Midwest Dairy’s January 2026 Promotion in Action email showcases how farmers’ checkoff investments are driving progress across schools, retail, foodservice, research, and community engagement. This month’s initiatives reflect a shared commitment to growing trust in dairy, increasing dairy sales, and strengthening leadership within the dairy community.
A major recent milestone is the passage of the Whole Milk for Healthy Kids Act—an important development for schools nationwide. Midwest Dairy is taking a measured approach to the recent passage, collaborating with Dairy Management, Inc., processors, and school nutrition professionals to support schools as they determine how this change fits into their meal programs.
Beyond schools, Midwest Dairy continues to bring dairy to life through engaging consumer experiences. The Adopt a Cow program connected classrooms with real dairy farms, while Big 12 fan activations showcased dairy through interactive events and game day menus. Seasonal retail promotions also delivered strong results: Coborn’s holiday campaign drove more than 84,000 incremental pounds of milk, and Kwik Trip’s seasonal flavors generated over 1.8 million incremental pounds.
Foodservice partnerships remain a powerful growth engine. Scooter’s Coffee featured a limited-time cold foam promotion that encouraged upgrades to larger beverages, and Farmer’s Fridge introduced protein-packed snack boxes that moved 97,000 incremental pounds of milk in just 41 days.
Innovation continues to thrive as well. A Midwest Dairy Pitch Contest winner is now bringing a dairy-forward cookie concept to Target shelves, demonstrating how entrepreneurial ideas can translate into real demand for dairy.
Finally, Midwest Dairy invested in farmer development through its Winter Dairy Workshop, where producers gathered for hands-on learning and a plant tour designed to strengthen skills and connections across the region.
Together, these efforts highlight the impact of dairy farmers’ leadership and the continued momentum behind dairy promotion in the Midwest.
Promotion in Action: January 2026