Dairy checkoff campaign highlights women farmers and life on today's dairy farms
Consumers enjoy dairy products every day, but many have little knowledge of the work, technology, and dedication involved in producing milk. To help bridge this gap, Dairy Management Inc. (DMI) has introduced Portraits of Modern Dairy, a national storytelling initiative designed to provide a closer look at today's dairy farms.
The campaign officially launched on National Farmers Day, October 12, and aligns with the United Nations' International Year of the Woman Farmer. Through videos, photographs, media coverage, and digital content, the initiative aims to help consumers better understand modern dairy farming and the people behind it.
At the center of the campaign are seven women representing six dairy farms from across the United States. Their stories showcase the diversity, innovation, and commitment found on today's dairy operations.
“Consumers want to know more about where their food comes from, but most will never have the opportunity to spend time on a dairy farm,” said Caroline Krajewski, senior vice president of communications for DMI.
She added, “Portraits of Modern Dairy give us a powerful way to bring the farm to them. These farmers have remarkable stories, and we’re showing the care, expertise and decision-making that happen every day in a way that is authentic and relatable.”
The featured farmers represent different regions and backgrounds. Some have spent decades working directly with consumers, while others bring experience from business, healthcare, education, and entrepreneurship. Together, they demonstrate the many skills required to operate successful dairy farms.
The campaign highlights several important aspects of modern dairy production, including technology adoption, conservation practices, animal care, community engagement, farm management, and long-term sustainability. By sharing authentic experiences, DMI hopes to give consumers a more accurate picture of how dairy products is produced.
Among the stories are examples of family farms passing knowledge from one generation to the next. Featured farmers are involved in areas such as herd genetics, breeding programs, financial management, environmental projects, crop production, and advanced dairy technologies.
Technology plays a major role throughout the campaign. Farmers featured in Portraits of Modern Dairy use tools such as digital herd management systems, robotic milking equipment, and data-driven decision making to improve efficiency while caring for animals. The initiative demonstrates how dairy farming continues to evolve while maintaining strong family and community values.
Another area highlighted is conservation and environmental stewardship. Several participating farmers use their education and experience to support soil health, water management, and long-term sustainability efforts on their farms. These practices help ensure dairy farms remain productive while protecting natural resources for future generations.
The initiative also focuses on the people behind dairy farming. Through personal stories and photography, consumers can learn about the daily decisions, challenges, and successes experienced by dairy farm families. DMI believes these stories can help strengthen trust and understanding between farmers and consumers.
A dedicated online platform has been created to serve as the long-term home of the project. Visitors can explore farmer profiles, photography galleries, and a short video featuring all seven participants. The site is designed to keep the stories accessible well beyond the initial campaign launch.
To expand the impact of the effort, DMI is also making a collection of campaign photography publicly available through image-sharing platforms. By offering free access to modern dairy farm images, the organization hopes to increase the use of accurate and up-to-date visuals in media coverage and educational materials.
Additional outreach will include social media promotion, national media engagement, and other communication efforts throughout 2026. State and regional dairy organizations are expected to build the campaign by connecting local communities with the stories of dairy farmers in their areas.
Portraits of Modern Dairy are intended to be more than a one-time campaign. Through ongoing storytelling, educational content, and visual resources, DMI hopes to give consumers a better understanding of modern dairy farming and the people who work every day to produce nutritious dairy products.
Photo Credit: Portraits of Modern Dairy, Dairy Management Inc.