Nearly 800 dairy farmers and industry leaders gathered in Arlington, Texas, last week for the national joint meeting of the dairy checkoff organizations. The event highlighted steady consumer demand, strong returns on checkoff dollars, and continued progress in science, partnerships, and product innovation.
Stronger Consumer Demand for Real Dairy
Retail data presented at the meeting showed solid growth across major dairy categories. Eight of the top ten segments posted year-over-year gains. In addition, real dairy products grew nearly 6% overall.
Three-quarters of U.S. households purchased at least one dairy product in the past week. Milk, cheese, and yogurt remained top choices. Meanwhile, plant-based alternatives continued to decline in sales and household reach.
As a result, dairy is gaining ground with consumers who are choosing real dairy for taste, nutrition, and value.
Independent Analysis Shows Positive Returns on Checkoff Investments
A new economic review from Texas A&M University outlined the value U.S. dairy farmers receive from national checkoff programs. The research found strong, positive returns across several strategic areas:
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Foodservice partnerships with national restaurant chains increased dairy use and added billions of pounds of sales over the last decade.
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Fluid milk innovation delivered additional pounds sold per dollar invested.
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Whole-fat nutrition research generated strong gains as consumers look for balanced, science-supported options.
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Export promotion helped expand global demand, adding long-term value for farmers.
Although each program was evaluated independently, all four areas showed clear impact and strong producer returns.
Building Trust Through Science and Transparent Storytelling
The checkoff system continued its focus on consumer trust. This work addressed what DMI calls “fuels and frictions”—the factors that either support or challenge dairy’s image.
For example, a national educational campaign promoted dairy’s role in early childhood nutrition. It reached pediatric specialists, young parents, and health professionals across the country.
On the sustainability side, a series of stories highlighted farmer-led environmental progress. These articles appeared in major media outlets and increased consumer engagement. As a result, perceptions of dairy’s nutritional value and relevance improved in 2024.
Partnerships Continue to Expand Dairy’s Reach
Foodservice collaborations remained a major contributor to demand. Menu innovation with national chains led to more than 8% growth in dairy use at several partner restaurants.
In addition, retail and e-commerce campaigns helped reach new families and younger buyers. A back-to-school promotion delivered sales growth and brought new shoppers into the dairy category.
Meanwhile, over 40 active research studies continued to explore dairy’s role in heart, gut, and cognitive health. These studies strengthen dairy’s position in the health and wellness space.
Innovation is also advancing on farms and in processing. Producers are adapting milk composition to meet modern market needs. At the same time, processors have invested more than $11 billion in new and expanded capacity. Together, these efforts support long-term growth.
Producers at the Center of Dairy’s Momentum
Meeting speakers emphasized the strength of collaboration across the checkoff system. National programs rely on local engagement, and local programs build on national priorities. This teamwork makes every farmer investment more effective.
Farmers were encouraged to take pride in dairy’s continued progress. Dairy consumption is at an all-time high, and global demand keeps rising. At the same time, dairy remains a trusted, nutrient-rich choice for consumers.
As one leader noted, “The work happening on farms and across the supply chain continues to move dairy forward.”
