The Breakfast Project launches in February 2012
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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
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VIVIEN'S VIEW › Defending Flavored Milk In School: The Industry’s...
It’s Not Breakfast Without Milk: MilkPEP Set to Launch The Breakfast Project in February 2012
Posted on 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 defend and grow given the enormity of milk volume associated with breakfast.
With this in mind, MilkPEP created The Breakfast Project, a multifaceted campaign that will encourage consumers to establish a breakfast-at-home routine that includes milk.
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