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DMI Annual Report Available at Dairy Checkoff Website

The 2010 Dairy Management Inc. annual report – featuring highlights of how the dairy checkoff helped impact sales of more than 6 billion additional pounds of milk – can be viewed in the "about us" section at www.dairycheckoff.com.

The annual report – available in electronic storybook viewing – provides an update of various dairy checkoff programs, including strategic partnerships with globally recognized companies such as McDonald's and Domino's Pizza.

The report also includes examples of industry collaboration through the checkoff-led Innovation Center for U.S. Dairy, which works to protect and grow sales by working through the industry.

Other sections in the report include:

• Fuel Up to Play 60 – an in-school program that aims to encourage healthy eating, including dairy, and physical activity for our nation's children
• Export marketing – includes those programs led by the U.S. Dairy Export Council that work to develop and grow export markets for U.S.-produced dairy products and ingredients
• Health and wellness communications – designed to inform health professionals and other thought leaders about dairy's science-based nutritional benefits
• Dairy Research Institute – created to strengthen the industry's access to and investment in the technical research needed to drive innovation and grow sales.
• Dairy image – programs that help maintain and build consumer confidence in the U.S. dairy industry.

"The dairy checkoff continues to show how it is leading change throughout the industry," said Paul Rovey, Arizona dairy producer and chair of Dairy Management Inc., which manages the national dairy checkoff. "Thanks to the checkoff's efforts, the dairy industry experienced unprecedented collaboration and innovation in 2010 that set the table for future success."