What Dairy MAX does

Dairy MAX is a nonprofit regional dairy council representing more than 900 dairy farm families across eight U.S. states (Colorado, southwest Kansas, Louisiana, Montana, New Mexico, western Oklahoma, Texas, and Wyoming), whose combined output accounts for approximately 15% of all U.S. milk production. Founded in 1981 and headquartered in Grand Prairie, Texas, the organization is funded by mandatory dairy farmer checkoff contributions and operates as a qualified regional council under the National Dairy Council umbrella. Its mission is to drive dairy demand through marketing, education, and community engagement programs targeting K-12 schools, health professionals, esports and professional sports audiences, food-insecure populations, and dairy industry emerging leaders.

Name

Dairy MAX

Legal name

Dairy MAX, Inc.

Website

https://dairymax.org

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

Dairy MAX is a nonprofit regional dairy council, founded in 1981, that represents over 900 dairy farm families across eight U.S. states and drives dairy demand through school wellness, health professional, esports, and sports marketing programs funded by mandatory farmer checkoff contributions.

Ownership category

akta.pro rank

Product category

Agricultural Marketing and Dairy Promotion Services

NAICS

Dairy Cattle and Milk Production (112120), Dairy Cattle and Milk Production (11212)

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Agricultural Services (700)

akta.pro primary industry

Protein & Sports Dairy Beverages (RTD Protein Shakes, High-Protein Milk) (AFAHAIAD)

akta.pro secondary industries

Milk Production (Raw Milk) (AFAEACAA), Lactose-Free & A2 Dairy Beverages (AFAFAEAE)

Keywords

• Dairy checkoff programs
• School nutrition education
• Agricultural promotion services
• Dairy farmer advocacy
• Nutrition marketing programs

Headquarters

HQ city

Grand Prairie

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Dairy Farmer Checkoff Contributions: Dairy MAX is a nonprofit regional dairy council funded by mandatory dairy farmer checkoff contributions. The organization represents dairy farm families and uses these funds to promote dairy consumption, drive demand, and support the dairy industry across eight states.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Dairy MAX is a nonprofit regional dairy checkoff council that represents more than 900 dairy farm families across eight U.S. states and drives dairy demand through school wellness programs, health professional education, sports and esports partnerships, food bank initiatives, and consumer marketing campaigns. The organization is funded by mandatory dairy farmer checkoff contributions and delivers nutrition education, community engagement, and marketing services rather than selling dairy products directly.

Product overview

Dairy MAX operates as a nonprofit regional dairy council representing dairy farm families across eight states, offering a portfolio of interconnected programs and digital platforms rather than a unified software product. The core offerings include consumer-facing websites (DairyDiscoveryZone.com, BetterWithDairy.com, and the main Dairy MAX website), school wellness programs (Fuel Up to Play 60, Smoothies and Parfaits, BUILT w/Chocolate Milk), esports and sports nutrition partnerships (Complexity Gaming, NFL/Dallas Cowboys), community initiatives (Fill the Fridge, Passion for Pints), and professional development (MILK Emerging Leaders Program). Digital resources include Science Summaries, Nutrition Education Tools, and Digital Toolkits. The organization also provides an innovative Dairy Tour 360 virtual reality experience and partners with Liviri for school nutrition logistics support.

Differentiator

Problem solved

Functional benefit

Brands

• BetterWithDairy.com: Consumer-facing sister website featuring mouthwatering recipes, eye-opening science and heartwarming farm stories.
• DairyDiscoveryZone.com
• Fuel Up to Play 60

Products and services

• Fuel Up to Play 60
• BUILT w/ Chocolate Milk Campaign A sports nutrition campaign promoting chocolate milk as an ideal recovery drink for athletes, reaching Gen Z through partnerships with sports technology platforms (Hudl) and athletic programs including Dallas Cowboys, Wyoming Athletics, and Complexity Gaming.
• Fill the Fridge Campaign A food insecurity initiative partnering with Tackle Hunger to distribute fresh dairy products to food-insecure students at college campuses and food banks, addressing the fact that dairy is the most requested yet least donated item at food charities.
• Passion for Pints An annual blood drive initiative hosted in partnership with local blood centers throughout the Dairy MAX eight-state region during National Dairy Month, supporting dairy farmers' community giving back programs.
• MILK Emerging Leaders Program A professional development program for future dairy industry leaders, providing mentorship, networking, and educational opportunities for emerging talent in the dairy sector.
• Dairy Tour 360 A virtual reality experience on a real dairy farm providing immersive, entertaining, and educational content about dairy farming operations for consumers, schools, and stakeholders.
• Nutrition Education Tools A suite of resources for health professionals including science-based information about dairy's essential role in health and wellness across all life stages, covering heart health, sustainable nutrition, culinary nutrition, sports nutrition, and lactose intolerance.
• BetterWithDairy.com A consumer-facing sister website featuring mouthwatering recipes, eye-opening science, and heartwarming farm stories to promote dairy consumption and educate consumers.
• Dairy Discovery Zone A consumer-facing website providing dairy resources, delicious recipes, and educational content about dairy farming and nutrition.
• Science Summaries Research-based downloadable materials covering dairy's health benefits including weight loss, sarcopenia, osteoporosis, inflammation, diabetes, metabolic syndrome, healthy eating patterns, yogurt, cheese, milk, cardiovascular disease, bone health, blood pressure, protein, and cancer.
• NFL Partnership Program A marketing partnership with the National Football League, including official nutrition partner relationships with the Dallas Cowboys and Wyoming Athletics, promoting dairy nutrition through professional football programs, fan engagement events, and chocolate milk recovery campaigns.
• Esports Nutrition Partnership Partnership with Complexity Gaming and Gaming Community Network to reach Gen Z through gaming platforms, promoting dairy nutrition and healthy lifestyles to the esports community via content series and tournaments.

Quantifiable outcome

• 29% of CSU students experienced food insecurity; partnership addresses this through dairy donations
• +4 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

15 partnerships are on record, tiered core, flagship and major.

• Tackle HungercoreStrategic or Co-development Partner · 1 June 2026Tackle Hunger partners with Dairy MAX to distribute fresh milk at university food pantries through the Fill the Fridge campaign. The partnership aims to create a sustained pathway to direct dairy donations to local food charities across multiple states through the Tackle Hunger Map. 200 gallons of fresh milk were distributed at Colorado State University's Rams Against Hunger Pantry.
• HudlcoreTechnology or Integration · 2 December 2025Dairy MAX extended its partnership with sports technology company Hudl through 2026, expanding the Built w/Chocolate Milk campaign. The campaign reaches Gen Z athletes through display ads, rich media, livestream video, and athlete highlight placements targeting Hudl's 5 million athletes and 100 million fans in the western U.S.
• Wyoming AthleticscoreGTM or Marketing Partner · 26 September 2025Wyoming Athletics and Dairy MAX announced a groundbreaking NIL partnership featuring both Wyoming student-athletes and a live dairy cow - the first-ever NIL deal involving a live cow. Four student-athletes star in Dairy MAX commercials promoting chocolate milk for athlete recovery, managed through Wyoming Sports Properties.
• Gaming Community Network (GCN)coreGTM or Marketing Partner · 6 October 2022Dairy MAX partnered with GCN to host Fuel Up to Play 60 Madden NFL 23 tournaments for Dallas-area students. The partnership promotes nutrition and healthy lifestyles among gamers through competitive esports and educational content.
• Chef's Brigade (New Orleans)coreStrategic or Co-development Partner · 29 May 2021Dairy MAX joined Chef's Brigade alliance (100+ independent restaurants) with NOCHI, Revolution Foods, and the City of New Orleans to feed food-insecure residents during COVID-19. Dairy MAX donated $10,000 worth of food bags and supported restaurants creating dairy-rich menu items during National Dairy Month.
• LiviricoreStrategic or Co-development Partner · 27 April 2021Dairy MAX partnered with Liviri (Otter Products brand) to donate over 700 insulated coolers to public schools in Colorado, Wyoming, and Texas. The partnership helps schools safely transport milk and dairy products to families in need, with support from the Denver Broncos and Dallas Cowboys.
• Complexity GamingcoreGTM or Marketing Partner · 2 March 2021Dairy MAX is the Official Nutrition Partner of Complexity Gaming, one of North America's most elite esports organizations. The partnership aims to optimize esports player performance, extend career longevity, and educate the gaming community on proper nutrition. Activities include the Cooking with Complexity video series and research on dairy's impact on cognitive performance.
• Morning Fresh DairycoreStrategic or Co-development PartnerMorning Fresh Dairy partnered with Dairy MAX and Tackle Hunger to distribute 200 gallons of fresh milk at Colorado State University as part of National Dairy Month and Fill the Fridge campaign.
• Dallas CowboysflagshipGTM or Marketing PartnerDairy MAX is the Official Nutrition Partner of the Dallas Cowboys since 2010. The partnership brings dairy nutrition education to fans and the community through events at The Star headquarters, Tackle Reading programs, and promotion of chocolate milk for athlete recovery. Cowboys players participate in dairy marketing campaigns.
• GENYOUthcoreStrategic or Co-development PartnerDairy MAX works with GENYOUth on COVID-19 Emergency School Nutrition Fund, which has provided nearly one billion school meals. GENYOUth provides funds to help schools buy equipment like Liviri coolers for school feeding strategies.
• New Orleans Culinary & Hospitality Institute (NOCHI)coreStrategic or Co-development PartnerNOCHI partnered with Dairy MAX as part of the Chef's Brigade alliance to support the New Orleans culinary industry during the pandemic and promote dairy-rich dishes during National Dairy Month.
• Revolution FoodscoreStrategic or Co-development PartnerRevolution Foods worked with Dairy MAX and Chef's Brigade to produce millions of meals for food-insecure New Orleans residents, incorporating nutritious dairy into meal preparation.
• Borden DairymajorStrategic or Co-development PartnerDairy MAX partnered with Borden Dairy to secure a $147 million USDA award that enabled the distribution of over 40 million pounds of milk for emergency relief in 2020. McDowell's leadership was instrumental in delivering 5.7 million pounds of milk to food banks.
• National Football League (NFL)flagshipGTM or Marketing PartnerNational partnership through Fuel Up to Play 60 program, which aims to help students improve their health through physical activity and healthy eating. The program has resulted in 14 million students making better food choices and 18 million being more physically active.
• Denver BroncoscoreGTM or Marketing PartnerThe Denver Broncos supported the Liviri cooler partnership alongside the Dallas Cowboys, helping schools in Colorado, Wyoming, and Texas safely transport milk and dairy products.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Dairy Council of California: State-level dairy council funded by California checkoff with a comparable school wellness, nutrition education, and Mobile Dairy Classroom mission, making it a direct mission-aligned peer.
• Midwest Dairy: Another regional dairy checkoff council operating under the same checkoff funding model across a multi-state footprint, with parallel school wellness, fuel-up-style, and health-professional programs directly comparable to Dairy MAX.
• American Dairy Association North East: Northeast regional dairy checkoff organization executing school wellness, fluid milk promotion, and farmer checkoff-funded marketing — structurally and operationally identical to Dairy MAX.
• Southeast United Dairy Industry Association (SUDIA): Regional dairy checkoff covering southeastern U.S. states, executing the same Fuel Up to Play 60, school nutrition, and health-professional engagement playbook as Dairy MAX but in a different geography.
• New England Dairy: Regional dairy checkoff serving New England states with parallel school nutrition, farmer ambassador, and fluid milk promotion programs funded by farmer checkoff dollars.

Broad incumbents

• Land O'Lakes: Major farmer-owned dairy cooperative with a large branded consumer dairy business; comparable in representing U.S. dairy farmer interests and operating dairy marketing at significant scale.
• National Dairy Council: Parent organization and national umbrella for U.S. dairy checkoff programing; the direct governing body of which Dairy MAX is a regional council, making it the closest functional peer in mission, funding model, and audience mix.
• Dairy Farmers of America: Large national dairy farmer-owned cooperative and processor that represents a major segment of U.S. dairy producers; a key partner and counterpart to Dairy MAX in promoting farmer interests and milk demand.

Others

• International Dairy Foods Association (IDFA): Trade association representing dairy processors, manufacturers, and marketers; while not a checkoff organization, it operates adjacent to Dairy MAX in setting dairy policy and promotion standards nationally.
• National Milk Producers Federation: National trade association representing U.S. dairy farmers and cooperatives on policy, trade, and promotion — adjacent to Dairy MAX's checkoff-funded consumer marketing mandate but focused on legislative and trade advocacy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/dairymax

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dairy MAX