With money from the dairy checkoff, the National Milk Processor Education Program
launched a campaign to keep flavored milk in schools with slogans like, "Raise your hand for chocolate milk!" and "Chocolate milk has muscle." That same year, Simon reported, dairy-checkoff-funded groups teamed up with the National Football League to launch Fuel Up to Play 60, a program that promotes chocolate milk as a way to "fuel up" with protein and vitamins.
According to the Washington, D.C.-based Milk Processor Education Program
Milk PEP, funded by the nation's milk processors, sales of flavored milks rose steadily to 440 million gallons in 2001; and sales were up 8 percent last year, representing 27 percent of category growth.
"To help reach millions of Americans struggling with food insecurity, we've designed the program to make it easy for anyone to get involved, especially retailers," says Victor Zaborsky, director of marketing for the Milk Processor Education Program
(MilkPEP) based in Washington, D.C.
Milk is a naturally nutrient-rich beverage, with 8 grams of high-quality protein in every 8 ounces, according to Victor Zaborsky, marketing director of the Milk Processor Education Program
(MilkPEP), in Washington, D.C.
According to a 2009 survey of 58 elementary and secondary schools across the country by the Milk Processor Education Program
, kids' consumption of milk overall dropped an astonishing average of 35 percent when chocolate milk was dropped from the menu, with a corresponding drop in calcium and vitamin D - at the very age that children are in their peak "bone building years." Both the Institute of Medicine and the Dietary Guidelines for Americans recommend more, not less of these vital nutrients for all of us.
Julia Kadison: The Milk Processor Education Program
(MilkPEP) works to inform and educate consumers about milk and how it can power their potential.
Lori Fromm outlined the Milk Processor Education Program
's (MilkPEP) "Great American Milk Drive" campaign, through which supermarket shoppers can donate at checkout to deliver gallons of milk to families in need.
Last summer the Milk Processor Education Program
(MilkPEP) debuted "Body by Milk," a campaign supported by the American Dietetic Association and the School Nutrition Association that encourages teens to drink low-fat milk instead of sugar-based sodas so that they can practice healthy lifestyles and achieve a proper weight.
While not launched specifically for June Dairy Month, a new campaign from the Washington, D.C.-based Milk Processor Education Program
(MilkPEP) is gaining momentum after an April launch and should benefit from increased attention on the category next month.
"There's a reason that athletes of all types are turning to chocolate milk as an integral part of their post-workout nutrition," says Miranda Abney, marketing director of the Washington-based Milk Processor Education Program
. "To perform at your best, it's essential to take the time to refuel, recharge and get your body ready for the next challenge.
The report was done by the Fluid Milk Strategic Thinking Initiative Committee of the Milk Processor Education Program
The Washington, D.C.-based Milk Processor Education Program
(MilkPEP) is continuing to support a "Breakfast at Home" strategy with a strong focus on milk's protein content.