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How Checkoff Pays Off

Your dedication and investment continue to fuel real momentum for dairy. In 2025, dairy grew across most major categories nationally—and your checkoff dollars helped build on that strength. This year, Dairy MAX’s work directly increased dairy consumption by 20 million milk pounds, supported stronger industry relationships, engaged the next generation of consumers and expanded partnerships that drive demand across digital, retail and community channels.

Explore the full 2025 annual report below to see Dairy MAX’s impact in action.

Youth Engagement

Reaching the next generation is essential for long‑term dairy demand, and 2025 marked major progress. This year, Dairy MAX connected with young consumers through creative platforms, fresh storytelling and experiences tailored to how they learn, play and engage. These efforts strengthened dairy’s relevance and built meaningful connections with the consumers of tomorrow.

140,000,000

views on Better With Dairy social media channels, Dairy MAX's consumer-facing brand focused on showing Gen Z dairy's delicious benefits

725,000

plays on Diner Tycoon, Dairy MAX's new Fortnite world

13,695

student athletes reached with dairy messaging through in-person youth sports events

Better With Dairy turns 1: What a year of Gen Z outreach delivered for dairy farmers

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Introducing Diner Tycoon: Dairy MAX’s New Fortnite World Connects Farm to Table

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Farmer Relations

Strengthening relationships with dairy farmers and industry partners remained central to our work in 2025. This year, Dairy MAX invested in deeper connections, leadership development and programs that support your priorities. These efforts helped build trust, elevate farmer voices and ensure your perspectives continue shaping the future of dairy in our region.

12

farming communities impacted through the Fueled by Farmers program, which helps rural schools provide a consistent supply of milk to student athletes

11

young dairy farmers selected for the MILK Emerging Leaders program, which exposes them to all parts of the dairy supply chain, professional development and leadership opportunities

1,616,403

times digital Dairy MAX ads showcasing checkoff work were served to dairy farmers within our region

Dairy MAX Invests in the Next Generation of Dairy Leaders

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Dairy MAX Announces Inaugural Class of MILK Emerging Leaders Program

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Consumer Engagement

In 2025, Dairy MAX showed up where consumers shop, scroll and make decisions—ensuring dairy stays relevant in an increasingly digital marketplace. Through strategic partnerships, online activation and consistent outreach, we reinforced dairy’s value and kept the products made from your milk top‑of‑mind, driving stronger connections and demand across today’s most influential consumer channels.

3,600,000

incremental milk pounds were sold and consumed through Dairy MAX's e-commerce campaigns on sites like Instacart.

247,500+

incremental milk pounds sold and consumed through food service partnerships like Marco's Pizza, Smoothie King and Krystals'

$9,000,000

in dairy sales driven through Dairy MAX's business development partnerships with retail partnerships.

Boosting Dairy Sales Through Retail and Food Service Channels

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New Data Confirms Growing Consumer Trust — and Dairy MAX is Taking Advantage

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Stakeholder Engagement

In 2025, Dairy MAX strengthened relationships with partners who help bring dairy’s benefits to millions of families. By working closely with schools, community organizations and industry allies, we expanded access to dairy and supported programs that reflect your values—ensuring your investment continues to make a meaningful difference across the our communities.

6,700,000

incremental milk pounds sold and consumed through school meals and programs

103,000,000

number of people reached through a social media cooking series with Dallas Cowboys Defensive player Solomon Thomas and Chef Tiffany Derry, where cottage cheese was the primary ingredient

3,600

healthcare professionals and partners educated and equipped with science-based tools and resources that prioritize dairy in a healthy diet

Smart Swaps: Leading the Way in School Nutrition

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Single Stop + Dairy MAX: Refining our Nutrition Access Programs to Build Sustainable Dairy Demand

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Media

In 2025, Dairy MAX amplified trust and visibility by taking your story into some of the most influential media environments. Through strategic media outreach and thought leadership, we competed for headline space in top outlets like Yahoo! News, MSN and the Associated Press. On television alone, we secured 82 earned segments, translating complex nutrition and dairy topics into clear, relatable stories backed by credible experts. These placements delivered powerful results, showing that when dairy shows up in trusted spaces, consumers listen, engage and act.

1.24B

combined potential audience size for all news articles and TV segments mentioning Dairy MAX

20,700,000

combined TV viewership on lifestyle segments

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