With long hours in the milking parlors, barns and fields, there's not much time or energy left for a dairyman to work on increasing milk's demand. According to the USDA, annual U.S. per capita consumption of total milk is an estimated 604 pounds today, nearly a 12 percent increase since before the checkoff. That's where Dairy MAX comes in, and this year our staff has been hard at work for you.

Health & Wellness

The health and wellness team works hard to develop and maintain relationships with physicians, dietitian and other health industry professionals. These valued partners become powerful advocates for the dairy industry, telling our story in a way we cannot. They then provide evidence-based information about the importance of dairy

in one's diet to their patients, clients and the media. One way these relationships were nurtured this year was through the second year of the Health and Wellness Advisory Council. Members include key leaders who serve as pediatricians; family physicians, academic dietitians, NFL dietitians, corporate dieticians and school leaders.

Dairy MAX continues to educate and bring back dairy consumers with real or perceived lactose intolerance.

We partnered with H-E-B to educate their shoppers about food sensitivities.

Total Impressions

Consumer Communication

Some of our greatest opportunities stem from direct-to-the-consumer communications efforts. Through the Dairy Discovery Zone, we bring the farm to the fair or festival and engage consumers in one-on-one conversations about dairy. Our website, dairymax.org,

showcases everything from nutrition tips to recipes to stories from the farms. Through social media outlets Facebook, Twitter, Pinterest and YouTube, we're able to connect with consumers on a daily basis. Some highlights include:

days on the road with the Dairy Discovery Zone in 5 cities

^%

increase of attendance over past years fall events at the Dairy Discovery Zone

^%

photo redemption at events

^%

traffic increase to dairymax.org generated Dairy Discovery Zone

page views on dairymax.org

Facebook users who like Dairy Max

Facebook users who like Dan the Dairyman

people following @DairyMax on Twitter

Dairy MAX continues to provide an expert's insight on dairy science, child nutrition, dairy's health benefits and dairy farm industry information. Throughout the year Dairy MAX communicators were on the road and could be seen on TV or heard on radio stations across the region.

Our Land, Our Cows, Our Passion^sm

These days, consumers want to know who and where their food comes from. They want to identify the source as a friendly farm family versus the faceless corporation media portrays. That's why we developed the Our Land, Our Cows, Our Passion^sm dairy image program five years ago.

Traditionally this program utilized radio spots across the region introducing farmers to consumers. This past year, the program has introduced farms from across the region through videos. Some highlights from this year's program include:

radio spots
in 6 months

bonus spots resulting in added value of $522,000

newspaper and
magazine ads

months of digital pre-roll ads on newspaper websites

farms filmed

on-farm videos created for digital communications

School Marketing

The next generation of milk drinkers are easy to find - they're in the schools. The future of the dairy market depends on them, and that's why they're such an important part of our marketing plan. From interactive programs like Fuel Up to Play 60 that focus on creating a lifetime of healthy

habits, to making sure dairy products are readily available, our school marketing team has worked hard to ensure milk, cheese and yogurt are what kids want now and what they want later in life. Some successes this year include:

In 2013, FUTP60 participation and engagement increased across the region. A recent survey shows perceptions among stakeholders are very positive.

^%

believe Dairy MAX is helping students make better food choices

^%

believe Dairy MAX is helping to increase the amount of time students are physically active

^%

believe Dairy Max is increasing access to healthy foods on campus

^%

of participants say FUTP60 is increasing access to dairy products on campus

Texas A&M Agrilife Extension Service

To extend our Fuel Up to Play 60 reach, we selected a partner that was science-based and agriculturally oriented. These professional educators are locally based in each of

Here are some of the ways we did just that:

the 254 Texas counties. Working with AgriLife, we created a pilot program to bring Fuel Up to Play 60's impact beyond the schools and into the communities.

new programs created bringing FUTP60's impact into communities

programs per agent trained, almost twice the established goal

kids reached at State 4-H Roundup through daily activities like rallies, interactive exhibits and workshops to implement healthy lifestyles at home and in their communities.

Dairy Optimization in Schools

Sports Marketing

From training school district leaders to better implement Fuel Up to Play 60 programs, to protecting the position of chocolate milk as the post-workout beverage of choice, the sports marketing team keeps busy maintaining the strong tie between dairy and fitness.

At the 2013 NFL Cowboys Training Summit...Chocolate Milk Refuel...

school district leaders came together to learn about Fuel Up to Play 60, a 30% increase from 2012

^%

of attendees implemented FUTP60 in their districts

^%

continuous year over year growth in impressions from university athletics partnership

total contracted impressions with the help of six universities and the Texas Rangers

Facilitated relationships with processors to provide milk and in stadium signage for both men's and women's athletics

Budget

Through the dairy checkoff Dairy MAX is proud to provide a variety of programs to our stakeholders we serve.

Your dairy checkoff works with partners to provide the science, research and marketing expertise needed to help the dairy industry reach unmet demand. These marketing efforts work in your best interest

by partnering with companies to develop and market new products and leverage your checkoff dollars to give consumers what they want.

Platform	Program	% OF Budget

Industry Image Relations	Industry Image Relations, Dairy Image	32.8%
School Marketing	Dairy Optimization in schools, Nutrition and Fitness	32.5%
Strategic Initiatives	Partnerships and Ingredient	14.1%
Health and Wellness	Nutrition Research Programs, Nutriton Affairs Program	6.7%
Administrative	Administrative	4%
Science & Research Programs	Product Research and Development Program	2.3%
Other Programs	Consumer and Sports marketing Programs	1.8%

Staff

Your Dairy MAX team consists of dedicated people making a difference. If you have questions or comments about program areas, please contact your Dairy MAX team.