Checkoff Annual Report

A LETTER FROM CHAD VINCENT, CEO, DAIRY FARMERS OF WISCONSIN (DFW)

Celebrating Our Success and Future Growth Together

Dear Wisconsin Dairy Farmers,
As the CEO of Dairy Farmers of Wisconsin, I want to express my deepest gratitude for your hard work and dedication. Our collective efforts over the past year have strengthened Wisconsin’s reputation as the premier dairy state and opened new doors and opportunities for all of us.

Driving Sales and Market Presence
You helped us bring over 400 trade buyers and decision-makers to Wisconsin, and this last year saw the Proudly Wisconsin Cheese (PWC) badge added to another 500 products, reinforcing the quality and authenticity of our offerings. Consumers know this badge is a mark of excellence and a promise that they are getting the very best. Enthusiasm for our Wisconsin products has been palpable, leading to the introduction of over 500 new items and the execution of more than 700 promotions. This success has driven sales across 135 top grocery chains and distributors, reaching over 15,000 stores nationwide. It’s a testament to the quality and appeal of Wisconsin dairy products that all starts on your farms.

Expanding Global Reach
With your support, we brought Wisconsin cheese to six international trade shows and industry events. We also brought international buyers from key markets, including Mexico, the Middle East, and Asia, to Wisconsin on buyer missions. We were also honored to be the first nonprofit in Wisconsin history to receive the Governor’s Export Achievement Award. This recognition underscores the world-class quality of Wisconsin dairy, which helps feed the world.

Showcasing Wisconsin
One of the year’s highlights was bringing Top Chef Season 21 to our beautiful state—a fantastic platform to showcase Wisconsin dairy products’ rich heritage and excellence to a national audience. The response has been overwhelmingly positive, further solidifying Wisconsin’s place in the hearts and kitchens of consumers nationwide. Collaborations with some of the biggest and best foodie media platforms, including Saveur, Kitchn, Food52, and Food Network, among others have helped deliver unique and shareable content that has enhanced our brand image and awareness. As we look toward the future, I continue to be inspired by your dedication and passion, which are the foundation of the Wisconsin dairy industry. We are honored to do this work with you as we strive for the continued growth and success of our dairy community. Together, we will continue to innovate, inspire, and lead the way in delivering the finest dairy products to consumers everywhere. Let’s keep the momentum going and make the coming year even more successful.

Warm Regards,

Chad Vincent, CEO