Dairy Management, which is funded by fees from dairy farmers and processors, has created some of dairy’s biggest wins:

• The group was behind the recent viral butter board trend that swept social media.
• It partnered with MrBeast 2x to film the YouTuber tour dairy farms and promote dairy-related competitions in “Minecraft.”
• It worked with Taco Bell on a frozen drink that added dairy to Mountain Dew, and on a burrito with 10x the amount of cheese as a normal taco.
• Last year, it helped Domino’s roll out its pepperoni-stuffed cheesy bread.

Plus, it’s partnered with McDonald’s since 2009, when it embedded two dairy scientists into the business to get more dairy onto the menu.

The effort paid off: Some 80% of McDonald’s menu items have dairy in them. Even more importantly, Dairy Management has backed research on why McDonald’s ice cream machines are always broken.

A moo-t point?

While Big Dairy is thrilled that we’re slathering butter on boards and eating our weight in cheese, there are still some concerns about the industry.

Globally, dairy cattle emit 231B+ pounds of methane every year. And the jury is out on how much Dairy Management’s campaigns have actually helped US dairy farmers, a demographic that’s fallen by ~75% over the last 30 years.

Plus, Big Milk’s promotions sometimes flop: Fluid Milk Board’s “wood milk” campaign with Aubrey Plaza received a formal complaint from physicians who advocate plant-based diets. Talk about crying over spilled milk.

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