The month of April has given birth to a new name for the Wisconsin Milk Marketing Board, and with it, a new strategic mission, vision, and identity, which the company says more firmly aligns itself with the efforts of Wisconsin’s dairy farmers to expand domestically and around the world. Behold: Dairy Farmers of Wisconsin (DFW).
“As the marketing and promotion arm for Wisconsin’s dairy farmers, this new identity puts the dairy farmers squarely at the center of what we do and provides a much stronger platform to share the Wisconsin dairy story,” says CEO Chad Vincent. “Our organization exists to be tireless advocates for our dairy farmers, and to help these family businesses thrive because, they, and the fruits of their labor, are the heartbeat of the industry and our state.”
Jeff Strassburg, Chair of the company’s Board of Directors and a fifth generation Wisconsin dairy farmer, echoed Vincent’s sentiments in his statement: “The dairy industry is facing several challenges, including globalization of our markets, increased regulation, and ongoing low prices for milk. This change will put Wisconsin dairy farmers in a better position to help us grow and stay focused on the future.”
As one of its primary missions DFW builds awareness of Wisconsin-produced dairy products through creating national publicity, managing digital advertising, and driving sales, distribution, and trial through retail and foodservice promotions. The company also noted it supports in-school education about the benefits of dairy and funding for the UW Center for Dairy Research.
The dairy industry is one of Wisconsin’s biggest economic engines, which contributes $43.4 billion annually to the state’s economy, generates tens of thousands of jobs, and supports a variety of allied industries and communities. According to a press release, 90 percent of the milk in Wisconsin goes into making cheese, 90 percent of that cheese is sold outside state lines, Wisconsin specialty cheese sales outpace the cheese category overall, and per capita consumption of cheese has more than doubled since 1983.
Congratulations to DFW on the exciting step forward from all of us here at Deli Market News! And if you are craving more developments on the cheese and dairy industries, our reporters will have you covered.