Pioneer Pastures brings Bozeman-based high-protein milk, shakes to Target shelves

BOZEMAN, Mont. — A local milk company is finding success as demand for high-protein foods continues to rise across the country. 

Pioneer Pastures partnered with Target last year, and the brand has been growing ever since. The company's products are now available in Target stores nationwide. 

"As people start to understand and taste and feel the difference in our brand, that's where a lot of our growth is coming from," said Jeff Mroz, Pioneer Pastures CEO and founder. "Because now all of a sudden, 'Oh, well, that's how dairy could and should feel.'" 

Pioneer Pastures milk is based on the idea that dairy cows create two different types of milk — A1 protein and A2 protein milk. Some studies have indicated A1 milk might be the cause of gastrointestinal issues that are possibly mistaken for lactose intolerance. Pioneer Pastures only uses cows that produce A2 milk. 

"We're going back to how cows used to be before this genetic mutation, taking that type of cow's milk and then ultra filtering it, which basically means concentrating the protein and reducing a lot of the sugar and the lactose to create a product that's higher in protein, lower in sugar and much easier to digest," Mroz said. 

Target picked up the brand last year, offering cartons of high-protein regular milk, chocolate milk and protein shakes. 

"Having a national reach, being able to tell a story at the national level. This is an American trend that's happening," Mroz said. "People care about health." 

Protein is trending up. An International Food Council report says around 70 percent of Americans tried to prioritize protein in their diets in 2025. 

The Trump administration's Department of Health and Human Services also prioritized protein in its dietary guidelines. 

Data from the USDA's Economic Research Service indicates dairy milk sales went up in 2024, after a decade of decline. Last fall, Starbucks notably rolled out their new protein lattes and cold foam. 

"These trends have certainly gotten bigger and having the ability for most of Americans to be able to go into a Target and buy our protein shakes and our milks is a wonderful reality," Mroz said. 

Pioneer Pastures is working to continue growing its brand. The company's products are available in the dairy and protein shake aisles at Target.