There was definitely a positive tone emanating from this year’s IDFA Dairy Forum, which took place from Jan. 26 to Jan. 29 at the JW Marriott San Antonio Hill Country Resort and Spa in San Antonio, Texas.

Without solicitation, several of the record-setting 1,150 attendees mentioned the good vibes to me during the show. The positivity was a combination of several things: the fact that most dairy categories are showing growth, and the significant opportunity health and wellness is bringing to dairy sales.

There were possible headwinds discussed during the event, including the effect mass deportations could have on dairy processors, as well as uncertainty regarding tariffs the new U.S. presidential administration is planning. But overall, dreary San Antonio conditions — resulting in multiple evening activities being moved inside — could not stop the Dairy Forum freight train.

For me, the event culminated on Jan. 29, when I had the opportunity to step up to the podium and present Dairy Foods’ 2024 Processor of the Year award to Chobani. It is an honor well deserved and recognizes both the New York-based company’s product introductions and humanitarian efforts.

I am going to devote the rest of my space this month to comments made by IDFA President and CEO Michael Dykes (pictured below), primarily made during his opening keynote speech on Jan. 27, as well as a couple things he mentioned during a press briefing later in the day.

Dairy Forum’s message this year was “Limitless,” with Dykes specifically saying, “Our potential is limitless.”

“The state of U.S. dairy is strong and growing. U.S. dairy is the envy of the world. Never underestimate the dairy farmer,” he noted. “Seventy percent of leaders are optimistic about the next three years,” according to McKinsey [research].”

IDFA’s CEO added the dairy industry has “so many opportunities ahead of us,” citing the en vogue health and wellness trend, and stated U.S. dairy is ready for the “Make America Healthy Again,” motto of the new administration.

“Dairy can play a central role in making America healthy again,” Dykes stressed.

He added that protein is “our superhero.” “Tell the protein dairy story,” he recommended. “Healthy diets include dairy’s 13 essential nutrients.”

Brian Berk is Editor-in-Chief of Dairy Foods. Contact him at 516-402-1369 or berkb@bnpmedia.com.

Employees come first

Shifting gears, Dykes focused on the importance of every dairy processor employee and suggested that processors “Make it about the people.”

“Make everyone in the organization feel important and develop the next generation of dairy leaders,” he relayed.

Dykes added the importance of mentoring and stressed the advancement of women in dairy. In fact, IDFA’s Women in Dairy Mentoring Circles now sports 1,200 members, led by Becky Rasdall Vargas, which recently introduced its 2025 report. (For more information, check out our third annual Women in Dairy Outlook Report in this issue).

“Our commitment to our people extends to our communities,” Dykes added. “[Employees] want to see employers that care.”

The challenges

Dykes acknowledged that the potential of mass deportations and tariffs are certainly of concern. Regarding the latter, he revealed that any tariffs placed upon Mexico and Canada — two of the U.S. dairy industry’s largest export nations — would be problematic.

“The industry is concerned about tariffs. We have to be on top of that whether it happens or not,” he stated.

As for deportations, “We’re competing for skilled labor in the workforce,” IDFA’s CEO said. “We will win that battle.”

Here are a few other topics Dykes addressed:

• He expressed optimism Congress would pass the Whole Milk for Healthy Kids Act.
• Many IDFA members plan to use artificial intelligence (AI) in their respective businesses. He cited an example of a company that created a new yogurt brand and jingle, utilizing AI, in just five minutes.
• The dairy industry must do an even better job of educating both medical professionals and the general consumer about how important dairy products can be for those interested in health and wellness, including GLP-1 users. “We have a great story to tell with health and nutrition,” he said. “Protein will become more important.”

For more Dairy Forum coverage, check out www.dairyfoods.com, where I summed up several other fascinating educational sessions that took place during the event.

Also, mark your calendars. The IDFA Dairy Forum will return from January 25 to 28, 2026, at the JW Marriott Desert Springs Resort & Spa in Palm Desert, Calif. DF