Looking back with gratitude, ahead with purpose

As we close out the year, I find myself reflecting with gratitude on all we have accomplished together. This season is a time to celebrate the dedication of our dairy farmers, the meaningful work we all do and the strength of our industry as a whole.

Throughout 2025, Midwest Dairy had outstanding opportunities to partner with retailers and foodservice leaders to grow demand for dairy across our region. With our retail partners, we focused on four “key moments,” strategic opportunities to connect unifying themes with core dairy categories and reach consumers in meaningful ways. National Dairy Month was a standout example, as retailers across our 10-state region promoted “Love Dairy. Love Local.” Partners such as Hen House Markets, Cub Foods, Dierbergs, Fareway Stores, Coborn’s, Price Chopper and others showcased how dairy is locally produced by featuring farm families, recipes, coupons and promotions — all encouraging consumers to enjoy real dairy more often.

Another highlight was launching our new Wellness Warrior program. By partnering with four trusted dietitian thought leaders, Midwest Dairy represented dairy at events throughout our region and built trust among key audiences, including school nutritionists, Women, Infants and Children program leaders, medical providers and other health professionals. These Wellness Warriors helped us share credible, science-based information with decision-makers who influence how dairy is understood and consumed.

We also had the exciting opportunity to partner with VentureFuel to launch the Midwest Dairy Accelerator program, investing checkoff dollars to support exciting dairy product innovation. This 8-week virtual program was designed to fast-track the growth of promising dairy-focused food and beverage startups throughout the region. We are proud to have awarded the grand prize to RoseBud Ice Cream, an Illinois-based startup bringing ice cream in convenient, kid-friendly pouches. Zoguri, which develops fermented dairy supplements and is based in Nebraska, was named runner-up.

Our dairy leaders also worked tirelessly this year to share their stories and build trust with consumers and influential audiences. Illinois dairy farm family Lenkaitis Holsteins hosted several farm tours with sustainability partners, including attendees of the Aspen Ideas: Climate Chicago event and the University of Illinois Supplemental Nutrition Assistance Program-Education program. The Lenkaitis family also traveled to meet with county physicians, sharing dairy’s nutrition and sustainability stories, and they even connected with fans at hockey games to promote how dairy is locally produced. These efforts demonstrate the creativity and commitment of our farmers to reach people where they are.

Looking beyond our region, checkoff has been actively engaged in ensuring U.S. dairy is prepared to meet growing global food demand. I had the privilege of traveling to Santiago, Chile, with Midwest Dairy leaders Charles Krause and Tom Walsh to attend the International Dairy Federation World Dairy Summit. This event brought together dairy farmers, processors, suppliers, government representatives, policymakers, scientists and more. We heard from U.S. Dairy Export Council President and CEO Krysta Harden, who emphasized how innovations in dairy are boosting efficiency and how investments in infrastructure and sustainability are supporting global consumption. The message was clear: U.S. dairy is ready to grow globally while addressing critical issues such as animal health, human nutrition, trade and research.

As I look ahead to 2026, I am energized by the opportunities before us. Midwest Dairy will complete the final year of our 3-year strategic plan while also beginning development of our 2027–2030 plan. Guided by research, insights and the input of our dedicated dairy farmer board leaders, and supported by our talented staff, I am confident we will chart a strong path forward. I look forward to sharing more as this work continues.

In closing, every milestone Midwest Dairy reached this year has been powered by people — farmers, families, partners and communities — who believe in the value of dairy and the difference it makes in everyday lives. It is with deep appreciation that I look back on 2025, proud of what we have built together and excited for what lies ahead.