Checkoff Watch

Checkoff Watch: Why Expo West matters to farmers, dairy’s future

Wed, 13 May 2026 00:00:00 -0400

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.

Checkoff Watch: How checkoff brings dairy into modern food culture

Wed, 29 Apr 2026 00:00:00 -0400

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

Checkoff Watch: Checkoff collaboration delivers marathon moment for dairy

Wed, 25 Mar 2026 00:00:00 -0400

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.

Checkoff Watch: How farmers’ checkoff dollars are making a difference

Mon, 23 Feb 2026 00:00:00 -0500

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.

Checkoff Watch: Turning checkoff work into momentum – building trust, growing dairy demand

Wed, 14 Jan 2026 00:00:00 -0500

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.

Checkoff Watch: The world wants our dairy and that’s good for every farmer

Tue, 02 Dec 2025 00:00:00 -0500

For many of us, exports can feel like something happening a world away. We’re focused on herd health, feed, weather and milk prices – not trade implications or global markets.

Checkoff Watch: Checkoff continues whole-milk research focus – and it’s paying off

Wed, 15 Oct 2025 00:00:00 -0400

For decades, dairy farmers have believed in the value of whole milk, and thanks to your checkoff investment, National Dairy Council (NDC) is leading the science to prove it.

Checkoff Watch: Checkoff-led playbook unifies industry for health, wellness growth

Fri, 26 Sep 2025 00:00:00 -0400

Health and wellness is no longer just a trend – it is a $450 billion priority shaping how Americans eat, live and shop. From parents checking labels to fitness enthusiasts looking for performance support, more people are turning to food-first approaches to meet their wellness goals.

Checkoff Watch: Driving dairy innovation from the inside at Taco Bell

Wed, 20 Aug 2025 00:00:00 -0400

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.

Checkoff Watch: The matrix in milk: What it means for farmers, dairy’s future

Thu, 31 Jul 2025 00:00:00 -0400

Let’s be honest – when you hear the word “matrix,” your mind probably jumps to Hollywood blockbusters, not the milk tank in your barn. But believe it or not, there is a matrix in your milk, and it just may help shape the future of dairy.

Checkoff Watch: ‘Voice of the dairy farmer’ prevails all these years later

Wed, 25 Jun 2025 00:00:00 -0400

I have always wanted to be on television. I am thinking I would be a good fit for American Pickers or Antiques Roadshow. However, the most appropriate one is Hoarders. Being part of a multigenerational farm brings lots of knowledge and experience – and lots of stuff.

Checkoff Watch: Dairy checkoff: Innovating for future through consumer insights

Tue, 22 Apr 2025 00:00:00 -0400

Dairy Management Inc. (DMI) conducts research on health trends and modern technologies that are influencing consumer behavior. This research is shared across the industry and used by the checkoff to create programs and strategies to adapt to these challenges and opportunities.

Checkoff Watch: Building on momentum: U.S. dairy’s path forward in 2025

Tue, 18 Feb 2025 00:00:00 -0500

As we continue through the new year, U.S. dairy is entering an exciting phase marked by growth and opportunity. The category is experiencing a renaissance, with public figures – including celebrities and other influencers – championing whole milk.

Checkoff Watch: Checkoff's pizza strategy hitting its stride internationally

Fri, 14 Feb 2025 00:00:00 -0500

It can be a little mind-boggling to consider that about 95% of the world’s population lives outside of the U.S. This presents – literally – a world of opportunity for the dairy checkoff.

Checkoff Watch: Checkoff elevating dairy to the center of food culture

Tue, 31 Dec 2024 00:00:00 -0500

The culinary world is buzzing with the latest food trends – TikTok recipes, fusion dishes and celebrity chefs putting their stamp on everything from burgers to breakfast bowls. But behind every trend, there is a timeless player: dairy. Whether it is the rich decadence of cream, the sharp tang of cheese or the creamy delight of a milkshake, dairy has remained a staple of food culture for generations.

Checkoff Watch: A dairy renaissance: The checkoff’s vision for sustainable success

Fri, 29 Nov 2024 00:00:00 -0500

As we navigate a rapidly changing landscape in food production and consumer preferences, the U.S. dairy industry finds itself in a moment of opportunity. The dairy checkoff – led by its mission to drive trust and sales – continually looks at what is happening now, what is coming next and how to future-proof the industry for decades to come.

Checkoff Watch: Checkoff’s recipe strategy keeps dairy in season year-round

Tue, 12 Nov 2024 00:00:00 -0500

Butter traditionally enjoys a strong showing in November and December. These two months account for 23% of annual volume, and we see a spike in growth during this period that is higher than during any other part of the year, as families and friends gather for Thanksgiving, Christmas and other holiday meals.

Checkoff Watch: New checkoff strategy to empower women’s health with dairy

Wed, 25 Sep 2024 00:00:00 -0400

In today’s health-conscious world, consumers are increasingly seeking foods that offer tangible benefits across various wellness areas. From energy and physical performance to digestive health and cognitive function, people want to make informed food choices that enhance their well-being. The good news is: Dairy foods are well positioned to be a modern health solution, thanks to decades of checkoff-funded research that has been led by National Dairy Council (NDC).

Checkoff Watch: Checkoff collaboration focuses on driving school lunch, milk consumption

Fri, 06 Sep 2024 00:00:00 -0400

A little more than a year ago, the School Nutrition Association (SNA), in partnership with the farmer-founded National Dairy Council (NDC), launched the Made With School Lunch campaign. Its goal is to create awareness and effectively communicate the positive impact and benefits of nutrient-rich school meals, including milk and dairy foods.

Checkoff Watch: Dairy sustainability and how checkoff leads the way

Mon, 12 Aug 2024 00:00:00 -0400

If we look at the original purpose for the dairy checkoff, we were established by farmers to drive sales and trust in dairy through research and promotion. Historically, that research focused on dairy nutrition. However, as consumer trends evolved, it became clear that dairy needed to engage in environmental sustainability.

Checkoff Watch: Domino’s, dairy farmers definitely hungry for more

Fri, 12 Jul 2024 00:00:00 -0400

Domino’s holds a Worldwide Rally every two years to gather franchise owners and management from 50-plus countries to recognize their achievements and review future business growth plans. Dairy farmers have been invited to this event over the years as a way of connecting all of the chain’s cheese use back to its true origins, our nation’s dairy farms.

Checkoff Watch: Transparency a vital component of checkoff strategy

Wed, 15 May 2024 00:00:00 -0400

Our checkoff mission is to drive demand and sales of U.S.-produced dairy and build trust in the farm families who work every day to feed the people around the world. That mission comes with a responsibility of transparency with our strategies and the way we invest your checkoff dollars.

Checkoff Watch: Checkoff strategies building consumer trust in dairy

Tue, 16 Apr 2024 00:00:00 -0400

Think of trust as the North Star for what the dairy community is ultimately hoping to achieve. Trust is earned over time and each day, U.S. dairy farmers and companies make deposits into the trust bank with our sustainable and responsible production of nutritious dairy foods.

Checkoff Watch: Checkoff-created tool supports dairy entrepreneurs

Fri, 08 Mar 2024 00:00:00 -0500

It is not uncommon for the dairy checkoff to receive calls from entrepreneurs looking to innovate with dairy. This is why Dairy Management Inc. (DMI) created a tool that can help them navigate the resource waters and find the answers needed.

Checkoff Watch: Meet the checkoff’s social media Dairy Dream Team

Tue, 20 Feb 2024 00:00:00 -0500

Since 2021, the Undeniably Dairy campaign (powered by your dairy checkoff) has partnered with some exceptional online influencers, each with their own unique voice and passionate connection to dairy.

If not for the checkoff, who would lead priorities?

Thu, 04 Jan 2024 00:00:00 -0500

The checkoff provides research-based solutions and expertise, thanks to a staff of highly talented and dedicated professionals who work every day to deliver results and represent the best interests of farmers and importers.

Checkoff Watch: Greener Cattle Initiative delivering on mission of enteric methane mitigation

Thu, 16 Nov 2023 00:00:00 -0500

A report revealed that less than 2% of federal research funding from 2017-21 was dedicated to enteric methane mitigation. This highlights an important gap in research investments when you consider methane from enteric fermentation accounts for more than 28% of agricultural emissions in the U.S., according to the same report.

Checkoff Watch: Checkoff’s restaurant partners keep delivering for farmers

Fri, 10 Nov 2023 00:00:00 -0500

There are more than 25,000 McDonald’s, Domino’s and Taco Bell restaurants combined in the U.S. They are the No. 1 burger, pizza and Mexican quick-serve restaurant chains and represent one out of every two transactions in this space.

Checkoff Watch: Checkoff strategy emphasizes farmers’ responsible production story

Wed, 27 Sep 2023 00:00:00 -0400

A farmer is more than a farmer. I know it. You know it. Anyone associated with the U.S. dairy industry knows it. But not every consumer knows it.

Checkoff Watch: Checkoff’s youth strategy broadens impact beyond schools

Sat, 19 Aug 2023 09:13:34 -0400

It takes a surround-sound approach to protect and enhance dairy’s relevancy with youth and their parents in these ever-changing times. The checkoff is answering with a fresh approach.