It is full speed ahead for dairy this year.
The Dairy Checkoff has been working to boost sales for the last ten years, and leaders say it has netted a lot of meaningful conversations.
According to Anne Splitstone with Dairy Management, Inc., “Back in 2015, there was a lot of discussion about what should we be doing to really revitalize fluid milk and really focus on slowing the declines that we were seeing. The main goal of pulling together a group of farmers and experts on revitalizing the category was really kind of two fold— How to drive milk as milk and then how to drive milk as an ingredient in a value-added sort of way. One of the ways was starting a number of partnerships and understanding the power of brands to really drive the category, and that’s where a lot of our partnerships in the fluid milk arena started.”
Protecting the industry has been another factor this year with the introduction of high path avian flu.
NCBA says that producers face threats that consumers have no clue about.
“We continue to face threats every single day from foreign animal diseases and pests that could devastate us as cattle producers, and not only devastate us and our livelihoods but also devastate our ability to put a high-quality protein on the table for American families,” CEO Colin Woodall states.
He says that the best course of action is to have a plan in place, noting it is crucial for the future of U.S. beef production.
UNL Extension’s Troy Walz discusses the Nebraska Ranch Practicum, where sessions are held, how producers can get involved, and what ranchers can gain from participating in the program.
February 24, 2026 01:16 PM
·
The Ranger Road Fire in the Oklahoma Panhandle is now 65% contained after burning nearly 300,000 acres over the past week. Kevin Charleston of Specialty Risk Insurance Agency discusses wildfire recovery, livestock insurance considerations, and the importance of preparedness for producers across the Southern Plains.
February 24, 2026 12:28 PM
·
Higher output keeps milk supplies ample, reinforcing expectations for softer dairy prices even as feed costs remain favorable.
February 24, 2026 07:30 AM
·
Singer-songwriter and RanchHER Clare Dunn reflects on the importance of National FFA Week, her time in FFA, and her commitment to advocating for agriculture and rural issues.
February 23, 2026 02:15 PM
·
Border closures tied to the threat of New World Screwworm continue to stall Mexican fed cattle imports, tightening U.S. feeder cattle supplies over time — triggering feedlot closures that hinder herd rebuilding efforts, threaten the beef supply chain, and shrink production while consumer prices stay elevated.
February 23, 2026 01:40 PM
·
Ranger Road Fire has burned 283,000 acres across Kansas and the Oklahoma Panhandle and is nearing containment, as ranchers begin assessing cattle and infrastructure losses as they look toward recovery.
February 23, 2026 11:08 AM
·
