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Midwest Dairy’s 2024 Annual Report showcases a year of strong progress in building trust, driving sales, supporting research, and developing dairy industry leaders.
“Collaboration is key to maximizing our investment,” said Charles Krause, Board Chair. “The report shows how checkoff contributions are pushing our industry forward.”
In 2024, Midwest Dairy programs helped move an additional 13.5 million pounds of milk. A total of 134 Undeniably Dairy grants, worth more than $348,000, supported community programs. Strategic partnerships with major pizza chains—Marco’s Pizza, Pizza Ranch, and Godfather’s—added over 3.4 million pounds of milk sales through cheesy promotions and limited-time menu items.
Digital Success Builds Trust
With nearly 93% of Americans using social media monthly, Midwest Dairy expanded its influencer outreach to engage Gen Z and adult consumers. Campaigns highlighted dairy’s role in child development, animal care, and sustainability.
Engaging content ranged from cheese pull contests to health-focused videos by medical professionals. These influencer campaigns racked up over 18 million impressions and helped improve consumer perceptions of dairy farming and animal welfare.
Pizza Partnerships Deliver Results
Given Americans’ love of pizza, dairy checkoff leaned into partnerships with top regional pizza brands. With cheese as the star ingredient, these collaborations drove milk sales and connected consumers to the people behind their favorite toppings.
Innovation Through Research
Midwest Dairy also invested in research and innovation. In collaboration with The Hatchery (Chicago) and No More Empty Pots (Omaha), dairy-forward entrepreneurs were spotlighted through pitch events. New products from businesses like Dundee Popcorn and Coffee Alley incorporated at least 30% dairy ingredients—with no alternatives.
Helping Farmers Grow
To help farmers access critical funding, Midwest Dairy teamed up with Lasso, a digital grant-writing platform. One success story is Compass Rose Creamery, where Jill Nelson’s family used grant support to launch cheesemaking on their farm.
CEO Corey Scott summed up the year: “2024 was transformative. We’re proud of our progress and excited about what’s ahead.”
Midwest Dairy continues to strengthen the link between consumers and the dairy community through innovation, partnerships, and purpose-driven promotion.
Find the full 2024 Annual Report at www.midwestdairy.com/farmers/
Source: Midwest Dairy
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