2026-02-10T12:41:20-06:00 2025-06-30 391203191 SVA CERTIFIED PUBLIC ACCTS SC 1221 JOHN Q HAMMONS DRIVE MADISON WI 53717 990 2024-07-01 391455990 WISCONSIN MILK MARKETING BOARD INC WISC 6088368820 8418 EXCELSIOR DRIVE MADISON WI 53717 JESSICA ROGERS-HEINTZ CHIEF FINANCIAL OFFICER 6088368820 2026-02-05 1 1 KIRSTEN HOUGHTON P01273230 6088318181 2024 2025-03-06 01:10:19Z DAIRY FARMERS OF WISCONSIN JESSICA ROGERS-HEINTZ 8418 EXCELSIOR DRIVE MADISON WI 53717 32730324 0 X WWW.WISCONSINCHEESE.COM & WWW.WISCONSINDAIRY.ORG X 1983 WI 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. 25 25 58 0 0 0 64011 57680 32125638 31997022 566867 639280 133885 36125 32890401 32730107 0 0 0 0 7207673 7671801 0 0 0 25011116 25175384 32218789 32847185 671612 -117078 29916527 29214967 4058558 3004187 25857969 26210780 X TO HELP GROW THE DEMAND FOR WISCONSIN MILK BY PROVIDING PROGRAMS THAT ENHANCE THE COMPETITIVENESS OF THE WISCONSIN DAIRY INDUSTRY. 0 0 PROGRAM SERVICES #1: MARKETING COMMUNICATIONSMARKETING COMMUNICATIONS HAD FIVE PRIMARY GOALS IN FY2025 TO SUPPORT THE STRATEGY TO DRIVE AFFINITY FOR WISCONSIN DAIRY PRODUCTS WITH AN EMPHASIS ON IMPROVING PERCEPTION OF WISCONSIN CHEESE.1) ELEVATE WISCONSIN CHEESE IMAGE AND AFFINITY BY IMPLEMENTING A ROBUST DIGITAL PLAN TO ENGAGE KEY FOOD FANATIC MESSAGING IN ALL ELEMENTS, PRIMARILY VIA SOCIAL MEDIA, SEO, AND EARNED MEDIA. DFW (DAIRY FARMERS OF WISCONSIN) DEVELOPED A NEW, STRATEGICALLY FOCUSED DIGITAL STRATEGY THAT CAPTIVATED OVER 2.2 MILLION WEBSITE VISITORS, EARNED 5.7 MILLION VIDEO VIEWS, AND 820,000 SOCIAL MEDIA ENGAGEMENTS. WE DROVE A 51.5% YEAR-OVER-YEAR INCREASE IN TOP-RANKING SEO KEYWORDS. THROUGH DYNAMIC SOCIAL CONTENT, CULINARY PUBLICATIONS LIKE GRATE. PAIR. SHARE., AND TARGETED ADVERTISING, WE ARE TURNING FOOD FANATICS INTO LOYAL BRAND ADVOCATES - SHOWING THAT OUR CONTENT RESONATES DEEPLY AND CONVERTS MEANINGFULLY. OUR EFFORTS PROPELLED WISCONSINCHEESE.COM TO THE #1 GOOGLE RANKING FOR "CHEESE", CEMENTING OUR LEADERSHIP IN DIGITAL CHEESE CULTURE.IN OUR SOCIAL MEDIA PROGRAM, WE EMBRACED STRATEGIC CONTENT TO SPREAD THE MESSAGE THAT WISCONSIN CHEESE MAKES THE WORLD A BETTER, HAPPIER, TASTIER PLACE. IN FY2025 WE PUBLISHED OVER 1,000 SOCIAL MEDIA POSTS ACROSS INSTAGRAM, TIKTOK, AND FACEBOOK, GENERATING 16 MILLION TOTAL VIDEO VIEWS AND OVER 945,000 ENGAGEMENTS. IN ADDITION, RECOGNIZING A SURGE OF INTEREST IN FOOD-RELATED CONTENT ON PINTEREST, WE ALSO REVITALIZED THE WISCONSIN CHEESE PINTEREST PAGE WITH A NEW STRATEGIC DIRECTION, REFRESHED VISUALS, AND A SEASONAL LINEUP OF RECIPES.THE CULINARY PROGRAM CONTINUES TO CONNECT WITH OUR TARGET AUDIENCES. THIS YEAR, OUR GRATE. PAIR. SHARE. MAGAZINE SAW ITS POPULARITY SOAR ACROSS ALL FIVE SEASONAL ISSUES. THIS FAN-FAVORITE MAGAZINE ACHIEVED 2.92 MILLION IMPRESSIONS, WITH AN AVERAGE READ TIME OF OVER THREE AND A HALF MINUTES - WELL ABOVE INDUSTRY STANDARDS. ADDITIONALLY, OUR E-NEWSLETTER REACHED AN AUDIENCE OF OVER 142,000 SUBSCRIBERS, KEEPING THEM ENGAGED WITH OUR LATEST OFFERINGS.IN OUR WEBSITE EFFORTS, WE ACHIEVED THE #1 SPOT ON GOOGLE PAGE RANKING. OUR WEBSITE ATTRACTED 2.2 MILLION VISITORS TO WISCONSINCHEESE.COM. WITH A KEEN EYE ON GLOBAL DEMAND, WE INTRODUCED A NEW EXPORTS PAGE TO SHOWCASE OUR OFFERINGS. FURTHERMORE, OUR WEBSITE SERVED AS A PLATFORM FOR INTEGRATED CAMPAIGNS ACROSS THE ORGANIZATION, INCLUDING HIGHLIGHTS FROM THE WISCONSIN ART OF CHEESE FESTIVAL AND THE KENTUCKY DERBY RINDS AND ROSES EVENT.2) INVEST IN MEDIA PARTNERSHIPS WITH KEY FOOD FANATIC PUBLICATIONS/BROADCASTS TO CREATE SEAMLESS INTEGRATIONS OF OUR BRAND CONTENT THAT ELEVATE BRAND PERCEPTION AND DRIVE ENGAGEMENT.WE STRATEGICALLY INVESTED IN PREMIUM MEDIA PARTNERSHIPS THAT SEAMLESSLY INTEGRATED WISCONSIN CHEESE INTO THE PREFERRED MEDIA OUTLETS OF FOOD FANATICS, REACHING OVER 20 MILLION ENGAGED CONSUMERS ACROSS TOP-TIER PLATFORMS LIKE FOOD NETWORK, EATER, SAVEUR, AND TASTE. FROM A 13.6 MILLION REACH THROUGH FOOD NETWORK'S HOLIDAY ISSUE TO A 92 NET PROMOTER SCORE (NPS) EXPERIENTIAL EVENT WITH EATER AND PODCAST STORYTELLING WITH TASTE, EACH ACTIVATION ELEVATED BRAND PERCEPTION AND DEEPENED EMOTIONAL CONNECTION. THESE COLLABORATIONS DELIVERED MILLIONS OF ORGANIC IMPRESSIONS, EXPERIENCES, AND CONTENT THAT POSITIONED WISCONSIN CHEESE AS A CULTURAL AND CULINARY ICON.3) DEEPEN ENGAGEMENT WITH INFLUENCERS AND EVANGELISTS THROUGH OUR CHEESELANDIANS.WE SIGNIFICANTLY INCREASED BRAND ADVOCACY WITH A 40% SURGE IN OUR CHEESELANDIA COMMUNITY, DRIVEN BY PEER RECOMMENDATIONS AND A REDESIGNED APP THAT SPARKED A 15% BOOST IN ENGAGEMENT. THROUGH HUNDREDS OF QUESTS, SUPER HOST EVENTS, AND THOUSANDS OF MONTHLY CONVERSATIONS, CHEESELANDIANS HAVE BECOME PASSIONATE CHAMPIONS, FUELING DEEPER AWARENESS AND UNWAVERING LOYALTY FOR WISCONSIN CHEESE WITH GENUINE, GRASSROOTS ENTHUSIASM. 4) GENERATE $50M+ IN EARNED MEDIA (>50-1 RETURN) BY CONNECTING WITH AT LEAST 70% OF OUR TARGETED FOOD FANATIC MEDIA LIST - INFORMING, MOTIVATING, AND ENCOURAGING DEEPER STORYTELLING OF WISCONSIN'S ARTISAN CHEESEMAKING.WE GENERATED OVER $70 MILLION IN EARNED MEDIA - DELIVERING A 70:1 RETURN BY STRATEGICALLY CONNECTING WITH MORE THAN 70% OF OUR TARGETED FOOD FANATIC MEDIA LIST AND DRIVING DEEPER, MORE COMPELLING STORYTELLING AROUND WISCONSIN'S ARTISAN CHEESEMAKING. THROUGH 6,000+ PLACEMENTS ACROSS TOP OUTLETS LIKE BON APPTIT, FOOD & WINE, AND EPICURIOUS, AND CAMPAIGNS LIKE NATIONAL CHEESE LOVER'S DAY AND THE KENTUCKY DERBY, WE SPARKED NATIONAL BUZZ REACHING 7.5 BILLION CONSUMERS. OUR BROADCAST EARNED MEDIA SEGMENTS AND NATIONAL SATELLITE MEDIA TOURS FURTHER ENHANCED OUR REACH, RESULTING IN MORE THAN 45 MILLION IMPRESSIONS, OVER 3,000 PLACEMENTS, AND AN AD EQUIVALENCY VALUE EXCEEDING $1.7 MILLION. OUR STRATEGIC PUBLIC RELATIONS EFFORTS NOT ONLY INFORMED AND MOTIVATED, BUT SOLIDIFIED WISCONSIN CHEESE AS A LEADER IN THE CULINARY CONVERSATION. 5) EXECUTE BRAND EXPERIENCES THAT REACH AT LEAST 15,000+ FOOD FANATICS AND PEOPLE THROUGH DIRECT ENGAGEMENT, DELIVERING IMPACTFUL BRAND PRESENCE AT MEANINGFUL AND MAJOR EVENTS.IN FY2025, WE EXCEEDED OUR GOAL BY 20% BY DIRECTLY ENGAGING OVER 18,000 FOOD FANATICS THROUGH IMMERSIVE BRAND EXPERIENCES AT MAJOR EVENTS LIKE THE 151ST KENTUCKY DERBY, WHERE LIVE SAMPLING AND RED-CARPET PRESENCE DELIVERED OVER $15 MILLION IN EARNED MEDIA. SIGNATURE EVENTS LIKE THE CHEESE FAIR OFF THE SQUARE AND OUR SOLD-OUT TOP CHEF BRUNCH DEEPENED CONSUMER AFFINITY, GENERATED LOCAL BUZZ, AND DELIVERED CHEESE SALES OF $15,000 FOR PARTICIPATING COMPANIES, WHILE THE WISCONSIN ART OF CHEESE FESTIVAL LAUNCH IGNITED NATIONAL EXCITEMENT WITH TICKET BUYERS FROM 30 STATES. EACH ACTIVATION STRENGTHENED WISCONSIN CHEESE'S CULTURAL RELEVANCE AND IMPACT ON THE GROUND AND ACROSS DIGITAL AND PR CHANNELS. PROGRAM SERVICES #2: CHANNEL PROMOTIONSDAIRY FARMERS OF WISCONSIN'S (DFW) CHANNEL PROMOTIONS AREA PROVIDES SUPPORT TO SUPERMARKET RETAILERS, FOODSERVICE OPERATORS, WHOLESALERS AND DISTRIBUTORS THROUGH A VARIETY OF PROMOTIONAL SUPPORT PROGRAMS TO DRIVE DISTRIBUTION, SALES AND AWARENESS OF WISCONSIN ARTISAN AND SPECIALTY CHEESE BOTH DOMESTICALLY AND INTERNATIONALLY. IN FY2025, THE PROGRAM HAD THREE OBJECTIVES TO SUPPORT THE GOAL TO INCREASE VISIBILITY, DISTRIBUTION, TRIAL, AND SALES OF WISCONSIN CHEESE IN THE U.S. AND ABROAD, IN PARTNERSHIP WITH CHEESE COMPANIES, MAJOR/INFLUENTIAL RETAILERS, AND RESTAURANT CHAINS.1) GROW STRATEGIC INTERNATIONAL OPPORTUNITIES THROUGH PARTNERSHIPS, TRADESHOWS, IN-MARKET ACTIVATIONS AND MARKETING. IN FY2025, DFW SIGNIFICANTLY EXPANDED WISCONSIN CHEESE'S GLOBAL FOOTPRINT, ACTIVATING IN OVER 50 COUNTRIES THROUGH HIGH-IMPACT TRADE SHOWS, STRATEGIC PARTNERSHIPS, AND IN-MARKET RETAIL PROGRAMS INCLUDING NEW EFFORTS AND TACTICS IN MEXICO AT CITY MARKET, FRESKO, AND LA COMER. COLLABORATING WITH USDEC, USDA, AND WISCONSIN ECONOMIC DEVELOPMENT CORPORATION (WEDC), WE EXECUTED EIGHT INTERNATIONAL BUYER MISSIONS AND HELPED INTRODUCE MORE THAN 150 NEW SKUS WORLDWIDE, AND 100+ IN CHINA VIA E-COMMERCE. FROM FRANCE TO THE PHILIPPINES AND AUSTRALIA TO ARGENTINA, WISCONSIN CHEESE IS BECOMING A BELOVED GLOBAL BRAND - DRIVEN BY STRATEGIC MARKETING AND STORYTELLING, WORLD-CLASS PRODUCT, AND BOOTS-ON-THE-GROUND ENGAGEMENT.DFW'S EXPORTS TEAM MADE SIGNIFICANT STRIDES IN SHOWCASING WISCONSIN CHEESE AT FIVE PRESTIGIOUS INTERNATIONAL TRADE SHOWS, INCLUDING SIAL PARIS, GULFOOD, FOOD & HOSPITALITY ASIA, THAIFEX ANUGA, AND SEOUL FOOD & HOTEL. THESE EVENTS ALLOWED US TO CONNECT WITH KEY BUYERS AND IMPORTERS FROM VITAL REGIONS AROUND THE GLOBE, AMPLIFYING THE REACH OF WISCONSIN CHEESE. IN COLLABORATION WITH PARTNERS SUCH AS USDEC, USDA, AND WEDC, THE TEAM EMBARKED ON OUTREACH TRIPS TO AUSTRALIA, CENTRAL AMERICA, AND CHINA, WHERE THEY ENGAGED WITH PROMINENT RETAILERS, FOODSERVICE BUYERS, AND IMPORTERS IN EMERGING MARKETS. THE EXPORTS TEAM ALSO PLANNED AND EXECUTED EIGHT INTERNATIONAL BUYER MISSIONS, BRINGING TOGETHER BUYERS, IMPORTERS, AND RETAILERS FROM COUNTRIES INCLUDING THE UAE, QATAR, KUWAIT, LEBANON, SAUDI ARABIA, THAILAND, CHINA, SINGAPORE, MALAYSIA, INDONESIA, AUSTRALIA, MEXICO, VIETNAM, THE PHILIPPINES, MOROCCO, AND TAIWAN. THESE EFFORTS RESULTED IN THE INTRODUCTION OF OVER 150 NEW ITEMS IN INTERNATIONAL MARKETS. BEYOND TRADE SHOWS AND BUYER MISSIONS, WE CONDUCTED COMPREHENSIVE CHEESE SENSORY AND EDUCATION TRAINING FOR FIVE IMPORTERS AND RETAILERS IN THAILAND, REACHING OVER 150 CHEESE BUYERS AND SELLERS. OUR PROMOTIONAL CAMPAIGNS, SUCH AS "CHEESE IS MY LOVE LANGUAGE AND "TASTE OF USA," FURTHER ENHANCED OUR VISIBILITY IN THESE KEY MARKETS. THE REACH OF WISCONSIN CHEESE NOW SPANS NUMEROUS GLOBAL MARKETS, INCLUDING THE MENA REGION WITH NINE COUNTRIES, 13 COUNTRIES IN ASIA, AND 11 COUNTRIES IN EUROPE, WITH POTENTIAL FOR EVEN MORE EXPANSION. WE ARE ALSO MAKING INROADS IN OCEANIA, AS WELL AS NORTH AMERICA, AND SOUTH AMERICA WITH 12 COUNTRIES. AS WE CONTINUE TO EXPAND OUR GLOBAL FOOTPRINT, THE FUTURE LOOKS BRIGHTER THAN EVER FOR WISCONSIN CHEESE ON THE INTERNATIONAL STAGE!2) DELIVER ANNUAL PLANS FOR INTEGRATED PROGRAMS, BUYER MISSIONS, AND TRADE SHOWS WITH TOP 125 RETAIL ACCOUNTS. EXECUTE TWO NATIONAL GROCERY PROMOTIONS AT 10,000+ RETAIL OUTLETS.IN FY2025, DFW COLLABORATED WITH 138 RETAILERS AND DISTRIBUTORS, EXECUTED OVER 1,000 CAMPAIGNS, AND HELPED DRIVE A 6% GROWTH IN WISCONSIN SPECIALTY CHEESE SALES, OUTPACING THE CATEGORY NEARLY THREEFOLD. OUR NATIONAL "SHARE THE JOY AND "WELCOME TO WISCONSIN" PROMOTIONS ALONE REACHED OVER 10,000 RETAIL OUTLETS, SHOWCASING PROUDLY WISCONSIN CHEESE COAST TO COAST THROUGH PARTNERS LIKE KROGER AND SAFEWAY. FROM 31 HIGH-IMPACT BUYER MISSIONS TO MAJOR TRADE SHOW PRESENCE AND IN-STORE ACTIVATIONS, THE TEAM CONTINUES TO SOLIDIFY WISCONSIN CHEESE AS A RETAIL FORCE AND CATEGORY GROWTH LEADER.3) EXPAND CHEESE STATE UNIVERSITY WITH PROFESSIONAL CHEESE SPECIALISTS TO ENHANCE WISCONSIN KNOWLEDGE.BY EXPANDING CHEESE STATE UNIVERSITY (CSU) WITH EXPERT CHEESE SPECIALISTS AND REVAMPING IN-STATE VISIT EXECUTION, WE'VE PROPELLED WISCONSIN CHEESE EDUCATION TO NEW HEIGHTS - SURPASSING 1,000 SCHOLARS, INCREASING CONVERSION RATES TO 31%, AND IGNITING OVER 250,000 CONSUMER CONVERSATIONS ANNUALLY. WITH JOB CONFIDENCE AMONG STUDENTS SOARING BY 123% AND NATIONAL RETAILERS LIKE WHOLE FOODS EMBEDDING CSU INTO THEIR CERTIFIED CHEESE PROFESSIONAL (CCP) TRAINING, CSU'S IMPACT IS BOTH MEASURABLE AND TRANSFORMATIONAL.THE CSU COMMUNITY CONTINUES TO FLOURISH, WITH ENROLLMENT PROJECTED TO EXCEED 3,200 STUDENTS BY YEAR-END. THIS GROWTH INCLUDES 10 KEY RETAILERS WHO EMBRACED OUR GROUP STUDY PROGRAMMING, RESULTING IN OVER 250 NEW CHEESE STATE SCHOLARS. A RECENT SURVEY REVEALED THAT STUDENTS PARTICIPATING IN CSU REPORTED A 39% INCREASE IN JOB SATISFACTION AND A 123% BOOST IN JOB CONFIDENCE - PROVING THAT OUR TRAINING PROGRAMS ARE INDISPENSABLE TOOLS FOR RETAILERS. PROGRAM SERVICES #3: WISCONSIN COMMUNICATIONSWITHIN THE STATE, THE WISCONSIN COMMUNICATIONS WORKS TO BUILD TRUST IN WISCONSIN DAIRY, PRIMARILY THROUGH SUSTAINABILITY, AND IMPROVE AWARENESS AND UNDERSTANDING OF DFW WITH FARMERS AND INDUSTRY. IN FY2025, THE TEAM PURSUED THREE OBJECTIVES.1) SHOWCASE WISCONSIN DAIRY FARMER SUSTAINABILITY STORIES THROUGH MEDIA WITH CONSUMERS AND LEGISLATORS TO HELP THEM UNDERSTAND AND SUPPORT FARMERS' EFFORTS. DEVELOP AND USE NEW CREATIVE "IT'S WHAT WE DO" TO HELP DELIVER THE SUSTAINABILITY MESSAGING.DFW BROUGHT WISCONSIN DAIRY FARMERS' ENVIRONMENT, ANIMAL CARE, AND COMMUNITY STORIES TO LIFE THROUGH OUR "IT'S WHAT WE DO" CAMPAIGN REACHING 1.7 MILLION UNIQUE VIEWERS AND GENERATING 7.4 MILLION VIDEO VIEWS ACROSS SOCIAL MEDIA. OUR NEW CREATIVE, USED BY BOTH THE WISCONSIN DEPARTMENT OF AGRICULTURE, TRADE AND CONSUMER PROTECTION (DATCP) AND INTERNATIONAL PARTNERS, DROVE NEARLY 2 MILLION VIDEO VIEWS AND 60,000 WEBSITE VISITS IN A SINGLE WEEK, PROVING THE POWER OF AUTHENTIC STORYTELLING TO INSPIRE CONSUMER AND COMMUNITY SUPPORT.WE LAUNCHED OUR COMPREHENSIVE SUSTAINABILITY WEBSITE AT WWW.WISCONSINDAIRY.ORG/SUSTAINABILITY TO SERVE AS A HUB FOR OUR COMMITMENT TO CARING FOR WISCONSIN. OUR "IT'S WHAT WE DO" MESSAGING CAMPAIGN FEATURED TWO VIDEOS SHOWCASING THE DEDICATION OF WISCONSIN DAIRY FARMERS AND HIGHLIGHTING SUSTAINABLE PRACTICES FROM MULTIGENERATIONAL FARMS. THROUGH A SOCIAL MEDIA STRATEGY, WE SHARED AUTHENTIC FARMER STORIES THAT RESONATE WITH CONSUMERS. OUR POSTS GARNERED 7.4 MILLION VIEWS, AMPLIFYING OUR MESSAGE ACROSS VARIOUS PLATFORMS.JUNE DAIRY MONTH FEATURED 56 WISCONSIN DAIRY FARM FAMILIES SHARING THEIR ON-FARM SUSTAINABILITY PRACTICES, SHOWCASING THE DAILY CARE THEY IMPLEMENT ON THEIR FARMS. THESE STORIES REACHED OVER 16 MILLION CONSUMERS, HELPING BUILD TRUST FOR WISCONSIN DAIRY. THE IMPACT OF OUR SUSTAINABILITY VIDEO WAS PROFOUND, WITH 1.97 MILLION VIEWS AND 8.72 MILLION IMPRESSIONS FROM OUR ADS. OUR AMERICA'S DAIRYLAND FACEBOOK PAGE SAW A SURGE OF ENGAGEMENT, WITH 321 NEW FOLLOWERS, 465 COMMENTS, AND 700 SHARES.2) PARTNER WITH INDUSTRY TO HELP BUILD AND TRAIN FOR MESSAGING, SHARE, AND EXPAND OUR FARMER SUSTAINABILITY STORIES AND MEDIA TRAIN AT LEAST 30 DAIRY FARMERS.WE EXCEEDED OUR GOAL BY MEDIA TRAINING 67 WISCONSIN DAIRY FARMERS AND ACTIVATING STORYTELLING TOOLS LIKE THE "FARMER FEATURE" SERIES AND DEVELOPMENT OF THE M.I.L.K. POINTS FRAMEWORK - ENSURING CONSISTENT, COMPELLING MESSAGING ACROSS PLATFORMS. THROUGH STRATEGIC PARTNERSHIPS AND OVER 65 FACILITATED INTERVIEWS, WE EXPANDED FARMER VOICES TO NEW AUDIENCES, REACHING MORE THAN 3 MILLION HOUSEHOLDS AND BOOSTING TV VIEWERSHIP BY 9%. THIS UNIFIED APPROACH IS EMPOWERING FARMERS AND BOARD MEMBERS TO CHAMPION WISCONSIN DAIRY WITH CLARITY AND IMPACT.3) EDUCATE SCHOOL YOUTH THROUGH EFFECTIVE AND COST-EFFECTIVE PROGRAMMING AND INCREASE JUNE DAIRY MONTH EARNED MEDIA BY 10%.WE ENERGIZED YOUTH ENGAGEMENT THROUGH INNOVATIVE, COST-EFFECTIVE PROGRAMS LIKE THE DAIRY ESCAPE ROOM - REACHING 5,000 STUDENTS AND A 30% GROWTH IN OUR ADOPT A COW PROGRAM, NOW IMPACTING 55,000 STUDENTS. WITH $100K AWARDED TO 35 SCHOOL DISTRICTS THROUGH OUR DAIRY OPTIMIZATION INITIATIVE, WE KEPT DAIRY TOP OF MIND FOR 33,000 STUDENTS WHILE INCREASING JUNE DAIRY MONTH (JDM) EARNED MEDIA BY OVER 10% THROUGH STRATEGIC SCHOOL-CENTERED STORYTELLING AND HIGH-IMPACT EVENTS LIKE THE WIAA STATE TOURNAMENTS. 0 1 0 0 0 0 0 0 0 1 0 0 0 1 0 1 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 1 1 0 0 0 0 0 0 0 1 181 0 58 1 0 0 0 0 0 0 0 0 X 25 25 0 0 0 0 1 1 1 1 1 0 0 0 1 1 1 1 1 1 0 0 X STACY NEWMAN 6088368820 8418 EXCELSIOR DRIVE MADISON WI 53717 ALEXANDRA STRASCHINSKE DIRECTOR 5.00 X 1690 0 0 ANDREW CHRISTENSON COMMUNICATIONS CHAIR 5.00 X 4764 0 0 ANN KIELER DIRECTOR 5.00 X 4154 0 0 ANNALIESE WEGNER DIRECTOR 5.00 X 683 0 0 BRENDA SCHLONEGER DIRECTOR 5.00 X 5096 0 0 CAROLYN ALSTEEN DIRECTOR 5.00 X 2703 0 0 CHAD VINCENT CHIEF EXECUTIVE OFFICER 50.00 X X 396310 0 61852 CHRIS KUSKE RIESE SVP - CHANNEL MARKETING 50.00 X 154290 0 40153 CONNIE SEEFELDT DIRECTOR 5.00 X 5393 0 0 DAN HINZ DIRECTOR 5.00 X 5558 0 0 DAVID BANGART DIRECTOR 5.00 X 3016 0 0 DOUG DANIELSON DIRECTOR 5.00 X 2125 0 0 GAIL KLINKNER VICE CHAIR 5.00 X X 16244 0 0 GARY KOHN DIRECTOR 5.00 X 6658 0 0 JANET CLARK BOARD CHAIR 10.00 X X 20670 0 0 JEFF BETLEY DIRECTOR 5.00 X 5576 0 0 JENNIFER VEENENDAAL VP - HUMAN RESOURCES 50.00 X 142332 0 47459 JESSICA KELLEY DIRECTOR 5.00 X 2377 0 0 JESSICA PRALLE-TRIMNER DIRECTOR 5.00 X 802 0 0 JESSICA ROGERS-HEINTZ CHIEF FINANCIAL OFFICER 50.00 X X 194209 0 46384 JODY MILLER DIRECTOR 5.00 X 2381 0 0 JONATHON HALLOCK CHANNEL MANAGEMENT CHAIR 5.00 X 3296 0 0 JULIE MAURER DIRECTOR 5.00 X 2018 0 0 KAY ZWALD POLICY/BYLAW CHAIR 5.00 X X 4484 0 0 KRISTEN METCALF DIRECTOR 5.00 X 3968 0 0 KYLE LEVETZOW DIRECTOR 5.00 X 1580 0 0 MARK CRAVE BOARD TREASURER/AUDIT CHAIR 5.00 X X 3319 0 0 MITCHELL KAPPELMAN DIRECTOR 5.00 X 1234 0 0 PATRICIA KLING DIRECTOR 5.00 X 2657 0 0 RICHARD MENDE SVP - CHANNEL PROGRAMS 50.00 X 149452 0 59996 RICK RODEN DIRECTOR 5.00 X 3657 0 0 SANDRA MADLAND BOARD SECRETARY 5.00 X 5394 0 0 STEVE PANKRATZ DIRECTOR 5.00 X 8734 0 0 STEVEN STERNWEIS DIRECTOR 5.00 X 3106 0 0 SUZANNE FANNING EXECUTIVE VP/CHIEF MARKETING OFFICER 50.00 X 213440 0 47827 TASHA SCHLEIS DIRECTOR 5.00 X 10886 0 0 TERRANCE EDGE SR. REGIONAL MARKETING DIR 50.00 X 129755 0 30350 TIM MULTERER VICE PRESIDENT COMPANY COMMUNICATIONS 50.00 X 157479 0 28117 VIRGIL HAAG DIRECTOR 5.00 X 3291 0 0 KIRK SCOTT CHIEF OPERATING OFFICER 50.00 X 165499 0 44662 1850280 0 406800 9 0 1 0 UNIVERSITY OF WISCONSIN SYSTEM 21 NORTH PARK STREET SUITE 6401 MADISON WI 53715 RESEARCH AND TECHNICAL SERVICES FOR WISC 2821000 WE MUST BE BOLD LLC 2804 SOUTH WILLIAMS AVENUE SIOUX FALLS SD 57105 BRAND BUILDING AND PUBLIC RELATIONS 939380 STUPIDBRILLIANT LLC 1650 NORTH CHURCH STREET PORTLAND OR 97217 BRAND BUILDING AND PUBLIC RELATIONS 685523 SCOTT COWAN DBA THE GREAT SOCIETY 2103 SE ORANGE AVENUE PORTLAND OR 97214 BRAND BUILDING AND PUBLIC RELATIONS 515000 CIRCANA LLC 203 NORTH LASALLE CHICAGO IL 60601 MARKET RESEARCH 505618 19 57680 57680 57680 ASSESSMENTS REVENUE 900099 31997022 31997022 31997022 601956 601956 37541 217 37324 37324 37324 OTHER INCOME 900099 36125 36125 36125 32730107 32033147 0 639280 969458 4659591 547459 1090919 404374 5699 22900 206618 585435 244817 35688 156918 193326 MARKETING COMMUNICATION 12179729 CHANNEL MANAGEMENT 11014349 BOD PER DIEM AND TRAVEL 237178 OPERATING SERVICES 129929 162798 32847185 4918771 3970320 5364609 3508105 100000 0 2790127 2584124 493548 396100 1002849 1207610 3629448 2115597 864123 1513851 13471907 15223906 300000 300000 610593 510951 29916527 29214967 4044898 2928762 72 65658 13588 9767 4058558 3004187 X 25857969 26210780 25857969 26210780 29916527 29214967 -117078 427389 42500 0 X X 0 1 X 1 0 RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED RESTRICTED 286686 286686 2347683 1336571 1011112 982013 765960 216053 13066 13066 0 1513851 OPERATING LEASE LIABILITY 9767 9767 33157496 427389 427389 32730107 0 32730107 32847185 0 32847185 0 32847185 X X X 0 0 0 CHAD VINCENT CHIEF EXECUTIVE OFFICER 396310 0 0 0 0 0 34500 0 27352 0 458162 0 0 0 SUZANNE FANNING EXECUTIVE VP/CHIEF MARKETING OFFICER 213440 0 0 0 0 0 21770 0 26057 0 261267 0 0 0 JESSICA ROGERS-HEINTZ CHIEF FINANCIAL OFFICER 194209 0 0 0 0 0 19832 0 26552 0 240593 0 0 0 KIRK SCOTT CHIEF OPERATING OFFICER 165499 0 0 0 0 0 16657 0 28005 0 210161 0 0 0 RICHARD MENDE SVP - CHANNEL PROGRAMS 149452 0 0 0 0 0 15440 0 44556 0 209448 0 0 0 CHRIS KUSKE RIESE SVP - CHANNEL MARKETING 154290 0 0 0 0 0 15596 0 24557 0 194443 0 0 0 JENNIFER VEENENDAAL VP - HUMAN RESOURCES 142332 0 0 0 0 0 14808 0 32651 0 189791 0 0 0 TIM MULTERER VICE PRESIDENT COMPANY COMMUNICATIO 157479 0 0 0 0 0 15803 0 12314 0 185596 0 0 0 TERRANCE EDGE SR. REGIONAL MARKETING DIR 129755 0 0 0 0 0 13044 0 17306 0 160105 0 0 0 JANET CLARK SEE PART V SEE PART V 0 JONATHON HALLOCK SEE PART V SEE PART V 0 JEFF BETLEY SEE PART V SEE PART V 0 SCHEDULE L, PART IV, LINE 1 JANET CLARK PROFESSIONAL DAIRY PRODUCERS OF WISCONSIN BOARD VICE PRESIDENT / PAID $156,762.59JANET CLARK UNITED DAIRY INDUSTRY ASSOCIATION DIRECTOR / PAID $125,000.00 SCHEDULE L, PART IV, LINE 5 JONATHON HALLOCK NICOLET NATIONAL BANK (BROTHER IS EMPLOYEE) / PAID $641,035.22 (CREDIT CARD PROCESSOR) SCHEDULE L, PART IV, LINE 6 JEFF BETLEY NICOLET NATIONAL BANK (BROTHER IS EMPLOYEE) / PAID $641,035.22 (CREDIT CARD PROCESSOR) X 5573 57680 FAIR MARKET VALUE 0 0 0 PART I, COLUMN (B): CHEESE VALUED AT $57,680 WAS DONATED FOR USE IN PUBLIC RELATIONS AND PROMOTION EVENTS. FORM 990, PART VI, SECTION A, LINE 6 WISCONSIN MILK MARKETING BOARD, INC. DBA DAIRY FARMERS OF WISCONSIN IS ORGANIZED AS A NON-STOCK, NON-PROFIT ORGANIZATION FUNDED BY ASSESSMENTS ON MILK PRODUCED BY AFFECTED DAIRY PRODUCERS (AFFECTED PRODUCERS ELECT THE BOARD OF DIRECTORS AND WOULD RECEIVE REMAINING ASSETS UPON DISSOLUTION). FORM 990, PART VI, SECTION A, LINE 7A AFFECTED DAIRY PRODUCERS PAY AN ASSESSMENT TO FUND THE ORGANIZATION AND ELECT THE BOARD OF DIRECTORS TO REPRESENT 25 DISTRICTS. FORM 990, PART VI, SECTION A, LINE 7B THE WISCONSIN DEPARTMENT OF AGRICULTURE, TRADE AND CONSUMER PROTECTION CONDUCTS AND RATIFIES BOARD OF DIRECTOR ELECTIONS AND PROVIDES GENERAL OVERSIGHT. FORM 990, PART VI, SECTION B, LINE 11B THE CEO AND CHIEF FINANCIAL OFFICER REVIEW THE FORM 990 PRIOR TO FILING THE RETURN WITH THE IRS. FORM 990, PART VI, SECTION B, LINE 12C THE BOARD OF DIRECTORS AND EMPLOYEES ARE COVERED UNDER THE ORGANIZATION'S CONFLICT OF INTEREST POLICIES. ANNUALLY, EACH DIRECTOR, THE CEO AND THE CHIEF FINANCIAL OFFICER COMPLETE A CONFLICT OF INTEREST ANNUAL DISCLOSURE STATEMENT IN WHICH THEY IDENTIFY THE ORGANIZATIONS THEY OR THEIR SPECIFIED FAMILY MEMBERS HAVE AN OWNERSHIP INTEREST IN OR HOLD A DECISION-MAKING OR INFLUENTIAL POSITION. EACH YEAR, THE BOARD RECEIVES TRAINING ON THE CONFLICT OF INTEREST POLICY AND FIDUCIARY DUTIES. ANY VIOLATION OF THE CONFLICT OF INTEREST POLICY WILL BE INVESTIGATED, REGARDLESS OF THE PERSON'S POSITION IN THE ORGANIZATION. IF A POTENTIAL CONFLICT IS DISCOVERED PRIOR TO A TRANSACTION, THE PERSON WITH THE CONFLICT WILL NOT PARTICIPATE IN THE BOARD'S DELIBERATION AND DECISION PROCESS IF THE PERSON IS A BOARD MEMBER. FOR AN EMPLOYEE, THE CONFLICTING SITUATION WILL BE ELIMINATED, THE EMPLOYEE WILL BE REMOVED FROM THE DELIBERATION AND DECISION PROCESS, OR THE SITUATION WILL REQUIRE THE APPROVAL OF THE CEO. IF A CONFLICT OF INTEREST IS DISCOVERED AFTER THE TRANSACTION IS COMPLETE, THE BOARD OF DIRECTORS WILL BE NOTIFIED IF IT IS A BOARD MEMBER OR THE CEO WITH THE CONFLICT AND THE CEO WILL BE NOTIFIED IF IT IS AN EMPLOYEE WITH THE CONFLICT. THE ACTION TAKEN WILL DEPEND ON SEVERITY OF THE CONFLICT AND THE IMPACT OF THE TRANSACTION. FORM 990, PART VI, SECTION B, LINE 15A THE FULL BOARD OF DIRECTORS EVALUATES THE CHIEF EXECUTIVE OFFICER'S PERFORMANCE AND DETERMINES COMPENSATION ON AN ANNUAL BASIS. TO DETERMINE THE APPROPRIATE COMPENSATION LEVEL, THE BOARD RELIES ON SALARY DATA FOR COMPARABLE POSITIONS AT SIMILAR ORGANIZATIONS. THEY ALSO REVIEW NATIONAL AND REGIONAL SURVEY DATA REGARDING PROJECTED MERIT INCREASES FOR SIMILAR ORGANIZATIONS. THE ACTIONS TAKEN BY THE BOARD OF DIRECTORS ARE NOTED IN THE BOARD MEETING MINUTES AND THE SURVEY DATA FILED WITH MEETING NOTES. FORM 990, PART VI, SECTION C, LINE 19 THE GOVERNING DOCUMENTS, CONFLICT OF INTEREST POLICY, AND FINANCIAL STATEMENTS ARE AVAILABLE ON REQUEST. THE ANNUAL FINANCIAL STATEMENTS ARE INCLUDED IN THE ANNUAL REPORT AND MAILED TO ALL AFFECTED PRODUCERS. GOVERNING STATE LAWS ARE AVAILABLE IN VARIOUS PUBLIC ACCESS POINTS, INCLUDING GOVERNMENT WEBSITES. FORM 990, PART XII, LINE 2C: THE PROCESS HAS NOT CHANGED FROM THE PRIOR YEAR.