Vivien's View

Nourishing America’s Children: Milk’s Role in Fighting Childhood Hunger

Vivien Godfrey — 2012-04-10 15:13:16

Last month, MilkPEP served as a sponsor of the Global Child Nutrition Foundation’s Possible Dream Gala. Each year, this gala recognizes leaders in combating and raising awareness of childhood hunger issues. It is part of the School Nutrition Association’s (SNA) fundraising effort to help children across the globe reach their full potential by reducing childhood hunger, increasing the chances for all girls and boys to attend school, and breaking the poverty cycle through school feeding programs linked to local farm production.

National Grocers Association Annual Meetings Offers Insights on the Top of Mind Issues for Independent Grocers

Vivien Godfrey — 2012-04-10 14:49:46

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.

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

Vivien Godfrey — 2012-01-25 10:28:52

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.

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

Vivien Godfrey — 2011-11-20 17:52:25

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 health, ease and deliciousness of a morning latte.

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

Vivien Godfrey — 2011-11-09 12:38:19

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.

MilkPEP Launches Flavored Milk in Schools Action Plan

Vivien Godfrey — 2011-08-25 14:53:53

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.

Refueling with Chocolate Milk Replenishes Athletes and Drives Incremental Sales for Processors

Vivien Godfrey — 2011-08-02 11:30:48

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

Defending Flavored Milk In School: The Industry’s Blueprint for Action

Vivien Godfrey — 2011-06-22 12:31:40

As I am sure many of you are aware, the Los Angeles Unified School District (LAUSD) Board of Education voted, last week, to remove flavored milk options from school menus.

Although we are disappointed in the district’s decision, we are now looking to the future.

Are You Ready for the Challenges of Foot and Mouth Disease

Vivien Godfrey — 2011-06-07 17:02:00

As part of an ongoing crisis-readiness initiative, the dairy industry is driving an industry-wide program that helps ensure the dairy industry can protect public health in the event of a crisis.

MilkPEP Unveils Phase One of Long-Range Planning Project

Vivien Godfrey — 2011-03-30 13:33:18

Facing a thirty-year decline in milk consumption, MilkPEP realized that it was imperative to understand and identify the most significant factors contributing to the decline in per capita milk consumption, as well as prioritize the largest, practical short- and longer-term growth opportunities for fluid milk. We also wanted to move beyond planning our programs a year at a time and identify ways that we could begin capturing opportunities over the next three to five years.

To assist in creating an actionable, strategic roadmap for the milk industry for the next three to five years, MilkPEP enlisted the expertise of The Monitor Group to work on Phase One. Monitor specializes in helping organizations strategically unlock their growth potential and developed a foundation of information that MilkPEP will eventually use to shape the long-range plan for the fluid milk industry.