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Vivien's View
Insights & Opportunities for the Fluid Milk Industry
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About the Author
Vivien Godfrey
MilkPEP CEO
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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.
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Recent Posts
- Nourishing America’s Children: Milk’s Role in Fighting Childhood Hunger
- National Grocers Association Annual Meetings Offers Insights on the Top of Mind Issues for Independent Grocers
- 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
VIVIEN'S VIEW › Posts in "Opportunities"
National Grocers Association Annual Meetings Offers Insights on the Top of Mind Issues for Independent Grocers
With our new occasion-based approach, MilkPEP knows it is imperative to develop a closer relationship with grocery and other retail outlets to better understand their needs and business practices. With this goal in mind, MilkPEP recently began participating in one-on-one introductory meetings with key retail associations, including the National Grocers Association, the Food Marketing Institute and the National Frozen and Refrigerated Foods Association...
Posted In: Opportunities
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It’s Not Breakfast Without Milk: MilkPEP Set to Launch The Breakfast Project in February 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...
Posted In: Opportunities Use Occasions
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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
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...
Posted In: Use Occasions Opportunities
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Where’s the Milk? MilkPEP Study Projects Fluid Milk Sales in Each Major Distribution Channel
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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