Dairy Farmers of Wisconsin

What Dairy Farmers of Wisconsin does

Dairy Farmers of Wisconsin (DFW), legally the Wisconsin Milk Marketing Board, Inc., is a non-profit marketing and promotion organization founded in 1983 and funded by mandatory checkoff contributions from Wisconsin dairy farmers (10 cents per 100 pounds of milk produced and marketed, with an additional 5 cents going to the national program). Headquartered in Madison, Wisconsin, DFW is governed by 25 farmer-elected directors and operated by a staff of 51-100 marketing, research, and communications professionals led by CEO Chad Vincent and CMO/Executive Vice President Suzanne Fanning. Its mission is to drive demand for Wisconsin-produced milk and dairy products across consumer, retail, foodservice, export, and education channels.

DFW's product portfolio spans consumer marketing campaigns (Born to Dairy, Wisconsin Art of Cheese Festival, Wisconsin Cheese Ball hosted by Andrew Zimmern), retail and foodservice programming (Proudly Wisconsin Cheese retail initiative and Dairy Processor Partnerships export assistance program), youth education (Adopt a Cow reaching 55,000+ students annually, We Care For This Land digital STEM escape room, K-12 downloadable materials), and a small direct-to-consumer line (Wedges of Love cheese gift boxes, Dairy Gear Store, WisconsinCheese.com e-commerce directory). Underlying assets include a library of brand identities (Proudly Wisconsin Cheese/Dairy, America's Dairyland, Born to Dairy), state-mandated cheese grading standards, and the only U.S. Master Cheesemaker certification program (one of two globally alongside Switzerland).

Commercially, DFW operates a hybrid GTM motion combining channel partner programs (retail and foodservice), enterprise field sales through regional marketing managers, event-driven consumer engagement (~80 June Dairy Month events reaching 200,000+ attendees), and community-led education. Its revenue is structurally recurring checkoff income rather than transactional sales; flagship named partnerships include Piggly Wiggly Midwest, Culver's, Charlie Berens, LeRoy Butler, Andrew Zimmern, the Center for Dairy Research at UW-Madison, and Discover Dairy. Wisconsin produces 25.2% of all U.S. cheese (14.2 billion pounds) and 600+ cheese varieties through 1,200+ licensed cheesemakers, with Wisconsin dairy products distributed in 99% of U.S. grocery retailers.

Name

Dairy Farmers of Wisconsin

Legal name

Wisconsin Milk Marketing Board, Inc.

Website

https://wisconsindairy.org

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

51–100 employees

Short description

Dairy Farmers of Wisconsin is a Madison-based non-profit checkoff organization that markets and promotes Wisconsin-produced milk, cheese, and dairy products on behalf of the state's dairy farmers and 1,200+ licensed cheesemakers across retail, foodservice, export, and consumer channels.

Ownership category

akta.pro rank

Product category

Dairy Industry Marketing and Promotion

NAICS

Dairy Product Manufacturing (3115), Dairy Cattle and Milk Production (112120)

SIC

Dairy Products (2020), Food And Kindred Products (2000)

akta.pro primary industry

Milk Production (Raw Milk) (AFAEACAA)

akta.pro secondary industries

Milking Parlor & Dairy Farm Support Services (Non-veterinary) (AFAEALAK), Butter & Cultured Dairy (Yogurt, Sour Cream, Kefir) Wholesale (AFAIAEAB)

Keywords

• Dairy product promotion
• Cheese marketing
• Dairy checkoff programs
• Specialty cheese education
• Dairy farmer advocacy

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Dairy Checkoff Program: Funded by Wisconsin dairy farmers through a mandatory checkoff program. For every 100 pounds of milk produced and marketed in the state, 10 cents goes to Dairy Farmers of Wisconsin to promote Wisconsin-produced dairy products. An additional 5 cents goes to the National Dairy Promotion & Research Board for generic dairy promotion activities at the national level.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels8 records

Core offering

Dairy Farmers of Wisconsin is a non-profit, farmer-directed marketing and promotion organization funded by Wisconsin dairy farmers through a mandatory checkoff program (10 cents per 100 pounds of milk produced). It promotes Wisconsin-produced dairy products through consumer campaigns, retail programming, foodservice partnerships, export assistance, youth education, and the Wisconsin Master Cheesemaker certification program. It does not manufacture dairy products itself but acts as the marketing and promotion arm for the state's dairy industry.

Product overview

Dairy Farmers of Wisconsin operates as a marketing and promotion organization for Wisconsin dairy farmers, offering a portfolio of consumer-facing programs, educational initiatives, and trade-focused services. The core offerings include the Born to Dairy marketing campaign, the Proudly Wisconsin Cheese retail programming, and the Dairy Processor Partnerships export assistance program. Educational products include the Adopt a Cow school program, the We Care For This Land digital escape room, and downloadable K-12 materials. Consumer products include the Wedges of Love cheese gift collection and online cheese shopping directory via WisconsinCheese.com. Annual events include June Dairy Month celebrations, The Wisconsin Art of Cheese Festival, and The Wisconsin Cheese Ball. The organization also administers the Wisconsin Master Cheesemaker certification program and publishes the annual Wisconsin Cheese Trends Report in partnership with the Center for Dairy Research at UW-Madison.

Differentiator

Problem solved

Functional benefit

Brands

• Proudly Wisconsin Cheese: A brand certification program for Wisconsin-produced cheese, featuring the Proudly Wisconsin Cheese logo to identify authentic Wisconsin dairy products.
• Proudly Wisconsin Dairy

Products and services

• Born to Dairy Campaign
• Proudly Wisconsin Cheese Retail Programming
• Dairy Processor Partnerships Program
• Adopt a Cow Program
• We Care For This Land Digital Escape Room
• Wedges of Love
• Wisconsin Master Cheesemaker Program
• Wisconsin Cheese Trends Report
• June Dairy Month Celebrations
• The Wisconsin Art of Cheese Festival
• Buy Wisconsin Cheese Online
• Youth and Schools Educational Materials

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

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

• Center for Dairy Research at University of Wisconsin-MadisoncoreStrategic or Co-development Partner · 10 December 2025DFW partners with the Center for Dairy Research at UW-Madison to produce the annual Wisconsin Cheese Trends Report, combining expert research and industry data to examine cheese trends, sustainability, wellness, and product development driven by scientific research and traditional craftsmanship.
• Piggly Wiggly MidwestflagshipGTM or Marketing PartnerCollaborative June Dairy Month campaign 'Born to Dairy' with Piggly Wiggly Midwest, transforming dairy aisles into immersive experiences featuring real Wisconsin dairy farmer personas. Campaign showed 200% sales increase at Bay View store grand reopening.
• Charlie BerensflagshipGTM or Marketing PartnerWisconsin-native comedian and media personality collaborating on Born to Dairy campaign, creating social video content and helping lead the movement to share farmer stories with humor and authenticity.
• Culver'scoreGTM or Marketing PartnerIconic Wisconsin brand partnership in Born to Dairy campaign, featuring Culver's Connoisseur: Herd to Curd Farmer Katie Grinstead, whose milk goes into Culver's iconic curds.
• University of Wisconsin-MadisoncoreStrategic or Co-development PartnerInstitutional partner in Born to Dairy campaign, helping share farmer stories and promote Wisconsin dairy through university connections and events.
• Discover Dairy (Center for Dairy Excellence Foundation)coreStrategic or Co-development PartnerDFW partners with Discover Dairy to deliver the Adopt a Cow program, pairing participants with calves from Wisconsin dairy farms with photos, videos, and educational materials. Over 55,000 students participate annually.
• OrthRidge FarmscoreStrategic or Co-development PartnerOne of four Wisconsin dairy farms hosting calves for the Adopt a Cow program in Lancaster, Wisconsin.
• Nellie FarmscoreStrategic or Co-development PartnerOne of four Wisconsin dairy farms hosting calves for the Adopt a Cow program in Eau Claire, Wisconsin.
• Schleis FarmscoreStrategic or Co-development PartnerOne of four Wisconsin dairy farms hosting calves for the Adopt a Cow program in Kewaunee, Wisconsin.
• McFarlandale DairycoreStrategic or Co-development PartnerOne of four Wisconsin dairy farms hosting calves for the Adopt a Cow program in Watertown, Wisconsin. Sixth-generation family farm proud to share dairy farming with next generation.
• Andrew ZimmernflagshipGTM or Marketing PartnerEmmy-winning and James Beard Award-winning chef hosting The Wisconsin Cheese Ball: A Night in Lights, the marquee event of The Wisconsin Art of Cheese Festival, guiding guests through curated flavor experiences with local cheesemakers.
• Green Bay Packers (LeRoy Butler)minorGTM or Marketing PartnerWisconsin legend LeRoy Butler helping share farmer stories as part of Born to Dairy campaign, bringing recognizable Wisconsin personality to dairy promotion.
• Wisconsin Cheese Makers AssociationcoreStrategic or Co-development PartnerAssociation supporting Wisconsin's dairy industry; related to World Championship Cheese Contest where Wisconsin cheesemakers won 135 awards.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Midwest Dairy: Regional dairy checkoff organization representing dairy farmers across 10 Midwestern states including Minnesota, Iowa, and the Dakotas. Operates the same checkoff-funded marketing and promotion model as DFW, making it the closest structural peer.
• California Milk Advisory Board: California state dairy marketing organization promoting Real California Milk and California Cheese through farmer-funded checkoff programs. Direct state-level peer competing for U.S. dairy market share and foodservice placements.

Broad incumbents

• Dairy Management Inc. National dairy checkoff management organization funded by the 15-cent national checkoff. Oversees generic dairy promotion at the national level, complementing and coordinating with state-level organizations like DFW.
• United Dairy Industry Association (UDIA): National federation of state and regional dairy promotion organizations working in partnership with Dairy Management Inc. Represents the broader network to which DFW is structurally connected through checkoff funding.

Regional players

• American Dairy Association of Indiana: Indiana state-level dairy promotion organization running the 'Winners Drink Milk' campaign. Functions as a smaller state checkoff peer with comparable promotional mandate in a different geography.
• New England Dairy: Dairy promotion organization serving Connecticut, Massachusetts, New Hampshire, Rhode Island, and Vermont. Comparable checkoff-funded model focused on regional dairy farming promotion and youth nutrition programs.
• Idaho Dairy Products Commission: Idaho state dairy promotion organization supporting Idaho dairy farmers and processors. Comparable state-level checkoff peer with similar farmer governance structure and promotional mandate.

Others

• American Dairy Products Institute: Trade association representing dairy product manufacturers and processors, with member companies including many Wisconsin cheesemakers. Adjacent trade-body peer supporting the same Wisconsin dairy ecosystem that DFW promotes.
• Wisconsin Cheese Makers Association: Wisconsin-specific trade association representing cheesemakers and dairy processors in the state. Works alongside DFW on industry issues including the World Championship Cheese Contest, making it a closely linked ecosystem partner rather than direct peer.
• Center for Dairy Research (UW-Madison): University of Wisconsin-Madison research center collaborating with DFW on the annual Wisconsin Cheese Trends Report. A research and innovation partner serving the same Wisconsin cheesemaker ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/WIDairyland
• YouTubeyoutube.com/wisconsincheese
• Facebookfacebook.com/AmericasDairyland
• LinkedInlinkedin.com/company/wisconsindairy
• Instagraminstagram.com/americasdairyland
• Pinterestpinterest.com/wisconsincheese

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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

Frequently asked questions about Dairy Farmers of Wisconsin