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.

Last year, Dairy West, representing dairy producers in Idaho and Utah, was also approved to oversee dairy product education and promotion for producers in Washington and Oregon. The board-approved merger, a solution to address consolidation and industry needs, is an example of the ever-changing landscape of dairy product promotion for U.S. consumers.

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.