The California Milk Advisory Board (CMAB) and VentureFuel announced Smearcase as the grand prize winner at the 7th Real California Milk (RCM) Excelerator product innovation competition. 

This competitive program is designed to drive value-added dairy innovation using California milk, ultimately strengthening the state's dairy industry by providing brands with access to sustainably produced milk as well as resources, expertise, and non-dilutive funding to grow their businesses. As the winner of the 2025 Real California Milk Excelerator, Smearcase will receive $100,000 worth of marketing support from the CMAB to continue scaling their dairy-based innovation with milk from California dairy farm families. 

Smearcase was one of four finalists named in 2024 when the company was selected for its innovation as the first cottage cheese-based ice cream infused with collagen. As a "better-for-you" ice cream option, Smearcase features the most protein per pint of ice cream at about 40 grams and does not use artificial gums or sweeteners. Targeting health-conscious consumers, co-founders Joe Rotondo and Drew DiSpirito, launched the New York City-based brand after training for a marathon and identifying a market gap.

Since being selected for the 2024 cohort, the founders have scaled production using Real California Milk and continue to demonstrate their company's tremendous potential. Smearcase won this year's Grand Prize based on their sales growth throughout the year. 

The company was recognized as a Dairy Foods 2025 Dairy Product of the Year Finalist and over the past year launched their products regionally in Whole Foods and will debut in Sprouts markets in the first quarter of 2026. The $100,000 grand prize will provide marketing support for initiatives like on-pack promotions, digital and instant redeemable coupons, product sampling, and in-store signage to further drive brand awareness and retail expansion. 

"The California Milk Advisory Board has taken our business to a whole new level," Rotondo said. "They've opened doors that allowed us to work with world-class partners. We've increased the quality of our product and increased the scalability of our business with their collaboration." 

The Real California Milk Excelerator was established to drive transformational growth for innovative dairy products that can deliver value both to consumers and the dairy community. Programs like the Excelerator play a crucial role in bridging the gap for high-potential food and beverage startups. 

"Innovation pushes our industry forward, and Smearcase is a clear example of what happens when bold thinking meets real dairy. Their frozen cottage cheese is opening an entirely new lane in frozen indulgence. We're proud to support their growth through the Real California Milk Excelerator and give consumers another fresh way to enjoy the benefits real California milk and dairy can offer," said Bob Carroll, CEO of the CMAB. 

About Real California Milk/California Milk Advisory Board
The California Milk Advisory Board (CMAB), an instrumentality of the California Department of Food and Agriculture, is funded by the state's dairy farm families who lead the nation in sustainable dairy farming practices. With a vision to nourish the world with the wholesome goodness of Real California Milk, the CMAB's programs focus on increasing demand for California's sustainable dairy products in the state, across the U.S. and around the world through advertising, public relations, research, and retail and foodservice promotional programs.