The Wisconsin Milk Marketing Board is funded by Wisconsin dairy producers, who in 1983 voted to establish a mandatory state milk marketing order to help affect demand for dairy products made from Wisconsin milk. Increasing demand for Wisconsin's raw milk remains WMMB's goal. Because the majority of Wisconsin's raw milk is used to make cheese, the most effective way to accomplish this goal is to focus on marketing and promotion programs for Wisconsin Cheese. Wisconsin Dairy Producer funds are put to work accomplishing WMMB's objectives in a variety of ways, including the deployment of sales and marketing programs in the retail, foodservice and food processing channels. WMMB has expanded its retail promotions into all 50 states and is increasing its emphasis on foodservice operators. Already, more cheese is sold through the foodservice channel (43%) than through retail outlets (40%), and the foodservice market continues to grow. WMMB has programs in place to capitalize on this trend and increase Wisconsin Cheese sales. An integrated communications program also plays an important role in building demand for Wisconsin milk by maintaining, and in some cases establishing, awareness of the high quality found in Wisconsin milk and the dairy products produced with that milk. Through advertising, publicity and promotional work, Wisconsin dairy producer checkoff dollars are building brand awareness and greater demand for Wisconsin-produced dairy products.