Stronger Together: The Power of Checkoff Federation

As dairy farmers, we know success comes from sharing ideas, solving problems and pulling in the same direction.

This same mindset powers the dairy checkoff system, where state and regional teams collaborate with the national dairy checkoff to build trust in dairy and grow demand for the products we produce.

As the newly elected chair of the United Dairy Industry Association (UDIA), I see firsthand the power of our checkoff federation. UDIA brings together farmer leaders and teams from state and regional dairy checkoff organizations across the country so we can align our work, learn from each other and ensure our checkoff investments work as effectively as possible.

After my nearly 20 years in dairy promotion, one thing stands out: our system is strongest when we operate as one team. Each state and regional organization does incredible work on its own, but when those efforts connect with national programs and partnerships, the impact grows significantly.

Sometimes that means sharing ideas across regions. If a program is working well in the Midwest, why not explore whether it could succeed elsewhere? If a partnership resonates with consumers in one region, UDIA helps us apply those lessons more broadly so the entire dairy community benefits.

At the same time, the strength of the checkoff always starts locally. Farmers in every state support this work, and they bring valuable perspectives from their farms and communities. Those insights help shape priorities at the regional and national levels. In that sense, the system isn’t top-down or bottom-up. It’s collaborative, with farmers and staff working together at every level.

That unified approach is especially important as dairy engages in ongoing conversations about health and nutrition. For decades, checkoff dollars have been invested into research through organizations like National Dairy Council. Today, that growing body of science is helping reinforce dairy’s role in healthy diets.

We’re seeing that momentum reflected in important discussions about dairy’s place in dietary guidance and school nutrition programs. It’s the result of years of patient investment in credible, science-based research that helps tell dairy’s story in a meaningful way.

We’re also seeing that collaborative approach come to life in new consumer-facing efforts like Dairy Does More, a national marketing platform designed to help people see dairy in a broader way. The campaign highlights the many roles dairy foods play in everyday life – from fueling young athletes to supporting brain health and providing simple enjoyment at the table. It’s about reminding consumers that dairy offers far more than they may realize.

Just as important, Dairy Does More reflects how our checkoff system works at its best. National teams developed the strategy and creative platform, while state and regional organizations help bring it to life in their own markets. That kind of coordination allows us to deliver a consistent message while still connecting with consumers in ways that feel local and relevant. 

Moments like this remind me how far the dairy checkoff reaches. The work farmers support doesn’t stop at the farm gate. It extends into research institutions, health organizations, schools, restaurants and grocery stores – all places where consumers make decisions about the food they bring home to their families.

Of course, none of this happens without farmers being part of the process. One of the things I always encourage farmers to do is find a way to get involved, even if it’s just a small step.

That might mean attending a local meeting, helping with a promotion event or hosting a farm tour. Early in my involvement, I wondered if I could spare time away from the farm. I quickly realized the farm is still there when you get back – and connecting with consumers and fellow farmers is incredibly rewarding.

Dairy checkoff strategies are especially gratifying because it’s our voices and input that drive the mission – locally, regionally and nationally. When those pieces work together, we build trust, strengthen demand and support the long-term success of dairy farming.

And when farmers across the country pull in the same direction, the future of dairy is stronger for all of us.