Challenge Dairy Products, Inc. is a cooperative association responsible for the marketing and distribution of dairy products produced from 450 large family-owned dairies. Challenge Dairy has had a tradition for natural, quality dairy products since 1911. Challenge Butter is the largest selling brand in the West. Challenge also markets Danish Creamery Butter, a strong brand in Southern California and the San Joaquin Valley. Very early, the management of Challenge recognized the elements of successful butter marketing: consistent quality, consistently promoted. By refusing to sell any butter that did not meet the highest standards, Challenge built a reputation for quality throughout the Western States.