45 Million 13% 79% 70% Wisconsin Milk 27% 62% Pounds. your checkoff dollars check all the boxes. Consumption of Total Dairy has risen by

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1 When it comes to increasing demand for Wisconsin dairy products, your checkoff dollars check all the boxes. Your checkoff dollars help drive demand in multiple ways. With your help, Dairy Farmers of Wisconsin are able to create partnerships with popular restaurants and large food organizations. This helps increase both consumption and demand of Wisconsin dairy products, not to mention greatly increase sales as well. Checkoff dollars also help educate the youth in various school programs, teaching them the importance of dairy in their diet and how to live a healthy lifestyle. The programs funded by checkoff dollars are responsible for the creation of better dairy products across the board and help towards the bright future of America s Dairyland. 45 Million Pounds increase in annual Wisconsin Cheese sales since 2013 Over the past 35 years, per capita Consumption of Total Dairy has risen by 62% of that increase was due to Specialty Cheese 13% Total Milk Usage has Increased By 79% Over the past 35 years in products such as cheese, yogurt and whey Since Wisconsin Milk Marketing Board was established: U.S. Per capita cheese consumption has risen more than 70% Wisconsin Milk Production has Risen 27%

2 Restaurant Working closely with restaurants to reach record sales. In Jan 2018, Pizza Hut 25% announced they are adding more cheese To their iconic pan pizzas Cousins Sub s Wisconsin Cheese Curds make up 18 %of side orders Limited time offer of the Grilled Cheese Stuffed Crust Pizza Moved an additional Million lbs 30of milk in 6,400 Restaurants McDonald s McCafe Beverages feature the Real Dairy Seal in 14,000 restaurants 90 % That s about 700 Lbs of CUrds a day of those beverages use dairy Since 2008, Domino s has increased its overall cheese usage72 % and moves more than 260 million lbs of milk Since 2016, Taco Bell Has increased dairy sales by 10%

3 Wisconsin Cheese is featured on 4Out of The 5 Fastest Growing pizza chains In the top 500 Wisconsin Cheese is featured on 8Out of The 10 Fastest Growing full Limited service and pizza chains In the top Growing The Fastest top full service chains in the u.s. Use Wisconsin Cheese The top three Wisconsin-Based Sandwich Chains feature Wisconsin Cheese Since 2011, Culver s has Increased the Amount of Wisconsin Cheese sold in their restaurants by More than 9 Million lbs Culver s uses over 1 million lbs of Wisconsin Butter that would equal more than 22 Million lbs of milk Since 2011, Wisconsin Cheese Curd Promotions at A&W Restaurants have Increased Sales 69%

4 Research & Education Making the best even better. USDA and Fuel Up To Play 60 has helped Increase Breakfast in Schools Our partnership with Discovery Education introduced 280,000+ Students to dairy farming in one month via virtual classroom tours Committed to Excellence and Innovation, the Center for Dairy Research had worked with 50% of the award winners from the 2018 World Cheese Contest leading to a cumulative Increase in Milk Usage from 2010 to 2017 of more than 1 Billion Pounds The partnership between the National Dairy Council and the National Football League Helps Students understand where their food comes from while Increasing Access to dairy foods Not just for cheese, The Center for Dairy Research Helped Develop Yodelay Yogurt which recently swept the 2018 World Contest for Flavored low-fat yogurt

5 Public Relations & Marketing Spreading the word and increasing sales. Dairy Farmers of Wisconsin s 11 social media channels Had a total Fan Base of 755,000 People in 2017 An increase of From previous year In 2017, Dairy Farmers of Wisconsin s Media Coverage was valued at nearly Dairy Farmers of Wisconsin work with key editors & influencers from national publications and media outlets to Create Conversation about Wisconsin Cheese and dairy products Dairy Farmers of Wisconsin use public relations efforts to Connect with trade media & Share the Story of Wisconsin specialty cheese Across those channels in 2017, Dairy Farmers of Wisconsin Shared 2,900 over Messages & Promotions With our audience 11% $20 Our messages received 422,000 Engagements in 2017 Million That s double the value of 2016 Dairy Farmers of Wisconsin create conversations that build Awareness and Affinity for Wisconsin specialty cheese At a National Level A dedicated team of Dairy Farmers of Wi staff appear on local Wisconsin based television & radio stations monthly to share trending recipes using Wi cheese & dairy An increase of An increase of 1,743% 1,010% From previous year From previous year Dairy Farmers of Wisconsin drives millions of dollars annually in public relations value for Wisconsin dairy in outlets like: The New York Times Huff Post Food & Wine Bon Appetit Rachael Ray Everyday

6 in-store More exposure in more places. U.S. Specialty Cheese sales have Grown 10x than non-specialty cheese sales in the retail space since 2013 In-store promotions partner with stores and distributors Across the country 5.4% Annual Growth 26 % 0.9% Growth of Wisconsin Cheese Faster have Increased Dairy Farmers of Wisconsin also to feature Wisconsin Cheese promotions and share the newest dairy products from Wisconsin for Wisconsin Cheese Sales across all outlets compared to for non-wisconsin Cheese Over 200 cheese brands now use the Wisconsin Cheese logo on their packaging Items featuring the Wisconsin Cheese logo achieved a 5.9% Increase in Sales 4 of the Top 10 pacing new food and beverage products are dairy-based - Dairypure milk - - ScReamin Sicilian pizza - - Dairypure creamers - - Sargento balanced breaks -