Dairy and Domino's

 Dairymen…those check-off funds appear to be working. Other producers listen-up as well since there’s an alternative approach to marketing that’s catching on. The recent dairy check-off meeting in Texas revealed how partnerships are helping to drive sales of milk and dairy products. Building partnerships was a key focus where Tom Gallagher, CEO of Dairy Management Inc., which manages the national dairy checkoff, told producers their decision in 2005 to change their business strategy toward partnerships and away from generic advertising is working.  Here’s Tom Gallagher: “We’re able to take that money that used to go in that direction and work with partners to stimulate them to increase sales.  So, by having those kind of relationships with partners we could go to our partners like Domino’s and say: “you know farmers are really in trouble right now, are there things we could do?”  And in the case of Domino’s they came back with three really big ideas and didn’t want us to fund any of them.  They wanted to do it because they’re a partner and our owners, the dairy farmers, were in trouble.”  And here’s Dave Brandon CEO of Domino’s: “We knew that that market was there and we knew consumers would love 40 percent more cheese on great tasting pizzas.  So we pulled the rip cord with the help and the support that we received and everybody within the Domino’s organization is excited about what we’re doing together.”  That’s synergy and a win-win.