• About the Author Vivien Godfrey MilkPEP CEO

  • Since March 2009, Vivien P. Godfrey has served as the Chief Executive Officer of the Milk Processor Education Program (MilkPEP) and directs activities for the national "Milk Mustache/got milk?" campaign.  The campaign is a $105 million dollar annual effort to educate consumers about milk's benefits and to increase consumption of milk.  It is funded by America's milk processors.

• Recent Posts
  • It’s Not Breakfast Without Milk: MilkPEP Set to Launch The Breakfast Project in February 2012
  • Just What the Doctor Ordered: MilkPEP Encourages Women to Develop a Routine of Making Lattes at Home with Latte Love Campaign
  • Where’s the Milk? MilkPEP Study Projects Fluid Milk Sales in Each Major Distribution Channel
  • MilkPEP Launches Flavored Milk in Schools Action Plan
  • Refueling with Chocolate Milk Replenishes Athletes and Drives Incremental Sales for Processors
  • Defending Flavored Milk In School: The Industry’s Blueprint for Action
  • Are You Ready for the Challenges of Foot and Mouth Disease
  • MilkPEP Unveils Phase One of Long-Range Planning Project

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VIVIEN'S VIEW

It’s Not Breakfast Without Milk: MilkPEP Set to Launch The Breakfast Project in February 2012

January 25, 2012

We all know that per capita consumption of milk has been on the decline for more than 30 years.  The MilkPEP long range planning work in 2010 and 2011 showed us that our best bet for reversing this decline was to focus on consumption occasions, more specifically time and place and the important role they play in the decisions that people make with respect to beverages, including milk.  The work showed us that breakfast at home was a key occasion to...

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Just What the Doctor Ordered: MilkPEP Encourages Women to Develop a Routine of Making Lattes at Home with Latte Love Campaign

November 20, 2011

In September, we kicked off the Latte Love campaign with a 360-degree approach. Maggie Gyllenhaal starred in the first-ever latte Milk Mustache ad. Following the ad launch, PR, print, digital, and TV integrations created “surround sound” buzz. We lined up a series of TV integrations during the first week of the Latte Love launch on high visibility programs, such as Martha Stewart, The Doctors and Lucinda Scala's Mad Hungry that all focused on the...

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Where’s the Milk? MilkPEP Study Projects Fluid Milk Sales in Each Major Distribution Channel

November 9, 2011

In 2009, MilkPEP implemented a channel tracking program (ACT) to provide accurate projections of fluid milk sales in gallons for each major channel of distribution, along with a quantification of growth trends from year to year.  The result is the most comprehensive collection of information and projections ever developed for the milk industry by channel.

Posted In:  Opportunities  Flavored Milk  Use Occasions  
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MilkPEP Launches Flavored Milk in Schools Action Plan

August 25, 2011

In this back to school season, there is potential for the debate on flavored milk in schools to gain momentum as other school districts across the nation consider removing flavored milk from the lunch line. 

Posted In:  Flavored Milk  School Milk  
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Refueling with Chocolate Milk Replenishes Athletes and Drives Incremental Sales for Processors

August 2, 2011

Recent increased focus on post-workout nutrition has athletes looking for the optimal recovery fuel.  Experts suggest there's a two-hour recovery window that represents the best time to refuel and rehydrate your body to keep it in tip-top shape and get you back in the game. So, it’s no wonder that workout recovery beverages are experiencing spectacular growth

Posted In:  Flavored Milk  Use Occasions  
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