By Jamie Martin
GENYOUth, a nonprofit launched by America’s dairy farmers and the NFL, is forming a strategic alliance with Action for Healthy Kids (AFHK), creating the largest in-school wellness organization in the country.
This move marks a new chapter in the dairy checkoff’s youth strategy, as Dairy Management Inc. (DMI) will conclude its funding and operational support for GENYOUth by the end of 2025. Both GENYOUth and AFHK will continue to operate independently as 501(c)(3) nonprofits, while adopting an interconnected governance model to maximize their collective impact.
“For over 15 years, GENYOUth has played a pivotal role in driving dairy’s youth-focused mission,” said Barbara O’Brien, president and CEO of DMI. “Farmers have invested more than $30 million through this partnership, delivering grants, equipment, and programs that have reached millions of students.”
AFHK, founded in 2002, has impacted 20 million children across 55,000 schools through its school-family partnerships. Together, the two organizations will build on their complementary strengths to accelerate progress in youth wellness nationwide.
A New Strategic Direction for Dairy
O’Brien emphasized that the checkoff’s evolved strategy will shift from broad branded school programs to a more focused model that:
- Modernizes dairy’s role in school meals through initiatives like the Smart Swaps program.
- Promotes dairy nutrition science in alignment with dietary guidance.
- Engages youth outside of school via gaming, social media, and digital platforms.
- Supports local programs tied to curriculum and youth sports.
- Builds outreach to parents to highlight dairy’s role in child health and wellness.
“Dairy farmers remain deeply committed to youth,” O’Brien said. “This is not a retreat from our mission, but a bold step to amplify it.”
Over the years, GENYOUth has built strong public-private partnerships, including with Fortune 500 companies, and provided grants that increased access to healthy school meals for food-insecure students. Through its alliance with AFHK, GENYOUth will continue to ensure that every child in every school is nourished, active, and supported.
“GENYOUth made a powerful impact in our nation’s schools,” said Pennsylvania dairy farmer Marilyn Hershey, chair of DMI. “By aligning with Action for Healthy Kids, they’re creating a unified platform to accelerate youth wellness across the country.”
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