Initiatives that improve reputation
The “See Dairy Differently” initiative, a collaboration with Washington Post, USA Today, and Wired under the Undeniably Dairy partnership, challenged misconceptions about dairy production. The campaign accumulated over 180 million impressions and reshaped perceptions.
Strategic content planning on USDairy.com led to a substantial increase in web traffic, attracting over 4.3 million views from 3.1 million users. The platform became a hub for information and engagement.
The checkoff’s efforts in leveraging dairy nutrition and environmental science resulted in securing media placements in major and local outlets, reaching an impressive readership of nearly 2.7 billion. These stories covered diverse topics such as farmer narratives, sustainable production, popular trends, and recipes.
Additionally, collaborations with reputable health authorities like the Mayo Clinic, and the National Medical Association have notably bolstered the reputation of dairy within health and scientific circles, emphasizing its positive attributes and contributions.
Amidst obstacles, the dairy industry experienced export growth, notably through a strategic partnership with Yum China to expand the use of U.S. cheese.
This collaboration has already facilitated the delivery of 10.84 million pounds of cheese, showcasing a significant uptick in international exports despite the challenges faced.
Shifting gears towards a more sustainable approach, there’s been a pivot in focus from short-term promotional tactics to emphasizing permanent menu innovations and new product launches.
Notable instances include the introduction of Domino’s Pan Pizza in Saudi Arabia and the UAE, incorporating 20 percent more U.S. cheese.
The expansion of AMPI’s Dinner Bell Creamery premium processed cheese across specialty burger chain menus in China also marks a deliberate effort to integrate high-quality dairy products into diverse international markets, emphasizing a commitment to long-term menu enhancements rather than short-lived promotions.
“I’m so proud to see the checkoff continue to prioritize outreach and engagement with farmers, ensuring that our voices are heard and reflected in all initiatives,” said Virginia dairy farmer and National Dairy Promotion and Research Board Chair Joanna Shipp. “Our revitalized Annual Meeting and farmer-led board meetings are a testament to this commitment, offering opportunities for farmer interaction and feedback that is reflected in checkoff’s local and national plans.”
O’Brien added, “We had an amazing year of momentum and progress. The checkoff organization is committed to building a culture of innovation and excellence, driven by a strong purpose to support farmers and deliver high-quality work. The focus for 2024 remains on delivering short-term demand and sales at the same time we’re building the pipeline for future growth through science and innovation. And we’ll continue to engage farmers from across the country — securing their input, listening to feedback, sharing the work and results in a way we know resonates.”