What Checkoff Brings to Expo West – and Why it Matters to Dairy

Every March, the natural foods and organic industry gathers in Anaheim, Calif., for Natural Products Expo West. With nearly 70,000 entrepreneurs, investors, brands and retailers in attendance, Expo West is the largest trade show of its kind in North America and one of the most influential marketplaces shaping what ends up in consumers’ homes.

For more than four decades, it has been the defining event for natural and organic products. Every conversation, every product discovery and every relationship forged there can influence the future of food.

Three years ago, Dairy Management Inc. (DMI) decided we needed a seat at this table.

In previous years, we knew dairy was mostly an afterthought at Expo West. In fact, you could walk the show floor and see “no dairy” signage, while much of the “milk” category skewed toward non-dairy alternatives. Dairy was largely absent from conversations about innovation, wellness and sustainability.

This was our opportunity.

Expo West is where retailers and buyers go to see what’s new, what’s next and what’s trending. Deals and partnerships can be made on the spot, shaping what consumers will eventually have an opportunity to purchase. If dairy isn’t present, we risk being left behind in one of the most influential food and beverage spaces.

So the dairy checkoff stepped in.

At first, it wasn’t easy. We had to demonstrate that dairy belonged at a natural foods and organic event by sharing more about our checkoff’s mission and our industry’s desire to innovate. Additionally, we touted our farmers’ commitment to responsible practices and animal care, which were of high interest to event leaders.

It didn’t take long for perceptions to shift. Today, DMI is among several dairy-focused exhibitors there, including the California Milk Advisory Board, to show how dairy is ripe for more innovation. Whey protein, in particular, has gained momentum as consumers seek high-quality, great-tasting protein that supports energy, strength and wellness.

Instead of avoiding conversations, buyers, investors, brands and retailers now seek us out to explore how our checkoff resources can support their dairy-based innovation. The pendulum is definitely swinging.

Our strategy at this year’s show – March 3-6 – is to show attendees how the checkoff can help them innovate and grow using dairy.

We’re bringing a product concept developed through collaboration across DMI’s consumer insights and our National Dairy Foods Research Centers network: cottage cheese ice cream. This high-protein concept taps into two powerful trends and demonstrates how dairy can stretch into entirely new categories.

We’re also featuring a farmer entrepreneur who is launching milk in a can, offered in whole fat and flavors such as coffee and horchata that appeal to Gen Z. There also will be a yogurt maker showcasing its high-protein, high-fiber yogurt line, another example of how consumer insights translate into successful dairy products.

Together, these concepts demonstrate dairy’s ability to meet modern consumer needs, from convenience to functionality to taste.

Education is another critical part of our Expo West presence. DMI will lead a session titled, “What Consumers Really Want – and Emerging Ways to Deliver It,” designed to help brands navigate evolving expectations.

While interest in health and wellness continues to surge, more than half of consumers say today’s food and beverage options fail to meet their needs. Many turn to social media-driven do-it-yourself “hacks” to fill the gaps. Our session explores what this reveals about emerging opportunities and how dairy can help deliver better, science-backed solutions.

We’ll share new research on sleep, skin health, body composition, strength, mobility and metabolism, areas where dairy’s nutritional package naturally meets consumer priorities.

And as we have done in past years, dairy farmers will join us at the booth. Joyce Racicky (Nebraska) and Kim Korn (Idaho), both DMI board members, will answer attendees’ questions and share firsthand perspectives on modern dairy farming.

These connections with farmers build trust and reinforce dairy’s authenticity.

So why does Expo West matter to the farmers and importers who fund the checkoff?

Because trust, relevance and growth all begin where thought leaders and influencers gather. Expo West is where trends are set, partnerships are built and innovation is sparked. If dairy isn’t present, we miss a chance to impact the future of food.

Being there ensures dairy remains central to conversations about health, sustainability and innovation. Every conversation, every product demo and every relationship has the potential to become dairy’s competitive advantage.

And that is how the dairy checkoff delivers on its mission of discovering ways to grow sales and build trust for America’s dairy farmers.

To learn more about your national dairy checkoff, visit DairyCheckoff.com or to reach us directly, send an email.