We know this is a hard stretch. Milk prices touch every decision on the farm, from payroll to feed. While we can’t control pricing or supply, we can strengthen dairy utilization through demand-building efforts. The data is clear: consumers continue to choose dairy, with retail sales of real dairy products increasing 6% year-over-year. Our job is to use the demand tools we have and keep dairy in a strong position for the long term.
Dairy MAX, along with the rest of the checkoff federation, is focused on protecting value, moving more milk and keeping dairy top-of-mind. This is exactly what our Unified Plan was built to do—cohesively build demand across the country and abroad.
How We Got Here
Markets move. Components are plentiful. Butterfat prices corrected quickly. Exports play a bigger role than they used to, and when supply outruns the domestic market, prices adjust so product can clear globally. None of that changes the core truth: people want dairy. Our role is to turn that demand into more volume and better utilization for your milk.
If you want the deeper market dive into the recent price corrections, component trends and export shifts, read the market administrator’s recent bulletin.
What Dairy MAX Is Doing Now
1. Drive More Domestic Use, Faster
We’re growing everyday usage of cheese, butter, cream, milk and more across retail, foodservice and schools. We’re focused on creating more occasions and more repeat purchases. Small increases at scale move meaningful pounds. We are also working to strengthen demand across all market sectors by keeping milk and dairy foods relevant in the moments consumers make daily choices – in cafeterias, coffee routines, home cooking and grocery carts.
Build more daily use occasions. Through Better With Dairy, we promote simple ways people can use dairy more often, like adding real milk in coffee, using real cream for more decadent desserts and finding new ways to enjoy real butter. This strategy ensures dairy demand shows up in repeat habits, not just one-time purchases.
For example, our Better With Dairy holiday campaign authentically pushed higher-fat dairy products like cream and butter through the lens of decadent foods. People saw and interacted with those recipe videos more than 73 million times, and sentiment was exceptionally strong. 98% of comments were positive, which is well above typical benchmarks for food and lifestyle content (generally 70–80% positive).
- Push dairy in foodservice where volume is big. We partner with restaurants like Marco’s Pizza, Krystal and smoothie chains to expand dairy-forward items. Small change across large chains moves more pounds quicker.
- Protect dairy at the cart and the shelf. Our always-on campaigns through e-commerce platforms like Instacart ensure dairy is top-of-mind when shoppers are deciding what to buy, keeping milk and dairy foods in the basket.
- Grow school demand. We are focused on driving education and adoption of 2% and whole milk in schools. Additionally, through the checkoff’s Smart Swaps program, we’re working to include more dairy foods on menus, ensuring daily volume is more consistent and reliable.
2. Support the Export Pressure Valve
With a larger share of U.S. butterfat moving through exports, strong international channels help balance our domestic market. We coordinate with national and regional partners to open doors, build promotions and keep U.S. dairy competitive so supply moves faster.
3. Protect Dairy’s Premium Position
When budgets are tight, consumers still reach for foods that deliver on nutrition, taste and performance. We keep dairy front and center with evidence-based nutrition messaging and real-life product stories so real dairy stays the preferred choice.
4. Put Every Dollar Where It Moves the Most Milk
We’re tightening focus through quarterly business reviews — funding what measurably increases utilization and market access. We track results in milk equivalent pounds moved and long-term category growth, so your investment works hardest when margins are thin.
We are in this Together
We know this cycle isn’t abstract — it’s payroll, feed bills and family conversations at the kitchen table. You are not alone. We are part of your team, and we’re working on your behalf to keep demand strong, protect dairy’s reputation and keep markets moving.
Have questions or want to talk it through? We’re here. Call your Dairy MAX representative or contact us via email, and we’ll set up time to discuss what we’re doing and how it connects to your milk.
