Despite the challenges brought on by COVID-19, the Dairy Checkoff continued to help its foodservice partners to grow sales of U.S. dairy foods. Dairy Management Incorporated, the organization that oversees the checkoff, says more domestic dairy got shipped into the international marketplace in 2021. The checkoff continued its effort to connect with the Gen Z consumers, while the dairy industry’s sustainability journey reached new levels during a busy year. DMI CEO Barbara O’Brien says the dairy checkoff delivered on its mission to drive sales and trust. “We not only adapted to the realities of COVID, but we used it as an opportunity to become even more consumer-centric, more efficient, and more collaborative,” O’Brien says. She points out the continued success of the checkoff’s partnership with globally-recognized companies like Domino’s, Taco Bell, and McDonald’s. Overall dairy sales at those chains grew between three and six percent this year.
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