Like much of the food industry, dairy science and technology is ever growing and improving. Communicating this evolution of dairy science and technology from farm to fork is critical to the industry. Perception of the dairy industry and dairy products has changed over the years since being a staple of the American diet and an industry developed by a generation who knew where their food came from. Today, many people don’t know where their food comes from, and view the dairy industry as old and out of date. Instead of “OK Boomer,” “OK Dairy Industry” comes to mind. Somewhere along the way, the dairy industry lost their ties with some consumers. It is important for us to communicate how we are continuously researching and implementing new technologies to improve animal welfare, be more environmentally friendly, and to show how the functionality and nutrition of the dairy matrix is unique. The dairy industry is the only industry that has completed a life cycle inventory nationally which showed that dairy represents 2% of greenhouse gas emissions, 5.1% total water withdrawal, and uses 3.7% of total U.S. farmland. (International Dairy Journal, Volume 31 Supplement 1 April 2013). Communicating that dairy has a long list of naturally occurring nutrients is especially important in today’s world of clean label foods. Milk provides 13 essential nutrients to the diet. Dairy is the number one food source for 3 out 4 nutrients of concern identified by the U.S. dietary guidelines which includes Vitamin D, calcium, and potassium. Proteins from milk have some of the highest protein quality of all food proteins. The Strong Inside campaign communicates the benefits of dairy proteins on social media. The dairy industry has a responsibility to feed the world in the most efficient and environmental way possible, and communication is critical. Speakers: Kimberlee J. Burrington, MS, Karen Smith, PhD