Partnerships

The average U.S. household now spends 56% of its food budget on meals away from home,¹ fueling a foodservice category that accounts for $820 billion annually.² Your dairy checkoff partners with top brands to capitalize on this shifting trend and grow dairy sales.

_{1. "Food Away from Home." USDA, 2022.}

_{2. "United States Foodservice Market Analysis." USDA, 2024.}

Partnering With Leading Quick-Service Restaurants

Since 2008, the checkoff has placed dairy food scientists in the test kitchens of leading quick-service restaurant chains. This pivotal move has yielded significant results: The checkoff's three major partners — Domino's, McDonald's and Taco Bell — have averaged 3% growth in volume of dairy sold over the strategy's lifetime, amounting to more than 7.5 billion milk equivalent pounds of dairy sold.

Furthermore, one industry leader's success often prompts its competitors to follow suit by adding similar items to their menus, leading to greater overall dairy consumption.

"When you have a food scientist from the dairy checkoff at the table with these companies, it gives dairy farmers a voice. It's a win-win for everybody."

-Candice White, Dotterer Farms (Pennsylvania)

Your Checkoff At Work

$10

to $1

Partners Spend $10 on Advertising for Every $1 Spent by Checkoff on Partnerships

7.5

Billion Lbs

Amount of Dairy (Milk Equivalent Pounds) Sold Since Partnership Strategy Began

Local Checkoff Spotlight: Midwest Dairy

Midwest Dairy partnered with Dollar General to increase awareness and drive fluid milk sales. Strategically placed signage promoted pairing milk with popular snacks, like cookies. These signs highlighted milk as a source of affordable nutrition with the tagline, “Real Milk. Real Nutrition.” This effort started as a joint program between Midwest Dairy and the United Dairy Industry of Michigan, but has continued to grow as other dairy checkoff organization shave joined the campaign.

How does the dairy checkoff identify which foodservice brands to partner with?

When the checkoff identifies potential partners, it doesn’t just look at the possibilities of moving dairy volume. Checkoff wants to make sure it has strategic alignment and is working with companies that have shared values with dairy farmers. Checkoff partners with the top brands within their respective categories, including the number-one hamburger (McDonald's), pizza (Domino's) and Mexican (Taco Bell) quick-serve restaurant chains. These industry leaders have the ability to drive change within their competitors and ultimately elevate dairy's presence on menus throughout each individual category.

What criteria are used to determine if a partnership has been a successful investment for dairy farmers?

The checkoff’s top three partners — McDonald’s, Domino’s and Taco Bell — have averaged 3% growth in dairy sales by volume since the strategic relationships began, totaling almost 7.5 billion pounds of dairy sold. The DMI board of directors evaluates every checkoff partner on a set of criteria, including an annual percentage increase in dairy use written into the contracts.

How is the checkoff’s partnership model evolving to meet the demands of consumers today?

Checkoff partners understand how dairy enhances and brings value to their menu, and they view it as a reason why they are at the top of their respective categories. The checkoff can help them move faster toward their goals by supporting menu and product innovation and leveraging its food science “problem-solving” capabilities. This helps create innovative, dairy-centric products that consumers seek.

Partnerships

Securing A Place At The Table For Dairy

Partnering With Leading Quick-Service Restaurants

"When you have a food scientist from the dairy checkoff at the table with these companies, it gives dairy farmers a voice. It's a win-win for everybody."

Your Checkoff At Work

$10

to $1

7.5

Billion Lbs

Local Checkoff Spotlight: Midwest Dairy

Frequently Asked Questions

How does the dairy checkoff identify which foodservice brands to partner with?

What criteria are used to determine if a partnership has been a successful investment for dairy farmers?

How is the checkoff’s partnership model evolving to meet the demands of consumers today?

Partnerships

Securing A Place At The Table For Dairy

Partnering With Leading Quick-Service Restaurants

"When you have a food scientist from the dairy checkoff at the table with these companies, it gives dairy farmers a voice. It's a win-win for everybody."

Your Checkoff At Work

$10

to $1

7.5

Billion Lbs

Local Checkoff Spotlight: Midwest Dairy

Frequently Asked Questions

How does the dairy checkoff identify which foodservice brands to partner with?

What criteria are used to determine if a partnership has been a successful investment for dairy farmers?

How is the checkoff’s partnership model evolving to meet the demands of consumers today?

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