(NAFB.com) – Dairy Management Inc. President and CEO Barbara O’Brien outlined “Now, Next, and Future” checkoff strategies to more than 800 dairy farmers and industry representatives at their recent annual meeting. The meeting included the United Dairy Association, the National Dairy Promotion and Research Board, and the National Milk Producers Federation and was held in Phoenix, Arizona. O’Brien shared that consumer retail dollar spending and volume sales for dairy are increasing, up three and two percent, respectively, year to date. All categories are experiencing volume growth compared to last year. “Make no mistake, we’re experiencing what I call a dairy renaissance,” O’Brien said. “You’ve seen the headlines and heard the discussions on social media, and it’s clear the narrative is shifting, and it’s our time.” She also noted the data indicates that the millennial generation (28-43 years old) is primarily behind the dollar and volume growth based on their newfound positive perceptions of dairy.