The Spring 2026 issue of Dairy Promotion Update showcases a year of meaningful progress for Midwest Dairy and the 3,600 farm families it represents across a 10‑state region. This edition highlights how strategic partnerships, on‑farm innovation, and consumer‑focused initiatives are strengthening trust in dairy and driving measurable sales growth.
A major focus of the issue is the release of the 2025 Annual Report, which outlines progress across four strategic pillars: increasing dairy sales, building trust, advancing research, and developing farmer leaders. The report emphasizes Midwest Dairy’s long‑term, partner‑driven approach to building demand and transparency, noting that many initiatives span multiple years to maximize impact.
College athletics continues to be one of the most effective ways to reach Gen Z, and this magazine details several standout partnerships. Collaborations with the University of Nebraska–Lincoln, Iowa State University, Kansas State University, and the Big 12 Conference brought dairy messaging to millions of young consumers. From in‑arena activations like the “Flex Cam Powered by Dairy” to athlete‑driven social content and farm‑to‑fan storytelling, these efforts reinforced dairy’s role as both high‑performance fuel and a trusted everyday staple.
Retail campaigns also delivered impressive results during key seasonal moments. Back‑to‑school and tailgating promotions with Cub Foods, Hy‑Vee, Schnucks, Instacart, Chicory, and Neptune Retail Solutions generated millions of impressions and drove significant incremental milk sales. Hy‑Vee’s tailgating campaign alone delivered more than 551,000 incremental pounds of milk sold, while Chicory’s recipe‑driven digital ads contributed over 5 million incremental pounds. These campaigns demonstrated the power of pairing digital inspiration with strong in‑store visibility.
On the farm, Midwest Dairy’s partnership with Lasso helped producers secure grant funding for modernization and sustainability projects. Farmers such as Kevin Knapp, Piet van Bedaf, and Stacey Demmer used these resources to expand facilities, improve efficiency, adopt labor‑saving technologies, and support value‑added growth. As one farmer noted, Lasso’s support brought “clarity and structure” to a complex process, turning ambitious plans into achievable outcomes.
The issue concludes with a look at Midwest Dairy’s 2026 strategic objectives and new consumer insights showing strong confidence in dairy’s taste, nutrition, and value. With nearly nine in ten consumers expressing love for dairy, the momentum is clear.
Readers can download the full Spring 2026 magazine to explore these stories in depth and see their checkoff dollars at work.
Dairy Promotion Update: Spring 2026