Civic Intelligence

Wisconsin Milk Marketing Board Inc

EIN 39-1455990 • 501(c)6 • Madison, WI

Profile

To help grow the demand for Wisconsin milk by providing programs that enhance the competitiveness of the Wisconsin dairy industry.

8418 Excelsior DriveMadison, WI 53717

www.eatwisconsincheese.com

Siviq Scores

Precomputed percentiles relative to similar nonprofits. These scores are descriptive rather than judgmental.

Liabilities / Assets

23rd percentile

0.10x

Higher debt load relative to assets than 23% of similar nonprofits.

501(c)6 • $25M-$50M nonprofits • Source year 2025

Liabilities / Revenue

12th percentile

0.09x

Higher debt load relative to revenue than 12% of similar nonprofits.

501(c)6 • $25M-$50M nonprofits • Source year 2025

Net Margin

27th percentile

-0.4%

Higher net margin than 27% of similar nonprofits.

501(c)6 • $25M-$50M nonprofits • Source year 2025

Top Officer Pay

40th percentile

$458,162

Higher top officer pay than 40% of similar nonprofits.

Top officer pay equals 1.4% of source-year revenue.

501(c)6 • $25M-$50M nonprofits • Source year 2025

Asset Growth

16th percentile

-2.3%

Faster asset growth than 16% of similar nonprofits.

501(c)6 • $25M-$50M nonprofits • Annualized from 2024 to 2025

Revenue Growth

22nd percentile

-0.5%

Faster revenue growth than 22% of similar nonprofits.

501(c)6 • $25M-$50M nonprofits • Annualized from 2024 to 2025

Assets

$29,214,967

No earlier filing loaded for comparison.

Liabilities

$3,004,187

No earlier filing loaded for comparison.

Net Assets

$26,210,780

No earlier filing loaded for comparison.

Revenue

$32,730,107

No earlier filing loaded for comparison.

Expenses

$32,847,185

No earlier filing loaded for comparison.

Net Income

-$117,078

No earlier filing loaded for comparison.

Trend Graphs

Balance Sheet Trend

Grouped bars show assets, liabilities, and net assets across loaded filings.

$30M$20M$10M$0Assets 2011: $15,544,236Liabilities 2011: $1,984,450Net Assets 2011: $13,559,7862011Assets 2012: $16,702,264Liabilities 2012: $3,319,394Net Assets 2012: $13,382,8702012Assets 2013: $15,271,938Liabilities 2013: $2,520,451Net Assets 2013: $12,751,4872013Assets 2014: $15,556,440Liabilities 2014: $2,462,007Net Assets 2014: $13,094,4332014Assets 2015: $16,450,582Liabilities 2015: $2,547,343Net Assets 2015: $13,903,2392015Assets 2016: $16,427,176Liabilities 2016: $2,452,297Net Assets 2016: $13,974,8792016Assets 2017: $17,293,043Liabilities 2017: $1,945,792Net Assets 2017: $15,347,2512017Assets 2018: $21,027,047Liabilities 2018: $2,318,908Net Assets 2018: $18,708,1392018Assets 2019: $21,556,155Liabilities 2019: $2,931,052Net Assets 2019: $18,625,1032019Assets 2020: $22,204,692Liabilities 2020: $1,727,035Net Assets 2020: $20,477,6572020Assets 2021: $23,193,761Liabilities 2021: $2,505,924Net Assets 2021: $20,687,8372021Assets 2022: $22,618,845Liabilities 2022: $2,070,109Net Assets 2022: $20,548,7362022Assets 2023: $27,887,590Liabilities 2023: $3,001,825Net Assets 2023: $24,885,7652023Assets 2025: $29,214,967Liabilities 2025: $3,004,187Net Assets 2025: $26,210,7802025

Highlighted filing

2025

Assets$29,214,967
Liabilities$3,004,187
Net Assets$26,210,780

Operations Trend

Revenue, expenses, and net income by year, with the latest filing highlighted.

$40M$30M$20M$10M$0-$10MExpenses 2011: $27,743,3842011Expenses 2012: $27,306,3832012Revenue 2013: $28,682,910Expenses 2013: $29,285,877Net Income 2013: -$602,9672013Revenue 2014: $27,300,922Expenses 2014: $26,953,460Net Income 2014: $347,4622014Revenue 2015: $28,189,072Expenses 2015: $27,383,837Net Income 2015: $805,2352015Revenue 2016: $29,563,931Expenses 2016: $29,502,167Net Income 2016: $61,7642016Revenue 2017: $30,007,202Expenses 2017: $28,593,270Net Income 2017: $1,413,9322017Revenue 2018: $30,299,050Expenses 2018: $26,938,162Net Income 2018: $3,360,8882018Revenue 2019: $30,709,188Expenses 2019: $30,792,224Net Income 2019: -$83,0362019Revenue 2020: $30,558,680Expenses 2020: $28,706,126Net Income 2020: $1,852,5542020Revenue 2021: $31,339,502Expenses 2021: $31,129,322Net Income 2021: $210,1802021Revenue 2022: $31,706,679Expenses 2022: $31,433,424Net Income 2022: $273,2552022Revenue 2023: $32,234,602Expenses 2023: $27,840,660Net Income 2023: $4,393,9422023Revenue 2025: $32,730,107Expenses 2025: $32,847,185Net Income 2025: -$117,0782025

Highlighted filing

2025

Revenue$32,730,107
Expenses$32,847,185
Net Income-$117,078

Filings

Balance SheetOperations
YearAssetsLiabilitiesNet AssetsRevenueExpensesNet Income
2025Facts available. Structured filing facts are available, but richer extracted sections are limited.$29.2$3.00$26.2$32.7$32.8$0.12
2024XML pending. An XML filing is linked for this year, but detailed extraction is still pending.
2023XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$27.9$3.00$24.9$32.2$27.8$4.39
2022XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$22.6$2.07$20.5$31.7$31.4$0.27
2021Import issue. A filing source exists for this year, but detailed import did not complete cleanly.$23.2$2.51$20.7$31.3$31.1$0.21
2020XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$22.2$1.73$20.5$30.6$28.7$1.85
2019XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$21.6$2.93$18.6$30.7$30.8$0.08
2018XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$21.0$2.32$18.7$30.3$26.9$3.36
2017Facts available. Structured filing facts are available, but richer extracted sections are limited.$17.3$1.95$15.3$30.0$28.6$1.41
2016XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$16.4$2.45$14.0$29.6$29.5$0.06
2015XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$16.5$2.55$13.9$28.2$27.4$0.81
2014XML pending. An XML filing is linked for this year, but detailed extraction is still pending.$15.6$2.46$13.1$27.3$27.0$0.35
2013Facts available. Structured filing facts are available, but richer extracted sections are limited.$15.3$2.52$12.8$28.7$29.3$0.60
2012Facts available. Structured filing facts are available, but richer extracted sections are limited.$16.7$3.32$13.4$27.3
2011Facts available. Structured filing facts are available, but richer extracted sections are limited.$15.5$1.98$13.6$27.7
Latest Filing Detail
Jump To
Filing Snapshot
Filing Period
Jul 1, 2024 to Jun 30, 2025
Signed
Feb 5, 2026
Return Version
2024v5.5
Gross Receipts
$32,730,324
Mission and Program Overview

Mission

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.

Balance Sheet Detail
LineBeginningEndChange
Assets
Investments in Publicly Traded Securities$13,471,907$15,223,906▲ $1,751,999
Cash and Non-Interest-Bearing Accounts$4,918,771$3,970,320▼ $948,451
Savings and Temporary Cash Investments$5,364,609$3,508,105▼ $1,856,504
Accounts Receivable$2,790,127$2,584,124▼ $206,003
Land, Buildings, and Equipment, Net$864,123$1,513,851▲ $649,728
Prepaid Expenses and Deferred Charges$1,002,849$1,207,610▲ $204,761
Inventories for Sale or Use$493,548$396,100▼ $97,448
Intangible Assets$300,000$300,000→ $0
Pledges and Grants Receivable$100,000$0▼ $100,000
Total Assets$29,916,527$29,214,967▼ $701,560
Other Assets Total$610,593$510,951▼ $99,642
Liabilities
Accounts Payable and Accrued Expenses$4,044,898$2,928,762▼ $1,116,136
Deferred Revenue$72$65,658▲ $65,586
Other Liabilities$13,588$9,767▼ $3,821
Total Liabilities$4,058,558$3,004,187▼ $1,054,371
Net Assets / Fund Balance
Net Assets Without Donor Restrictions$25,857,969$26,210,780▲ $352,811
Total Net Assets Fund Balance$25,857,969$26,210,780▲ $352,811
Total Liabilities and Net Assets / Fund Balance$29,916,527$29,214,967▼ $701,560

Asset Categories

AssetBook ValueDepreciationBasis
Buildings$1,011,112$1,336,571$2,347,683
Equipment$216,053$765,960$982,013
Land$286,686-$286,686
Other Land Buildings$0$13,066$13,066
Compensation and Service Providers

Employees

NameTitleFull / Part TimeBaseOtherTotal
Chad VincentChief Executive OfficerFT$396,310$61,852$458,162
Suzanne FanningExecutive VP/chief Marketing OfficerFT$213,440$47,827$261,267
Jessica Rogers-heintzChief Financial OfficerFT$194,209$46,384$240,593
Kirk ScottChief Operating OfficerFT$165,499$44,662$210,161
Richard MendeSVP - Channel ProgramsFT$149,452$59,996$209,448
Chris Kuske RieseSVP - Channel MarketingFT$154,290$40,153$194,443
Jennifer VeenendaalVP - Human ResourcesFT$142,332$47,459$189,791
Tim MultererVice President Company CommunicationsFT$157,479$28,117$185,596
Tim MultererVice President Company Communicatio-$157,479$28,117$185,596
Terrance EdgeSr. Regional Marketing DirectorFT$129,755$30,350$160,105
Janet ClarkBoard ChairPT$20,670-$20,670
Gail KlinknerVice ChairPT$16,244-$16,244
Tasha SchleisDirectorPT$10,886-$10,886
Steve PankratzDirectorPT$8,734-$8,734
Gary KohnDirectorPT$6,658-$6,658
Jeff BetleyDirectorPT$5,576-$5,576
Dan HinzDirectorPT$5,558-$5,558
Sandra MadlandBoard SecretaryPT$5,394-$5,394
Connie SeefeldtDirectorPT$5,393-$5,393
Brenda SchlonegerDirectorPT$5,096-$5,096
Andrew ChristensonCommunications ChairPT$4,764-$4,764
Kay ZwaldPolicy/bylaw ChairPT$4,484-$4,484
Ann KielerDirectorPT$4,154-$4,154
Kristen MetcalfDirectorPT$3,968-$3,968
Rick RodenDirectorPT$3,657-$3,657
Mark CraveBoard Treasurer/audit ChairPT$3,319-$3,319
Jonathon HallockChannel Management ChairPT$3,296-$3,296
Virgil HaagDirectorPT$3,291-$3,291
Steven SternweisDirectorPT$3,106-$3,106
David BangartDirectorPT$3,016-$3,016
Carolyn AlsteenDirectorPT$2,703-$2,703
Patricia KlingDirectorPT$2,657-$2,657
Jody MillerDirectorPT$2,381-$2,381
Jessica KelleyDirectorPT$2,377-$2,377
Doug DanielsonDirectorPT$2,125-$2,125
Julie MaurerDirectorPT$2,018-$2,018
Alexandra StraschinskeDirectorPT$1,690-$1,690
Kyle LevetzowDirectorPT$1,580-$1,580
Mitchell KappelmanDirectorPT$1,234-$1,234
Jessica Pralle-trimnerDirectorPT$802-$802
Annaliese WegnerDirectorPT$683-$683

Highest Paid Contractors

ContractorServicesLocationCompensation
University Of Wisconsin SystemResearch And Technical Services For Wisc21 NORTH PARK STREET SUITE 6401, Madison, WI 53715$2,821,000
We Must Be Bold LLCBrand Building And Public Relations2804 SOUTH WILLIAMS AVENUE, Sioux Falls, SD 57105$939,380
Stupidbrilliant LLCBrand Building And Public Relations1650 NORTH CHURCH STREET, Portland, OR 97217$685,523
Scott Cowan Dba The Great SocietyBrand Building And Public Relations2103 SE ORANGE AVENUE, Portland, OR 97214$515,000
Circana LLCMarket Research203 NORTH LASALLE, Chicago, IL 60601$505,618
Revenue and Support

Revenue Composition

Contributions and Grants
$57,680
Program Service Revenue
$31,997,022
Investment Income
$639,280
Other Revenue
$36,125
All Other Contributions
$57,680
Change in Net Assets
$-117,078

Noncash Contribution Practices

Property subject to holding requirements
No
Reviewed unusual noncash gifts
No
Third parties used for noncash contributions
No

Noncash Contributions

Contribution TypeContribution CountReported AmountValuation Method
Food Inventory5,573$57,680Fair Market Value
Total Noncash Contributions5,573$57,680-

Audited Revenue Reconciliation

Revenue per Audited Statements
$32,730,107
Revenue Not Reported on Financial Statements
$0
Revenue Not Reported on Form 990
$427,389
Total Revenue per Audited Statements
$33,157,496
Total Revenue per Form 990
$32,730,107
Expenses and Functional Allocation

Major Expense Lines

Line ItemAmount
Other Expenses$25,175,384
Salaries, Compensation, and Employee Benefits$7,671,801
Grants and Similar Amounts Paid$0
Professional Fundraising Fees$0
Total Fundraising Expense$0

Functional Expense Allocation

Line ItemProgramManagementFundraisingTotal
Other Salaries and Wages---$4,659,591
Other Employee Benefits---$1,090,919
Current Officers, Directors, Trustees, and Key Employees---$969,458
Information Technology---$585,435
Pension Plan Contributions---$547,459
Payroll Taxes---$404,374
Occupancy---$244,817
Office Expenses---$206,618
Depreciation Depletion---$193,326
All Other Expenses---$162,798
Conferences and Meetings---$156,918
Other Expenses---$129,929
Travel---$35,688
Fees for Services Accounting---$22,900
Fees for Services Legal---$5,699
Total Functional Expenses$0$0$0$32,847,185

Audited Expense Reconciliation

Line ItemAmount
Expenses per Audited Statements$32,847,185
Total Expenses per Audited Statements$32,847,185
Total Expenses per Form 990$32,847,185
Expenses Not Reported on Financial Statements$0
Expenses Not Reported on Form 990$0
Fundraising, Events, and Gaming
Fundraising activities
No
Gaming activities
No
Professional fundraiser used
No

Fundraising and Gaming Totals

Line ItemAmount
Professional Fundraising Fees$0
Political and Lobbying Activity
Political campaign activity
No
Subject to proxy tax
No
Insider Transactions and Loans

Interested-Person Transactions

Interested PartyRelationshipDescriptionShared RevenueAmount
Janet ClarkSee Part VSee Part VNo-
Jeff BetleySee Part VSee Part VNo-
Jonathon HallockSee Part VSee Part VNo-
Debt and Bond Financing

Other Reported Liabilities

LiabilityAmount
Operating Lease Liability$9,767
Governance and Compliance

Governance Checklist

Compiled or reviewed by an accountant
No
Annual disclosure for covered persons
Yes
Audit committee
Yes
Business relationship with 35% controlled entity
Yes
Business relationship with family members
No
Business relationship with organization members
No
Material changes to governing documents
No
Compensation from other sources disclosed
No
CEO compensation reviewed
Yes
Other officer compensation reviewed
No
Conflict-of-interest policy
Yes
Audited financial statements prepared
No
Key decisions subject to board approval
Yes
Management duties delegated
No

Governance Explanations

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.

Filing and Contact Details

Filer

Filer Name
Wisconsin Milk Marketing Board Inc
EIN
39-1455990
Phone
6088368820
Address
8418 EXCELSIOR DRIVE, MADISON, WI 53717
Doing Business As
Dairy Farmers of Wisconsin

Signing Officer

Name
Jessica Rogers-heintz
Title
Chief Financial Officer
Phone
6088368820
Signed
2026-02-05
Discuss with paid preparer
Yes

Organization Details

Principal Officer
Jessica Rogers-heintz
Formed
1983
Legal Domicile
Wi
Voting Board Members
25
Independent Board Members
25
Employees
58
Volunteers
0

Preparer

Firm
Sva Certified Public Accts Sc
Address
1221 JOHN Q HAMMONS DRIVE, MADISON, WI 53717
Preparer
Kirsten Houghton
Phone
6088318181
Supplemental Narrative

Additional Explanations

FORM 990, PART XII, LINE 2C:

The process has not changed from the prior year.

Raw XML AppendixShowing 400 of 825 raw XML fields

This appendix keeps the raw XML leaves available for debugging and edge-case review. The human report above is the primary experience.

Path#Value
IRS990/AccountantCompileOrReviewInd00
IRS990/AccountsPayableAccrExpnssGrp/BOYAmt04044898
IRS990/AccountsPayableAccrExpnssGrp/EOYAmt02928762
IRS990/AccountsReceivableGrp/BOYAmt02790127
IRS990/AccountsReceivableGrp/EOYAmt02584124
IRS990/ActivitiesConductedPrtshpInd00
IRS990/ActivityOrMissionDesc0WISCONSIN 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.
IRS990/AllOtherContributionsAmt057680
IRS990/AllOtherExpensesGrp/TotalAmt0162798
IRS990/AnnualDisclosureCoveredPrsnInd01
IRS990/AuditCommitteeInd01
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IRS990/BooksInCareOfDetail/PhoneNum06088368820
IRS990/BooksInCareOfDetail/USAddress/AddressLine1Txt08418 EXCELSIOR DRIVE
IRS990/BooksInCareOfDetail/USAddress/CityNm0MADISON
IRS990/BooksInCareOfDetail/USAddress/StateAbbreviationCd0WI
IRS990/BooksInCareOfDetail/USAddress/ZIPCd053717
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IRS990/BusinessRlnWithOrgMemInd00
IRS990/CashNonInterestBearingGrp/BOYAmt04918771
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IRS990/ChangeToOrgDocumentsInd00
IRS990/CntrctRcvdGreaterThan100KCnt019
IRS990/CollectionsOfArtInd00
IRS990/CompCurrentOfcrDirectorsGrp/TotalAmt0969458
IRS990/CompensationFromOtherSrcsInd00
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IRS990/CompensationProcessOtherInd00
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IRS990/ContractorCompensationGrp/ContractorAddress/USAddress/CityNm2PORTLAND
IRS990/ContractorCompensationGrp/ContractorAddress/USAddress/CityNm3PORTLAND
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IRS990/ContractorCompensationGrp/ContractorAddress/USAddress/StateAbbreviationCd0WI
IRS990/ContractorCompensationGrp/ContractorAddress/USAddress/StateAbbreviationCd1SD
IRS990/ContractorCompensationGrp/ContractorAddress/USAddress/StateAbbreviationCd2OR
IRS990/ContractorCompensationGrp/ContractorAddress/USAddress/StateAbbreviationCd3OR
IRS990/ContractorCompensationGrp/ContractorAddress/USAddress/StateAbbreviationCd4IL
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IRS990/ContractorCompensationGrp/ContractorAddress/USAddress/ZIPCd157105
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IRS990/ContractorCompensationGrp/ContractorAddress/USAddress/ZIPCd460601
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IRS990/ContractorCompensationGrp/ServicesDesc1BRAND BUILDING AND PUBLIC RELATIONS
IRS990/ContractorCompensationGrp/ServicesDesc2BRAND BUILDING AND PUBLIC RELATIONS
IRS990/ContractorCompensationGrp/ServicesDesc3BRAND BUILDING AND PUBLIC RELATIONS
IRS990/ContractorCompensationGrp/ServicesDesc4MARKET RESEARCH
IRS990/CreditCounselingInd00
IRS990/CYBenefitsPaidToMembersAmt00
IRS990/CYContributionsGrantsAmt057680
IRS990/CYGrantsAndSimilarPaidAmt00
IRS990/CYInvestmentIncomeAmt0639280
IRS990/CYOtherExpensesAmt025175384
IRS990/CYOtherRevenueAmt036125
IRS990/CYProgramServiceRevenueAmt031997022
IRS990/CYRevenuesLessExpensesAmt0-117078
IRS990/CYSalariesCompEmpBnftPaidAmt07671801
IRS990/CYTotalExpensesAmt032847185
IRS990/CYTotalFundraisingExpenseAmt00
IRS990/CYTotalProfFndrsngExpnsAmt00
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IRS990/DeferredRevenueGrp/EOYAmt065658
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IRS990/Desc0PROGRAM 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 ENCOURA
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IRS990/Form990PartVIISectionAGrp/TitleTxt34EXECUTIVE VP/CHIEF MARKETING OFFICER
IRS990/Form990PartVIISectionAGrp/TitleTxt35DIRECTOR
IRS990/Form990PartVIISectionAGrp/TitleTxt36SR. REGIONAL MARKETING DIR
IRS990/Form990PartVIISectionAGrp/TitleTxt37VICE PRESIDENT COMPANY COMMUNICATIONS
IRS990/Form990PartVIISectionAGrp/TitleTxt38DIRECTOR
IRS990/Form990PartVIISectionAGrp/TitleTxt39CHIEF OPERATING OFFICER
IRS990/Form990ProvidedToGvrnBodyInd00
IRS990/FormationYr01983
IRS990/FormerOfcrEmployeesListedInd00
IRS990/FSAuditedBasisGrp/SeparateBasisFinclStmtInd0X
IRS990/FSAuditedInd01
IRS990/FundraisingActivitiesInd00
IRS990/GainOrLossGrp/OtherAmt037324
IRS990/GamingActivitiesInd00

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