As consumer expectations around protein, clean labels, sustainability and indulgence continue to evolve, dairy brands are finding new ways to meet those demands. The latest Real California Milk Excelerator cohort of emerging and established companies are sharpening their strategies and preparing for growth to satisfy those shoppers.
The Excelerator, run by the California Milk Advisory Board (CMAB), promotes dairy innovation using milk from California, the leading U.S. state in dairy production. The annual competition, which just wrapped its seventh year, combines mentorship, marketing support and funding that does not require brands to give up equity.
How the competition works
The most recent Excelerator culminated in December at an exclusive pitch event in Napa, California, where seven Excelerator companies presented their businesses to a live judging panel. Four finalists, who received $30,000 each in marketing support, will have their sales growth tracked throughout 2026. They’re competing for the $100,000 grand prize, which will be awarded later this year.
The event also recognized a previous Excelerator standout: Smearcase was named the grand-prize winner from the 2024 finalist group. The startup develops cottage cheese-based ice cream infused with collagen. The brand’s leaders are using the $100,000 for initiatives including on-pack promotions, digital and instant redeemable coupons, product sampling and in-store signage. “The California Milk Advisory Board has taken our business to a whole new level,” said Joe Rotondo, Smearcase co-founder. “They’ve opened doors that allowed us to work with world-class partners. We’ve increased the quality of our product and increased the scalability of our business with their collaboration.”
The four finalists and their products
The California Milk Excelerator names the four finalists in the latest round of competition. Pictured from left are Bob Carroll, CEO of the California Milk Advisory Board; Dan Hofmeister, Pioneer Pastures; Meygan Ngo, Mavens Creamery; Delia Mihael, Sweet Craft Dessert Cups; and Jeff Cardinale, Joseph Farms. On the far right is Fred Schonenberg, CEO of VentureFuel, the company that manages the Excelerator. Credit: The California Milk Excelerator…