In 2021, dairy checkoff sales-driving efforts focused on delivering results in the short-term while keeping a close eye on the future. In all, U.S. foodservice partners Domino’s, McDonald’s, and Taco Bell dairy sales grew an additional 250 million pounds (milk equivalent) in 2021.

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National partnerships play a foundational role in the checkoff’s work and its mission to drive dairy sales and trust by working with, and through, food and beverage industry leaders both domestically and internationally. These partnerships focus on immediate and long-term sales opportunities with a concentrated focus on product, menu, and packaging innovation along with advertising to help drive dairy trust and relevancy. 

Midwest Dairy focuses on dairy promotion plans developed at the national level, as well as a variety of state-specific initiatives developed for various local key audiences to drive demand and confidence of dairy foods nationally, regionally and locally. Our goal is to bring dairy to life by giving consumers an excellent dairy experience. The impact of national programs such as partnerships with McDonald’s, Domino’s, Pizza Hut and Taco Bell help increase sales of dairy through new menu and product innovations, while strategies to work with and through thought leaders and partners help dairy farmers tell their stories to build overall consumer confidence and trust in dairy foods and farming practices.