Promotion in Action - April 2022

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April 29, 2022 IN THIS ISSUE: Undeniably Dairy Grants 2021 Annual Report Cow Week Sustainability in Action New and unique ways to share dairy Reaching health professionals New partnerships and opportunities What do wineries, the ballpark, and classrooms have in common?

COMMENTS FROM OUR CEO The busy summer months are soon to be upon us, bringing many opportunities to share dairy’s unique nutritional benefits and sustainability story with consumers. In the months ahead, Midwest Dairy staff are planning to attend different events to have conversations that will bring dairy farmer priorities and your voice to the marketplace. Your dairy story – the unique wellness benefits of dairy and your dedication to taking care of the planet and your cows –will be at the center of those messages.

Feeling inspired to get involved yourself? I urge you to take a look at the information below about the Undeniably Dairy grants available to farmers and ag organizations. These grants can help turn great ideas for promoting the dairy industry a reality, helping you showcase your farm to your local community.

MOLLY PELZER

Undeniably Dairy Grants available to farmers and ag organizations Dairy farmers, dairy groups, and ag organizations are eligible to apply for up to $3,000 in funding for events and projects that promote dairy is good for people, the planet and our communities. These groups are also eligible to apply for Food Pantry and School Equipment grants.

Below are some general ideas of projects that are eligible: Bring dairy to unexpected places Look for opportunities to bring dairy to new places. You could partner with a local brewery on a brew and moo event, host an interactive exhibit at an urban health fair or food festival or work with community education organizations or a local retailer on a wine and cheese experience.

Host on-farm events Open your dairy and connect with your community. You could host a farm-totable event inviting local influencers, an ice cream social for school educators or a breakfast on the farm.

Engage with K-12 youth Bring dairy into schools, bookstores, libraries, YMCA or other community education/youth-focused program. You could provide dairy-themed ag literacy kits or books (see Discover Dairy for ideas), partner with schools to provide foodservice equipment or sponsor programs connecting youth with local dairy ambassadors or princesses.

Applications will be evaluated and approved in three funding cycles. The next funding round is due May 1. The third and final round is due August 1. You can find out more about the Undeniably Dairy grants as well as the school equipment and food pantry grants here.

Making Every Drop Count in 2021 Annual Report In 2021, Midwest farmers' efforts and continued investment helped make every drop count. Check out how those checkoff dollars went to work for you! To view the full 2021 Annual Report, click here. To watch a short video highlighting the 2021 yearend events, click here.

Wonderscope Children's Museum celebrates Cow Week Midwest Dairy joined Wonderscope Children’s Museum for the museum’s firstever Cow Week. Guests were treated to daily cow-related activities and giveaways sponsored by dairy farmers, such as seed starter pots, coloring books and cow hats.

Midwest Dairy provided Sophia, a cow that enables children to simulate milking, and sponsored two programs. The Museum earned additional buzz through media outreach, including a live update from the local Fox TV station.

Kansas dairy farmers Kathleen Fincham of Marysville, and Stacy Rethman of Seneca shared their farm story with children and parents during Cow Week.

Fincham peeked children’s curiosity with her farm’s story, sustainable farm practices and sharing what cows eat. Rethman engaged kids during story time, sharing more about her family’s farm. A peek at Cow Week activities is available on Instagram here.

On April 23, Wonderscope’s Trivia Night also included a category dedicated to dairy trivia and feature video clues and answers delivered by Kansas and Missouri farmers.

Sustainability in Action: HASP ROI

Midwest Dairy invests dairy farmers' checkoff dollars in a variety of ways, including supporting sustainability and research projects. One such project that Midwest Dairy supports is the Headwaters Agriculture Sustainability Partnership (HASP) ROI project.

The HASP ROI project analyzes the relationship between on-farm conservation and finances on row crop and integrated dairy operations. Three dairy farms in Stearns County, MN, were selected to participate in the project during its first year. Learn from the partners and farmers involved in the program as they share how the conservation practices utilized during this program were financially beneficial to the farmers involved and positively impacted their land.

To learn about HASP ROI, please click here.

Exploring new and unique ways to share dairy's nutritional benefits 1% Flavored milk school mailing Recently USDA released a final rule allowing school meal programs to continue serving low-fat (1%) flavored milk to students through the 2022-23 and 2023-24 school years. Midwest Dairy mailed over 3,515 oversized postcards to school nutrition professionals notifying them. The postcard included messages about 1% flavored milk's 13 essential nutrients and showcased its popularity in schools. In addition, school nutrition professionals were encouraged to include 1% flavored milk in their upcoming milk bid.

Because surveys have shown students prefer low-fat flavored milk to fat-free flavored milk, this regulation is expected to increase school milk consumption and could increase participation rates in the school meal programs. Both of those impacts would be positive for students’ nutritional intakes and would also expand demand for milk.

Hy-Vee Dairy Landing Page Hy-Vee and Midwest Dairy have partnered to bring dairy to life with a landing page on Hy-Vee AislesOnline that highlights all of the great things that dairy does.

Included on this page is: A header graphic that calls out the delicious, nutritious and conscientious side of dairy and the sustainability of dairy.

Links to key dairy segments including butter, cheese, milk and creamers and yogurt.

Links to dairy items that are on promotion and flavorful recipes utilizing dairy items.

Dairy facts including "Did you know? America's Dairy Farmers have committed to achieving greenhouse gas neutrality by 2050".

Videos on the environment, animal care and community involvement.

A bottom of the page header that calls out that sustainability starts with us as well as a call out about all milk being sourced locally.

This landing page will be live for three months and then will be updated two more times before the end of the year with different content and messaging. We will be driving awareness to this page with social influencers, key search word links and monthly advertising directing consumers to the page. Check out the landing page here.

Promoting Menu Innovation to School Nutrition Professionals Annually, school foodservice directors come together to network, learn new tactics and gain inspiration to take back to their lunchrooms. Current COVID-19-related staffing and supply chain challenges only amplify the need and desire for connection amongst school nutrition professionals. Midwest Dairy recognizes the opportunity and ability to be a solution and source of ideas for nutrition professionals.

For the Nebraska School Nutrition Association District 2 meeting, 30 foodservice service directors from western Nebraska came together Saturday, April 9.Chef Sharon Schaefer, Foodservice Director for Gretna Public Schools, serves as a reputable thought leader and a spark of inspiration to her peers. Midwest Dairy partnered with Sharon to educate directors on the versatility of parfaits, smoothies, and overnight oats. In her demonstration, Sharon educated how similar ingredients can be used in these dairy-inspired items to enhance the opportunity for menu innovation, particularly amidst COVID-19 related shortages.

Robert Schaefer, previously the executive chef for Elkhorn Public Schools, walked through a demonstration of overnight oats. Directors were able to taste items firsthand and take standardized recipes and dairy posters and resources for use in their schools. Midwest Dairy looks to capitalize on this content for future opportunities to bring this dairy menu innovation to a wider audience of foodservice directors.

Hy-Vee and Midwest Dairy landing page.

Robert Schaefer demonstrates parfaits, smoothies and overnight oats for 30 school nutrition professionals.

Reaching health professionals in the classroom University of South Dakota professor highlights dairy in sustainability course Midwest Dairy continues to build a relationship with the University of South Dakota’s Sustainability Program. Midwest Dairy was again invited to be a part of Professor Jenny Fierro’s sustainable environment course which includes over 90 freshman and sophomores working towards their science credit.

Dairy farmer Doug Stensland and his daughter-in-law Chelsea Stensland shared their farm story, focusing on the sustainability efforts of their operation as well as that of the dairy community. Professor Fierro introduced the class and shared a short video that highlights the Net Zero Initiative as well as the FARM Program. The Stenslands emphasized the importance of cow comfort, advancements in technology, crop rotation and cover crops, and manure management. Each student was able to sample Stensland’s ice cream and cheese while listening and engaging with Doug and Chelsea. Fierro also shared the experience on the department's Facebook page, extending the reach to additional students and faculty.

Kansas Dietitians learn about Dairy’s Sustainability Story Through a strategic partnership with the Kansas Academy of Nutrition and Dietetics (KSAND), Midwest Dairy is sharing dairy’s sustainability story with registered dietitians across Kansas.

On April 2, 2022, dairy farmer Steve Strickler and Stan Slaughter, Kansas and Missouri Organic Recycling’s Director of Outreach and Education, shared how “Sustainability Starts with All of Us”. Dairy’s remarkable story fits well within the theme for the KSAND Foundation event: Putting Kansas on Your Plate. The session focused on real examples of environmental progress being made on dairy farms and in communities making a positive impact on a healthy future. Attendees were very interested to learn how dairy cows can turn waste into taste by upcycling byproducts into nutritious milk.

On Earth Day, we also showcased dairy’s sustainable nutrition story at the virtual KSAND Annual Conference through our resources exhibit available to registered dietitians attending.

Reaching health professionals in the classroom Pediatric dietitian at Sanford Children's Hospital champions new smoothie handout promoting whole milk Midwest Dairy recently partnered with a pediatric dietitian at Sanford Children’s Hospital to build trust in dairy with credentialed health professionals and their patients. Children with certain disease states such as cystic fibrosis or undergoing oncology treatment can benefit from a high-calorie, high protein diet. Pediatric dietitians often recommend smoothies for these populations and a need was identified for an updated resource featuring both specific and generic recipes and tips. Midwest Dairy was able to work directly with the pediatric dietitian to develop this new and improved handout. The entire team at Sanford Children’s Hospital is pleased with the result and excited to offer something more appealing to their patients and families.

Professor Jenny Fierro introduces the Doug and Chelsea Stensland and highlights the dairy community's Net Zero Initiative.

Stan and Steve sharing with dietitians.

New partnerships and opportunities for farmers to explore Midwest Dairy at Central Plains Dairy Expo Midwest Dairy participated in the 2022 Central Plains Dairy Expo in Sioux Falls, South Dakota, an annual trade show attracting approximately 4,000 dairy-focused individuals, on March 29-31.

The three days included a welcome reception and concert with comedian Charlie Berens of the Manitowoc Minute. Midwest Dairy staff were able to host farmers for this event with reserved tables leading to great conversations. On March 30-31, we hosted an informational booth on the exhibit floor. CEO Molly Pelzer and Midwest Dairy Corporate Board Chair Allen Merrill also attended with dedicated booth hours to talk with dairy farmers and industry representatives, answering any questions related to the dairy checkoff.

Midwest Dairy also sponsored two breakout sessions moderated by Molly Pelzer about the importance of dairy exports with a presentation led by Will Lux, Senior Director of Global Trade Analysis for the U.S. Dairy Export Council (USDEC). The session included information on why exports are a key growth opportunity for dairy and strategic efforts to capture this market. A reception was hosted by Iowa, Nebraska, Minnesota, and South Dakota state trade associations and Midwest Dairy providing an opportunity for fellowship and networking.

Passionate about Dairy? Become a Dairy Princess The Dairy Princess programs are a female leadership opportunity for young dairy advocates. Across the state of Minnesota and Iowa, the dairy princess programs begin at the county level. Locally, dairy princesses spend time in their community promoting dairy through a variety of activities, attending communications trainings and orientations.

Eligible participants from Minnesota are encouraged to attend the May Dairy Promotion and Leadership Event held on May 13-14, 2022. At the event, attendees can participate in leadership workshops and compete for to be Princess Kay of the Milky Way finalists. Event registration is due by April 15.

More information about Minnesota's dairy princess program is available here.

New this year in Iowa, candidates no longer need to be employed on a dairy farm or be related to a dairy farmer. The new guidelines state that you must be a genuine dairy user and a passionate supporter of the dairy industry. Interested candidates who reside in a county where there is not an active dairy promotion board that holds a dairy princess contest, meets all the eligibility requirements, and would like to enter to represent the county where she lives may enter the Iowa Dairy Princess Contest. To learn more about the Iowa Dairy Princess Program and Contest, visit our website.

Building Dairy Leaders through the Illinois Livestock Leadership Institute Midwest Dairy is partnering with Illinois Beef and Illinois Pork to sponsor the Illinois Livestock Leadership Institute (ILLI). ILLI provides an opportunity for young men and women to become actively involved in the livestock industry and all of agriculture.

ILLI is a four-day trip that focuses on leadership, citizenship, and communication skills through hands-on experiences. The destination for this year is Lexington, Kentucky, June 20 – 23. Participants must be 16-20 years old and will learn about pork, beef and dairy production, research, consumer information and issues that affect the livestock industry today. Participants also need to not be pork/beef/dairy producers or from pork/beef/dairy producing families but must exhibit a sincere interest in the livestock industry and agriculture.

New Sustainability Partnership Midwest Dairy has just joined the Illinois Sustainable Ag Partnership (ISAP). ISAP is comprised of diverse organizations in Illinois that work collaboratively to increase the technical capacity of ag professionals and to utilize data and consistent messaging to encourage the adoption of in-field and edge-of-field practices to reduce nutrient loss while minimizing risk and increasing profits of the farmer.

The ISAP envisions Illinois as a sustainable agriculture system that results in improved soil health, water quality, profitable and resilient agriculture systems and thriving communities. The partnership uses its platform to disseminate relevant research, coordinate field days and/or other events and provide expertise through our collaborative partnerships.

Midwest Dairy is the first livestock partner in the partnership and is excited to join this group.

What do wineries, the ballpark, and classrooms have in common? Dairy!

Farmers' Table Wine Trail returns featuring Missouri Farmers Early this spring, over 1000 food and wine lovers visited Hermann, Missouri during the fourth annual Farmers' Table Wine Trail to learn more about the farmers behind their food and wine.

In addition to wine, The Farmers' Table showcased corn, soy, beef, pork, chicken apple and dairy recipes-all foods representing the state's vibrant agricultural landscape. At each stop, attendees had the opportunity to learn from farmers through video snapshots of their farms as they taste their way through the seven delectable wine and food pairings. Missouri dairy farmer Johna Fellwock was featured along with a strawberry topped cheesecake muffin paired with Bias Vineyards and Winery Strawberry and Lemonade Wine Punch The event was made possible through a partnership between Missouri CommonGround and the Hermann Wine Trail.

South Dakota Farm Families reaches youth during National Agriculture Week Midwest Dairy continues to collaborate with Ag United and South Dakota Farm Families to reach a variety of audiences, including youth. To celebrate National Agriculture Week in March, several dairy farmers visited local elementary schools to share how pizza starts on the farm and to answer student questions about their dairy farm operation. In addition to the pizza, students also shared cheese sticks and pudding cups. Three hundred fifty elementary students from Mitchell, Milbank, Sioux Falls, Watertown and Yankton had the opportunity to meet with local farmers, including Vicki Schultz, Riley Boadwine and Greg Moes. One teacher commented, "this program really helps the students see that agriculture is food."

Missouri Farmers Care’s ‘Race to the Plate’ Kicks off The coalition of Missouri’s farming and agriculture community, Missouri Farmers Care (MFC), continues to build trust with consumers through its public sponsorship of the St. Louis Cardinals during the 2022 baseball season.

Jack Dill of Conway, Missouri, will represent dairy farmers in MFC activities with the St. Louis Cardinals. Dill recorded a radio ad and participated in a recent photo and video shoot, which goes on to support print advertising, in-stadium video and social media for the sponsorship. Joined by Missouri Corn and Pork, this year Missouri Beef joins MFC contributing organizations. Join Cardinals fans and cheer on the Farm Team mascots, including Bessie, at Friday night home games Race to the Plate.

The 2022 growth poster features milk-mustached third baseman Nolan Arenado. He’s a familiar face around Busch Stadium, and that means enthusiastic fans who want posters.

The first 10,000 kids 15 years and younger will receive the poster on Sunday, July 17; the same game in which Dill will throw out the first pitch. The Cardinals’ home opener is April 7.

St. Louis Cardinals Fred Bird visits dairy farm The partnership between Missouri Farmers Care, Midwest Dairy and the St. Louis Cardinals brought Cardinals mascot Fred Bird to Missouri dairy farmer Jack Dill's farm to shoot a video which will be played in Busch Stadium this 2022 baseball season.

The "Fuel to Win" in-stadium video campaign gives fans a glimpse of life on the dairy farm and an opportunity to get to know the farm families who produce the food, fuel and fiber they need to win each day. The partnership also features an all-star lineup of the "Farm Team" mascots, including dairy's Sweet Bessie, as they "Race to the Plate" at Friday night home games.

Chalk Talk with the Bears and High School Coaches On April 20, 2022 Midwest Dairy hosted Illinois High School Association(IHSA) Coaches at Halas Hall, where they had the opportunity to hear from and ask questions to the Bears Jenn Gibson, Lamar “Soup” Campbell, and Jeff Joniak about nutrition and leadership.

The coaches represented schools from across the state of Illinois and multiple sports. Jenn also gave tips on how to make sure their athletes get proper nutrition before and after games and recommended natural protein that you get from milk in the form of shakes or chocolate milk.

Cooking & Conversations with Dalvin Tomlinson Video and Contest To use our Fuel Up to Play 60 Player Ambassadors’ authentic voice to reach Gen Z students and build trust, we paired Dalvin Tomlinson with Registered Dietitian Kennedy Haney along with two high school culinary students from Sauk Rapids Rice High School as they made grilled cheese sandwiches. The fun interactive educational video featured discussions on fueling up, farming and football. It was targeted to middle and high school Family and Consumers Science (FACS) and ag teachers to share. Minnesota Ag in the Classroom and the State Department of Education FACS coordinator promoted the video through their teacher channels, and Tomlinson and Haney also shared the video on their respective Twitter and social media platforms.

Midwest Dairy included a fun contest for both teachers and students thirteen and over to get into the “game” and show off their creativity and culinary skills to create their custom grilled cheese in celebration of National Grilled Cheese Day on April 12. The contest ran from March 16 through April 15. Students have a chance to earn signed NFL merchandise and teachers a customized Viking Cheese Board and utensils. Additional resources are included in the video to continue the conversation on dairy and sustainable nutrition.

Link to Dalvin Farm Tour Link to Dalvin Cooking and Conversations Video

Building trust with South Dakota youth at the Washington Pavilion Dairy now has a larger presence at the Washington Pavilion in downtown Sioux Falls, a result of a partnership with Midwest Dairy aimed at growing trust with youth and their parents. The Pavilion hosts around 100,000 guests in a typical year. The partnership added dairy experiences to the already existing Grow It! Exhibit, including a digital kiosk featuring an interactive dairy match game, dairy sustainability messaging flip panels and QR codes on their milk bottles that link back to additional resources housed on the Pavilion’s website. The partner also added dairy questions into their South Dakota quiz game and has plans to feature interactive dairy-themed programming with visiting students. Social media is extending the reach of this partnership to the Washington Pavilion’s over 45,000 followers and over 44,000 email subscribers.

Vicki Schultz from Freeman, SD shares about her family farm with elementary students in Yankton.

Jack Dill and Bessie, a member of the Farm Team mascots, join Fred Bird in support of Missouri Farmers Care activities with the St. Louis Cardinals.

Chalk Talk with the Bears and High School Coaches.

Culinary Students Chelsea and Jaidiv along wirth Dalvin sharing their Grilled Cheese creations.

Arkansas / Missouri / Oklahoma Stacy Dohle 417-298-2780 sdohle@midwestdairy.com

Illinois Kendra Anderson 309-825-2196 kanderson@midwestdairy.com

Iowa Mitch Schulte 319-775-3451 mschulte@midwestdairy.com

Kansas Ron Grusenmeyer 816-873-0351 rgrusenmeyer@midwestdairy.com

Minnesota Lucas Sjostrom 320-249-8701 lsjostrom@midwestdairy.com

Nebraska Tracy J Behnken 531-207-4291 tbehnken@midwestdairy.com

North Dakota Beth Bruck-Upton 402-707-9135 bupton@midwestdairy .com

South Dakota Tom Peterson 605-251-2439 tpeterson@midwestdairy.com

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