Dairy Checkoff Collaboration Delivers Marathon Moment

National and local checkoff teams, processors, and cooperatives align to drive sales and build trust in dairy.

Mar. 25, 2026 at 5:12am

Got story updates? Submit your updates here. ›

The Every Woman's Marathon in Scottsdale, Arizona, marked the first collaboration between Dairy Management Inc. (DMI) and MilkPEP, showcasing milk as a performance and recovery beverage. The event brought together over 4,000 women runners from across the U.S. and 10 countries, with tens of thousands more participating virtually. DMI and MilkPEP worked to enhance the runner and guest experience, creating a 'milk wonderland' at the race hub and providing encouragement at key points on the course.

Why it matters

This collaboration between the national dairy checkoff organization and the dairy processor checkoff team demonstrates the power of industry-wide coordination to drive sales and build trust in dairy products. By aligning their distinct missions and roles, they were able to create a compelling experience that resonated with the target audience of women runners.

The details

DMI and MilkPEP transformed the course with lighting, music, and cheering volunteers in Undeniably Dairy and Team Milk gear to motivate runners between miles 8 and 9, as well as at mile 25. The race hub featured a 'milk wonderland' with the Milk Lounge, photo moments, games, and dairy-focused messaging. New York dairy farmer Holly Hardie ran the marathon, and Olympic runner Elle St. Pierre provided social content to extend the Undeniably Dairy messages.

  • The 2025 Every Woman's Marathon took place in November in Scottsdale, Arizona.

The players

Dairy Management Inc. (DMI)

The checkoff organization representing America's dairy farm families and importers.

MilkPEP

The dairy processor checkoff team.

Holly Hardie

A New York dairy farmer who ran the marathon.

Elle St. Pierre

A two-time Olympic middle and long-distance runner who grew up on a Vermont dairy farm.

Got photos? Submit your photos here. ›

What they’re saying

“This truly was an industry-wide effort and a win for farmers and processors. It showcased dairy in a healthy setting, reached tens of thousands of consumers and demonstrated the power of checkoff organizations working toward a shared vision.”

— Darcy Nichols, Vice President of Marketing Communications and Federation Engagement, Dairy Management Inc.

What’s next

As Dairy Management Inc. and MilkPEP continue their collaboration in 2026, they plan to build on the success of the 2025 Every Woman's Marathon to further showcase dairy's role in health and performance.

The takeaway

This collaboration between the national dairy checkoff and the dairy processor checkoff demonstrates the power of industry-wide coordination to drive sales and build trust in dairy products. By aligning their distinct missions and roles, they were able to create a compelling experience that resonated with the target audience of women runners.