DMI CEO Shares How Dairy Checkoff Has Evolved
Barbara O’Brien emphasizes that the national checkoff board, Dairy Management Inc. (DMI), to which she serves as president and CEO, has changed and evolved since its inception. Restructuring happened after O’Brien took over the realms two years ago when she went out to extensively talk with farmer-owners who fund checkoff, reintroducing DMI to them.
“We had the chance to reintroduced DMI or reintroduced who we are today, the capabilities and roles of each of the checkoff companies and how together, we can grow value for farmers,” she states, sharing she actively listens and continues to look for ways to advance checkoff dollars.
O’Brien shared at the 2023 joint annual meetings of the United Dairy Industry Association, National Dairy Promotion and Research Board and National Milk Producers Federation, held in Orlando, Fla., that the most significant change in checkoff is the greater purpose in science.
“The key takeaways are listening and action. We’ve made deliberate, meaningful changes that reflect your input, so farmers see their fingerprints on a plan that drives greater efficiency and impact,” she said.
O’Brien outlined three areas of checkoff-led impact from 2023:
- Delivering more science and outside investments
- More focused partnerships and new product innovation
- More in-market voices advocating for farmers and the industry overall
If Not Checkoff, Who?
She emphasized the checkoff’s unique leadership capabilities across the industry by stating, “If it wasn’t for the checkoff, who would do this work?”
“If not checkoff, who is going to make those investments in research and in new partnerships to ensure we’re seen as a modern wellness solution?” O’Brien said. “Who is going to seek relationships with these foodservice giants who can help drive consumer behavior?
“Who is going to work with and through others to protect dairy’s reputation that is so critical to the business here and around the world? Who is going to monitor the emerging threats that we continue to see on farms and now plants? Who is going to make those investments to ensure we continue to drive our global position as a supplier of choice? For me, if not checkoff, then who?”
O’Brien reviewed specific highlights from 2023, including:
- Taco Bell menu growth – checkoff-led efforts at Taco Bell led to the chain making the Grilled Cheese Burrito, which uses more than 10 times the amount of cheese than its regular crunchy taco, a permanent menu item. The checkoff’s onsite food science team also helped lead extensions on the line of frozen beverages, which use real dairy creamer. All told, Taco Bell is projected to see dairy volume increases of up to 7%.
- McDonald’s dessert emphasis – the checkoff helped McDonald’s revitalize its line of dairy desserts and shakes. O’Brien pointed to the Grimace Shake, which was introduced this summer and became a viral hit that led to shake sales doubling during the campaign. The checkoff also assisted with launches of new McFlurry flavors and supported preventative maintenance testing of ice cream machines that ultimately will help keep them running.
- School milk experience – O’Brien referenced that 37 milk processors representing more than 90% of the school milk volume committed to providing healthy, nutritious school milk options with no more than 10 grams of added sugar per 8-ounce serving, which meet USDA’s new proposed rule. DMI and state and regional checkoff teams continue to test ways for students to enjoy milk and other dairy-centric beverages in schools, including dispenser and aseptic options and offering milk in unique ways, such as on-the-go options and offered in athletic departments.
- Fuel Up to Play 60 evolution – a changing and more complex school environment resulting from the pandemic led to DMI transitioning its school-based Fuel Up to Play 60 program to a more focused “Fuel Up” platform. As a result, DMI ceased its 15-year partnership with the NFL and has entered a no-cost memorandum of understanding with the league. Fuel Up allows the checkoff to work with a broader cross-section of partners and delivers schools and families solutions and resources that increase access to milk and other dairy products, expands meal participation and finds new ways to educate students on the role dairy nutrition plays in wellness and academic achievement.
