In the ever-evolving landscape of consumer food preferences, the promotion and strategic growth of dairy products have gained significant momentum, with influential leadership steering the wheel. Recently, key discussions have put the spotlight on Barb O’Brien, president and CEO of Dairy Management Inc. (DMI), along with Marilyn Hershey, board chair of DMI and a Pennsylvania dairy farmer. Their leadership in championing dairy products and investing in research has sparked a ripple of influence that permeates various facets of consumer and producer interactions. Recently the duo joined “AgriTalk” host, Chip Flory live at World Dairy Expo for a conversation all about dairy’s time to shine.
Bridging the Gap: From Farms to Consumer Tables
One central theme emerging from recent board discussions at DMI is the increased participation and influence of producers in promotional efforts. Hershey points to the diligence and care exhibited by board members in overseeing the overall strategy and budget allocations. It’s not merely about being present in meetings, but about actively influencing the trajectory of promotional strategies. Producers are increasingly vocal, ensuring their questions and insights are integrated into decisions, proving that their involvement is vital to shaping the future of dairy promotion.
O’Brien adds that it is amazing what’s happening at the consumer end, but she is just as focused on the farmer owners who produce the product.
“We always want to be sensitive to and understand what’s happening at the farm level as well,” she says.
Strategy Evolution: Consumer First
A fascinating shift is taking place in how DMI and its partners approach strategic growth. O’Brien highlights their transition from individual partnerships to broader platforms of opportunity. The focus has expanded to not just individual collaborations but to enhancing categories such as cheese and beverages both at food service and retail levels. This inclusive strategy aims to bring insights and science to benefit entire categories, rather than isolated partnerships.
“We’re moving from sort of individual partnerships to platforms of opportunity,” O’Brien shares. “We’ve said the big opportunities are in cheese and beverages. Instead of working with just one national partner, we are going to go into those categories nationally and through our local states and regions and just move the entire category to see a lot of growth there.”
Hershey adds that there is a lot of effort out there.
“We as checkoff have provided so much science and research behind the value of milk fat. There are also grassroots efforts locally that are enhancing that whole milk effort.”
Influential Investments: Speaking the Language of Science and Health
DMI’s strategic investments in research at institutions like the Mayo Clinic and Cornell University underscore their commitment to long-term scientific endeavors. This not only solidifies the science behind dairy products but also aligns with consumer interests in health and wellness. As consumers increasingly prioritize whole and real foods, dairy products such as milk, cheese and yogurt have taken center stage as staples in households.
“Dairy’s time is now,” O’Brien says. “Dairy is one of the few products that has the highest household penetration of any consumer consumable product. We’re a staple in people’s homes.”
The Consumer Connection: Regional and National Synergy
The connection with consumers is further fortified by a symbiotic relationship between local and national strategies. Recognizing that consumers are not a monolithic group, DMI tailors its promotional strategies to resonate with specific regional and demographic segments. This targeted approach ensures relevant messaging reaches each unique consumer group, thereby maximizing the efficacy of promotional efforts.
Conversations with industry leaders such as O’Brien and Hershey reveal a thriving dairy industry, continuously evolving through purposeful promotion, strategic investments and comprehensive research. From boardroom initiatives to maintaining authenticity at the consumer’s table, the focus steadfastly remains on tradition, health and innovation, ensuring dairy’s role as a cornerstone in many kitchens continues to flourish. The future of dairy is bright and brimming with opportunities, propelled by commitment to innovation and an acute understanding of consumer needs.
To listen to the full conversation go to: omny.fm/shows/agritalk/agritalk-10-2-25-obrien-hershey-1
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