During a time of low milk prices, the dairy checkoff program plays a vital role in helping dairy farmers. According to Midwest Dairy Association CEO Lucas Lentsch, the promotional pieces are focused on building dairy demand and increasing trust among consumers. “When there are conflicting messages in the marketplace, the best thing we can be doing is holding the high ground of where we come from as a food industry.” Lentsch adds that establishing consumer confidence is a battle. That’s why during National Dairy Month, farmers and industry stakeholders are sharing the facts about dairy. “It’s hard to unring the bell of the reality of where we’ve been. But, with product innovation and market access there are strong days ahead.” Listen to the interview with Lentsch.