Dairy farmers, through their National Dairy Checkoff, have announced seven new partnerships to ignite innovation in the fluid milk category.

Fluid milk sales have been declining for decades and farmers are eager to turn that trend around, with new milk beverages, new packaging, and much more. These new partnerships are the beginning of that turn around.

“You know we didn’t lose all these fluid sales in a day, and we won’t get them back all in a day. It’s going to take some time and its going to take a lot of hard work. But I am really excited about the diversity of the areas these companies are moving into to try to help themselves, as well as us to increase fluid milk sales,” said Paul Rovey, an Arizona dairy farmer and Chairman of Dairy Management Inc. (DMI).

Tom Gallagher, CEO of DMI said “I think the farmers are really excited about this because this is a very unique and large investment in a category that has really not seen any innovation for 40 years, of any real magnitude.”

Listen to reporter Brian Baxter as he speaks with both Rovey and Gallager on the partnership: Dairy Checkoff News