05/02/08 Dairy partnerships

The folks behind the dairy checkoff say partnerships help drive dairy sales. The fundamental goal of Dairy Management Inc is to use checkoff dollars to increase milk and dairy product sales. DMI's Mark Leitner says dairy processors, food manufacturers, restaurant owners and others are eager to partner with dairy producers. LEITNER "One of the key things we try to do in any partnership is be very clear up front what our goals are. And our goals are to move more." Missouri dairyman and chairman of the United Dairy Industry Association Bill Seibenborn says the partnering is a smart strategy. SEIBENBORN "The direction we're going now is a much more long term and clearly I think a more efficient way to spend our checkoff dollars. For one thing we're able to leverage our dollars and when you can leverage those dollars with a partner that stands to gain just like you will gain, then it becomes a win-win for all of us." Seibenborn says dairy checkoff research into new packaging led to new partnerships and they have certainly paid off. SEIBENBORN "When you go into your kids' school or your grandkids school and you see the round plastic container in those schools; when you go through McDonald's or Wendy's or any of the food service that's our checkoff dollars at work." And this dairyman believes a small checkoff investment has turned into a big dairy sales dividend. Today's Idaho Ag News Bill Scott