Checkoff Annual Report

The 2019 Annual Report Is Here!

Dairy Farmers of Wisconsin's fiscal year runs July 1 to June 30. The following November of each year we release the annual report. The report reviews the previous fiscal year's programs and activities, how far we've come and where we're going!

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Annual Report Cover

A Letter from the Dairy Farmers of Wisconsin's CEO, Chad Vincent:

Dear Wisconsin dairy farmers,

This annual report includes a summary of your promotional organization’s activities for the fiscal year 2019. Our highlights include continued support of new product research at the UW Center for Dairy Research and on-farm sustainability work by the UW Discovery Farms program. We have also worked to build demand for your milk at the WIAA Boys and Girls State Basketball Tournaments, in Wisconsin schools and through National Dairy Month initiatives and the Holiday Butter Promotion. Dairy Farmers of Wisconsin continues to help increase consumption of Wisconsin cheese and dairy products across the country and around the world.

Fiscal year 2019 saw continued growth in sales of Wisconsin cheese. Per capita consumption of cheese and butter in the U.S. both saw continued growth, and overall milk usage continues to increase. Still, it was another challenging year for dairy farmers everywhere.

This year, I spent a considerable amount of time in face-to-face meetings with you, sharing information about our organization’s strategy and operations and discussing how our staff and programs are establishing new markets for your milk. These meetings gave me an opportunity to meet many of you and answer questions. There are a few topics I always address:

  1. Consumers trust dairy farmers. Based on our research, consumer trust in the dairy industry and dairy farmers remains high. Your voices and stories matter.
  2. Dairy consumption is increasing. Overall per capita dairy consumption has grown 16 percent over the past 35 years, driven by cheese, yogurt and butter. We continue to fight for fluid milk with our national partners.
  3. Wisconsin milk becomes Wisconsin cheese. Our state uses 90 percent of the milk it produces for cheesemaking, and 90 percent of that cheese is sold outside the state. Therefore, many of our promotional efforts focus on cheese in highly populated areas of the country, and are largely delivered in digital formats to relay our messages in the most efficient and cost-effective manner.

Despite the challenges that you continue to face, it’s important to remember a couple of important truths about Wisconsin dairy: We produce a high-quality product that people value and want to buy. In fact, 94 percent of households consume milk, while 96 percent consume cheese. Wisconsin has the strongest brand in the cheese and dairy industry, and Dairy Farmers of Wisconsin will continue to do everything we can to build upon it.

Please don’t hesitate to contact us with any questions.

Sincerely,

Chad T. Vincent, CEO