Fact Sheets
Checkoff Overview
On behalf of U.S. dairy farmers, the checkoff drives increased sales of and demand for U.S. dairy products and ingredients.
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Checkoff Strategy
The desire to grow dairy sales and address barriers to growth head-on prompted dairy producers to refocus the dairy checkoff with an aggressive business strategy. The dairy checkoff's past emphasis on advertising and promoting existing products was successful in building awareness of dairy's benefits, but dairy producer leaders have determined that we must take a new approach in order to increase demand and drive sales.
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3-A-Day™ of Dairy
The 3-A-Day™ of Dairy nutrition-based marketing and education program has the support of powerful retail and manufacturing partners who use it to sell more dairy by communicating the health benefits of including three servings of milk, cheese or yogurt as part of a daily diet.
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Action for Healthy Kids
Dairy producers, through the checkoff-funded National Dairy Council®, are working to improve the health of America’s children through Action For Healthy Kids.
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Child Nutrition and Fitness Initiative (cnfi)
The dairy checkoff’s Child Nutrition and Fitness Initiative (CNFI) aims to help improve the health and wellness of our nation’s youth, many of whom are overweight and undernourished.
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Dairy farmer image
When the public has a positive image of dairy producers and the dairy industry, consumer research indicates it can help maintain consumer confidence in U.S.-produced dairy products and ingredients. National, state and regional dairy checkoff staff helps support dairy producers through communications tools, training and other efforts that help dairy producers tell their story to the public.
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Dairy Ingredients
Dairy checkoff-funded efforts in dairy ingredient manufacturing/marketing aim to increase demand for and sales of U.S.-produced dairy ingredients among food and beverage manufacturers.
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Dairy Innovation
Dairy checkoff-funded efforts in nutrition, ingredient and product research/technologies aim to increase demand for and sales of U.S.-produced dairy products and ingredients by helping stimulate innovation. The programs encourage dairy, food and beverage manufacturers to create new products, ingredients, processes, and packaging.
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Exports
To help increase U.S. dairy product consumption internationally, the dairy checkoff funds market development and expansion efforts through the U.S. Dairy Export Council®.
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Foodservice
The dairy checkoff focuses on food industry partnerships to extend checkoff promotions and bring additional resources and expertise to producer-funded marketing efforts.
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Issues/Crisis Management
The dairy checkoff program uses around-the-clock staff to manage a wide-ranging issues network to counter activists and respond to media and consumer questions to maintain and build the good reputation of dairy among consumers.
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Nutrition Research
The National Dairy Council®, the nutrition education arm of the dairy checkoff program, has sponsored clinical research to uncover the health benefits of dairy products and give consumers reasons to consume more dairy.
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School Milk
Improving the school milk experience for the nation’s 55 million school children is the most important priority of the dairy checkoff’s childhood nutrition initiative.
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Sustainability
The dairy checkoff’s sustainability initiative is an industrywide effort that protects the interests of dairy producers and the industry, and favorably positions dairy products in light of changing consumer and customer expectations.
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