Organizations Filed Purposes:
TO HELP GROW THE DEMAND FOR WISCONSIN MILK BY PROVIDING PROGRAMS THAT ENHANCE THE COMPETITIVENESS OF THE WISCONSIN DAIRY INDUSTRY.
WISCONSIN MILK MARKETING BOARD, INC. DBA DAIRY FARMERS OF WISCONSIN IS A NONPROFIT ORGANIZATION FUNDED BY DAIRY FARMERS THAT PROMOTES WISCONSIN CHEESE AND OTHER DAIRY PRODUCTS FROM AMERICA'S DAIRYLAND. OUR GOAL IS TO INCREASE THE SALE AND CONSUMPTION OF WISCONSIN MILK AND DAIRY PRODUCTS.
CHANNEL PROMOTIONS: DAIRY FARMERS OF WISCONSIN'S (DFW) CHANNEL PROMOTIONS PROGRAM AREA PROVIDES SUPPORT TO RETAILERS, FOODSERVICE OPERATORS, WHOLESALERS AND DISTRIBUTORS THROUGH A VARIETY OF PROMOTIONAL SUPPORT PROGRAMS. IN FY2019 CHANNEL PROMOTIONS HAD SEVERAL ACHIEVEMENTS.THE REGIONAL MARKETING MANAGER (RMM) TEAM UNDERWENT SEVERAL PERSONNEL CHANGES DURING FY2019 REPLACING AND ONBOARDING FOUR NEW RMMS. AS WE WORKED TO GET THE NEW TEAM UP TO SPEED WITH THEIR CURRENT ASSIGNMENTS, WE STILL HAD SEVERAL KEY ACCOMPLISHMENTS. THE RMM TEAM CONDUCTED 34 BUYER MISSIONS DURING FY2019. IN ADDITION, WE PARTICIPATED IN THREE NATIONAL FOOD SHOWS INCLUDING THE WINTER FANCY FOOD SHOW, INTERNATIONAL DELI, DAIRY & BAKERY ASSOCIATION SHOW, AND THE SUMMER FANCY FOOD SHOW. WITHIN THE RETAIL SECTOR, THE DFW CHANNEL TEAM CONTINUED TO NARROW ITS FOCUS ON RETAILERS, WHOLESALERS AND DISTRIBUTORS THAT CAN DRIVE SPECIALTY AND ARTISAN CHEESE SALES THROUGH DELI AND SPECIALTY CHEESE DEPARTMENTS. DFW MANAGES THE SCOPE OF ACCOUNTS TO FOCUS ON KEY VOLUME IMPACT OPERATORS AND MARKET INFLUENCERS. CHANNEL PROGRAMS ENDED THE YEAR WORKING WITH 179 RETAILERS OF VARIOUS SIZES IN FY2019 VERSUS 143 ACTIVE RETAILERS IN FY2018. WHILE DFW CONTINUES TO FOCUS ON THOSE ACCOUNTS WILLING TO PLAN AND EXECUTE ANNUAL PROMOTION PROGRAMS WITH THE ORGANIZATION, A DECLINE IN PROMOTIONAL ACTIVITY WAS EXPECTED AS NEW STRATEGIC PLANS WERE DEVELOPED AND IMPLEMENTED. IN FY2019, THE NUMBER OF PROMOTIONS NATIONWIDE DECLINED FROM 1,203 IN FY2018 TO 651 AS WE CHANGE OUR PLATFORM AND TACTICS. THIS DECLINE ALSO REFLECTS THE CHANGE IN STAFFING AS WE HIRED AND TRAINED NEW PERSONNEL.THE FOODSERVICE DIVISION ALSO HAD A CHANGE IN PERSONNEL. INITIAL PROGRAMS WERE SET TO HELP DRIVE ACTIVITY FOR THE BEGINNING OF CALENDAR YEAR 2019. OUR PRIMARY FOCUS FOR FOODSERVICE CONTINUES TO BE THE MULTI-UNIT OPERATORS WITH LIMITED AND OPPORTUNISTIC PROGRAMS WITH DISTRIBUTORS. DFW WORKED WITH 31 OPERATORS IN FY2019. IN ADDITION, DFW ATTENDED ONE NATIONAL AND FOUR REGIONAL FOODSERVICE SHOWS IN FY2019. DFW CONTINUES TO FOCUS ON THOSE ACCOUNTS THAT ARE HIGH VOLUME USERS OF WISCONSIN CHEESE AND DAIRY PRODUCTS AND ARE WILLING TO PLAN AND EXECUTE PROMOTIONAL PROGRAMS INCLUDING INCREASED SOCIAL AND DIGITAL MARKETING SUPPORT. FOODSERVICE PROMOTIONS CONSIST OF VARIOUS MARKETING ELEMENTS THAT MAY INCLUDE MENU MENTIONS, MEDIA, PACKAGING, DCOR, AND SOCIAL MEDIA.ADDITIONALLY, IN FY2019, DFW SUPPORTED SIX WHOLESALERS AND DISTRIBUTORS WHO EXECUTED OVER 12 PROMOTIONAL PROGRAMS. DISTRIBUTOR AND WHOLESALER PROMOTION PROGRAMS FOCUS ON GROWING DISTRIBUTION AND INCREASED NATIONAL REPRESENTATION OF WISCONSIN DAIRY PRODUCTS.
NATIONAL COMMUNICATIONS: DAIRY FARMERS OF WISCONSIN (DFW) IS FOCUSED ON INCREASING DEMAND FOR THE MILK PRODUCED IN OUR STATE. BECAUSE 90% OF OUR MILK GOES INTO MAKING CHEESE, WE SPEND THE LARGEST PORTION OF OUR BUDGET AND TIME DRIVING DEMAND FOR WISCONSIN CHEESE. IN ORDER TO BUILD THE WISCONSIN CHEESE REPUTATION, WE UTILIZE PUBLIC RELATIONS, DIGITAL ADVERTISING, EVENTS, POINT OF PURCHASE, SOCIAL MEDIA, AND NEW IN FY2019, WE CREATED A NATIONAL COMMUNITY FOR CHEESE LOVERS.WE CONCENTRATE OUR COMMUNICATION EFFORTS ON PREMIUM PROSPECTORS AND EVERYDAY ENTHUSIASTS. WE TARGETED THIS AUDIENCE ON KEY FOODIE SITES LIKE REAL SIMPLE, EATER AND ALLRECIPES WITH OUR WISCONSIN CHEESE VIDEO COMMERCIAL. THIS YEAR'S MEDIA FLIGHTS RECEIVED 46.3 MILLION IMPRESSIONS AND 24.4 MILLION COMPLETED VIEWS.WE ALSO PRODUCE A DIGITAL MAGAZINE OF RECIPES CALLED GRATE. PAIR. SHARE. BECAUSE IT DOUBLED IN POPULARITY LAST YEAR (HITTING 25 MILLION IMPRESSIONS), WE ADDED A FIFTH EDITION. WE EXCEEDED 28.2 MILLION IMPRESSIONS THIS YEAR. THE WINTER 2019 ISSUE HAS BEEN NOMINATED FOR AN EDDIE AND OZZIE AWARD.PUBLIC RELATIONS HAS BEEN A SHINING STAR FOR US AS WE HAVE SPENT A GREAT DEAL OF TIME WORKING WITH NATIONAL EDITORS. IN FY2019 WE DID TWO SETS OF DESKSIDE VISITS, HOSTED A MEDIA TOUR, AND HELD AN EVENT FOR EDITORS IN NEW YORK CITY. THIS OUTREACH YIELDED $30 MILLION IN EARNED MEDIA WITH MAJOR HITS ON NATIONAL MEDIA, INCLUDING FOX AND FRIENDS, THE TODAY SHOW, THE NEW YORK TIMES, BON APPETIT, FOOD AND WINE AND MANY MORE. IN FY2019 WE ALSO EXPANDED OUR LOCAL MORNING SHOW COOKING SEGMENTS BEYOND THE WISCONSIN BORDERS FOR THE FIRST TIME. THE PROGRAM WE BUILT RESULTED IN TELEVISION SEGMENTS ON LOCAL MORNING AND NEWS SHOWS IN ALL 50 STATES.WE PARTICIPATED IN MAJOR EVENTS IN FY2019. AT SXSW (THE WORLD'S LARGEST INTERACTIVE TECH, MUSIC, AND FILM FESTIVAL), WE BUILT A WISCONSIN STATE FAIR. OVER 3,000 PEOPLE FROM ALL OVER THE WORLD SAMPLED OUR CHEESE GENERATING 2.6 MILLION ONLINE IMPRESSIONS WITH 96% POSITIVE SENTIMENT.DFW ALSO PUT ON OUR OWN MAJOR EVENT TO INCREASE AWARENESS OF WISCONSIN CHEESE BY BUILDING THE WORLD'S LARGEST CHEESEBOARD. WE DID THIS AT CONCERTS ON THE SQUARE IN MADISON, WISCONSIN, IN FRONT OF 40,000 PEOPLE AND PROVIDED SAMPLING. WE MADE HISTORY BY ACHIEVING THE GUINNESS WORLD RECORD AND RECEIVED $5 MILLION IN EARNED MEDIA INCLUDING A MENTION ON LATE NIGHT WITH SETH MEYERS.WE CONTINUE EMPHASIS ON DIGITAL CONTENT AND OUR SOCIAL MEDIA TACTICS INCREASED CONSUMER ENGAGEMENT BY 40%. A NEW KEY ELEMENT WAS THE ADDITION OF CHEESELANDIA, OUR AMBASSADOR COMMUNITY. WE SELECTED 300 HOSTS TO HOST IN-HOME CHEESE PARTIES IN 39 STATES WITH OVER 3,000 TOTAL GUESTS ATTENDING. WE ALSO HOSTED OUR OWN BRAND EVENTS IN THREE KEY MARKETS. THIS IS NOT ONLY GENERATING POSITIVE WORD OF MOUTH AND EDUCATING CONSUMERS, IT IS ALSO PROVIDING A WEALTH OF USER GENERATED CONTENT AND HELPING ELEVATE PERCEPTIONS OF WISCONSIN CHEESE AT A GRASSROOTS LEVEL.WHEN IT COMES TO IN-STORE MATERIALS, OUR REVAMPED PLAYBOOK PROMOTIONS AND NEW POINT OF SALE MATERIALS WERE IMPLEMENTED IN 113 RETAIL ACCOUNTS (OVER 4000 STORE LOCATIONS) ACROSS THE COUNTRY. 721 CAMPAIGNS WERE EXECUTED THROUGHOUT THE YEAR USING 14 PLAYBOOK OPTIONS, PRICE FEATURE ADS, SAMPLING EVENTS AND CUSTOM PROJECTS.
TECHNICAL SERVICES: DAIRY FARMERS OF WISCONSIN'S (DFW) FOOD SAFETY, QUALITY AND REGULATORY COMPLIANCE (FSQR) PROGRAM PROVIDES SUPPORT TO THE WISCONSIN DAIRY INDUSTRY THROUGH A VARIETY OF PROGRAMS AND PARTNERSHIPS WITHIN THE INDUSTRY. DFW WORKS IN CONJUNCTION WITH THE CENTER FOR DAIRY RESEARCH (CDR) AT THE UNIVERSITY OF WISCONSIN MADISON TO PROVIDE SCIENTIFIC EXPERTISE IN BOTH FUNDAMENTAL AND APPLIED DAIRY RESEARCH, TECHNICAL SUPPORT AND TROUBLESHOOTING, AND EDUCATIONAL OFFERINGS IN ORDER TO BRING INNOVATIVE, NUTRITIOUS AND PROFITABLE PRODUCTS TO THE GLOBAL MARKETPLACE. OUR PARTNERSHIP WITH CDR ALSO INCLUDES THE MASTER CHEESEMAKER PROGRAM WHICH PROVIDES A FORMAL SEQUENCE OF COURSES THAT LEADS TO THE TITLE OF WISCONSIN MASTER CHEESEMAKER AND EQUIPS WISCONSIN CHEESEMAKERS WITH THE KNOWLEDGE AND SKILLS TO BE COMPETITIVE IN THE MARKETPLACE BOTH NATIONALLY AND INTERNATIONALLY.DFW FSQR ALSO PARTNERS WITH OTHER DAIRY INDUSTRY ORGANIZATIONS IN THE AREAS OF CRISIS COMMUNICATIONS AND SUSTAINABILITY TO ENSURE THE LONG-TERM VIABILITY OF WISCONSIN DAIRY.IN FY2019, DFW ONCE AGAIN SERVED ON THE BOARD FOR THE WISCONSIN AGRO-SECURITY RESOURCE NETWORK (WARN) WHICH FACILITATES AN INDUSTRY-WIDE AWARENESS AND RESPONSE TO AN ANIMAL HEALTH EMERGENCY OR CRISIS INCIDENT INVOLVING WISCONSIN AGRICULTURE TO QUICKLY DISSEMINATE ACCURATE SCIENTIFIC INFORMATION TO MEDIA, PRODUCERS AND INDUSTRY GROUPS, AS WELL AS CONSUMERS TO MAINTAIN CONSUMER CONFIDENCE IN WISCONSIN'S FOOD PRODUCTS AND U.S. FOOD SAFETY SYSTEMS. DFW ALSO CHAIRS THE WISCONSIN DAIRY INDUSTRY CRISIS TEAM (WDICT) WHICH FOCUSES ON DAIRY SPECIFIC CRISES.FY2019 ALSO SAW THE FORMATION OF THE DAIRY FOOD SAFETY ALLIANCE (DFSA) WITH THE CENTER FOR DAIRY RESEARCH AND THE WISCONSIN CHEESE MAKERS ASSOCIATION. THIS PARTNERSHIP ENSURES THAT FOOD SAFETY AND REGULATORY INFORMATION IS PRESENTED IN A TIMELY MANNER TO INDUSTRY WITH SPEAKERS FROM INDUSTRY, ACADEMIA AND THE WISCONSIN DEPARTMENT OF AGRICULTURE, TRADE AND CONSUMER PROTECTION.FSQR ALSO CONDUCTS NUMEROUS SEMINARS RELATED TO THE FOOD SAFETY MODERNIZATION ACT (FSMA) THROUGH PCQI TRAINING AND GLOBAL FOOD SAFETY INITIATIVE (GFSI) THROUGH SAFE QUALITY FOODS (SQF), BRITISH RETAIL CONSORTIUM (BRC) AND INTERNAL AUDIT (PIA) TRAINING. ADDITIONAL TRAINING IS OFFERED IN THE AREAS OF FOOD DEFENSE, TRACEABILITY AND SUPPLIER MANAGEMENT FOR WISCONSIN DAIRY PLANTS TECHNICAL AND QUALITY MANAGEMENT TEAMS.
Executives Listed on Filing
Total Salary includes financial earnings, benefits, and all related organization earnings listed on tax filing
| Name | Title | Hours Per Week | Total Salary |
|---|
| Chad Vincent | CHIEF EXECUTIVE OFFICER | 50 | $260,270 |
| Patrick Geoghegan | SENIOR VP - INDUSTRY RELATIONS/MARKETING | 50 | $172,723 |
| Jessica Rogers-Heintz | SENIOR VP - FINANCE AND ADMINISTRATION | 50 | $166,953 |
| Suzanne Fanning | SENIOR VP - MARKETING COMMUNICATIONS | 50 | $134,608 |
| Jennifer Walsh | VP - INSIGHTS AND STRATEGY | 50 | $121,131 |
| Kirk Scott | DIRECTOR - DAIRY COMPANY COMMUNICATIONS | 50 | $117,629 |
| Chris Kuske Riese | SENIOR DIRECTOR - CHANNEL MARKETING | 50 | $115,836 |
| Connie Seefeldt | DIRECTOR | 5 | $13,087 |
| Becky Levzow | DIRECTOR | 5 | $7,128 |
| Jeff Strassburg | BOARD CHAIR | 5 | $5,403 |
| Stacy Eberle | DIRECTOR | 5 | $4,889 |
| Bob Sendelbach | DIRECTOR | 5 | $4,608 |
| Janet Clark | DIRECTOR | 5 | $4,165 |
| Mary Cook | DIRECTOR | 5 | $4,025 |
| Kenneth Heiman | CHANNEL MANAGEMENT CHAIR | 5 | $3,992 |
| Dean Strauss | BOARD VICE CHAIR | 5 | $3,986 |
| Patricia Kling | DIRECTOR | 5 | $3,811 |
| Sharon Laubscher | DIRECTOR | 5 | $3,759 |
| Audrey Kusilek | DIRECTOR | 5 | $3,564 |
| David Bangart | BOARD SECRETARY | 5 | $3,351 |
| Kevin Walleser | DIRECTOR | 5 | $2,922 |
| Mark Leder | DIRECTOR | 5 | $2,867 |
| Julie Veldhuis | DIRECTOR | 5 | $2,608 |
| Vivian Thompson | DIRECTOR | 5 | $2,343 |
| Rosalie Geiger | DIRECTOR | 5 | $2,066 |
| Benjamin J Peterson | DIRECTOR | 5 | $2,025 |
| Tina Hinchley | DIRECTOR | 5 | $2,018 |
| Steven Sternweis | COMMUNICATION CHAIR | 5 | $1,966 |
| Ann Kieler | DIRECTOR | 5 | $1,880 |
| Kay Zwald | POLICY/BYLAW CHAIR | 5 | $1,617 |
| Jay Stauffacher | TREASURER/AUDIT COMMITTEE CHAIR | 5 | $1,470 |
| Julie Maurer | DIRECTOR | 5 | $1,317 |
| Mike Verhasselt | DIRECTOR | 5 | $951 |
| Chris Vanden Elzen | DIRECTOR | 5 | $742 |
Data for this page was sourced from XML published by IRS (
public 990 form dataset) from:
https://s3.amazonaws.com/irs-form-990/201903169349305280_public.xml