You will find a a "PR Newswire" release from Domino's Pizza:
Domino's Pizza, the recognized world leader in pizza delivery, is striving to be a part of the solution when it comes to promoting healthy, active lifestyles for young people – highlighted by the launch of its Domino's Smart Slice school lunch pizza.
Domino's Smart Slice is a white whole-wheat, reduced fat and reduced sodium pizza, which is baked fresh and delivered to schools. Domino's Smart Slice is already being served in more than 120 school districts, and Domino's plans to double that number within the next year.
Then we find:
"Domino's Smart Slice is a fantastic example of industry collaborating with America's dairy producers to develop an innovative solution that nourishes children," said Tom Gallagher, Dairy Management, Inc. CEO.
"We have been conscious that pizza can be perceived as not healthy, and Domino's Smart Slice solves that problem," said Brent Craig, director of nutrition services in Douglas County, Colo., a participant school district. "Pizza is without a doubt our students' favorite food, and serving this gives us an option that is nutritious – not to mention, our students love it. It's a great win-win for us."
In other words, dairy farmers checkoff dollars are promoting Domono's Pizza because of the so-called cheese topping.
The so-called cheese is made by Leprino. Forbes magazine lists Jimmy Leprino as the 141st richest American in 2009. See:http://www.forbes.com/lists/2009/54/rich-list-09_James-Leprino_XMXS.html
Cheese king weathering recession: dairy prices have declined sharply during past year, enticing cash-strapped pizza lovers to indulge their cravings. Leprino Foods supplies cheese for budget-friendly fare like Domino?s, Papa John?s, Pizza Hut pizzas, Hot Pockets
Estimated sales, $2.6 billion.
Seems like Jimmy could afford to promote his own product without drawing money from dairy farmers.