Through the national checkoff program, dairy producers are helping grow the dairy industry by demonstrating leadership, innovation and results, according to producer leaders who spoke to more than 1,000 dairy producers and other industry representatives at the 2008 National Dairy Promotion and Research Board (NDB)/United Dairy Industry Association (UDIA)/National Milk Producers Federation (NMPF) Joint Annual Meeting in Nashville, Tenn.
Collaborating with national restaurant chains and manufacturers provides opportunities to include dairy products on menus – such as string cheese and milk in plastic bottles – and within existing products – including coffee drinks, smoothies and protein bars. These partnerships help the industry act as a leader in nutrition, and help capitalize on opportunities to include dairy products and ingredients in current and future products.
The dairy checkoff is also leading industry innovation to protect dairy’s place in schools. In order to address the changes in school milk requirements, the checkoff: determined interest in flavored milk in schools; conducted taste tests among students; developed new products that meet the preference of students, while still meeting nutrition requirements.
With the announcement of the Child Nutrition and Fitness Initiative (CNFI), the dairy checkoff has started an unprecedented effort to improve the lives of our children and teens through a comprehensive, youth-driven initiative that encourages and rewards improved nutrition – including dairy – and physical fitness. CNFI ultimately will give students greater access to dairy products and other nutritious foods, and will encourage one hour of physical activity each day. Dairy producers are teaming up with the National Football League (NFL) as a key fitness partner in the initiative.
Dairy producers, through the checkoff, have established an industry-wide sustainability initiative that will encourage innovation and support real-life practices (throughout the entire dairy marketing chain) that are economically viable, environmentally sound and socially responsible for now and for future generations. Part of the sustainability initiative will educate the public and key thought leaders that being sustainable has been, is, and will continue to be, part of our dairy farming practices.