Partnerships are Key to Maximizing Check-off Investment
by Clarence Castleberg, Chairman of the Board

I am honored to have the opportunity to again lead the Board of Director efforts at the Wisconsin Milk Marketing Board. As I enter my sixth term as Board chairman, I remain committed to making sure every dairy producer dollar is invested in the most efficient and effective way possible.

Many changes have taken place during the last five years, and I continue to be encouraged by the strides WMMB has made in that time. With today's volatile national milk price situation, I am reminded of the importance our efforts play in generating special demand for Wisconsin raw milk.

Value for your check-off investment
Although WMMB cannot directly affect the price you get for milk, the promotions we design build demand for your milk, which ultimately influences price. In fact, the following research published by Cornell University puts the situation into perspective. Without the milk check-off:

• Fluid milk consumption would be 2.6% lower
• Cheese consumption would be 1.2% lower
• Total dairy product consumption would be 1.4% lower

The changes we have made in WMMB's leadership are achieving the results we sought. In concert with our state's cheesemakers, CEO James Robson and his team are developing emerging markets for Wisconsin cheese and enhancing its position in long-held areas of strength. Since consumers are looking for quality and convenience, for example, WMMB has initiated a program to educate restaurant managers and chefs about cheese and the quality of Wisconsin cheese.

James and his team have done a good job of promoting Wisconsin cheese, and demand currently outstrips the state's supply. Cheese manufacturers continue to look for increases in Wisconsin milk production. With the fluctuations in the price of milk, it's difficult for dairy producers to make the reinvestment necessary to meet that demand for our raw milk. That's why we have focused on another important area for the future of Wisconsin, creating an atmosphere across the state where consumers understand the economic importance of dairying and the challenges we all will ultimately face – producers and urbanites – if our dairy industry does not evolve and modernize.

That was one of the factors behind the board's decision to implement the Wisconsin Dairy Impact campaign. Through the "Dairy Impact" campaign, WMMB has brought attention to the important contribution the dairy industry makes to the Wisconsin economy and will continue to make through the cooperative efforts of producer and consumer groups across the state.

Pooling Resources
The Dairy Impact campaign has demonstrated a concept I've embraced throughout my term on the WMMB board: the need for partnerships. We cannot act in isolation and win for the Wisconsin dairy farmers. We can make your check-off investment go so much further by matching it up with other organizations' investments. As we go forward with this year's "Dairy Impact" campaign, we look to build as many of these coalitions as possible to increase the strength of our message.

WMMB also has worked in partnerships with Extension offices and the University system to give Wisconsin farms the business resources we need to stay ahead of the competition. Milk quality, herd health and environmental programs are designed to assist our operations. Be sure to maximize your check-off investment and take advantage of these programs; they really can impact your bottom line.

We also have leveraged our promotional efforts more closely with Dairy Management Inc. (DMI). DMI has been particularly helpful in media relations areas, helping us address the misinformation of PETA and other groups without having to invest WMMB resources in formulating responses. WMMB also is able to use DMI's got milk? and Ahhh, the power of Cheese taglines to bring greater attention and recognition to WMMB promotions.

Through these and future partnerships, WMMB will continue to pool our resources for a greater impact on the state's dairy industry. I invite and encourage you to contact your District Director with ideas or for more information on any WMMB program. I continue to believe Wisconsin's dairy future is bright if we work together.

Clarence Castleberg is the WMMB director for District 13, which covers Pierce, Pepin and Buffalo Counties. He was recently elected to his sixth term as Board Chairman. As sole proprietors, Clarence, his wife, Donna, and son, Brian, farm 450 acres and milk 100 registered Holsteins.