Checkoff’s Recipe Strategy Keeps Dairy in Season Year-Around

The holiday season is synonymous with family gatherings, traditions and plenty of food. But here’s another thing that’s always in season: increased butter sales.

Butter traditionally enjoys a strong presence in November and December, accounting for 23% of annual sales. During this period, we see a spike in butter consumption, driven by Thanksgiving, Christmas and other holiday meals.

There’s something about fall and baking that makes butter a must-have in kitchens. As we all know, everything’s better with butter.

While people may not flip through cookbooks as often as they once did, many are still seeking culinary guidance. In fact, 88% of consumers say they use recipes, according to the 2023 State of Online Recipes report.

The survey also reveals some interesting trends: 80% of consumers say online recipes inspire them to cook new dishes, and 75% have purchased an ingredient or product they hadn’t previously bought.

This is where Dairy Management Inc. (DMI) steps in with a year-round online recipe strategy. Our goal is to keep dairy top-of-mind for a diverse consumer base, particularly the Gen Z audience.

DMI is fortunate to have a talented and creative team working in-house. We have a food photographer who also creates mouthwatering recipes and a health and wellness expert who’s great at developing “hacks” for incorporating more fruit into dairy smoothies, for example.

Our strategies are informed by consumer trends. We monitor what people are searching for online, working with a digital marketing agency to gather data on what’s trending. People aren’t just looking for recipes on websites; they’re also browsing social media platforms. To stay ahead of the curve, our team tracks trends on Pinterest, TikTok and YouTube.

For instance, we noticed early this year that snacking was becoming more common as people shifted away from the traditional three-meal day and embraced grazing. We adjusted our plans accordingly to accommodate more snacking occasions.

We collaborate with companies like Dish Works, which excels at creating engaging content where dairy takes center stage in videos and recipes. Video has become an essential part of our strategy – dairy is naturally camera-friendly, showcasing its texture and versatility in countless culinary applications. We release at least four new recipes each month, featuring videos on Instagram, TikTok, Facebook and YouTube Shorts – platforms that have seen a surge in viewership this year.

Ten years ago, people turned to mobile devices for information; today, they’re looking for videos. Dish Works and other creative partners help us produce videos that highlight dairy in all its glory, giving us a unique opportunity to engage audiences in an exciting, visual way.

We also work with social media influencers who share recipes featuring dairy on their channels, expanding our reach and helping us tailor content to consumer preferences.

Additionally, our strategy includes an e-commerce function called Chicory, which allows consumers to purchase the ingredients featured in our recipes at www.USDairy.com. We can track how many people click to have these ingredients delivered and gain valuable insights into which recipes are popular. For example, last fall, our Creamy

Spaghetti Carbonara recipe generated significant traffic – illustrating how important it is to anticipate what people will crave during different seasons.

And that leads us to this holiday season and here are some ways the checkoff will be engaged:

• We’ll ensure our influencer-generated recipes reach a broader audience across multiple platforms. DMI will also showcase traditional international butter-based recipes, such as knafeh, a Middle Eastern dessert that recently gained popularity on TikTok.
• We’ll create “mashups,” where beloved flavors and dishes come together in innovative ways, featuring butter to enhance the harmony of ingredients. Examples include our Caramel Pumpkin Whoopie Pies and Eggnog Tres Leches Cake.
• We’ll also highlight classic holiday comfort foods like Turkey Pot Pie and Parker Rolls – all of which require butter to achieve that perfect taste and texture.

Yes, it’s the time of year when butter truly shines. But thanks to the checkoff’s recipe strategy, dairy will remain in season all year long.

To learn more about your national dairy checkoff, visit www.dairycheckoff.org or to reach us directly, send an email.