At a senior staff meeting we needed a name for an ambitious campaign to increase U.S. dairy export volume from about 15% of U.S. milk solids to 20%. I suggested "The Next 5%." It caught on and I created messaging like this from our president and CEO.

USDEC needed a name for an ambitious goal to increase U.S. dairy export volume from 15% to 20% of all U.S. milk. I came up with "The Next 5%" and helped USDEC CEO and former U.S. Ag. Secretary Tom Vilsack communicate the vision to dairy farmers.

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