Programs

  • Program 1 [2020]

    2020 Domestic and International Partnerships Partnerships play a foundational role in the checkoff's work and its mission to drive dairy sales and trust by working with, and through, food and beverage industry leaders both domestically and internationally. These partnerships focus on immediate and long-term opportunities with a concentrated focus on product, menu, and packaging innovation along with advertising. Domestic Foodservice Partnerships In 2020, DMI continued its partnerships with foodservice leaders Domino's, McDonald's, Pizza Hut and Taco Bell. These partners contributed more than 100 million incremental milk pounds in 2019 - continuing a long-term dairy volume growth trend that has yielded over 2.2 billion milk equivalent dairy pounds growth and three percent average growth over the term of the partnerships. DMI supports the partnerships with dairy food scientists alongside consumer insights, marketing and nutrition experts to advance dairy-centric opportunities. This includes introducing new cheese varieties, unique ways to use dairy in menu offerings and to include dairy in new menu occasions such as breakfast and dessert. And, even more important, these partners are category leaders and capture the attention of their competitors. This catalytic effect means, for example, when DMI leads the redevelopment and marketing relaunch of McDonald's McCaf specialty beverage portfolio, other chains often follow - with no additional investment from the dairy checkoff. Domino's continues to deliver record sales by focusing on new ways to engage with consumers to buy more pizzas and meet new occasions. In 2020, they supported trust efforts by incorporating dairy's story in their popular Pizza Tracker during National Dairy Month. Additionally, they expanded Smart Slice pizza to more than 12,000 schools. Dairy sales results were driven by Domino's loyalty Points for Pies program (any pizza counted towards free pizza at Domino's, which encouraged overall category growth) and new Carryout Insurance television advertising which built confidence and trust in the delivery experience. McDonald's continued its focus on menu development with the introduction of its Donut Sticks made with real butter, and its Worldwide Favorites menu that featured dairy-friendly menu items which included new cheeses (gouda, mozzarella), cheesy bacon fries and the popular Stroopwafel McFlurry. Pizza Hut relaunched its popular P-Zone, a calzone-style pizza that fit consumer needs for both an on-the-go snack and a cheese-friendly meal. Additionally, Pizza Hut launched their spin on a favored consumer snack, Cheez-It, with their portable, cheese-centric Cheez-It Pizza. Taco Bell offered its $5 Grande Nacho Box, which evolved nachos from a side to a meal fit for sharing, which featured high-quality cheese and sour cream. Additionally, they launched the Toasted Cheddar Chalupa which includes a new way to the new, aged cheddar cheese variety. Domestic Fluid Milk Partners Revitalizing the fluid milk category remains a checkoff priority. To accomplish this, DMI works with targeted fluid milk processors who share farmers' commitment to invest in innovation, packaging, marketing efforts and infrastructure to address two core goals: - Stabilizing the 40-plus year decline in fluid milk sales with a focus on letting milk be milk - Growing milk-based beverages that lets milk be the competition. This means milk serves as a primary ingredient in coffees, teas, smoothies and other ready-to-drink beverages Through this initiative, DMI partnered with four core dairy/food companies: Dairy Farmers of America, Darigold, Kroger and Shamrock Farms. These efforts have led to sustainable change for the category through investments in infrastructure (e.g., new plant construction, upgraded facilities), advertising, staffing and product innovation. In 2020, these partners launched new beverages in growth-driving segments that include: -Value-added milk from Darigold, which led to Borden, Horizon and Meijer to launch similar products -Indulgent, flavored whole milk, Private Selection Primo Pastures from Kroger, which was followed by a premium flavored milk from Dean Foods' TruMoo brand -On-the-go energy drinks made from milk which we partnered with Shamrock Farms to deliver. Shamrock Farms extended its Rockin' Protein line to include a Rockin' Energy extension (a single-serve energy beverage made with milk) - Dairy milk + plant blended beverages launched by Dairy Farmers of America, under their Live Real Farms brand, to meet consumer demand for plant-based products and keep them in the milk category. DMI also partnered with the Milk Processor Education Program (MilkPEP) and leading brands to create the Milk Revitalization Alliance. This effort provides retail-specific category leadership and shopper/consumer trend insights to help retailers understand how they can leverage and build the milk category. International Partnerships Checkoff has embarked on direct partnerships with companies who supply or purchase U.S. dairy to accelerate international sales. This effort builds on the successful domestic partnership model with foodservice companies and dairy cooperatives and processors by serving as expert consultants to provide marketing, packaging, insights, innovation, supply chain and social responsibility support to advance U.S. dairy. Global foodservice partners include Pizza Hut Asia Pacific, KFC in Latin America and Domino's Japan which have delivered positive results for U.S. dairy exports: -Pizza Hut Asia Pacific increased its U.S. cheese sales through the launch of several limited time offers, such as the Salted Egg Sensation Stuffed Crust pizza in Hong Kong that features U.S. string cheese in the crust and the Cheese Bomb in Indonesia that offers a crust with a breaded mozzarella ball border available in salsa, BBQ and truffle flavors. -KFC also grew U.S. dairy sales in its Latin America and Caribbean market by pairing chicken with U.S.-produced cheese. The Chicken & Cheese Pop, a mix of popcorn chicken and cheese curds that are breaded with KFC's 11 herbs and spices. -Domino's Japan launched its New Yorker pizza that features 1 kilogram (2.2. pounds) of U.S. cheese per pizza. DMI provided marketing support that helped raise awareness among Japanese consumers. Additionally, checkoff has partnered with dairy co-operatives to advance U.S. dairy exports including Dairy Farmers of America, Darigold, Land O'Lakes and United Dairymen of Arizona/Dairy America.
    Geographies
    Not indicated
    Dates
    Jan 1, 2020 – Dec 31, 2020
    Source
    990
    No causes provided
    No populations provided
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  • Program 2 [2020]

    EXPORT DMI IMPLEMENTS MARKETING PROGRAMS TO FACILITATE THE SALES OF U.S. PRODUCED DAIRY PRODUCTS IN INTERNATIONAL MARKETS AND U.S. PRODUCED DAIRY INGREDIENTS OUTSIDE THE UNITED STATES. DMI ALSO PROVIDES TRADE AND ACCESS SUPPORT FOR EXPORTS INTO INTERNATIONAL MARKETS.
    Geographies
    Not indicated
    Dates
    Jan 1, 2020 – Dec 31, 2020
    Source
    990
    No causes provided
    No populations provided
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  • Program 3 [2020]

    FUEL UP TO PLAY 60 FUEL UP TO PLAY 60 (FUTP 60) IS DAIRY'S BEST SUCCESS STORY WHEN IT COMES TO ADVANCING HEALTH AND WELLNESS AMONG YOUTH. AT ITS CORE, FUTP 60 IS AN IN-SCHOOL HEALTH AND WELLNESS PROGRAM DESIGNED TO ENGAGE AND EMPOWER YOUTH TO TAKE ACTION FOR THEIR OWN HEALTH BY IMPLEMENTING LONG-TERM, POSITIVE CHANGES FOR THEMSELVES, THEIR SCHOOLS AND BEYOND. CUSTOMIZABLE AND NON-PRESCRIPTIVE PROGRAM COMPONENTS ARE GROUNDED IN RESEARCH WITH YOUTH, INCLUDING TOOLS AND RESOURCES, IN-SCHOOL PROMOTIONAL MATERIALS, A WEBSITE, STUDENT ENGAGEMENT ACTIVITIES AND GRANTS TO FUND SUSTAINABLE CHANGES - ESPECIALLY IN PROVIDING INCREMENTAL ACCESS TO SCHOOL NUTRITION WITH AN EMPHASIS ON DAIRY. FUTP 60 WAS FOUNDED IN 2009 BY THE NATIONAL DAIRY COUNCIL (NDC) AND THE NATIONAL FOOTBALL LEAGUE (NFL), IN COLLABORATION WITH THE U.S. DEPARTMENT OF AGRICULTURE. SINCE THAT TIME FUTP 60 HAS BECOME THE LARGEST IN-SCHOOL HEALTH & WELLNESS PROGRAM IN THE UNITED STATES WITH MORE THAN 70,000 SCHOOLS ENROLLED, REACHING MILLIONS OF students. THE PROGRAM HAS HELPED TO CHANGE SCHOOL ENVIRONMENTS TO BETTER SUPPORT PROPER NUTRITION AND PHYSICAL ACTIVITY, AND BECAUSE OF FUEL UP TO PLAY 60, MILLIONS OF STUDENTS ARE EATING HEALTHIER AND ARE MORE PHYSICALLY ACTIVE. THE PROGRAM HAS NOT ONLY BEEN WELL RECEIVED BY SCHOOLS AS IT HELPS THEM IMPROVE THE SCHOOL HEALTH AND WELLNESS ENVIRONMENT, ESPECIALLY IN UNDERSERVED SCHOOLS, BUT IT ALSO HAS BEEN EMBRACED BY THOSE OUTSIDE OF THE DAIRY INDUSTRY WHO SEE THE VALUE OF ENGAGING IN THE PROGRAM INCLUDING MANY OTHER HEALTH AND NUTRITION ORGANIZATIONS. OUR SUCCESS WITH FUTP 60 GOES BEYOND HEALTHY EATING AND PHYSICAL ACTIVITY IN SCHOOLS. IT IS ABOUT THE TOTAL HEALTH OF THE CHILD, AND THE POSITIVE IMPACT ON COMMUNITIES. As part of its mission to protect and grow sales and trust in dairy, Dairy Management Inc. (DMI) and the Innovation Center for U.S. Dairy launched an industry-wide initiative in 2017, Undeniably Dairy. In its fourth year, during 2020, Undeniably Dairy serves as the dairy community's industry-wide, multi-stakeholder campaign that helps consumers and other stakeholders recognize the important role dairy plays in their lives. Undeniably Dairy does this by building on consumer insights that indicate people increasingly want to know more about where their foods come from. The campaign connects people with the farmers and the dairy community behind the real, nutrient-rich and responsibly produced milk and dairy foods they love, while also bringing a bit of dairy joy during culturally relevant moments. Each year, Undeniably Dairy leverages an integrated multi-channel approach to expand reach, raise awareness and build participation and ultimately, trust, through: -Integrated communications - A comprehensive approach that includes media and other channel partnerships, digital (websites, search, and social strategies), earned and social media, and through events and experiences. -Influencer outreach - Establishing and/or strengthening relationships with critical media, reputational (e.g., dietitians, health professional organizations, environmental and animal care leaders) and cultural influencers (e.g., food and lifestyle bloggers) that reach consumers. -Community engagement - Rallying the dairy, food and other relevant communities to amplify, customize and create content around Undeniably Dairy and its pillars to further unify and strengthen dairy's voice, including engagement among farmers, processors and manufacturers, retailers, and agribusiness. In 2020, efforts focused on building trust and relevance around dairy as a sustainably nutritious food. This was reinforced by content that shared stories of farmers' commitment to caring for the land for future generations and to using new technologies and innovations to protect and enhance natural resources. Additional content and partnerships with fitness and nutrition influencers highlighted the unique nutritional make-up of dairy foods and the role they play in overall wellness. IN ITS FIRST FOUR YEARS, THE CAMPAIGN HAS MADE AN IMPACT. THE UNDENIABLY DAIRY CAMPAIGN HAS EARNED 1.5 BILLION MEDIA IMPRESSIONS, INCLUDING SATELLITE MEDIA TOURS, DESK-SIDE VISITS AND OTHER MEDIA RELATIONS TO REACH TARGETED CONSUMERS AND THOUGHT LEADERS. 2020 EFFORTS SECURED MORE THAN 271 MILLION IMPRESSIONS AND MORE THAN 72 MILLION VIDEO VIEWS WHICH LED TO SIGNIFICANT LIFT IN THE PERCEPTIONS OF DAIRY.
    Geographies
    Not indicated
    Dates
    Jan 1, 2020 – Dec 31, 2020
    Source
    990
    No causes provided
    No populations provided
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