The dairy checkoff, on behalf of dairy producers and importers, works in partnership with influential and globally recognized companies such as McDonald’s®, Domino’s®, Quaker®, Taco Bell® and Pizza Hut to provide consumers with great-tasting dairy products.
These partners share common values with the dairy industry – such as integrity and industry leadership. They also want to work together to expand the reach of nutrient-rich dairy products and ingredients, and bring to the table many additional resources in advancing dairy product innovation.
Dairy producers' partnership with McDonald’s has created “dairy destinations” for the more than 27 million customers who visit its restaurants every day. A team of dairy scientists and other experts work on behalf of dairy farmers at McDonald’s headquarters to help introduce new dairy-friendly menu offerings to consumers.
McDonald’s used more than 1.7 billion pounds of additional milk through dairy-friendly items between 2009 and 2011. The goal is to move an additional 3 billion pounds between 2012 and 2014. McDonald’s is testing or has introduced 27 new dairy-friendly products this year, thanks to support from onsite checkoff employees.
See how McDonald’s thanks America's Dairy Farmers for their hard work providing milk, cheese and yogurt 365 days a year.
For example, producer-led efforts helped Domino’s improve the variety and amount of cheese used on its pizzas. This helped increase sales of Domino’s pizza. As a result, others in the pizza category followed its lead.
A Quaker-led promotion that encouraged consumers to use milk instead of water when preparing oatmeal led to a 5-percent increase in fluid milk sales in 1,400 Safeway stores. Future efforts include new products, such as a breakfast shake featuring dairy, and Warm and Crunchy Oatmeal that can only be prepared with milk.
The checkoff helped Taco Bell introduce double steak quesadillas and fancy cheese shreds that led to a 4-percent increase in dairy volume at the chain. DMI has provided two on-site dairy scientists, among other resources. The chain plans to launch a dairy-based breakfast menu in 2014 that will help grow Taco Bell’s dairy sales by 5 percent.