Lucas Lentsch, the chief federation officer at DMI, says dairy farmers are doing everything they can to control input costs and economic viability, so the checkoff dollars coming out of their milk check better be working for them. A challenge and opportunity for DMI is to tell the story of supply chain disruption to consumers, whether that be through 'just-in-time' marketing or innovations like shelf stable dairy products. Dollars are also going toward staying ahead of consumer preferences, which are always changing, with new products/marketing/research. Lentsch adds the money going to the Export Council is also an investment for dairy farmers.