ABOUT THIS EPISODE
Jenny Mehlman is Senior Marketing Director at Dairy Farmers of America, where she leads branded cheese and butter businesses. With a background in brand stewardship and innovation, she focuses on making legacy food categories relevant through consumer insight, storytelling and everyday moments that drive connection.
Dairy Farmers of America (DFA) is a farmer-owned cooperative representing more than 9,500 American dairy farmers. As the leading global dairy cooperative, DFA produces and markets a wide range of dairy brands, with a mission centered on delivering value back to its farmer-owners and their communities.
DFA operates with a long-term mindset, prioritizing sustainable growth and innovation over short-term gains. Its structure allows marketing and innovation teams to focus on building brands that resonate with consumers while supporting farmers’ livelihoods. The organization blends large-scale brand management with a strong sense of authenticity, transparency and purpose rooted in agriculture.
Dairy is experiencing a resurgence as consumers reconnect with real, wholesome ingredients and seek both health and indulgence in the same products.
Great marketing starts with understanding people, their routines, motivations and the small moments that shape decisions.
Even in crowded categories, brands must earn attention through storytelling and relevance or risk being ignored.
Innovation in dairy extends beyond new flavors to include format, function and new ways to meet everyday needs.
Authenticity and transparency are critical, helping consumers trust where their food comes from and how it’s made.
Creativity often comes from observing everyday frustrations and solving small, real-world problems.
Strong brands maintain distinct personalities, allowing them to connect with specific audiences without competing against themselves.
A long-term mindset, driven by farmer ownership, enables more thoughtful innovation and brand-building decisions.
QUOTES“We’re actually owned by 9,500 American dairy farmers, which puts a different spin on the work. It makes things more personal because our mission is to provide value to them and their families.” (Jenny)
“If I can do right by our farmers and provide value to them and their families, I’m doing my job well.” (Jenny)
“I look at brands as humans. They have personalities, and you have to treat them properly and have fun with them in a way that fits who they are.” (Jenny)
“I’ve never found a business where you can’t get people to talk about cheese and butter. It’s kind of phenomenal.” (Jenny)
“The secret to good marketing is really getting to know people, what makes them tick and what drives their decisions.” (Jenny)
“Dairy is having a bit of a renaissance. It’s less about the challenge and more about the opportunity to stay relevant in people’s lives.” (Jenny)
“Sometimes we get so focused on the big idea that we forget about the little moments. Those everyday occasions are where the connection really happens.” (Jenny)
“I don’t often think in quarters. Our farmers are always thinking about the future, and that changes how we approach innovation and investment.” (Jenny)
“Authenticity builds trust. If something feels authentic, people feel like they understand it and can trust it.” (Jenny)
“I look at what I do as problem solving and getting to know people. Whether it’s detergent, chocolate or cheese, the motivations are often the same.” (Jenny)
“Everybody is creative in their own way. It’s about recognizing it and giving people the permission to keep doing it.” (Jenny)
