TY 2010 Form 990

- TIN:

Form990

Department of the Treasury
Internal Revenue Service

Return of Organization Exempt From Income Tax

Under section 501(c), 527, or 4947(a)(1) of the Internal Revenue Code (except black lung benefit trust or private foundation)

The organization may have to use a copy of this return to satisfy state reporting requirements.

OMB No. 1545-0047

2010

Open to Public Inspection

A For the calendar year, or tax year beginning 07-01-2010 and ending 06-30-2011

BCheck if applicable: Address change Name change Initial return Terminated Amended return Application pending

CName of organization
WISCONSIN MILK MARKETING BOARD INC

Doing Business As

Number and street (or P.O. box if mail is not delivered to street address)
8418 EXCELSIOR DRIVE

Room/suite

City or town, state or country, and ZIP + 4
MADISON, WI53717

D Employer identification number

39-1455990

E Telephone number

G Gross receipts $ 27,916,173

F Name and address of principal officer:
JAMES H ROBSON
8418 EXCELSIOR DRIVE
MADISON,WI53717

Tax-exempt status: 501(c)(3) 501(c) ( 6 ) LeftBullet

(insert no.) 4947(a)(1) or 527

Website:

www.eatwisconsincheese.com

H(a)

Is this a group return for
affiliates? Yes No

H(b)

Are all affiliates included?

Yes No

If "No," attach a list. (see instructions)

H(c)

Group exemption number MediumBullet

K Form of organization: Corporation Trust Association Other MediumBullet

L Year of formation: 1983

M State of legal domicile: WI

Part I

Summary

1	Briefly describe the organization’s mission or most significant activities: WMMB IS A NONPROFIT ORGANIZATION FUNDED BY DAIRY FARMERS THAT PROMOTES THE MORE THAN 600 VARIETIES, TYPES AND STYLES OF WISCONSIN CHEESE AND OTHER DAIRY PRODUCTS FROM AMERICA'S DAIRYLAND.
2	Check this box
3	Number of voting members of the governing body (Part VI, line 1a) ....	3	25
4	Number of independent voting members of the governing body (Part VI, line 1b) ....	4	25
5	Total number of individuals employed in calendar year 2010 (Part V, line 2a) ...	5	62
6	Total number of volunteers (estimate if necessary) ....	6	0
7a	Total unrelated business revenue from Part VIII, column (C), line 12 ..	7a	0
b	Net unrelated business taxable income from Form 990-T, line 34 ..	7b

		Prior Year	Current Year
8	Contributions and grants (Part VIII, line 1h) .........	0	0
9	Program service revenue (Part VIII, line 2g) .........	27,557,269	26,957,985
10	Investment income (Part VIII, column (A), lines 3, 4, and 7d ) ....	406,138	248,207
11	Other revenue (Part VIII, column (A), lines 5, 6d, 8c, 9c, 10c, and 11e)	37,741	32,778
12	Total revenue—add lines 8 through 11 (must equal Part VIII, column (A), line 12)...................	28,001,148	27,238,970
13	Grants and similar amounts paid (Part IX, column (A), lines 1–3 )...	0	0
14	Benefits paid to or for members (Part IX, column (A), line 4) ....	0	0
15	Salaries, other compensation, employee benefits (Part IX, column (A), lines 5–10)	5,554,602	5,783,457
16a	Professional fundraising fees (Part IX, column (A), line 11e)....	0	0
b	Total fundraising expenses (Part IX, column (D), line 25) 0
17	Other expenses (Part IX, column (A), lines 11a–11d, 11f–24f)....	24,026,347	21,959,927
18	Total expenses. Add lines 13–17 (must equal Part IX, column (A), line 25)	29,580,949	27,743,384
19	Revenue less expenses. Subtract line 18 from line 12......	-1,579,801	-504,414
		Beginning of Current Year	End of Year
20	Total assets (Part X, line 16)............	16,283,099	15,544,236
21	Total liabilities (Part X, line 26)............	2,140,379	1,984,450
22	Net assets or fund balances. Subtract line 21 from line 20 .....	14,142,720	13,559,786

Part II

Signature Block

Under penalties of perjury, I declare that I have examined this return, including accompanying schedules and statements, and to the best of my knowledge and belief, it is true, correct, and complete. Declaration of preparer (other than officer) is based on all information of which preparer has any knowledge.

Sign Here

	Signature of officer	Date

	Type or print name and title.

Paid Preparer's Use Only	Preparer's signature	Date	Check if self- employed	Preparer’s taxpayer identification number (see instructions)
	Firm’s name (or yours if self-employed), address, and ZIP + 4			EIN
				Phone no.

May the IRS discuss this return with the preparer shown above? (see instructions) ......... Yes No

For Privacy Act and Paperwork Reduction Act Notice, see the separate instructions.

Cat. No. 11282Y

Form 990 (2010)

Page 2

Part III

Statement of Program Service Accomplishments

Check if Schedule O contains a response to any question in this Part III . . . . . . . . . .

Briefly describe the organization’s mission: THE WISCONSIN MILK MARKETING BOARD HAS ESTABLISHED THE FOLLOWING MISSION: TO HELP GROW THE DEMAND FOR WISCONSIN MILK BY PROVIDING PROGRAMS THAT ENHANCE THE COMPETITIVENESS OF THE WISCONSIN DAIRY INDUSTRY.

Did the organization undertake any significant program services during the year which were not listed on
the prior Form 990 or 990-EZ? .................... Yes No

If “Yes,” describe these new services on Schedule O.

Did the organization cease conducting, or make significant changes in how it conducts, any program services? .......................... Yes No

If “Yes,” describe these changes on Schedule O.

Describe the exempt purpose achievements for each of the organization’s three largest program services by expenses.
Section 501(c)(3) and 501(c)(4) organizations and section 4947(a)(1) trusts are required to report the amount of grants and allocations to others, the total expenses, and revenue, if any, for each program service reported.


4a	(Code: ) (Expenses $ including grants of $ ) (Revenue $ )
	NATIONAL COMMUNICATIONS: Wisconsin Milk Marketing Board's (WMMB) National Communications programs include consumer advertising, public relations and a variety of other educational and promotional activities intended to build demand for Wisconsin-produced raw milk and to strengthen the image of Wisconsin cheese versus other places of origin, since nearly 90 percent of Wisconsin raw milk goes into the manufacture of cheese. Within this broad communications area is a consumer strategy of reaching several well-defined target audiences, including WMMB's traditional core cheese consumer (primary family shoppers - usually women between the ages of 35 and 54 years of age), while broadening the reach to also include younger consumers as well as male shoppers. This strategy includes additional, more narrowly-defined target audiences, including a focus on foodservice and retail industry cheese buyers. The majority of advertising dollars are invested in print advertising in a variety of leading food, leisure, lifestyle and trade publications. As part of this ongoing effort, WMMB invests significant dollars in online marketing strategies as well. These activities include our corporate website and the development of three small, single-issue websites designed to engage consumers in unique brand experiences driven by social media. For WMMB's three microsites, Cheesecupid.com, CheeseandBurgerSociety.com and Grilledcheeseacademy.com, the efforts have generated: 3,607,865 visitors to date; 27,221,134 million page views; and time on site for Cheese and Burger Society of 5:43 minutes, Grilled Cheese Academy of 3:56 minutes, and Cheese Cupid of 4:01 minutes. Foodservice advertising covers three market segments: fine dining, casual themed restaurants and specialty/retail stores. Advertising employs a common message across all segments, using the theme "Artisans find inspiration in Wisconsin." Another commonality among all advertising across all segments is the use of the "Wisconsin Cheese" logo to allow consumers to easily identify the source of cheeses as Wisconsin produced. Parallel to the advertising strategy is WMMB's public relations program which reaches into all of the audience segments discussed above in an integrated fashion of providing information to consumers that educates and builds awareness of Wisconsin cheese quality, versatility and variety. Tactics employed include consumer tasting events around the United States, recipes which showcase the superior attributes of Wisconsin cheese, spokesperson endorsements and testimonials.

4b	(Code: ) (Expenses $ including grants of $ ) (Revenue $ )
	LOCAL PROMOTIONS: The Local Promotions program focuses on activities within the geographic boundaries of Wisconsin, but also reaches surrounding states with a combined market of some 30 million people. The Local Markets initiatives coordinate closely with the national fluid milk promotion program supported by Dairy Management Inc. (DMI) and the national MilkPEP fluid program supported by dairy processors. Within this budget area WMMB executes a $1.2 million national butter promotion on behalf of DMI and coordinated with the American Butter Institute and its members. WMMB also develops several seasonal promotions such as a month-long Halloween chocolate milk promotion using advertising and public relations tactics; a statewide visibility program for June Dairy Month utilizing advertising, promotion and public relations; and statewide sports-related promotions such as sponsorship of the Wisconsin Interscholastic Athletic Association tournaments, the Badger State Games, the University of Wisconsin athletics, Marquette University athletics and TV advertising on the Green Bay Packer Coach Mike McCarthy show. A variety of media including television, radio, print advertising and on-site messaging is used to maximize these investments.

4c	(Code: ) (Expenses $ including grants of $ ) (Revenue $ )
	RETAIL CHANNEL: The Retail Channel program had a number of achievements in FY2011. The quantity of retail promotions increased to 1,023 in FY2011 from 965 in FY2010. The amount of theme promotions has steadily increased due to the promotion strategy implemented in FY2008 and the efforts put forth by the Regional Marketing Managers building their existing and new account relationships. Wisconsin Milk Marketing Board, Inc. (WMMB) continues to focus on those accounts that are willing to plan and execute annual promotion programs with WMMB. WMMB keeps the theme promotions current by creating new graphics and focusing on offering innovative theme promotions that are in demand from accounts. The theme promotions not only focus on different holidays and events, but also create promotion activity around various food categories. To keep promotions fresh and relevant, WMMB also continues to update versions of some of the most popular promotions.

4d	Other program services. (Describe in Schedule O.)
	(Expenses $ including grants of $ ) (Revenue $ )
4e	Total program service expenses$

Form 990 (2010)

Page 3

Part IV

Checklist of Required Schedules

Yes

Is the organization described in section 501(c)(3) or 4947(a)(1) (other than a private foundation)? If “Yes,” complete Schedule A.....................

Is the organization required to complete Schedule B, Schedule of Contributors? ........

Did the organization engage in direct or indirect political campaign activities on behalf of or in opposition to candidates for public office? If “Yes,” complete Schedule C, Part I..........

Section 501(c)(3) organizations. Did the organization engage in lobbying activities? If “Yes,” complete Schedule C,
Part II.........................

Is the organization a section 501(c)(4), 501(c)(5), or 501(c)(6) organization that receives membership dues, assessments, or similar amounts as defined in Revenue Procedure 98-19? If “Yes,” complete Schedule C, Part III........................

Did the organization maintain any donor advised funds or any similar funds or accounts where donors have the right to provide advice on the distribution or investment of amounts in such funds or accounts? If “Yes,” complete
Schedule D, Part I Click to see attachment

.......................

Did the organization receive or hold a conservation easement, including easements to preserve open space,
the environment, historic land areas or historic structures? If “Yes,” complete Schedule D, Part II Click to see attachment

...

Did the organization maintain collections of works of art, historical treasures, or other similar assets? If “Yes,” complete Schedule D, Part III Click to see attachment

....................

Did the organization report an amount in Part X, line 21; serve as a custodian for amounts not listed in Part X; or provide credit counseling, debt management, credit repair, or debt negotiation services? If “Yes,”
complete Schedule D, Part IV Click to see attachment

...................

Did the organization, directly or through a related organization, hold assets in term, permanent,or quasi-endowments? If “Yes,” complete Schedule D, Part V Click to see attachment

If the organization’s answer to any of the following questions is ‘Yes,’ then complete Schedule D, Parts VI, VII, VIII, IX, or X as applicable:

Did the organization report an amount for land, buildings, and equipment in Part X, line10? If “Yes,” complete Schedule D, Part VI. Click to see attachment

11a

Yes

Did the organization report an amount for investments—other securities in Part X, line 12 that is 5% or more of its total assets reported in Part X, line 16? If “Yes,” complete Schedule D, Part VII. Click to see attachment

11b

Did the organization report an amount for investments—program related in Part X, line 13 that is 5% or more of its total assets reported in Part X, line 16? If “Yes,” complete Schedule D, Part VIII. Click to see attachment

11c

Did the organization report an amount for other assets in Part X, line 15 that is 5% or more of its total assets reported in Part X, line 16? If “Yes,” complete Schedule D, Part IX. Click to see attachment

11d

Did the organization report an amount for other liabilities in Part X, line 25? If “Yes,” complete Schedule D, Part X. Click to see attachment

11e

Did the organization’s separate or consolidated financial statements for the tax year include a footnote that addresses the organization’s liability for uncertain tax positions under FIN 48 (ASC 740)? If “Yes,” complete Schedule D, Part X. Click to see attachment

11f

12a

Did the organization obtain separate, independent audited financial statements for the tax year? If “Yes,” complete Schedule D, Parts XI, XII, and XIII Click to see attachment

12a

Yes

Was the organization included in consolidated, independent audited financial statements for the tax year? If “Yes,” and if the organization answered ‘No’ to line 12a, then completing Schedule D, Parts XI, XII, and XIII is optional Click to see attachment

12b

Is the organization a school described in section 170(b)(1)(A)(ii)? If “Yes,” complete Schedule E

14a

Did the organization maintain an office, employees, or agents outside of the United States?....

14a

Did the organization have aggregate revenues or expenses of more than $10,000 from grantmaking, fundraising, business, and program service activities outside the United States? If “Yes,” complete Schedule F, Part I.........

14b

Did the organization report on Part IX, column (A), line 3, more than $5,000 of grants or assistance to any organization or entity located outside the U.S.? If “Yes,” complete Schedule F, Part II..

Did the organization report on Part IX, column (A), line 3, more than $5,000 of aggregate grants or assistance to individuals located outside the U.S.? If “Yes,” complete Schedule F, Part III..

Did the organization report a total of more than $15,000, of expenses for professional fundraising services on Part IX, column (A), lines 6 and 11e? If “Yes,” complete Schedule G, Part I

Did the organization report more than $15,000 total of fundraising event gross income and contributions on Part VIII, lines 1c and 8a? If “Yes,” complete Schedule G, Part II..........

Did the organization report more than $15,000 of gross income from gaming activities on Part VIII, line 9a? If “Yes,” complete Schedule G, Part III...................

Form 990 (2010)

Page 4

Part IV

Checklist of Required Schedules (continued)

20a

Did the organization operate one or more hospitals? If “Yes,” complete Schedule H.....

20a

Did the organization attach its audited financial statement to this return? Note: All Form 990 filers that operate one or more hospitals must attach audited financial statements. .....

20b

Did the organization report more than $5,000 of grants and other assistance to governments and organizations in the United States on Part IX, column (A), line 1? If “Yes,” complete Schedule I, Parts I and II..

Did the organization report more than $5,000 of grants and other assistance to individuals in the United States on Part IX, column (A), line 2? If “Yes,” complete Schedule I, Parts I and III.....

Did the organization answer “Yes” to Part VII, Section A, questions 3, 4, or 5, about compensation of the organization’s current and former officers, directors, trustees, key employees, and highest compensated employees? If “Yes,” complete Schedule J................ Click to see attachment

Yes

24a

Did the organization have a tax-exempt bond issue with an outstanding principal amount of more than $100,000 as of the last day of the year, that was issued after December 31, 2002? If “Yes,” answer questions 24b–24d and complete Schedule K. If “No,” go to line 25................

24a

Did the organization invest any proceeds of tax-exempt bonds beyond a temporary period exception?...

24b

Did the organization maintain an escrow account other than a refunding escrow at any time during the year
to defease any tax-exempt bonds?......................

24c

Did the organization act as an “on behalf of” issuer for bonds outstanding at any time during the year?...

24d

25a

Section 501(c)(3) and 501(c)(4) organizations. Did the organization engage in an excess benefit transaction with a disqualified person during the year? If “Yes,” complete Schedule L, Part I......

25a

Is the organization aware that it engaged in an excess benefit transaction with a disqualified person in a prior year, and that the transaction has not been reported on any of the organization’s prior Forms 990 or 990-EZ? If “Yes,” complete Schedule L, Part I................

25b

Was a loan to or by a current or former officer, director, trustee, key employee, highly compensated employee, or disqualified person outstanding as of the end of the organization’s tax year? If “Yes,” complete Schedule L,
Part II...........................

Did the organization provide a grant or other assistance to an officer, director, trustee, key employee, substantial contributor, or a grant selection committee member, or to a person related to such an individual? If “Yes,” complete Schedule L, Part III...............

Was the organization a party to a business transaction with one of the following parties? (see Schedule L, Part IV instructions for applicable filing thresholds, conditions, and exceptions):

A current or former officer, director, trustee, or key employee? If “Yes,” complete Schedule L, Part IV .........................

28a

A family member of a current or former officer, director, trustee, or key employee? If “Yes,”
complete Schedule L, Part IV...................

28b

An entity of which a current or former officer, director, trustee, or key employee (or a family member thereof) was an officer, director, trustee, or owner? If “Yes,” complete Schedule L, Part IV..

28c

Did the organization receive more than $25,000 in non-cash contributions? If “Yes,” complete Schedule M

Did the organization receive contributions of art, historical treasures, or other similar assets, or qualified conservation contributions? If “Yes,” complete Schedule M............

Did the organization liquidate, terminate, or dissolve and cease operations? If “Yes,” complete Schedule N,
Part I...........................

Did the organization sell, exchange, dispose of, or transfer more than 25% of its net assets? If “Yes,” complete Schedule N, Part II.......................

Did the organization own 100% of an entity disregarded as separate from the organization under Regulations sections 301.7701-2 and 301.7701-3? If “Yes,” complete Schedule R, Part I........

Was the organization related to any tax-exempt or taxable entity? If “Yes,” complete Schedule R, Parts II, III, IV, and V, line 1.....................

Is any related organization a controlled entity within the meaning of section 512(b)(13)? .....

Did the organization receive any payment from or engage in any transaction with a controlled entity within the meaning of section 512(b)(13)? If “Yes,” complete Schedule R, Part V, line 2... YesNo

Section 501(c)(3) organizations. Did the organization make any transfers to an exempt non-charitable related organization? If “Yes,” complete Schedule R, Part V, line 2...........

Did the organization conduct more than 5% of its activities through an entity that is not a related organization and that is treated as a partnership for federal income tax purposes? If “Yes,” complete Schedule R, Part VI

Did the organization complete Schedule O and provide explanations in Schedule O for Part VI, lines 11 and 19? Note. All Form 990 filers are required to complete Schedule O. ............

Yes

Form 990 (2010)

Page 5

Part V

Statements Regarding Other IRS Filings and Tax Compliance

Check if Schedule O contains a response to any question in this Part V . . . . . . . . . .

Yes

Enter the number reported in Box 3 of Form 1096. Enter -0- if not applicable. .......

177

Enter the number of Forms W-2G included in line 1a. Enter -0- if not applicable.

Did the organization comply with backup withholding rules for reportable payments to vendors and reportable gaming (gambling) winnings to prize winners? ..................

Enter the number of employees reported on Form W-3, Transmittal of Wage and Tax Statements filed for the calendar year ending with or within the year covered by this return .....................

If at least one is reported on line 2a, did the organization file all required federal employment tax returns?

Note. If the sum of lines 1a and 2a is greater than 250, you may be required to e-file. (see instructions)

Yes

Did the organization have unrelated business gross income of $1,000 or more during the year?.............................

If “Yes,” has it filed a Form 990-T for this year? If “No,” provide an explanation in Schedule O.....

At any time during the calendar year, did the organization have an interest in, or a signature or other authority over, a financial account in a foreign country (such as a bank account or securities account)?.......................

If "Yes," enter the name of the foreign country: MediumBullet

See instructions for filing requirements for Form TD F 90-22.1, Report of Foreign Bank and Financial Accounts.

Was the organization a party to a prohibited tax shelter transaction at any time during the tax year?..

Did any taxable party notify the organization that it was or is a party to a prohibited tax shelter transaction?

If “Yes” to line 5a or 5b, did the organization file Form 8886-T? ........

Does the organization have annual gross receipts that are normally greater than $100,000, and did the organization solicit any contributions that were not tax deductible?..........

If “Yes,” did the organization include with every solicitation an express statement that such contributions or gifts were not tax deductible?........................

Organizations that may receive deductible contributions under section 170(c).

Did the organization receive a payment in excess of $75 made partly as a contribution and partly for goods and services provided to the payor?....................

If “Yes,” did the organization notify the donor of the value of the goods or services provided?.....

Did the organization sell, exchange, or otherwise dispose of tangible personal property for which it was required to file Form 8282?...........................

If “Yes,” indicate the number of Forms 8282 filed during the year ....

Did the organization receive any funds, directly or indirectly, to pay premiums on a personal benefit contract?..........................

Did the organization, during the year, pay premiums, directly or indirectly, on a personal benefit contract?..

If the organization received a contribution of qualified intellectual property, did the organization file Form 8899 as required?...................

If the organization received a contribution of cars, boats, airplanes, or other vehicles, did the organization file a Form 1098-C?...............

Sponsoring organizations maintaining donor advised funds and section 509(a)(3) supporting organizations. Did the supporting organization, or a donor advised fund maintained by a sponsoring organization, have excess business holdings at any time during the year?................

Sponsoring organizations maintaining donor advised funds.

Did the organization make any taxable distributions under section 4966?.........

Did the organization make a distribution to a donor, donor advisor, or related person?......

Section 501(c)(7) organizations. Enter:

Initiation fees and capital contributions included on Part VIII, line 12 ...

10a

Gross receipts, included on Form 990, Part VIII, line 12, for public use of club facilities

10b

Section 501(c)(12) organizations. Enter:

Gross income from members or shareholders .........

11a

Gross income from other sources (Do not net amounts due or paid to other sources against amounts due or received from them.) ........

11b

12a

Section 4947(a)(1) non-exempt charitable trusts. Is the organization filing Form 990 in lieu of Form 1041?

12a

If “Yes,” enter the amount of tax-exempt interest received or accrued during the year.

12b

Section 501(c)(29) qualified nonprofit health insurance issuers.

Is the organization licensed to issue qualified health plans in more than one state?
Note. All 501(c)(29) organizations must list in Schedule O each state in which they are licensed to issue qualified health plans, the amount of reserves required by each state, and the amount of reserves the organization allocated to each state.

13a

Enter the aggregate amount of reserves the organization is required to maintain by the states in which the organization is licensed to issue qualified health plans.

13b

Enter the aggregate amount of reserves on hand.

13c

14a

Did the organization receive any payments for indoor tanning services during the tax year?.....

14a

If "Yes," has it filed a Form 720 to report these payments? If “No,” provide an explanation in Schedule O..

14b

Form 990 (2010)

Page 6

Part VI

Governance, Management, and Disclosure For each “Yes” response to lines 2 through 7b below, and for a “No” response to lines 8a, 8b, or 10b below, describe the circumstances, processes, or changes in Schedule O. See instructions.

Check if Schedule O contains a response to any question in this Part VI . . . . . . . . . .

Section A. Governing Body and Management

Yes

Enter the number of voting members of the governing body at the end of the tax year ..............

Enter the number of voting members included in line 1a, above, who are independent .................

Did any officer, director, trustee, or key employee have a family relationship or a business relationship with any other officer, director, trustee, or key employee? .................

Yes

Did the organization delegate control over management duties customarily performed by or under the direct supervision of officers, directors or trustees, or key employees to a management company or other person? ..

Did the organization make any significant changes to its governing documents since the prior Form 990 was filed?

Did the organization become aware during the year of a significant diversion of the organization’s assets? .

Does the organization have members or stockholders? ................

Yes

Does the organization have members, stockholders, or other persons who may elect one or more members of the governing body? .........................

Yes

Are any decisions of the governing body subject to approval by members, stockholders, or other persons? ..

Yes

Did the organization contemporaneously document the meetings held or written actions undertaken during the year by the following:

The governing body? .........................

Yes

Each committee with authority to act on behalf of the governing body? ............

Yes

Is there any officer, director, trustee, or key employee listed in Part VII, Section A, who cannot be reached at the organization’s mailing address? If “Yes,” provide the names and addresses in Schedule O .....

Yes

Section B. Policies (This Section B requests information about policies not required by the Internal
Revenue Code.)

Yes

10a

Does the organization have local chapters, branches, or affiliates? ............

10a

If “Yes,” does the organization have written policies and procedures governing the activities of such chapters, affiliates, and branches to ensure their operations are consistent with those of the organization? ....

10b

11a

Has the organization provided a copy of this Form 990 to all members of its governing body before filing the form?

11a

Describe in Schedule O the process, if any, used by the organization to review the Form 990. .....

12a

Does the organization have a written conflict of interest policy? If “No,” go to line 13.......

12a

Yes

Are officers, directors or trustees, and key employees required to disclose annually interests that could give rise to conflicts? ...........................

12b

Yes

Does the organization regularly and consistently monitor and enforce compliance with the policy? If “Yes,” describe in Schedule O how this is done ....................

12c

Yes

Does the organization have a written whistleblower policy? ...............

Yes

Does the organization have a written document retention and destruction policy? .........

Yes

Did the process for determining compensation of the following persons include a review and approval by independent persons, comparability data, and contemporaneous substantiation of the deliberation and decision?

The organization’s CEO, Executive Director, or top management official ...........

15a

Yes

Other officers or key employees of the organization ................

15b

If "Yes" to line a or b, describe the process in Schedule O. (See instructions.)

16a

Did the organization invest in, contribute assets to, or participate in a joint venture or similar arrangement with a taxable entity during the year? ......................

16a

If “Yes,” has the organization adopted a written policy or procedure requiring the organization to evaluate its participation in joint venture arrangements under applicable federal tax law, and taken steps to safeguard the organization’s exempt status with respect to such arrangements? ............

16b

Section C. Disclosure

List the States with which a copy of this Form 990 is required to be filed MediumBullet

Section 6104 requires an organization to make its Form 1023 (or 1024 if applicable), 990, and 990-T (501(c)(3)s only) available for public inspection. Indicate how you make these available. Check all that apply.

Own website Another's website Upon request

Describe in Schedule O whether (and if so, how), the organization makes its governing documents, conflict of interest policy, and financial statements available to the public.

State the name, physical address, and telephone number of the person who possesses the books and records of the organization: MediumBullet

JESSICA ROGERS-HEINTZ
8418 EXCELSIOR DRIVE
MADISON,WI53717
(608) 836-8820

Form 990 (2010)

Page 7

Part VII

Compensation of Officers, Directors,Trustees, Key Employees, Highest Compensated Employees, and Independent Contractors

Check if Schedule O contains a response to any question in this Part VII . . . . . . . . . .

Section A. Officers, Directors, Trustees, Key Employees, and Highest Compensated Employees

1a Complete this table for all persons required to be listed. Report compensation for the calendar year ending with or within the organization’s tax year.
RoundBullet

List all of the organization’s current officers, directors, trustees (whether individuals or organizations), regardless of amount
of compensation, and current key employees. Enter -0- in columns (D), (E), and (F) if no compensation was paid.

List all of the organization’s current key employees, if any. See instructions for definition of "key employee."

List the organization’s five current highest compensated employees (other than an officer, director, trustee or key employee)
who received reportable compensation (Box 5 of Form W-2 and/or Box 7 of Form 1099-MISC) of more than $100,000 from the
organization and any related organizations.

List all of the organization’s former officers, key employees, or highest compensated employees who received more than $100,000
of reportable compensation from the organization and any related organizations.

List all of the organization’s former directors or trustees that received, in the capacity as a former director or trustee of the
organization, more than $10,000 of reportable compensation from the organization and any related organizations.

List persons in the following order: individual trustees or directors; institutional trustees; officers; key employees; highest
compensated employees; and former such persons.

Check this box if neither the organization nor any related organizations compensated any current or former officer, director, or trustee.

(A) Name and Title	(B) Average hours per week (describe hours for related organizations in Schedule O)	(C) Position (check all that apply)		(D) Reportable compensation from the organization (W- 2/1099-MISC)	(E) Reportable compensation from related organizations (W- 2/1099-MISC)	(F) Estimated amount of other compensation from the organization and related organizations
(A) Name and Title
(1) ROMONA AVERBECK BOARD TREASURER/AUDIT COMM CHR	5.0	X	X	5,294	0	0
(2) PATRICIA M BOETTCHER POLICY/BY-LAW CHAIR	5.0	X		2,452	0	0
(3) ROGER BURESH DIRECTOR	5.0	X		4,891	0	0
(4) MARY COOK DIRECTOR	5.0	X		5,775	0	0
(5) STACY EBERLE BOARD TREASURER/AUDIT COMM CHR	5.0	X	X	3,433	0	0
(6) ROSALIE GEIGER DIRECTOR	5.0	X		6,689	0	0
(7) LANETTE HARSDORF COMMUNICATIONS CHAIR	5.0	X		5,046	0	0
(8) KENNETH F HEIMAN CHANNEL MANAGEMENT CHAIR	5.0	X		4,365	0	0
(9) WILLIAM HERR DIRECTOR	5.0	X		988	0	0
(10) EDWARD JASURDA BOARD SECRETARY	5.0	X	X	3,041	0	0
(11) LYLE K JENSEN DIRECTOR	5.0	X		2,836	0	0
(12) PATRICIA KLING DIRECTOR	5.0	X		4,070	0	0
(13) SHARON LAUBSCHER DIRECTOR	5.0	X		8,750	0	0
(14) ROBERT LETTER DIRECTOR	5.0	X		4,789	0	0
(15) SARAH LLOYD DIRECTOR	5.0	X		3,231	0	0
(16) BENJAMIN J PETERSON DIRECTOR	5.0	X		3,711	0	0
(17) DONALD ROBAIDEK DIRECTOR	5.0	X		3,284	0	0

Form 990 (2010)

Page 8

Part VII

Section A. Officers, Directors, Trustees, Key Employees, and Highest Compensated Employees (continued)

(A) Name and Title	(B) Average hours per week (describe hours for related organizations in Schedule O)	(C) Position (check all that apply)			(D) Reportable compensation from the organization (W- 2/1099-MISC)	(E) Reportable compensation from related organizations (W- 2/1099-MISC)	(F) Estimated amount of other compensation from the organization and related organizations
(A) Name and Title
(18) CONNIE SEEFELDT BOARD VICE CHAIRPERSON	5.0	X	X		6,763	0	0
(19) JAY STAUFFACHER BOARD CHAIRPERSON	5.0	X	X		7,399	0	0
(20) JAMES R STEMPER DIRECTOR	5.0	X			1,920	0	0
(21) MARY WACKERSHAUSER DIRECTOR	5.0	X			3,129	0	0
(22) JUDY WUBBENHORST DIRECTOR	5.0	X			3,082	0	0
(23) KAY ZWALD POLICY/BY-LAW CHAIR	5.0	X			5,423	0	0
(24) STEVEN STERNWEIS DIRECTOR	5.0	X			4,831	0	0
(25) TINA HINCHLEY DIRECTOR	5.0	X			1,779	0	0
(26) JEFF STRASSBURG DIRECTOR	5.0	X			1,492	0	0
(27) DEAN STRAUSS DIRECTOR	5.0	X			1,985	0	0
(28) VIVIAN THOMPSON DIRECTOR	5.0	X			3,435	0	0
(29) JAMES H ROBSON CHIEF EXECUTIVE OFFICER	50.0		X		174,497	0	17,000
(30) JESSICA ROGERS-HEINTZ SENIOR VP - FINANCE & ADMIN	50.0		X		132,007	0	13,312
(31) PATRICK GEOGHEGAN SENIOR VP - CORPORATE COMM	50.0			X	139,377	0	14,035
(32) STANLEY WOODWORTH SENIOR VP - CHANNEL MANAGEMENT	50.0			X	139,417	0	13,990
(33) DAVID BAVLNKA VICE PRESIDENT - ADVERTISING	50.0			X	121,604	0	12,207
(34) MATTHEW JOYCE VP - PRODUCER COMMUNICATIONS	50.0			X	122,108	0	12,182
(35) DAVE LEONHARDI DIRECTOR - FOODSERVICE EDUCATI	50.0			X	111,339	0	11,146

1b	Sub-Total................
c	Total from continuation sheets to Part VII, Section A....
d	Total (add lines 1b and 1c)............	1,054,232	0	93,872

Total number of individuals (including but not limited to those listed above) who received more than $100,000 in reportable compensation from the organization MediumBullet

Yes

Did the organization list any former officer, director or trustee, key employee, or highest compensated employee on line 1a? If “Yes,” complete Schedule J for such individual .............

For any individual listed on line 1a, is the sum of reportable compensation and other compensation from the organization and related organizations greater than $150,000? If “Yes,” complete Schedule J for such individual...........................

Yes

Did any person listed on line 1a receive or accrue compensation from any unrelated organization or individual for services rendered to the organization? If “Yes,” complete Schedule J for such person .....

Section B. Independent Contractors

Complete this table for your five highest compensated independent contractors that received more than $100,000 of compensation from the organization.

(A) Name and business address	(B) Description of services	(C) Compensation
STEPHAN AND BRADY INC 1850 HOFFMAN STREET MADISON,WI53704	ADVERTISING	4,905,081
BOARD OF REGENTS - UW MADISON 21 NORTH PARK STREET SUITE 6401 MADISON,WI53715	RESEARCH	2,076,013
SHINE ADVERTISING COMPANY LLC 612 WEST MAIN STREET MADISON,WI53703	ADVERTISING	3,118,955
DISCOVER MEDIAWORKS INC 5236 HIGHWAY 70 WEST EAGLE RIVER,WI54521	ADVERTISING	608,936
SYMPHONY IRI GROUP INC 150 NORTH CLINTON STREET CHICAGO,IL60661	MARKET RESEARCH	324,333
2 Total number of independent contractors (including but not limited to those listed above) who received more than $100,000 in compensation from the organization 11

Form 990 (2010)

Page 9

Part VIII

Statement of Revenue

				(A) Total revenue	(B) Related or exempt function revenue	(C) Unrelated business revenue	(D) Revenue excluded from tax under sections 512, 513, or 514
1a	Federated campaigns..1a
b	Membership dues....1b
c	Fundraising events....1c
d	Related organizations...1d
e	Government grants (contributions)1e

f	All other contributions, gifts, grants, and similar amounts not included above1f		0
g	Noncash contributions included in lines 1a-1f:$ 0
h	Total. Add lines 1a-1f.......			0
			Business Code
2a	BUTTER PROGRAM		900,099	1,269,001	1,269,001
b	ASSESSMENTS REVENUE		900,099	25,688,984	25,688,984
c
d
e
f	All other program service revenue .
g	Total. Add lines 2a–2f........			26,957,985
3	Investment income (including dividends, interest
	and other similar amounts).....			253,501			253,501
4	Income from investment of tax-exempt bond proceeds..			0
5	Royalties............			15,117			15,117
		(i) Real	(ii) Personal
6a	Gross Rents
b	Less: rental expenses
c	Rental income or (loss)
d	Net rental income or (loss).......
		(i) Securities	(ii) Other
7a	Gross amount from sales of assets other than inventory	489,000	0
b	Less: cost or other basis and sales expenses	486,497	7,797
c	Gain or (loss)	2,503	-7,797
d	Net gain or (loss)..........			-5,294			-5,294
8a	Gross income from fundraising events (not including $ of contributions reported on line 1c). See Part IV, line 18 ...
	a
b	Less: direct expenses ...b
c	Net income or (loss) from fundraising events..			0
9a	Gross income from gaming activities. See Part IV, line 19 ...
	a
b	Less: direct expenses ...b
c	Net income or (loss) from gaming activities...			0
10a	Gross sales of inventory, less returns and allowances .
	a		189,253
b	Less: cost of goods sold ..b		182,909
c	Net income or (loss) from sales of inventory..			6,344			6,344
Miscellaneous Revenue			Business Code
11a	OTHER INCOME		900,099	11,317	11,317
b
c
d	All other revenue ....
e	Total. Add lines 11a–11d ......			11,317
12	Total revenue. See Instructions....			27,238,970	26,969,302		269,668

Form 990 (2010)

Page 10

Part IX

Statement of Functional Expenses

Section 501(c)(3) and 501(c)(4) organizations must complete all columns. All other organizations must complete column (A) but are not required to complete columns (B), (C), and (D).

Do not include amounts reported on lines 6b, 7b, 8b, 9b, and 10b of Part VIII.		(A) Total expenses
1	Grants and other assistance to governments and organizations in the U.S. See Part IV, line 21	0
2	Grants and other assistance to individuals in the U.S. See Part IV, line 22	0
3	Grants and other assistance to governments, organizations, and individuals outside the U.S. See Part IV, lines 15 and 16	0
4	Benefits paid to or for members	0
5	Compensation of current officers, directors, trustees, and key employees ....	1,148,103
6	Compensation not included above, to disqualified persons (as defined under section 4958(f)(1)) and persons described in section 4958(c)(3)(B) ....	0
7	Other salaries and wages	3,091,742
8	Pension plan contributions (include section 401(k) and section 403(b) employer contributions) ....	401,869
9	Other employee benefits .......	814,064
10	Payroll taxes ...........	327,679
11	Fees for services (non-employees):
a	Management ......	0
b	Legal .........	8,119
c	Accounting ...........	14,395
d	Lobbying ...........	0
e	Professional fundraising. See Part IV, line 17..	0
f	Investment management fees ......	0
g	Other ..........	0
12	Advertising and promotion ....	0
13	Office expenses .......	140,580
14	Information technology ......	218,335
15	Royalties ..	0
16	Occupancy ...........	197,637
17	Travel ............	13,280
18	Payments of travel or entertainment expenses for any federal, state, or local public officials ......	0
19	Conferences, conventions, and meetings ....	36,810
20	Interest ...........	0
21	Payments to affiliates .......	0
22	Depreciation, depletion, and amortization .....	118,009
23	Insurance ..............	0
24	Other expenses. Itemize expenses not covered above. (Expenses grouped together and labeled miscellaneous may not exceed 5% of total expenses shown on line 25 below.)
a	CHANNEL MANAGEMENT	9,041,813
b	CORPORATE COMMUNICATIONS	11,693,883
c	BOD PER DIEM AND TRAVEL	182,043
d	OPERATING SERVICES	181,902
e	DUES & SUBSRCRIPTIONS	68,454
f	All other expenses	44,667
25	Total functional expenses. Add lines 1 through 24f	27,743,384
26	Joint costs. Check here if following SOP 98-2 (ASC 958-720). Complete this line only if the organization reported in column (B) joint costs from a combined educational campaign and fundraising solicitation

Form 990 (2010)

Page 11


				(A) Beginning of year		(B) End of year
1	Cashnon-interest-bearing ..........			1,453,410	1	949,531
2	Savings and temporary cash investments .......			980,062	2	991,393
3	Pledges and grants receivable, net .........				3
4	Accounts receivable, net .........			2,332,786	4	2,454,764
5	Receivables from current and former officers, directors, trustees, key employees, and highest compensated employees. Complete Part II of
	Schedule L ..........				5
6	Receivables from other disqualified persons (as defined under section 4958(f)(1)) and persons described in section 4958(c)(3)(B). Complete Part II of
	Schedule L ..........				6
7	Notes and loans receivable, net .............				7
8	Inventories for sale or use ..............			570,215	8	384,505
9	Prepaid expenses and deferred charges ............			452,443	9	672,107
10a	Land, buildings, and equipment: cost or other basis. Complete Part VI of Schedule D	10a	2,466,936
b	Less: accumulated depreciation. .....	10b	1,376,884	1,125,892	10c	1,090,052
11	Investments—publicly traded securities ..........			8,671,284	11	8,525,661
12	Investments—other securities. See Part IV, line 11 ......				12
13	Investments—program-related. See Part IV, line 11 ..				13
14	Intangible assets .........				14
15	Other assets. See Part IV, line 11 ...........			697,007	15	476,223
16	Total assets. Add lines 1 through 15 (must equal line 34)...			16,283,099	16	15,544,236
17	Accounts payable and accrued expenses .			2,053,470	17	1,967,205
18	Grants payable ..........				18
19	Deferred revenue ..........			86,909	19	17,245
20	Tax-exempt bond liabilities ..........				20
21	Escrow or custodial account liability. Complete Part IV of Schedule D..				21
22	Payables to current and former officers, directors, trustees, key employees, highest compensated employees, and disqualified
	persons. Complete Part II of Schedule L..........				22
23	Secured mortgages and notes payable to unrelated third parties ..				23
24	Unsecured notes and loans payable to unrelated third parties ....				24
25	Other liabilities. Complete Part X of Schedule D.....				25
26	Total liabilities. Add lines 17 through 25.....			2,140,379	26	1,984,450
	Organizations that follow SFAS 117, check here and complete lines 27 through 29, and lines 33 and 34.
27	Unrestricted net assets .....			14,142,720	27	13,559,786
28	Temporarily restricted net assets .....				28
29	Permanently restricted net assets .....				29
	Organizations that do not follow SFAS 117, check here and complete lines 30 through 34.
30	Capital stock or trust principal, or current funds .....				30
31	Paid-in or capital surplus, or land, building or equipment fund .....				31
32	Retained earnings, endowment, accumulated income, or other funds				32
33	Total net assets or fund balances .....			14,142,720	33	13,559,786
34	Total liabilities and net assets/fund balances .....			16,283,099	34	15,544,236

Form 990 (2010)

Page 12

Part XI

Reconcilliation of Net Assets

Check if Schedule O contains a response to any question in this Part XI . . . . . . . . . .

Total revenue (must equal Part VIII, column (A), line 12) . . .

27,238,970

Total expenses (must equal Part IX, column (A), line 25) . . . . .

27,743,384

Revenue less expenses. Subtract line 2 from line 1 . . . .

-504,414

Net assets or fund balances at beginning of year (must equal Part X, line 33, column (A)) . .

14,142,720

Other changes in net assets or fund balances (explain in Schedule O) . . . .

-78,520

Net assets or fund balances at end of year. Combine lines 3, 4, and 5 (must equal Part X, line 33, column (B)) . . . . . .

13,559,786

Part XII

Financial Statements and Reporting

Check if Schedule O contains a response to any question in this Part XII . . . . . . . . . .

Yes

Accounting method used to prepare the Form 990: Cash Accrual Other
If the organization changed its method of accounting from a prior year or checked "Other," explain in
Schedule O.

Were the organization’s financial statements compiled or reviewed by an independent accountant?..

Were the organization’s financial statements audited by an independent accountant?........

Yes

If “Yes,” to 2a or 2b, does the organization have a committee that assumes responsibility for oversight of the audit, review, or compilation of its financial statements and selection of an independent accountant?
If the organization changed either its oversight process or selection process during the tax year, explain in Schedule O............................

Yes

If “Yes” to line 2a or 2b, check a box below to indicate whether the financial statements for the year were issued on a separate basis, consolidated basis, or both:

Separate basis Consolidated basis Both consolidated and separated basis

As a result of a federal award, was the organization required to undergo an audit or audits as set forth in the Single Audit Act and OMB Circular A-133? ................

If “Yes,” did the organization undergo the required audit or audits? If the organization did not undergo the required audit or audits, explain why in Schedule O and describe any steps taken to undergo such audits. ..

Form 990 (2010)

Additional Data

Software ID:
Software Version:

Form 990, Special Condition Description:

Special Condition Description

- TIN:

SCHEDULE D
(Form 990)

Department of the Treasury
Internal Revenue Service

Supplemental Financial Statements

Complete if the organization answered "Yes," to Form 990,
Part IV, line 6, 7, 8, 9, 10, 11, or 12.
SchDMd Bullet

Attach to Form 990. SchDMd Bullet

See separate instructions.

OMB No. 1545-0047

2010

Open to Public Inspection

Name of the organization

WISCONSIN MILK MARKETING BOARD INC

Employer identification number

39-1455990

Part I

Organizations Maintaining Donor Advised Funds or Other Similar Funds or Accounts. Complete if the organization answered "Yes" to Form 990, Part IV, line 6.

		(a) Donor advised funds	(b) Funds and other accounts
1	Total number at end of year .......
2	Aggregate contributions to (during year) ...
3	Aggregate grants from (during year) ...
4	Aggregate value at end of year .......

Did the organization inform all donors and donor advisors in writing that the assets held in donor advised
funds are the organization's property, subject to the organization's exclusive legal control? ............

Yes No

Did the organization inform all grantees, donors, and donor advisors in writing that grant funds may be
used only for charitable purposes and not for the benefit of the donor or donor advisor, or for any other purpose conferring impermissible private benefit. ...................................

Yes No

Part II

Conservation Easements. Complete if the organization answered "Yes" to Form 990, Part IV, line 7.

Purpose(s) of conservation easements held by the organization (check all that apply).

Preservation of land for public use (e.g., recreation or pleasure) Preservation of an historically importantly land area

Protection of natural habitat Preservation of a certified historic structure

Preservation of open space

Complete lines 2a–2d if the organization held a qualified conservation contribution in the form of a conservation easement on the last day of the tax year.


a	Total number of conservation easements .......................	2a
b	Total acreage restricted by conservation easements ..................	2b
c	Number of conservation easements on a certified historic structure included in (a) .....	2c
d	Number of conservation easements included in (c) acquired after 8/17/06 ........	2d

Number of conservation easements modified, transferred, released, extinguished, or terminated by the organization during
the taxable year SchDMd Bullet

Number of states where property subject to conservation easement is located SchDMd Bullet

Does the organization have a written policy regarding the periodic monitoring, inspection, handling of violations, and
enforcement of the conservation easements it holds? .............................

Yes No

Staff and volunteer hours devoted to monitoring, inspecting and enforcing conservation easements during the year SchDMd Bullet

Amount of expenses incurred in monitoring, inspecting, and enforcing conservation easements during the year SchDMd Bullet

Does each conservation easement reported on line 2(d) above satisfy the requirements of section
170(h)(4)(B)(i) and 170(h)(4)(B)(ii)? ....................................

Yes No

In Part XIV, describe how the organization reports conservation easements in its revenue and expense statement, and
balance sheet, and include, if applicable, the text of the footnote to the organization’s financial statements that describes
the organization’s accounting for conservation easements.

Part III

Organizations Maintaining Collections of Art, Historical Treasures, or Other Similar Assets.
Complete if the organization answered "Yes" to Form 990, Part IV, line 8.

If the organization elected, as permitted under SFAS 116, not to report in its revenue statement and balance sheet works of
art, historical treasures, or other similar assets held for public exhibition, education or research in furtherance of public service,
provide, in Part XIV, the text of the footnote to its financial statements that describes these items.

If the organization elected, as permitted under SFAS 116, to report in its revenue statement and balance sheet works of art,
historical treasures, or other similar assets held for public exhibition, education, or research in furtherance of public service,
provide the following amounts relating to these items:

(i)

Revenues included in Form 990, Part VIII, line 1 ........................ SchDMd Bullet

(ii)

Assets included in Form 990, Part X .............................. SchDMd Bullet

If the organization received or held works of art, historical treasures, or other similar assets for financial gain, provide the
following amounts required to be reported under SFAS 116 relating to these items:

Revenues included in Form 990, Part VIII, line 1 .......................... SchDMd Bullet

Assets included in Form 990, Part X ............................... SchDMd Bullet

For Privacy Act and Paperwork Reduction Act Notice, see the Intructions for Form 990

Cat. No. 52283D

Schedule D (Form 990) 2010

Page 2

Part III

Organizations Maintaining Collections of Art, Historical Treasures, or Other Similar Assets (continued)

Using the organization’s accession and other records, check any of the following that are a significant use of its collection
items (check all that apply):

Public exhibition

Loan or exchange programs

Scholarly research

Other

Preservation for future generations

Provide a description of the organization’s collections and explain how they further the organization’s exempt purpose in
Part XIV.

During the year, did the organization solicit or receive donations of art, historical treasures or other similar
assets to be sold to raise funds rather than to be maintained as part of the organization’s collection?........

Yes No

Part IV

Escrow and Custodial Arrangements. Complete if the organization answered "Yes" to Form 990,
Part IV, line 9, or reported an amount on Form 990, Part X, line 21.

Is the organization an agent, trustee, custodian or other intermediary for contributions or other assets not
included on Form 990, Part X? ....................................

Yes No

If "Yes," explain the arrangement in Part XIV and complete the following table:


c	Beginning balance .................................	1c
d	Additions during the year ..............................	1d
e	Distributions during the year .............................	1e
f	Ending balance ...................................	1f

Did the organization include an amount on Form 990, Part X, line 21? .....................

Yes No

If “Yes,” explain the arrangement in Part XIV.

Part V

Endowment Funds. Complete if the organization answered "Yes" to Form 990, Part IV, line 10.

		(a)Current Year	(b)Prior Year	(c)Two Years Back	(d)Three Years Back	(e)Four Years Back
1a	Beginning of year balance ....
b	Contributions ........
c	Investment earnings or losses ...
d	Grants or scholarships .....
e	Other expenditures for facilities and programs ........
f	Administrative expenses ....
g	End of year balance ......

Provide the estimated percentage of the year end balance held as:

Board designated or quasi-endowment: SchDMd Bullet

Permanent endowment: SchDMd Bullet

Term endowment: SchDMd Bullet

Are there endowment funds not in the possession of the organization that are held and administered for the
organization by:

Yes

(i) unrelated organizations ........................

3a(i)

(ii) related organizations ........................

3a(ii)

If "Yes" to 3a(ii), are the related organizations listed as required on Schedule R? .........

Describe in Part XIV the intended uses of the organization's endowment funds.

Part VI

InvestmentsLand, Buildings, and Equipment. See Form 990, Part X, line 10.

Description of investment		(b)Cost or other basis (other)	(c) Accumulated depreciation	(d) Book value
1a	Land .................	286,686		286,686
b	Buildings ................	1,361,723	728,076	633,647
c	Leasehold improvements ............
d	Equipment ................	805,461	647,864	157,597
e	Other .................	13,066	944	12,122
Total. Add lines 1a-1e. (Column (d) should equal Form 990, Part X, column (B), line 10(c).)........				1,090,052

Schedule D (Form 990) 2010

Page 3

Part VII

InvestmentsOther Securities. See Form 990, Part X, line 12.

(a) Description of security or category (including name of security)		(b)Book value	(c) Method of valuation: Cost or end-of-year market value
(1)Financial derivatives
(2)Closely-held equity interests
Other








Total. (Column (b) should equal Form 990, Part X, col.(B) line 12.)

Part VIII

InvestmentsProgram Related. See Form 990, Part X, line 13.

(a) Description of investment type		(b) Book value	(c) Method of valuation: Cost or end-of-year market value









Total. (Column (b) should equal Form 990, Part X, col.(B) line 13.)

Part IX

Other Assets. See Form 990, Part X, line 15.

(a) Description				(b) Book value









Total. (Column (b) should equal Form 990, Part X, col.(B) line 15.)...........

Part X

Other Liabilities. See Form 990, Part X, line 25.

1.(a) Description of Liability		(b) Amount
Federal Income Taxes









Total. (Column (b) should equal Form 990, Part X, col.(B) line 25.)
2. Fin 48 (ASC 740) Footnote. In Part XIV, provide the text of the footnote to the organization's financial statements that reports the organization's liability for uncertain tax positions under FIN 48 (ASC740).

Schedule D (Form 990) 2010

Page 4

Part XI Reconciliation of Change in Net Assets from Form 990 to Financial Statements
1	Total revenue (Form 990, Part VIII, column (A), line 12) ....................	1	27,238,970
2	Total expenses (Form 990, Part IX, column (A), line 25) .....................	2	27,743,384
3	Excess or (deficit) for the year. Subtract line 2 from line 1 .............	3	-504,414
4	Net unrealized gains (losses) on investments ..........................	4	-78,520
5	Donated services and use of facilities .............................	5
6	Investment expenses ...................................	6
7	Prior period adjustments ..................................	7
8	Other (Describe in Part XIV) .................................	8
9	Total adjustments (net). Add lines 4 - 8 .............................	9	-78,520
10	Excess or (deficit) for the year per financial statements. Combine lines 3 and 9 .........	10	-582,934

Part XII Reconciliation of Revenue per Audited Financial Statements With Revenue per Return
1	Total revenue, gains, and other support per audited financial statements .......			1	27,343,359
2	Amounts included on line 1 but not on Form 990, Part VIII, line 12:
a	Net unrealized gains on investments ..........	2a	-78,520
b	Donated services and use of facilities .........	2b
c	Recoveries of prior year grants ...........	2c
d	Other (Describe in Part XIV): ............	2d	182,909
e	Add lines 2a through 2d .....................			2e	104,389
3	Subtract line 2e from line 1.....................			3	27,238,970
4	Amounts included on Form 990, Part VIII, line 12, but not on line 1:
a	Investment expenses not included on Form 990, Part VIII, line 7b .	4a
b	Other (Describe in Part XIV): ...........	4b
c	Add lines 4a and 4b.......................			4c
5	Total Revenue. Add lines 3 and 4c. (This should equal Form 990, Part I, line 12.) ......			5	27,238,970

Part XIII Reconciliation of Expenses per Audited Financial Statements With Expenses per Return
1	Total expenses and losses per audited financial statements .............			1	27,926,293
2	Amounts included on line 1 but not on Form 990, Part IX, line 25:
a	Donated services and use of facilities ..........	2a
b	Prior year adjustments ..............	2b
c	Other losses ................	2c
d	Other (Describe in Part XIV): ............	2d	182,909
e	Add lines 2a through 2d......................			2e	182,909
3	Subtract line 2e from line 1.....................			3	27,743,384
4	Amounts included on Form 990, Part IX, line 25, but not on line 1:
a	Investment expenses not included on Form 990, Part VIII, line 7b ..	4a
b	Other (Describe in Part XIV): ............	4b
c	Add lines 4a and 4b.......................			4c
5	Total expenses. Add lines 3 and 4c. (This should equal Form 990, Part I, line 18.) ......			5	27,743,384

Part XIV

Supplemental Information

Complete this part to provide the descriptions required for Part II, lines 3, 5, and 9; Part III, lines 1a and 4; Part lV, lines 1b and 2b;
Part V, line 4; Part X; Part XI, line 8; Part XII, lines 2d and 4b; and Part XIII, lines 2d and 4b. Also complete this part to provide any additional information.

Identifier	Return Reference	Explanation
FORM 990 SCHEDULE D PART XII LINE 2D	OTHER REVENUE INCLUDED ON BOOKS NOT ON RETURN	COST OF GOODS SOLD (INVENTORY)
FORM 990 SCHEDULE D PART XIII LINE 2D	OTHER EXPENSE INCLUDED ON BOOKS NOT ON RETURN	COST OF GOODS SOLD (INVENTORY)
FORM 990 SCHEDULE D PART XIV	FIN 48 - LIABILITY FOR UNCERTAIN TAX POSITIONS:	The organization's income tax filings are subject to audit by various taxing authorities. Open periods subject to audit for federal and Wisconsin purposes are generally the previous three and four years of tax returns filed, respectively. There were no interest or penalties recorded for the years ended June 30, 2011 and 2010.

Schedule D (Form 990) 2010

Additional Data

Software ID:
Software Version:

- TIN:

Schedule J
(Form 990)

Department of the Treasury
Internal Revenue Service

Compensation Information

For certain Officers, Directors, Trustees, Key Employees, and Highest
Compensated Employees
SchJMediumBullet

Complete if the organization answered "Yes" to Form 990,
Part IV, question 23.
SchJMediumBullet

Attach to Form 990. SchJMediumBullet

See separate instructions.

OMB No. 1545-0047

2010

Open to Public Inspection

Name of the organization

WISCONSIN MILK MARKETING BOARD INC

Employer identification number

39-1455990

Part I

Questions Regarding Compensation

Yes

Check the appropiate box(es) if the organization provided any of the following to or for a person listed in Form
990, Part VII, Section A, line 1a. Complete Part III to provide any relevant information regarding these items.

First-class or charter travel Housing allowance or residence for personal use

Travel for companions Payments for business use of personal residence

Tax idemnification and gross-up payments Health or social club dues or initiation fees

Discretionary spending account Personal services (e.g., maid, chauffeur, chef)

If any of the boxes in line 1a are checked, did the organization follow a written policy regarding payment or reimbursement orprovision of all the expenses described above? If "No," complete Part III to explain....

Did the organization require substantiation prior to reimbursing or allowing expenses incurred by all
officers, directors, trustees, and the CEO/Executive Director, regarding the items checked in line 1a? ....

Indicate which, if any, of the following the organization uses to establish the compensation of the
organization's CEO/Executive Director. Check all that apply.

Compensation committee Written employment contract

Independent compensation consultant Compensation survey or study

Form 990 of other organizations Approval by the board or compensation committee

During the year, did any person listed in Form 990, Part VII, Section A, line 1a with respect to the filing organization or a related organization:

Receive a severance payment or change-of-control payment? ...............

Participate in, or receive payment from, a supplemental nonqualified retirement plan? ........

Participate in, or receive payment from, an equity-based compensation arrangement? ........

If "Yes" to any of lines 4a-c, list the persons and provide the applicable amounts for each item in Part III.

Only 501(c)(3) and 501(c)(4) organizations only must complete lines 5-9.

For persons listed in form 990, Part VII, Section A, line 1a, did the organization pay or accrue any
compensation contingent on the revenues of:

The organization? ...........................

Any related organization? .........................

If "Yes," to line 5a or 5b, describe in Part III.

For persons listed in form 990, Part VII, Section A, line 1a, did the organization pay or accrue any
compensation contingent on the net earnings of:

The organization? ...........................

Any related organization? .........................

If "Yes," to line 6a or 6b, describe in Part III.

For persons listed in Form 990, Part VII, Section A, line 1a, did the organization provide any non-fixed
payments not described in lines 5 and 6? If "Yes," describe in Part III ............

Were any amounts reported in Form 990, Part VII, paid or accured pursuant to a contract that was
subject to the initial contract exception described in Regs. section 53.4958-4(a)(3)? If "Yes," describe
in Part III .............................

If "Yes" to line 8, did the organization also follow the rebuttable presumption procedure described in Regulations section 53.4958-6(c)? .........................

For Privacy Act and Paperwork Reduction Act Notice, see the Intructions for Form 990

Cat. No. 50053T

Schedule J (Form 990) 2010

Page 2

Part II

Officers, Directors, Trustees, Key Employees, and Highest Compensated Employees. Use Schedule J-1 if additional space needed.

For each individual whose compensation must be reported in Schedule J, report compensation from the organization on row (i) and from related organizations, described in the
instructions on row (ii). Do not list any individuals that are not listed on Form 990, Part VII.

Note. The sum of columns (B)(i)-(iii) must equal the applicable column (D) or column (E) amounts on Form 990, Part VII, line 1a.

(A) Name		(B) Breakdown of W-2 and/or 1099-MISC compensation			(C) Retirement and other deferred compensation	(D) Nontaxable benefits	(E) Total of columns (B)(i)-(D)	(F) Compensation reported in prior Form 990 or Form 990-EZ
(A) Name		(i) Base compensation	(ii) Bonus & incentive compensation	(iii) Other reportable compensation	(C) Retirement and other deferred compensation	(D) Nontaxable benefits	(E) Total of columns (B)(i)-(D)
(1) JAMES H ROBSON	(i) (ii)	163,497 0	5,000 0	6,000 0	17,000 0	13,503 0	205,000 0	199,951 0
(2) PATRICK GEOGHEGAN	(i) (ii)	136,377 0	3,000 0	0 0	14,035 0	18,338 0	171,750 0	148,367 0
(3) STANLEY WOODWORTH	(i) (ii)	136,417 0	3,000 0	0 0	13,990 0	21,185 0	174,592 0	149,026 0

Schedule J (Form 990) 2010

Page 3

Part III

Supplemental Information

Complete this part to provide the information, explanation, or descriptions required for Part I, lines 1a, 1b, 4c, 5a, 5b, 6a, 6b, 7, and 8. Also complete this part for any additional information.

Identifier	Return Reference	Explanation

Schedule J (Form 990) 2010

Additional Data

Software ID:
Software Version:

- TIN:

SCHEDULE O
(Form 990 or 990-EZ)

Department of the Treasury
Internal Revenue Service

Supplemental Information to Form 990 or 990-EZ

Complete to provide information for responses to specific questions on
Form 990 or to provide any additional information.
MediumBullet

Attach to Form 990 or 990-EZ.

OMB No. 1545-0047

2010

Open to Public
Inspection

Name of the organization

WISCONSIN MILK MARKETING BOARD INC

Employer identification number

39-1455990

Identifier	Return Reference	Explanation
FORM 990 PART VI SECTION A LINE 2	DIRECTOR FAMILY RELATIONSHIP WITH ANOTHER DIRECTOR	TWO BOARD MEMBERS (ROSALIE GEIGER AND KAY ZWALD) ARE RELATED THROUGH THE MARRIAGE OF THEIR CHILDREN.
FORM 990 PART VI SECTION A LINE 6	ORGANIZATION MEMBERS OR STOCKHOLDERS	WMMB IS ORGANIZED AS A NON-STOCK, NON-PROFIT ORGANIZATION FUNDED BY ASSESSMENTS ON MILK PRODUCED BY AFFECTED DAIRY PRODUCERS. AFFECTED PRODUCERS ELECT THE BOARD OF DIRECTORS AND WOULD RECEIVE REMAINING ASSETS UPON DISSOLUTION.
FORM 990 PART VI SECTION A LINE 7A	ORGANIZATION MEMBERS WHO MAY ELECT MEMBERS OF THE GOVERNING BODY	AFFECTED DAIRY PRODUCERS PAY AN ASSESSMENT TO FUND THE ORGANIZATION AND ELECT THE BOARD OF DIRECTORS TO REPRESENT 25 DISTRICTS.
FORM 990 PART VI SECTION A LINE 7B	DECISIONS OF THE GOVERNING BODY SUBJECT TO APPROVAL BY MEMBERS	THE WISCONSIN DEPARTMENT OF AGRICULTURE, TRADE AND CONSUMER PROTECTION CONDUCTS AND RATIFIES BOARD OF DIRECTOR ELECTIONS AND PROVIDES GENERAL OVERSIGHT.
FORM 990 PART VI SECTION B LINE 11A	PROCESS TO REVIEW THE FORM 990	THE CEO AND SENIOR VICE PRESIDENT - FINANCE AND ADMINISTRATION REVIEW THE FORM 990 PROIR TO FILING THE RETURN WITH THE IRS.
FORM 990 PART VI SECTION A LINE 9	OFFICERS AND DIRECTORS WHO CANNOT BE REACHED AT THE ORGANIZATION'S ADDRESS	Romona Averbeck N8150 Townline Road Fond du Lac, WI 54937 Patricia Boettcher 13659 87th Street Bloomer, WI 54724 Roger Buresh E166 Highway 29 Luxemburg, WI 54217 Mary Cook 28003 Locust Avenue Wilton, WI 54670 Stacy Eberle W6429 County Road P Monroe, WI 53566 Rosalie Geiger 4227 Hickory Hills Road Reedsville, WI 54230 Lanette Harsdorf N6669 Highway 65 Beldenville, WI 54003 Kenneth Heiman 10487 Lincoln Avenue Marshfield, WI 54449 William Herr N10550 State Hwy 73 Greenwood, WI 54437 Tina Hinchley 2844 Highway 73 Cambridge, WI 53523 Edward Jasurda N7822 Murphy Lake Road Phillips, WI 54555 Lyle K. Jensen 1378 80th Street Amery, WI 54001 Patricia Kling W15307 Wilson Road Taylor, WI 53659 Sharon Laubscher E2064 Highway 33 Wonewoc, WI 53968 Robert Letter W4682 Cicero Road Seymour, WI 54165 Sarah Lloyd W13615 Nelson Road Wisconsin Dells, WI 53965 Benjamin J. Peterson 23138 S. Williams Road Grantsburg, WI 54840 Donald Robaidek W1689 County S Pulaski, WI 54162 Connie Seefeldt N1554 Behnke School Road Coleman, WI 54112 Jay Stauffacher 16323 Meylor Lane Darlington, WI 53530 James R. Stemper N7414 County Road P Plymouth, WI 53073 Steven Sternweis S1008 Lincoln Spencer Road Marshfield, WI 54449 Jeff Strassburg N7339 Regina Road Wittenburg, WI 54499 Dean Strauss N5854 Meadowlark Road Sheboygan Falls, WI 53085 Vivian Thompson 10701 250th Street Cadott, WI 54727 Mary Wackershauser 10027 Oak Ridge Road Lancaster, WI 53813 Judy Wubbenhorst E7999 East Smith Road Westby, WI 54667 Kay Zwald 1603 County Road Z Hammond, WI 54015
FORM 990 PART VI SECTION B LINE 12C	MONITORING COMPLIANCE WITH CONFLICT OF INTEREST POLICY	The Board of Directors and employees are covered under the organization's conflict of interest policies. Annually, each Director, the CEO and the Senior Vice President - Finance and Administration complete a Conflict of Interest Annual Disclosure Statement in which they identify the organizations they or their specified family members have an ownership interest in or hold a decision-making or influential position. Each year, the Board receives training on the conflict of interest policy and fiduciary duties. Any violation of the conflict of interest policy will be investigated, regardless of the person's position in the organization. If a potential conflict is discovered prior to a transaction, the person with the conflict will not participate in the board's deliberation and decision process if the person is a board member. For an employee, the conflicting situation will be eliminated, the employee will be removed from the deliberation and decision process, or the situation will require the approval of the CEO. If a conflict of interest is discovered after the transaction is complete, the Board of Directors will be notified if it is a board member or the CEO with the conflict and the CEO will be notified if it is an employee with the conflict. The action taken will depend on severity of the conflict and the impact of the transaction.
FORM 990 PART VI SECTION B LINE 15A	PROCESS FOR DETERMINING COMPENSATION OF CEO	The full Board of Directors evaluates the Chief Executive Officer's performance and determines compensation on an annual basis (most recent review was in April 2011). To determine the appropriate compensation level, the Board relies on salary data for comparable positions at similar organizations. They also review national and regional survey data regarding projected merit increases for similar organizations. The actions taken by the Board of Directors are noted in the board meeting minutes and the survey data filed with meeting notes.
FORM 990 PART VI SECTION C LINE 19	DOCUMENTS AVAILABLE TO THE PUBLIC	THE GOVERNING DOCUMENTS, CONFLICT OF INTEREST POLICY, AND FINANCIAL STATEMENTS ARE AVAILABLE ON REQUEST. THE ANNUAL FINANCIAL STATEMENTS ARE INCLUDED IN THE ANNUAL REPORT AND MAILED TO ALL AFFECTED PRODUCERS. GOVERNING STATE LAWS AVAILABLE IN VARIOUS PUBLIC ACCESS POINTS, INCLUDING GOVERNMENT WEBSITES.
FORM 990 PART XI LINE 5	OTHER CHANGES IN NET ASSET OF FUND BALANCES	UNREALIZED LOSS ON SALE OF INVESTMENTS: $78,520

For Paperwork Reduction Act Notice, see the Instructions for Form 990 or 990-EZ.

Cat. No. 51056K

Schedule O (Form 990 or 990-EZ) 2010

Additional Data

Software ID:
Software Version: