Dairy Max CEO Highlights Dairy's Growing Momentum

July 11, 2026

From whole milk returning to school cafeterias to consumers demanding more high-protein foods, America's dairy industry is experiencing what Dairy Max CEO Jennie McDowell describes as a true renaissance.

McDowell, who recently celebrated her first year as CEO of Dairy Max after spending more than a decade with the dairy checkoff organization, says today's dairy industry is in a far different position than when she first joined the organization 13 years ago.

Dairy Max represents dairy farmers across eight states stretching from Montana to Louisiana, working to increase consumer demand through research, promotion, and nutrition education.

Wyoming Roots Shaped Agricultural Passion

McDowell's appreciation for agriculture began growing up in Torrington, Wyoming, where farming and ranching were at the center of everyday life.

She recalls a community built around a sugar beet processing plant, livestock auction market, and feedlot—an upbringing that instilled a deep appreciation for agriculture's role in rural America.

After attending New Mexico State University and later earning her MBA in New Zealand, McDowell built a career in food service and corporate marketing before eventually joining Dairy Max.

"I've always had a passion for agriculture," McDowell said. "Being able to take my business background and marketing experience and apply it to helping dairy farmers has really been a dream come true."

Dairy Demand Continues to Grow

McDowell says consumer attitudes toward dairy have shifted dramatically over the past decade.

"When I first started, we were excited anytime a company wanted to partner with dairy," she said. "Today, dairy is the largest category in the grocery store, and companies are using dairy to help drive their own products because consumers recognize its nutritional value."

She credits years of scientific research funded through dairy checkoff programs for helping consumers better understand dairy's health benefits.

Whole Milk Returns After Years of Research

One of DairyMax's biggest recent successes has been helping support research that contributed to whole milk's return to school meal programs.

While the policy change may appear sudden, McDowell says it represents nearly a decade of research.

"We've conducted about 80 different studies looking at the benefits of whole milk and full-fat dairy," she explained. "That research helped demonstrate that dairy fat behaves differently in the body than many people previously believed and provides important nutritional benefits for both children and adults." 

Looking Beyond the Glass of Milk

McDowell says the next frontier for dairy research focuses on understanding what she calls the "dairy matrix"—how dairy's nutrients work together—and identifying new uses for individual milk components.

Researchers are studying naturally occurring nutrients and compounds within milk that could eventually be used in nutritional supplements, functional foods, and other health-related products.

"We're really just scratching the surface," McDowell said. "There are tremendous opportunities to better understand both dairy as a complete food and the individual nutrients it contains."

Meeting Consumers Where They Are

While nutrition research remains central to Dairy Max's mission, McDowell says connecting consumers with the people who produce their food has become equally important.

The organization continues to reach consumers through social media, gaming platforms, food festivals, and educational campaigns. A new video series-From Our Farms-is also being developed to introduce consumers directly to dairy farm families.

"Consumers trust farmers," McDowell said. "They want to know where their food comes from, and they especially want to know how dairy farmers care for their cows. If there's one thing dairy farmers do exceptionally well, it's taking care of their animals, and we want people to hear that story directly from them."

As consumer demand for protein-rich foods continues to grow, McDowell believes dairy is well-positioned for continued success.

"We want to make sure dairy remains just as relevant to today's consumers as it was to previous generations," she said.

More information about Dairy Max and its programs is available at DairyMax.org.

Source: Western Ag Network