The dairy checkoff continues to find ways to grow sales and build trust in dairy. Dairy Management Inc. President and CEO Barbara O’Brien said one of the key areas of focus is growing the checkoff’s longtime commitment to research and science and working with respected health professionals and medical organizations.
Another key checkoff strategy is reaching consumers through online channels where people go for the majority of information. O’Brien said checkoff-led efforts with social media influencers are creating awareness, and consumers are talking about dairy and seeking recipes featuring milk, cheese, and yogurt.
O’Brien said the checkoff also is continuing its efforts focused on youth, including strategies that begin before birth, where dairy can positively impact a child’s cognitive development.
As the checkoff prepares for a new year, O’Brien said there is one take-home message she hopes comes across: the dairy checkoff is achieving its goals of growing sales and trust.
For more information about the dairy checkoff, visit dairycheckoff.com.
