• 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.

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VIVIEN'S VIEW › Defending Flavored Milk In School: The Industry’s...

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

Posted on November 9, 2011

76 percent of all fluid milk sales occur in retail with 20 percent occurring in foodservice and schools.

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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.

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