A key focus in 2025 was improving transparency for dairy farmers by showing exactly how their checkoff contributions were spent. Midwest Dairy Board Chair Charles Krause said producers now have a clearer view of how investments translated into measurable outcomes, including higher milk sales, broader consumer engagement and expanded support for innovation throughout the dairy supply chain.

The organization placed strong emphasis on consumer trust, highlighting dairy’s nutrition and sustainability credentials through partnerships and educational programs. Initiatives such as Adopt A Cow reached more than 162,000 students, while on-farm influencer tours and visits by dietetics students gave consumers a closer look at how dairy farmers manage animals, land and local communities.

Midwest Dairy also converted that trust into increased dairy purchases through collaborations with retailers and foodservice companies including Jewel-Osco, Schnucks, Fareway, Instacart and Chicory. Four major consumer campaigns tied dairy products to everyday meals and shopping occasions, generating more than $3.1 million in additional dairy sales during 2025 across the Midwest region.