throughout the weekend, the race’s hub became what I describe as a milk wonderland. From coffee and protein boosts at the Milk Lounge to photo moments with a milk statue, games and a red carpet-style experience, dairy was everywhere in a way that felt fun and welcoming. Family members lined the course with words of encouragement to runners on signs that included dairy-focused messaging.

Farmer impact

We also found meaningful ways to create a deeper connection to our industry’s real people and real stories. New York dairy farmer Holly Hardie ran the marathon and her husband, Skip, may have been the event’s most enthusiastic cheerleader. You could see Skip encouraging runners that they had what it takes to keep going. Watching a dairy farm family support hundreds of women was a powerful reminder of who we are as an industry.

Adding to the event’s star power was Elle St. Pierre, a two-time Olympic middle and long-distance runner who grew up on a Vermont dairy farm. DMI worked with St. Pierre to provide social content that took the Undeniably Dairy messages beyond Scottsdale.

State and regional checkoff teams also played a critical role. ADA North East captured fun video content with Hardie at her farm before the race, while Dairy Management West supported cheer squads and shared their own authentic marathon journey through a team member who ran her first marathon.

A focus on nutrition and recovery was front and center all weekend. Thanks to Shamrock Farms, nearly 15,000 bottles of chocolate milk were sampled, reinforcing its science-backed role in post-race recovery. Processors donated cottage cheese and cheese sticks, while high-protein recipes rounded out the message. At the race’s conclusion, you could see the connection between dairy and performance resonating with this audience.

This truly was an industry-wide effort and a win for farmers and processors. It showcased dairy in a healthy setting, reached tens of thousands of consumers and demonstrated the power of checkoff organizations working toward a shared vision.

As we continue through 2026, this experience reinforced our belief that when we collaborate thoughtfully and strategically, the entire dairy community benefits.

Holly Hardie along with the mascot from ADA North East. Image courtesy of ADA North East.

This column was written by Darcy Nichols, vice president of marketing communications and federation engagement for Dairy Management Inc. To learn more about your national dairy checkoff, visit DairyCheckoff.com or if you have questions, send us an email.