I admit that before I attended Natural Products Expo West, I did not fully grasp what it was. I had heard about it at a Dairy Management Inc. (DMI) meeting, but walking into the Anaheim Convention Center was something else entirely.

When I arrived at the 2026 South Beach Wine & Food Festival (SOBEWFF), I quickly realized I had underestimated what I thought I would see.

One of the most rewarding parts of dairy promotion is when the industry collaborates in ways that truly make a difference. The Every Woman’s Marathon is a powerful example of what coordination looks like.

For the past 14 years, I’ve had the responsibility – and privilege – of serving as the independent economist evaluating the national dairy checkoff. My team at Texas A&M has looked at mountains of data, ran every model imaginable and has done what economists do: remove the noise to find the signal. After all that analysis, here’s the signal I want dairy farmers and importers to know: Your checkoff investment is paying off in significant, measurable ways.

I spent a good portion of 2025 on the road – from Michigan to Maine to Kansas and beyond – visiting farms and local promotion boards. Each visit offered a window into the innovation, dedication and teamwork that define dairy farming today.

If you told me 12 years ago that Taco Bell would one day become a dairy destination, I might have raised an eyebrow. But after a dozen years of working side-by-side with this brand representing the dairy checkoff, I can honestly say there has never been a more exciting time for dairy – or Taco Bell.