Annual Report
How Checkoff Pays Off
Everything we do at Dairy MAX starts with you. Your dedication and investment continue to fuel real momentum for dairy, and 2025 showed just how powerful that momentum can be. Nationally, dairy grew across most major categories—and your checkoff dollars helped build on that strength. This year, Dairy MAX’s work directly increased dairy consumption by 10.5 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. This report highlights the meaningful impact of your investment and how, together, we’re moving dairy forward.
Explore the full 2025 annual report below to see Dairy MAX’s impact in action.
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.
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.
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.
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.
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.
Budget & Financial Overview
Administrative & Staffing
$9,509,426
United Dairy Industry Association
$6,099,578
Business Development
$3,721,357
Corporate Communications
$2,307,835
Health & Wellness
$876,152
Industry Image & Relations
$794,061
U.S. Dairy Export Council
$500,000
Sustainability
$266,533
School Marketing
$212,901
