Investing in the future of the dairy industry is exactly what the Midwest Dairy checkoff is doing with the Dairy Ambassador program.
By raising up advocates like Carter Behnken of Omaha, Neb., who can share information about dairy, the program increases the visibility of dairy farms and products to the next generation of consumers.
Carter is a sophomore at the University of Nebraska-Lincoln, majoring in agricultural economics and minoring in the Engler Entrepreneurship program. With his background on his family dairy operation, Mohrview Farm Inc., he has discovered the importance of advocating for the dairy industry.
“I grew up right outside of Omaha in a rural setting,” Carter said. “I went to school with a lot of kids who did not grow up in that realm, so I talked to a lot of people about what dairy is.”
While at first he wasn’t sure about returning to the farm, the community he built at UNL — along with internships in the beef and dairy industries — has made him more excited about coming back to the family operation.
With this unique insight, he is positioned to share information about where dairy products come from with fellow Gen Z’ers.
“Recent research and industry reports indicate that Generation Z is the most skeptical consumer segment regarding dairy, frequently demonstrating lower levels of trust and awareness concerning its sustainability compared to older generations,” said Tracy Behnken, Carter’s mother and Midwest Dairy manager of farmer relations. “The Dairy Ambassadors help to bridge that gap as they take part in peer-to-peer events.”
Champions of dairy
The first ambassador program was formed in Nebraska as a pilot program in 2016. The goal is to enhance leadership skills of college students and provide an opportunity to become more involved in dairy.
“I enjoy seeing them grow through this and have more leadership development,” Tracy said. “They also will have a better understanding of the dairy industry and be able to be stronger advocates for dairy.”
Also serving on the Nebraska Midwest Dairy Ambassador team are Jordan Aschoff, Norfolk; Hannah Dean, Lincoln; Eliza Lange, Hartington; Alicia Lopez, Murrieta, Calif.; Madison Martinez, Lincoln; and Alyvia Shultz-Ramer, Kearney.
Being spokespeople for dairy farmers is a big responsibility for Carter and something he is looking forward to during the year of service.
“One thing I am already taking away from the program is the importance of bridging the gap between what a consumer thinks and what a farmer thinks of each other,” he said. “It is important for us as ambassadors to bridge the gap and meet with farmers, as well to find out what they’d like us to help the consumer understand about dairy farming.”
Activities the ambassadors participate in during their year of service include the Nebraska State Dairy Association Convention, Midwest Dairy Young Leaders Gathering, dairy farm tours and outreach events.
“It is rewarding to see how they want to engage with the consumer and with industry, because they had the chance to learn more and share the story of dairy,” Tracy said.
Beyond the ambassador program
Midwest Dairy is committed to supporting the next generation of dairy leaders through additional youth opportunities, including scholarships. In 2026, Nebraska awarded six scholarships to students from dairy farm families or those pursuing dairy-related majors.
For students like Carter, that support can make a meaningful difference. He was honored to be one of the Midwest Dairy scholarship recipients through the Nebraska Division for the 2026-27 academic year.
“I’m honored to receive a Midwest Dairy scholarship, which will support me as I pursue my degree at UNL,” Carter said. “I’m excited to become more involved in Nebraska’s dairy community and proud to represent such a small but strong network. I look forward to contributing to and advocating for the dairy industry in any way I can.”
His story highlights the long-term impact these opportunities can have in helping young leaders build their futures while staying connected to the dairy industry.
To learn more about the Midwest Dairy young dairy leader programs, visit the Midwest Dairy website.