Wisconsin Milk Marketing Board renamed

New identity puts dairy farmers squarely at center of mission.

April 10, 2018

2 Min Read
milk in dairy case grocery store

The Wisconsin Milk Marketing Board has been renamed Dairy Farmers of Wisconsin (DFW) as part of a new strategic mission, vision and identity to more firmly align the efforts of Wisconsin's dairy farmers to expand growth opportunities domestically and around the world.

"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," DFW chief executive officer Chad Vincent said. "Our organization exists to be tireless advocates for our dairy farmers, 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 board of directors and a fifth-generation Wisconsin dairy farmer, said the change will put Wisconsin dairy farmers in a better position to grow and stay focused through the several challenges the dairy industry is currently facing, including globalization of markets, increased regulation and ongoing low prices for milk.

DFW builds awareness of Wisconsin-produced dairy products by creating national publicity, managing digital advertising and driving sales, distribution and trial through retail and foodservice promotions. It also supports in-school education about the benefits of dairy and funding for the University of Wisconsin Center for Dairy Research.

As a key economic engine of the state, DFW said the dairy industry contributes $43.4 billion annually to Wisconsin's economy, generates tens of thousands of jobs and supports a variety of allied industries – as well as communities – throughout the state.

“Ninety percent of the milk in Wisconsin goes into making cheese, and 90% of that cheese is sold outside state lines, generating statewide income across multiple economic sectors. Through the partnership between farmers and dairy processors, the state has seen Wisconsin specialty cheese sales outpace the cheese category overall and per capita consumption of cheese more than double since 1983," according to DFW.

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