Dairy Processing - May/June 2022 - 60

ASSOCIATION INSIGHTS
Meeting changing
expectations
Checkoff priorities designed to drive
greater impact across the industry.
by Barbara O'Brien | Dairy Management Inc.
S
ince taking on the Dairy Management Inc. (DMI) chief
executive officer role last October, I've listened to
farmers and other dairy business leaders to better
understand their perspectives on the state of the industry
and how to build the next chapter of the dairy checkoff -
one that balances farmers' needs and expectations with
marketplace demands and opportunities.
Nearly 40 years ago, farmers established the checkoff to
help drive trust in and demand for dairy. As the world and
the business grew more complex, the checkoff evolved with
various entities developed to proactively address issues and
opportunities for US dairy. This includes global trade and the
expansion of exports through the US Dairy Export Council,
the Innovation Center for US Dairy's efforts to advance the
industry's collective social responsibility leadership, and
demonstrating dairy's role in youth wellness, sustainable
agriculture and nutrition through the National Dairy Council,
GENYOUth and other affiliated organizations.
My focus is to harness the power of the whole checkoff
system to drive even greater impact, starting with farmers'
investment in science and proof building across five
interdependent priorities:
* Sustainability - To showcase dairy, farmers and cows
as environmental solutions backed by science and
proof and economically viable for farmers, markets
and society.
* People - To attract and retain top talent to the checkoff
and broader sector to be seen as employers of choice.
60 MAY-JUN 2022 | DAIRYPROCESSING.COM
* Innovation - To advance US dairy's wellness
and product leadership with technology-powered
breakthrough science and innovation.
* Reputation - To revitalize US dairy's image and
relevance as a source of nourishment, renewable
energy and societal and planetary solutions.
* Exports - To establish US dairy as a consistent,
preferred supplier globally.
With these foundational priorities in place, we're
addressing key areas where US dairy can meet, and even
exceed, changing consumer and business expectations,
address gaps and create meaningful points of differentiation.
DIGITAL FRONTIERS
There is rapid acceleration in digital technologies and
marketplaces. Today, more connections and commerce are
happening online and within new digital channels than ever
before. That is expected to grow exponentially:
* One-in-five grocery dollars will pass through a digital
channel by 2025.
* Instacart - one key channel - saw significant growth in
2021; 72% of deliveries included dairy.
Over the last several years, DMI has worked in
e-commerce with Amazon, Kroger and others to engage online
shoppers with content about dairy's functional benefits. On
average, we learned that for every $1 spent, it generated an
$8 return in dairy sales. And the opportunities extend beyond
e-commerce. Shopping on social media channels are projected
Barbara O'Brien, chief executive officer,
Dairy Management Inc.
http://www.DAIRYPROCESSING.COM
Dairy Processing - May/June 2022

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