Making Every Drop Count

2025 Annual Report

Making Every Drop Count

2025 Annual Report

Letter from Charles Krause

We Pledge To Make Every Drop COunt

2025 was a year of progress and innovation for the dairy industry, supported by your dairy checkoff.

Your partnership fueled meaningful momentum across the Midwest as we worked to elevate dairy’s role in consumers’ lives. This year, we strengthened trust by showing up in new places where families learn, grow, and celebrate. We also expanded sales opportunities through new and continuing collaborations that highlighted dairy’s versatility in today’s most in‑demand foods and beverages.

Innovation continued to accelerate, with entrepreneurs and farmers bringing forward fresh ideas that reflect dairy’s bright future. And throughout our region, we invested in developing strong leaders who are shaping the next generation of dairy stewardship and advocacy.

Together, these achievements show the power of partnership and the resilience of our dairy community. Midwest Dairy remains committed to making every drop count as you discover the work that strengthened trust, boosted sales, fueled innovation, and supported emerging leaders this year.

Where Your Checkoff Goes

Dairy Farmer's Checkoff Investment

	41%
	25%
	16%
	6%
	5%
	5%
	2%

Revenue By Division

	40.5%
	23.2%
	21.4%
	4.9%
	3%
	2.4%
	1.6%
	0.9%
	2.2%

By The Numbers

Dairy Sales

Midwest Dairy drives dairy demand across our 10‑state region by partnering with retailers and foodservice leaders to boost sales, inspire recipe innovation, and highlight the nutritious dairy products consumers love.

2.9 Million

Consumers reached through new partner Scooter’s cold foam promotion.

1.8 Million

Incremental pounds of milk sold through nine Kwik Trip limited‑time offers.

114%

Year over year butter growth fueled by Dierbergs’ holiday baking promotion.

Featured Story

Key Sales Moments Lead to Big Sales in 2025

View the Numbers

Maximizing Your Investment

Growing Trust

Midwest Dairy brings dairy’s farm‑to‑table story to life through creative partnerships that engage students, influencers, and communities. By reaching consumers where they are, we strengthen trust in dairy and inspire meaningful connections.

162,000+

Students connected to dairy through the 2025 Adopt a Cow program.

10,000,000+

Impressions generated through Midwest Dairy’s NCAA Big 12 partnership.

10.5 Million

Views generated by Midwest Dairy’s 2025 Influencer Program.

Featured Story

Wellness Warriors are Putting Dairy Farmers on the Health Map

See How

Fueling Breakthroughs

Innovation & Research

Midwest Dairy invests in research that strengthens the dairy industry, fuels innovation, and expands opportunities for farmers. These efforts help support progress and long‑term growth across our 10‑state region.

Accelerator Program

Supports breakthrough entrepreneurs in bringing innovative dairy products to market.

Midwest Dairy Accelerator winner and runner-up

SDSU Student

Combines research and dairy advocacy to deliver value for farmers.

Dairy Research

Powers progress across the dairy industry while supporting farmer priorities.

Featured Story

Dairy is Meeting the Moment with Today’s Consumers

Explore More

Developing Future Leaders

Dairy Leaders

Midwest Dairy equips farmers with tools and training to confidently share their stories, engage communities, and prepare for key moments. These resources help farmers build trust, highlight their farms, and connect with consumers across our 10‑state region.

$355,000

Invested in 136 Undeniably Dairy Grants to boost community engagement.