How Big Dairy Dominated TikTok with Government Support

The Rise of Butter in American Cuisine

The Butter Board Phenomenon

Butter has made a remarkable comeback in American kitchens, and‍ much of⁤ this resurgence can be attributed to a ‍strategic public relations campaign by the US dairy industry. ⁣The marketing group Dairy ⁤Management has taken credit for the viral ​butter board trend, which gained popularity through a video by chef Doiron. Although her ‌initial video lacked an advertising disclosure, she was part of Dairy Management’s “Dairy Dream Team” of paid influencers at the time.

Dairy Management’s Influence

Dairy Management, funded by fees collected from farmers, is one of several‌ government-supported dairy marketing‍ groups. Another ‌notable group is the Fluid Milk Board, which has enlisted celebrities like Emily Ratajkowski and Kelly Ripa to promote⁤ milk‌ on social media. Dairy Management ⁤has also collaborated with mega-influencer MrBeast, featuring him in videos promoting dairy products.

McDonald’s Partnership

One of⁤ Dairy Management’s significant achievements was the viral success ⁢of McDonald’s Grimace shake, which ⁣became‌ a sensation on ⁤TikTok. Dairy Management has had ‌a long-standing ⁢partnership with ‍McDonald’s, even ⁤placing dairy scientists at the fast-food chain to ⁤incorporate more dairy into ​the menu. Today, a significant ⁤portion of McDonald’s menu⁣ items contain dairy, thanks to this collaboration.

“My hope is that farmers, when they see⁣ a new milkshake or a new McFlurry at McDonald’s,‌ that they ​know that it’s their⁤ new product,”

– Dairy Management CEO Barbara O’Brien

Expanding Dairy in Fast Food

Dairy Management has also partnered with other ‌food ​companies to ​introduce dairy-rich products. For instance, they ⁣worked with Taco Bell to launch a frozen drink mixing ⁢dairy with Mountain Dew ⁤and a cheese-loaded burrito. They also supported Domino’s ⁤in ⁤rolling out pepperoni-stuffed cheesy bread‌ and assisted General Mills with their Oui⁣ yogurt line.

The Environmental Impact

Growing Environmental Concerns

As dairy consumption and production‍ increase, ​so does the ⁢industry’s environmental footprint. ​In⁤ 2019, the ⁢EPA estimated that US dairy⁤ cattle emitted 1,729,000 tons of methane annually, equivalent to‌ the pollution from‌ 11.5 million gasoline-powered cars. A United Nations report found that global⁣ greenhouse gas emissions ⁤from the dairy sector rose by 18 percent between 2005 and​ 2015.

The Struggle of Dairy Farmers

Despite these promotional efforts, the number of US dairy farms ​has decreased by three-quarters over the past 30 years. Rising⁢ costs ‌and fluctuating milk prices have‍ driven ‌many small and midsize farms out of business. In 2000, farms with more than 2,000 cattle produced less than 10 percent‍ of milk, but by 2016, these large farms accounted for over⁣ 30 percent of US production. This trend has led some farmers to question whether ⁤the focus on market​ growth is​ the ⁤best policy.

The⁤ Dairy Act and Farmer ⁣Contributions

Since the Dairy Act was passed in the 1980s, farmers have been required to contribute‍ 15 cents per hundred-weight of milk towards industry⁢ promotion programs overseen​ by the USDA. Ten cents go to local promotion ⁢entities, ​and⁢ five cents to the national Dairy Board, which promotes all dairy ‌products. In 2021,‌ farmer contributions to the national⁣ program ⁣totaled $124.5 million.

Conclusion

The US dairy ⁤industry’s PR ‍efforts have successfully increased the popularity of dairy products, but this growth comes with environmental and ⁢economic challenges. As the industry⁣ continues to evolve, it remains to be ⁤seen how these⁢ factors will balance out​ in the ⁤long term.### The Dairy Industry’s Financial⁣ Structure and Promotional⁤ Efforts

Dairy Management and⁣ Fluid Milk Board

The Dairy Board channels funds to Dairy Management, while milk processors contribute to the Fluid Milk Board. This board focuses on promoting milk and ​related ⁢products like‌ flavored milk, buttermilk, and ​eggnog. In 2021, the Fluid ⁣Milk Board collected‍ $82.4 million ⁣in processor fees, with its marketing ‍arm known as MilkPEP.

“All dairy research,​ promotion content⁣ and information⁤ not only complies with all ‍regulations ‍and standards, but also seeks ​to​ help consumers make informed decisions‍ about the foods they choose for themselves and⁣ their families,⁤ including nutritious, sustainably produced dairy.”

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Financial Impact of Checkoff Programs

These programs, ⁤referred to as “checkoffs” by farmers, generate over $200 million annually for the dairy industry. The industry highlights its ​achievements, such as a 43% increase in cheese usage at Domino’s Pizza stores within the first eight years of their partnership.

Promotional Campaigns: Successes and Failures

While⁣ some campaigns‍ have been successful, others have flopped. For example, the Fluid Milk Board’s attempt to mock plant-based milk alternatives ⁣by hiring actor Aubrey Plaza‍ to promote “wood⁢ milk” led to a‌ formal complaint from physicians advocating plant-based diets. Another campaign featured ⁣Queen ⁢Latifah on a board-funded website aimed​ at combating “milk shaming.”

Subtle Marketing Strategies

In 2021,⁢ the Fluid ⁢Milk Board sponsored a wellness ⁤weekend for ⁤top editors at a luxury Hamptons resort, where they enjoyed‌ milk-inclusive meals. The board also held USDA-approved advertising contracts with Vice Media and​ Food52 ⁣to develop​ milk-inclusive recipe content.

Economic ⁣Returns on Marketing Investments

A USDA report to Congress indicated‌ that​ farmers ​earn $1.91 for every dollar spent on fluid milk promotion, ‌$3.27 for ​cheese, and $24.11 for ​butter. An​ independent evaluation by‌ the Government Accountability Office ⁣found that the⁣ fluid milk program returned $2.14 for every​ dollar ⁣spent between ‌1995 and ‌2012.

Challenges and Concerns

Declining Fluid Milk Consumption

Despite overall growth⁢ in dairy consumption, ⁤fluid milk consumption has been declining since the‍ 1970s. This poses ⁢challenges for⁣ climate⁣ action, as meat and dairy consumption accounts for 75% of⁤ diet-related greenhouse‍ gas emissions in the U.S.

Impact on Small-Scale Farmers

Small-scale farmers worry that ⁤the‌ focus on demand growth benefits large producers, pushing smaller farms out of‍ the market. Wisconsin⁢ farmer and former Dairy⁣ Board member Rose Lloyd expressed concerns about the⁤ checkoff system:

“[The checkoff is] set up to be entirely demand-side. You’re not allowed to ‌talk about price, ‌you’re not allowed to talk about supply. It’s a wasted effort.”

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Lloyd’s⁢ farm, which has 350 cows, faces challenges from neighboring farms that have expanded significantly, ​leading to local⁢ environmental⁤ issues.

Potential Solutions: Supply Management

Some farm⁣ groups hope ‌to persuade⁢ Congress to pass supply-management legislation to limit total milk production. This model, ‌similar to one in Canada, could ensure a market for ​all⁣ produced dairy and stabilize prices.

The Canadian Model

In Canada, annual dairy demand is forecasted and ‍divided among provincial boards, which⁢ distribute production quotas to farmers. This system guarantees minimum prices but is controversial ⁤due to high tariffs on ‌imported⁤ milk and challenges for new producers.

Future Prospects

Legislative Efforts

The National Family Farmers Coalition (NFFC) is advocating⁢ for the Milk ⁤from Family Dairies Act, which would⁤ establish price minimums and production quotas. However, Antonio Tovar, ‍senior policy associate at‍ the NFFC, is skeptical about the ‌bill’s chances⁣ due to congressional gridlock.

Export Market ⁢Focus

The⁤ dairy checkoff is now targeting the ​export market, promoting pizza in⁣ the Middle East and Asia. In Japan, a “New Yorker pizza”‍ topped with‍ a kilogram of cheese was launched in partnership with Domino’s and later⁢ introduced in Taiwan.

CAPTION: A farmer moves cows ‌into a barn for their evening milking near ⁢Cambridge, Wisconsin, ​in 2017.
CREDIT: Scott Olson/Getty Images

CAPTION: The Office actor⁢ Brian Baumgartner ⁣poses for a 2023 promotional photo for “Never Doubt ​What You Love,” a pro-dairy parody news campaign created by the California Milk Processor Board.
CREDIT: Rachel Murray for CMPB/Getty Images

For more information, visit ⁤the Fluid‍ Milk Board ‍and Dairy Management.### The Cheese Challenge in Fast-Food‍ Chicken Sandwiches

Current State of Cheese in⁢ Fast-Food

In ‌a 2022 blog​ post, Dairy ⁣Management chair Marilyn Hershey highlighted ⁣a surprising statistic: ⁤80 percent of the 2 ​billion chicken sandwiches sold annually ⁣in the US ⁣do not include a slice of cheese.

Efforts to Increase Cheese ‍Usage

To address this, ‍the Dairy Management⁤ organization has been actively collaborating with major fast-food chains like Chick-fil-A, Raising Cane’s, and McDonald’s. Their goal ‍is to encourage these brands to ⁣add‍ cheese‌ to their chicken sandwich offerings.

The checkoff, she wrote, ⁤was engaging with⁤ Chick-fil-A, ⁢Raising​ Cane’s, and McDonald’s to change ⁣that.