Dairy MAX is driving dairy demand, one glass at a time.
Your investment is creating long term influence, key partnerships and a strong future for dairy demand.
It's no secret dairy fits in a healthy diet. That's why Dairy MAX collaborates with the Health and Wellness Advisory Council, a 16 member expert advisory panel comprised of physicians, dietitians and academia who advocate on the checkoff's behalf about the health benefits of dairy within their communities in
the media, as well as with their colleagues, patients, clients and students. This partnership helps build relationships with physicians, dietitians and other health industry professionals to educate and bring back dairy consumers with lactose intolerance who eliminate dairy.
in New Mexico, Oklahoma and Texas received
Dairy MAX lactose-intolerance education
materials and cooking demonstrations.
for retail dietitians on dairy's unique
nutrient package compared to
in retail sales of lactose-free milk
in quarter two of 2014.
of added lactose-free milk
sales from 2007-13.
Establishing consumer confidence in dairy is important for future dairy success. In order to meet the needs of changing consumers and technology, we revamped the Dairy
Discovery Zone (DDZ). Upon completion, the traveling exhibit features bright, neon words like "AMAZING" and "Cheesiest Exhibit on Wheels."
Farmers know if they don't tell their story, someone else will. That's why Dairy MAX helps farmers tell their story through the Our Land, Our Cows, Our Passion dairy image program. This year, Dairy MAX focused on highlighting a dairy farmer's
passion for life on the farm and giving back to the community. This message was amplified through online efforts and monthly promotions like June Dairy Month and the Passion for Pints Blood Drive.
to distribute dairy foods to donors.
Building demand for dairy starts in schools. In the last five years, at least 50 million pounds of milk was consumed as a result of school marketing and health and wellness program partnerships. With the help of promotions like the local "It Starts with School Breakfast"
initiative, a portion of this milk was consumed during breakfast. In fact, the school marketing team visited schools across the region to promote healthy, nutrient-rich school breakfasts including low-fat or fat-free dairy this year.
On the field and in the classroom, the Dairy MAX sports marketing team continues to help leverage the key partnership with the NFL. Working with the Dallas Cowboys and the Houston
Texans, the teams visit schools across the Dairy MAX region to get youth excited about staying healthy by consuming more dairy through programs like Fuel Up to Play 60.
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.
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.