New this year, the annual Dairy Dash moved to South Dakota State University (SDSU). The Dairy Dash is a partnership between Midwest Dairy and the Miller Wellness Center to build trust in dairy amongst college-aged students and families. The 5K race took place on the morning of September 7, the same day as the SDSU Dairy Drive football game. Following the race, the kids’ “Moo Mile” fun run took place for children ages 2-10. All proceeds from the Dairy Dash went to Jack’s Cupboard, the on-campus food pantry at SDSU, to supply dairy products throughout the year to students facing food insecurity.
Runners were encouraged to post milk mustache photos, led by the SDSU Dairy Ambassadors, and sample various dairy products donated by partners. Kids were also invited to participate in an ice cream painting craft with the SDSU Dairy Science Club. Signage throughout the race featured messages about dairy’s nutrition, sustainability, and cow comfort on the farm.
Midwest Dairy worked with several SDSU student leaders to promote the race to college students and several local influencers. Race information was shared with over 83,000 online followers, and influencers were given discount codes to encourage registration. One of the influencers helped Midwest Dairy promote the event on Dakota News Now.
Later that evening, Midwest Dairy once again partnered with SDSU Athletics through the SDSU Dairy Drive football game. This partnership reaches consumers but also brings the dairy community together, including local processors such as Valley Queen, Agropur, Bel Brands, AMPI, and Prairie Farms, who all actively participate in the tailgate of the fall football game.
As part of this partnership, SDSU Athletics promoted the Dairy Dash race on its social media channels, reaching 44,000 online followers. SDSU student track and cross-country athlete Claire Beckman promoted the Dairy Dash race and shared how she uses dairy to fuel her training during a radio interview that aired at halftime of a football game the weekend before the Dairy Drive game.
Lastly, members of the dairy community, including partners and SDSU faculty, were recognized on the field during halftime to put a face to the dairy industry. The SDSU Jackrabbits defeated Incarnate Word 45-24 during a sold-out game with an attendance of 19,321, including 4,128 students.