The Dairy Alliance

Agricultural and enviromental affairs: this area is responsblie for providing Dairy farm information to consumers and for commuicating The value of The Dairy checkoff to The Dairy Alliance farmer members. The Dairy Alliance proactivley implements an aggressive producer communications progarm designed to build understanding, support and engagement in programs amoung funders and potential funders. Key Dairy commuinty targets include: Dairy promotion board members, influencial farmers and grassroots efforts.

Community wellness this area is responsible for educating health and professional partners about products and Dairy farming and asking them to advocate for Dairy. Our program has two strategic areas of focus: reputational thought leaders and nutrition commuincation and education thought leaders. The Dairy Alliance teams up with thought leaders to educate consumers about The unique benefits that milk and Dairy provides such as: muscle development, hydration, recovery, immunity and bone health through integrated marketing programs tapping The talents of The Dairy Alliance dietitians and Dairy advocates in large media markets. In addition, our media dietitans do local media interveiws sharing The goodness of milk and Dairy for overall health. Food and nutrition outreach strengthened relationships with wellness dietitians and sports nutritionists with major universities and colleges in each state by offering nutrition education, equipment and recipes to use with athletes.

Strategic marketing: this area is responsible for driving awareness, demand and volume for fluid milk and Dairy through business to consumer (b2c) and business to business (b2b) programs through targeted, omnichannel marketing strategies and businesss development work with foodservice and retail channels. The area customizes dmi's national marketing program to local consumer audiences to ensure messaging and campaigns are relevant, impactful and effective.

Youth wellness: promoting Dairy to youth and adult stakeholders in schools, focusing on milk, cheese and yogurt at every opportunity. Targeting youth remains a priority to build and maintain trust in Dairy. Youth have been historically high consumers of milk and are The future of our industry. Research indicates youth are concerned about Dairy as "good for me and good for The planet". In keeping with our 2020 - 2023 objective to utilize undeniably Dairy (ud) - both current and evolving - as The integrated marketing theme, we will incorporate its sustainable nutrition resources into our youth wellness strategies, programs and executions. We will focus on The primary ages of 7-14 with The sweet spot between ages 10-14 with an "in-school focus". Our efforts will be to create a model for helping children consume more Dairy products in both The long-term and The short-term. This will be accomplished through our fuel up to play 60 (futp 60) and Dairy everywhere programs in The Dairy Alliance region.dairy transformation this area is responsible for brokering Dairy industry conversations that support and lead to increased investment in Dairy processing, new milk and Dairy product development and future Dairy expertise/talent in The southeast. We do this through mapping opportunites in The southeast and buidling/maintainig relationships across The entire Dairy supply chain including Dairy processors, Dairy and beverage brands, industry partners, ingreidnt companies and Dairy research centers. The Dairy Alliance contributes its expertise in market and category knowledge and sets a foundation that enables action oriented multidisaplinary converstions that lead to action to advancs positive growth for Dairy producers in The southeast.