Guest Editorial
Opportunities and possibilities, but what is our destination?

by Rusty Bishop

Rusty Bishop is director of the Wisconsin Center for Dairy Research. He is a guest columnist for this week’s issue of Cheese Market News®.

What lies ahead for the dairy industry in the next 5, 10, 20 years? What will consumers want or need? What can the dairy industry deliver? How specialized will dairy commodities become? And, the biggest question — who has all the answers?

During this year’s International Cheese Technology Expo, Wisconsin Center for Dairy Research (CDR), Wisconsin Cheese Makers Association and Wisconsin Milk Marketing Board hope to stimulate discussions that will determine a vision for the future direction of the cheese industry. As with any journey, you always need a destination and a road map. We have to decide, and agree upon, the destination before we develop a plan for how to get there.

This destination will not be as easy to find as a place on a map. We will need much input from all stakeholders — consumers, marketers, manufacturers, technology providers, etc. — to come to a decision on our potential destination. From there, strategies may indicate the proper mix of:

• Commodity vs. specialty cheeses;
• Retail vs. foodservice vs. food manufacturing cheeses;
• Cheese/protein components vs. cheese in blocks/slices/shreds;
• Traditional vs. modified cheeses (lowfat, low-sodium, probiotic, omega-3 fatty acids, etc.); and
• Cheese made from standardized milk vs. cheese made only from a protein/milkfat/lactose/minerals retentate.

Success will only come about when we fully unleash the market opportunities and the technological possibilities of tomorrow (not just those of today). CDR is committed to pushing the envelope on technology innovations which will either satisfy the future market opportunities or develop scientific possibilities that lead to new and different markets.

To this end, CDR has undertaken a “strategic re-loading” to improve our technical services, revamp our training and education short courses, renovate our pilot plant and processing facilities, and re-vitalize our strategic, breakthrough research program. On this journey, our destination is to better meet the future needs of our stakeholders.

As with any strategic planning exercise, the key is to gather input from all segments that you touch in your day-to-day business. For CDR that means gaining feedback from cheesemakers and food companies to suppliers to funders and university stakeholders and staff. All must actively contribute to the vision of CDR to ensure that we still are a valued partner and meeting the needs of those we serve in 2013 and beyond. To that end, we established seven critical strategic priorities that staff are focusing on during the next year to 18 months, developing objectives and action steps to strengthen the services we offer:

• Stakeholder partnerships — working with partners to provide a total services package for industry users;
• Improved facilities — what do we need to be a state-of-the-art research center;
• Innovative/breakthrough research — making the time to try our own new ideas, finding the next “wow;”
• Telling the story — segmenting the message to our various stakeholders;
• Diversified funding — achieving the right balance;
• Professional development — growing staff as the organization evolves; and
• Positive work environment — recognizing staff contributions and building an environment that rewards collaboration.

Together with our many partners, we will determine the road map to reach that destination ­— a successful dairy industry for years to come. Staff will be challenged to think outside the box, with the ultimate goal of CDR continuing to be a valued partner in the future.

Equally important is addressing what lies ahead for the dairy industry in the next 5, 10, 20 years. Do we know what consumers want or need? Can the dairy industry deliver? And, what role will your organization play?

I encourage you to attend the International Cheese Technology Exposition. Make time to discuss with colleagues your vision for the dairy industry. We all have a stake in determining this destination and the road map for the journey ahead. The ride will be worth our effort.

CMN

The views expressed by CMN’s guest columnists are their own opinions and do not necessarily reflect those of Cheese Market News®.