Midwest Dairy Releases 2025 Annual Report Showcasing Impact, Innovation, and Checkoff Stewardship
Midwest Dairy is proud to announce the release of its 2025 Annual Report, featuring a refreshed digital design and interactive elements that highlight how checkoff contributions were invested to increase sales, build trust, advance innovation and research, and develop future dairy leaders. The report also presents measurable outcomes achieved across these priority areas.
A standout feature of this year’s report is a look at the “key moments” that helped drive dairy sales across the 10-state region in 2025. Developed in partnership with retailers and grounded in consumer insights, these activations focused on themes such as dairy protein, low- and lactose-free options, celebrating local products during National Dairy Month, and back-to-school and tailgating events. Each moment was designed to meet consumers where they are and inspire them to choose dairy more often.
The report also introduces Midwest Dairy’s Wellness Warriors program, an initiative that brings together respected dietitian thought leaders to build trust in dairy among school nutrition professionals, WIC leaders, and other health influencers. Through their expertise, Wellness Warriors elevated dairy’s strong nutritional profile, its role in supporting wellness across all life stages, and farmers’ commitment to sustainability and exceptional cow care.
Additional highlights include Midwest Dairy’s collaboration with market research leaders such as Mintel and Circana to monitor consumer behavior and emerging trends. These insights guide strategic decisions and support processor, retail, and foodservice partners as they innovate and grow demand for dairy.
The Annual Report also emphasizes efforts to develop the next generation of dairy leaders. In 2025, 29 dairy ambassadors and dairy princesses represented the dairy community across their states, and 136 Undeniably Dairy Grant recipients brought creative, community-focused dairy projects to life. The report also spotlights Lasso - Midwest Dairy’s “grant writer in a box” partner, whose work helped secure $620,000 in funding for dairy farmers across the region.
In addition to exploring the Annual Report, readers are encouraged to review the 2025 Scorecard, which provides a snapshot of progress toward Midwest Dairy’s strategic objectives. With 2025 marking year two of Midwest Dairy’s current three-year strategic plan, work will begin later this year with dairy farmer board members to shape the next planning cycle.
The 2025 Annual Report reflects the strength, resilience, and dedication of the dairy farmers Midwest Dairy proudly serves. Every accomplishment outlined in the report is made possible by farmers’ hard work and their investment in the dairy checkoff. Midwest Dairy remains honored to steward these dollars and to ensure every initiative, partnership, and insight helps build a stronger future for dairy across the region.
