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Research shows Gen Z least trusting of dairy products, prompting new grant focus

The manager of farm leadership development with Midwest Dairy says research shows that Generation Z is the least trusting of dairy products.

Alyson Fendrick says the organization’s 2026 Undeniably Dairy Grants are aimed at mending that relationship.

“We know our consumers are getting further and further removed from the farm, so they just don’t have the opportunity. They’re more urban. They haven’t had that exposure.”  She says, “So, we know connecting them with that producer at their place really helps build that trust and that confidence.”

In 2025, Midwest Dairy awarded more than $355,000 to 136 projects.  Fendrick tells Brownfield that dairy producers can apply for up to $5,000 each year to host outreach events.

“We are encouraging our producers to think about what opportunities that they have, what they would like to host on their farm, or whether they’d like to go out to their local community,” she says.

She says the goal is to use checkoff funds to connect consumers to dairy in a meaningful way.

“We had one producer go to RAGBRAI, which is a bike ride across Iowa where there’s thousands of people who ride their bikes every single day.”  She says, “She actually brought the farm, or pieces of the farm, I should say, two of those riders. She did an awesome milk and cereal pop-up bar, which was really fun and went over great.”

A link to learn more is available HERE.

AUDIO: Alyson Fendrick – Midwest Dairy