The milk and dairy production chain is facing multiple challenges due to global economic factors such as the pandemic, war, inflation, and high interest rates, leading to unstable prices and weak demand. In Brazil, despite a satisfactory economic performance with GDP growth, controlled inflation, and reduced unemployment, the consumption of dairy products has not improved, negatively impacting the production chain. The situation is further complicated by increased dairy imports, declining domestic prices, and poor industrial margins, leading to a need for investment in innovation and technology to promote competitiveness and stimulate consumption.