The rebranding is part of a new strategic mission, vision and identity to align the efforts of Wisconsin's dairy farmers to expand growth opportunities domestically and around the world.
Dairy Farmers of Wisconsin CEO Chad Vincent said the new identity puts dairy at the center of the organization, and provides a stronger platform to share the Wisconsin dairy story.
"Our organization exists to be tireless advocates for our dairy farmers, to help these family businesses thrive because they, and the fruits of their labor, are the heartbeat of the industry and our state," Vincent said.
Jeff Strassburg, chair of the board of directors, said the dairy industry is facing several challenges, including globalization of markets, increased regulation and ongoing low prices for milk.
"This change will put Wisconsin dairy farmers in a better position to help us grow and stay focused on the future," Strassburg said.
DFW builds awareness of Wisconsin-produced dairy products by creating national publicity, managing digital advertising, and driving sales, distribution and trial through retail and foodservice promotions. It also supports in-school education about dairy, and funding for the UW Center for Dairy Research.
Specialty cheese growth
The dairy industry contributes $43.4bn annually to Wisconsin's economy, generates tens of thousands of jobs and supports a variety of allied industries – as well as communities – throughout the state.
While 90% of the milk in Wisconsin goes into making cheese, only 10% of that cheese is sold inside the state. Through the partnership between farmers and dairy processors, the state has seen Wisconsin specialty cheese sales outpace the cheese category overall and per capita consumption of cheese more than double since 1983.