8/2/2023
Dairy Farmers of Wisconsin’s Chad Vincent Leads Groups to Advocate for Wisconsin Dairy Industry
CEO elected as Chair of Wisconsin Agricultural Export Advisory Council
MADISON, Wis. – Chad Vincent, Dairy Farmers of Wisconsin (DFW) CEO elected as Chair of the Wisconsin Agricultural Export Advisory Council. This council was created through the Wisconsin Initiative for Agricultural Exports, a collaborative project proposed in Governor Tony Evers' budget between Department of Agriculture, Trade and Consumer Protection and Wisconsin Economic Development Corporation to promote the export of Wisconsin's agricultural products.
Vincent became CEO of DFW in 2016. He leads the Wisconsin dairy checkoff organization to help build markets and trust in Wisconsin’s farmers, drive affinity, and increase visibility for Wisconsin’s dairy products. 
“Dairy Farmers of Wisconsin works to promote an industry that contributes roughly $45 billion to the state's economy annually,” says Chad Vincent, CEO Dairy Farmers of Wisconsin. “Dairy isn't just a key economic engine of the state and it's not just the beating heart of Wisconsin – the Dairy Industry IS Wisconsin. DFW strives to deliver results that advocate for the attention and respect Wisconsin's dairy products deserve.”
With these goals at the forefront of every program and initiative, DFW just closed its 2023 fiscal year and announced significant results under Vincent’s leadership.
Efforts in building Proudly Wisconsin Cheese affinity:
- Our internal PR team earned $77 million in publicity by garnering national media featuring Wisconsin Cheese & Dairy on the Today Show, Forbes, Tasting Table, FoodSided, Food52, Yahoo News and more.
- Reached over 5 million targeted consumers (food fanatics) through “Wisconsin, The State of Cheese” storytelling, advertising and content via brand partnerships.
- Reached over 25 million consumers through local and regional broadcast segments focused on the nation’s key main grocery markets.
Efforts in gaining visibility, distribution, trial and sales of Wisconsin Cheese(s):
- Awareness of the Proudly Wisconsin Cheese badge – on the front of Wisconsin Cheese and Dairy labels -- grew 350% in the past 3 years among the target audience.
- Our Regional Marketing team worked with the 125 largest, most influential grocery retailers and distributors executing Wisconsin dairy promotions in over 10,000 retail stores.
- Connected more cheese and dairy companies with trade decision-makers at the five major national shows and three international shows.
- Engaged more than 480 retail buyers in experiencing Wisconsin, The State of Cheese.
Efforts in sharing Wisconsin’s dairy impact:
- DFW research shows that dairy farmers in Wisconsin are amongst the most trusted of any group.
- 90% of Wisconsin residents agree that dairy is an industry that is important.
- 84% have trust in our dairy farmers and 82% have trust in our dairy industry.
- DFW continues to share Wisconsin farmers' stories of care for the land, water, cows, air and community as well as optimize dairy conversations in schools and throughout the industry.
- Delivered over 230 earned media placements telling farmer stories with a value of $1.8 million.
- Focused on educating schoolchildren through Adopt a Cow reaching 60,000 students, dairy lessons were downloaded over 1,800 times, breakfast week kits impacted 100,000 students, and we provided equipment and latte programs in 17 districts.
Overall, research indicates there has been a 25% increase in Wisconsin brand impact, +20% growth in overall perceptions of Wisconsin Cheese and sales of Wisconsin Cheese are outpacing the growth of the entire category.
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About Dairy Farmers of Wisconsin: Funded by Wisconsin dairy farmers, Dairy Farmers of Wisconsin is a non-profit organization that focuses on marketing and promoting Wisconsin's world-class dairy products. For more information, visit our website at wisconsindairy.org.
About Wisconsin Cheese: The tradition of cheesemaking excellence began more than 180 years ago before Wisconsin was recognized as a state. With 90% of the State’s cow’s milk being turned into cheese, Wisconsin’s 1,200 cheesemakers, many of whom are third- and fourth-generation, continue to pass on old-world traditions while adopting modern innovations in cheesemaking craftsmanship. Wisconsin has won more awards for its cheese than any other state or country. For more information, visit WisconsinCheese.com or connect on Facebook.