Dairy Management, which has made cheese its cause is a marketing creation of the United States Department of Agriculture — the same agency at the center of a federal anti-obesity drive.
Early last year Domino’s Pizza was hurting. Domestic sales had fallen, and a survey of big pizza chain customers left the company tied for the worst tasting pies. Then help arrived from an organization called Dairy Management. It teamed up with Domino’s to develop a new line of pizzas with 40 percent more cheese, and proceeded to devise and pay for a $12 million marketing campaign.