If you’re like me during Dairy Month, you’re dreaming about ice cream cones. But this year, the dairy checkoff has me guilt-tripping about fitness and cheese — in a good way.
Adding protein to your diet is a growing craze, and one yours truly is also taking part in. The new dairy promotion “Body by Cheese” focuses on cheese as a protein-packed food that can fit into active lifestyles.
At the center of the campaign is the Parm Bar. No, it’s not a new protein bar on your grocery store shelves. Rather, it’s a conceptual, 2-ounce block of Parmesan cheese wrapped to resemble a protein bar.
The idea is to help people realize that cheese can be a convenient source of protein.
Why dairy still needs campaigns
As someone who lives on a farm, I tend to forget that many consumers are several generations removed from agriculture, especially dairy production.
They may not realize that an ounce of Parmesan contains about 9 grams of protein, almost as much protein as an egg. Shoot, perhaps you didn’t either.
That’s why campaigns like this matter. They help connect today’s consumers with foods they may already like while highlighting nutritional benefits.
Will a Parmesan block wrapped like a protein bar really make people sit up and take notice of the importance of dairy? I don’t know. But it might start a conversation.
“Consumers already love cheese, but our opportunity is helping them think about cheese differently and creating new usage occasions,” Aris Georgiadis, Dairy Management Inc. senior vice president of integrated marketing, said in a news release. “If consumers already buy cheese for toppings or meals, can we inspire them to see cheese as another snack or protein option throughout the day?”
What consumers will learn about dairy
According to the USDA Economic Research Service, Americans eat about three times more cheese today than they did in 1970, consuming about 40 pounds of cheese per person annually. And it’s not all cheddar.
Mozzarella is now the most popular cheese because, well, Americans love pizza.
The fact is 68% of U.S. adults eat cheese on any given day. Why? I think it comes down to nutrition.
Cheese contains all nine essential amino acids, making it a complete protein source. This makes it a natural choice for consumers.
For dairy farmers, that’s good news.
Every opportunity to remind consumers about the nutritional value of dairy products helps build demand and appreciation for the farmers who work every day to produce them — because there is always another voice trying to chip away at dairy’s influence.
It is real, and it can be loud.
Noise in the protein space
For instance, health experts point out that while Parmesan delivers 9 grams of protein per ounce, it also contains about 5 grams of saturated fat. The 2025-30 Dietary Guidelines recommend limiting saturated fat to 10% of daily calories, or 22 grams on a 2,000-calorie diet.
Even Harvard’s School of Public Health suggests individuals limit cheese consumption and choose plant-based proteins more frequently. They point to saturated fat from animal sources being linked to cardiovascular risk when consumed in excess, which are concerns the dairy industry can’t ignore.
So where does this leave dairy? In a crowded, competitive protein marketplace, which is exactly where it should be.
Consumers have more choices than ever: plant-based bars, Greek yogurt, protein shakes and cheese. Not everyone will choose cheese as their primary protein source, and that’s OK.
For the 68% of Americans already eating cheese daily, campaigns like “Body by Cheese” offer a new look at a familiar food.
So, I'll grab that block of Parmesan. Not because it's perfect, but because it’s real food with real nutritional value, produced by real American farmers. Then I’ll meet you at the gym where we can debate the best protein sources between sets.
U.S. cheese production facts
Here are some numbers about cheese:
- The U.S. produced a record 14.66 billion pounds of cheese in 2025, up 3%.
- U.S. cheese production has more than doubled since the late 1990s.
- Wisconsin remains America’s cheese leader, producing about 25% of all U.S. cheese.