MilkPEP's Get Real campaign is the beginning of a more aggressive approach and part of a long-term strategy to safeguard milk’s reputation against anti-milk messages. 

People drink milk for health or taste. We should give them both. Dairy farmers want fair and stable prices. We should pursue dairy policy that succeeds in achieving that.

It is time for a serious dialogue about changing the Federal Milk Marketing Orders, which no longer make sense, and the standards of identity, a straightjacket that stymies dairy product innovation.

Yakult U.S.A. sells its nontraditional beverages in only seven states. To raise awareness of probiotics and its brand, the company undertook an integrated marketing campaign.

Instead of listening to sensational headlines about why milk is 'bad,' this nutrition expert bases his recommendations on sound science – and hundreds of studies that support why milk is such a nutritious part of our diets.
 

As consumers’ interest in fiber enrichment and sugar reduction continues to grow, recipes that promote these nutritional benefits look set to become ever more popular in dairy and nondairy products alike.

Early results show that our campaigns are effectively changing attitudes and motivating consumption. We must stay focused on the initiatives that help to move more milk, change consumer behavior and activate the industry to work hand-in-hand toward success.

Thousands of families in need have benefited from milk donations to The Great American Milk Drive, the nationwide program to deliver gallons of milk to hungry families who need it. September is Hunger Action Month. 

Do not expect the de-coupling of the U.S. and international prices to continue forever. One day we will realize that U.S. prices are too high to remain competitive on the world stage. When that happens, expect more downward price corrections.

Bill Gates put a spotlight on a significant challenge for smallholder dairy farmers, we invented the technology solution now being delivered by our partners, but it is a sustainable market that will make Mazzi a success in the long term.