The Dairy Alliance

What The Dairy Alliance does

The Dairy Alliance is a non-profit dairy checkoff organization headquartered in Atlanta, Georgia, funded by mandatory assessments from approximately 1,065 dairy farm families across eight Southeast states (Alabama, Georgia, South Carolina, Kentucky, Mississippi, North Carolina, Tennessee, and Virginia). The organization's mission is to promote dairy consumption and educate consumers about dairy farming, nutrition, and sustainability through school programs, athletic partnerships, community events, retail campaigns, and digital content.

Its core programmatic offerings include the Milk's Got Game® athletic performance campaign featuring SEC football athletes and their mothers, the Moo Brew™ school iced coffee program, the Nutrient Rich Smoothies program, and the Udderly Cold Portable Milk Dispenser (a grant-funded school cafeteria equipment system that keeps bulk milk at 35°F and dispenses up to 400 eight-ounce servings from 25-gallon bags). Educational offerings include Virtual Farm Tours that reached over 46,000 students in the 21-22 school year, plus a recipe library, STEM curriculum, and continuing education resources for health professionals. Distribution channels span retail (Albertsons, Walmart, Kroger co-branded packages), foodservice (Fazoli's menu collaborations), school districts (Kingsport City Schools, Hardin County Schools), athletic associations (TSSAA, VHSL), and food pantries.

The business model is checkoff funding — mandatory assessments collected from dairy farmers and pooled for collective marketing, education, and research initiatives on behalf of the dairy industry. The organization operates with a small core team (11-50 employees) and deploys most programmatic spend through partner activations rather than direct sales. Farrah Newberry was appointed Chief Executive Officer in November 2025. The Dairy Alliance is not an investment-grade commercial entity; it is a federally-authorized industry advocacy body whose revenue, financial trajectory, and stakeholder value are tied to regional dairy production volumes and farmer assessment levels rather than market-driven pricing or equity returns.

Name

The Dairy Alliance

Legal name

The Dairy Alliance

Website

https://thedairyalliance.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The Dairy Alliance is a non-profit dairy checkoff organization funded by ~1,065 Southeast dairy farm families across 8 states, promoting dairy consumption through school programs, athletic partnerships, retail campaigns, and community education initiatives.

Ownership category

akta.pro rank

Product category

Agricultural Marketing and Dairy Promotion Services

NAICS

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

SIC

Services-Membership Organizations (8600), Agricultural Services (700), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Milking Parlor & Dairy Farm Support Services (Non-veterinary) (AFAEALAK)

akta.pro secondary industries

Dairy Farm Environmental Compliance & Sustainability Programs (AFAEACAM), Dairy Farm Labor & Contract Milking (AFAEACAF)

Keywords

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

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Dairy Checkoff Funding: The Dairy Alliance is a nonprofit funded by dairy farm families of the Southeast. As a checkoff program, funding is collected from dairy farmers to promote dairy products and support the dairy industry through marketing, education, and research initiatives.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

The Dairy Alliance is a nonprofit dairy checkoff organization funded by 1,065 dairy farm families across eight Southeast states that promotes dairy consumption through school nutrition programs, the Milk's Got Game® athletic campaign, Moo Brew™ iced coffee and smoothie programs, Virtual Farm Tours, and community partnerships with retailers, restaurants, athletic associations, and food banks. It produces educational resources, recipe content, and on-the-ground activations to support dairy farmer livelihoods and increase dairy demand among consumers, students, and athletes.

Product overview

The Dairy Alliance operates as a non-profit organization funded by dairy farm families in the Southeast, offering a portfolio of programs, resources, and initiatives rather than a commercial product suite. Core offerings include the Milk's Got Game® athletic nutrition campaign, Moo Brew™ school iced coffee program, Nutrient Rich Smoothies, the Udderly Cold Portable Milk Dispenser equipment, and Virtual Farm Tours educational experiences. Supporting these are comprehensive Dairy in Schools resources (K-12 recipes, STEM materials, school milk toolkit), a Dairy Recipes library, and Dairy Nutrition Resources covering health benefits and lactose intolerance management. The organization focuses on eight Southeast states: Alabama, Georgia, South Carolina, Kentucky, Mississippi, North Carolina, Tennessee, and Virginia.

Differentiator

Problem solved

Functional benefit

Brands

• Milk's Got Game®: A campaign by The Dairy Alliance that promotes the benefits of real dairy milk for athletic performance and recovery, featuring student-athletes and their mothers.

Products and services

• Udderly Cold Portable Milk Dispenser A portable bulk milk dispensing system that keeps milk at 35°F and dispenses up to 400 eight-ounce servings from 25-gallon bags, designed for school cafeterias to reduce waste and increase student dairy consumption.
• Milk's Got Game® An athletic performance and nutrition campaign featuring high school and college athletes (including SEC football players such as Gunner Stockton, Talyn Taylor, and Jake Merklinger, alongside their mothers) promoting the benefits of real dairy milk for recovery, strength, and hydration.
• Moo Brew™ A school-based iced coffee program serving middle and high school students flavored iced coffee made with real milk (2 oz coffee + 8 oz milk) with customizable flavors.
• Nutrient Rich Smoothies A school nutrition smoothie program providing nutrient-rich blended dairy beverages to students to showcase dairy's versatility and benefits in school food service.
• Virtual Farm Tours Interactive virtual field trip experiences allowing K-12 students to tour dairy farms and interact with farmers, learning about dairy production, sustainable practices, and food safety; reached over 46,000 students in the 21-22 school year.
• Dairy in Schools Program Comprehensive K-12 school nutrition support program encompassing K-12 recipes, a school milk supply toolkit, STEM-in-the-classroom curriculum, the Strive for 35 campaign, World School Milk Day, and youth wellness resources for schools across the Southeast.

Quantifiable outcome

• Over 46,000 students viewed virtual farm tours during 21-22 school year
• +3 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

Feature4 records

Partnerships

16 partnerships are on record, tiered core, flagship and minor.

• Georgia Beef BoardcoreStrategic or Co-development Partner · 10 June 2026Summer grilling sweepstakes launched June 1-15, 2026 open to Georgia residents with three winners receiving curated grilling kits. Part of year-long collaboration coinciding with National Beef Month and National Dairy Month.
• Virginia High School LeaguecoreStrategic or Co-development Partner · 12 March 2026Partnership to support student-athletes at VHSL Basketball State Championships in Richmond, Virginia from March 12-14, 2026. The Dairy Alliance provides real dairy milk through its Milk's Got Game® initiative.
• Fazoli'sflagshipStrategic or Co-development Partner · 10 February 2026Collaboration on Alfredo Fest limited-time menu running February 10 through April 27, 2026. Fazoli's, the largest QSR Italian chain with over 200 locations, developed new Alfredo dishes in partnership with The Dairy Alliance.
• Georgia Beef BoardcoreStrategic or Co-development Partner · 27 January 2026Year-long collaboration announced January 2026 to strengthen messaging across beef and dairy sectors. Combines resources, shares research, and amplifies messages around animal care, sustainability, and nutrition while keeping farmers and ranchers at the center of every conversation.
• Kingsport City SchoolsflagshipStrategic or Co-development Partner · 2 October 2025Unveiled the Udderly Cold Portable Milk Dispenser at John Sevier Middle School, a grant-funded system keeping bulk milk at 35°F and dispensing up to 400 servings from 25-gallon bags. Funded by Tennessee Department of Agriculture Endowment Grant.
• Tennessee Department of AgriculturecoreStrategic or Co-development PartnerProvided Endowment Grant funding for the Udderly Cold Portable Milk Dispenser program deployed in Tennessee schools including Kingsport City Schools and Hardin County Schools.
• Tennessee Secondary School Athletic Association (TSSAA)coreStrategic or Co-development PartnerPartnership to support high school football athletes with real dairy milk during the 2025 TSSAA Football Finals. Connects dairy farmers, families, and communities to highlight nutritional benefits.
• The Breadbasket Food PantryminorStrategic or Co-development PartnerDonated dedicated dairy cooler fully stocked with Mayfield milk to The Breadbasket in Cocke County, Tennessee. Enables distribution of milk, cheese, yogurt, and dairy staples to hundreds of food-insecure families monthly.
• Tennessee Dairy Promotion CommitteecoreStrategic or Co-development PartnerFunds The Dairy Alliance's initiatives including the dairy cooler donation to The Breadbasket food pantry.
• Warner Bros. Pictures / MilkPEPflagshipStrategic or Co-development PartnerGonna Need Milk campaign partnering with Warner Bros. Pictures for nationwide in-store promotion of DC Studios film Supergirl. Spans 2,600+ dairy aisles at Albertsons, Walmart, Kroger with five regional dairy brands featuring co-branded packages reaching ~17 million milk units.
• Maola (Regional Dairy Brand)flagshipStrategic or Co-development PartnerRegional dairy brand supplying milk for Supergirl campaign co-branded packages and VHSL Basketball State Championships student-athlete milk provision.
• Kentucky Dairy Development CouncilcoreStrategic or Co-development PartnerCo-sponsor of Dairy Nights at the Ballgame events with Bowling Green Hot Rods and Lexington Legends baseball teams.
• Bowling Green Hot RodsminorStrategic or Co-development PartnerMinor league baseball team hosting Dairy Night on June 3, 2025 with fan giveaways and dairy celebration.
• Lexington LegendsminorStrategic or Co-development PartnerMinor league baseball team hosting Dairy Night on June 12, 2025 with fan activities and dairy promotion.
• Danville Dairy DaddiesminorStrategic or Co-development PartnerOld North State League baseball team partnership for farmer nights and dairy promotion at games.
• Mayfield Dairy FarmsflagshipStrategic or Co-development PartnerPresenting sponsor of National MooFest in Athens, TN, celebrating 100 years of producing world-famous ice cream.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dairy Management Inc. (DMI): National dairy checkoff organization that funds and manages fluid milk, cheese, and dairy promotion programs across the US. Directly comparable as a checkoff-funded promotion body, but operating at national scale rather than regionally.
• Milk Processor Education Program (MilkPEP): Fluid milk processor-funded checkoff that runs the national 'Got Milk?' / 'Gonna Need Milk' campaigns. Directly comparable as a fluid-milk promotion organization with overlapping campaign IP and retail activations.
• National Dairy Council: Nutrition-focused dairy research and education nonprofit. Comparable as a checkoff-aligned organization promoting dairy consumption through nutrition science, schools, and health-professional engagement.
• Midwest Dairy: Regional dairy checkoff organization covering 10 Midwest states. Direct regional-peer equivalent to The Dairy Alliance, running school programs, farmer outreach, and consumer promotion in its geography.
• American Dairy Association North East: Regional dairy promotion organization serving six Northeast states. Comparable as a checkoff-funded, regional promotion and education body with school and consumer programs similar to The Dairy Alliance.

Broad incumbents

• United Dairy Industry Association (UDIA): Parent organization that unites regional dairy promotion units including Midwest Dairy and ADA North East. Comparable as an umbrella for checkoff-funded dairy promotion infrastructure.
• Almond Board of California: Commodity checkoff organization promoting almond consumption including almond milk. Operates as a competing-beverage-category checkoff with comparable promotion, education, and research mandate against dairy.
• Got Milk? / MilkPEP Campaigns: The flagship fluid-milk campaign IP that The Dairy Alliance activates against regionally. Functions as both a peer and a national-level partner whose campaign assets The Dairy Alliance deploys in Southeast schools and retailers.

Regional players

• Mayfield Dairy Farms: Southeast regional dairy brand and flagship partner of The Dairy Alliance (presenting sponsor of National MooFest, donor to food pantries). Comparable as a regional dairy supply partner that the Alliance activates in its promotion campaigns.
• Southeast Dairy Farmers Association: Regional dairy farmer trade and advocacy body in the Southeast. Comparable as a regional dairy-industry representative organization operating in overlapping geography with The Dairy Alliance.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/dairy_alliance

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Dairy Alliance