Dairy Processing - September/October 2024 - 12

may be contributing to sales trends for fluid
cow's milk, but are not likely to be a primary
driver of those trends.
ENCOURAGING CONSUMPTION
Several USDA programs - the National
School Lunch and School Breakfast Programs,
the Special Supplemental Nutrition Program
for Women, Infants, and Children (WIC),
and the Special Milk Program - encourage
consumption of fluid cow's milk and overall
dairy consumption. Schools participating in the
National School Lunch Program, for example,
must offer students 1 cup of milk with each
lunch.
Americans ate
653 lbs of dairy per
person in 2022, up
from 490 lbs
in 1975.
USDA
When analyzing the 2003-2018 dietary
records of teenagers and children, ERS
researchers found that children aged 6 through
12 years obtained 35% of their fluid milk
at schools, while teenagers aged 13
through 18 years obtained 25%
of their fluid milk at schools.
Consumption of fluid milk was
also higher for both groups
on weekdays, when schools
are generally in session, than
on weekends.
Additional efforts to increase
milk consumption can be attributed
to MilkPEP. Funded by milk processors
and governed by a nationally representative
processor board, the MilkPEP program was
created by a 1990 act of Congress to increase
dairy milk consumption through consumer
marketing. The goal is to educate consumers,
and drive awareness and demand for milk.
MilkPEP's strategic approach to promoting
milk nationally includes high-impact marketing
materials that can be customized at the local
level. MilkPEP's most notable campaign remains
the iconic " Got Milk? " ads of the 1990s and early
2000s.
One of MilkPEP's most recent campaigns,
Every Woman's Marathon, has positioned
milk as the beverage of athletes, touting its
13 essential nutrients, including high-quality
protein, calcium, zinc, selenium, and vitamins
B12 and D, as well as electrolytes for much
needed hydration.
After sponsoring women runners at the
12 SEP-OCT 2024 | DAIRYPROCESSING.COM
MilkPEP has positioned milk as the beverage
of athletes touting nutrients and hydration.
2022 New York City Marathon, this year the
organization is sponsoring every woman
running any marathon who signs up for Team
Milk. Milk's 26.2 program will spotlight female
runners' journeys, provide female-centric
training resources, and nutritional, mental and
physical advice from sports experts. Milk aims
to create a running community for women,
powered by women.
" We knew marathons were the perfect space
for milk to support after we uncovered that 70%
of female runners seek additional protein during
their marathon race preparation, with over
half expressing a desire to incorporate more
B12, vitamin D, and calcium into their training
diets, " said MilkPEP CEO Yin Woon Rani. " Milk
©Dudarev Mikhail-stock.adobe.com

Dairy Processing - September/October 2024

Table of Contents for the Digital Edition of Dairy Processing - September/October 2024

Dairy Processing - September/October 2024 - Intro
Dairy Processing - September/October 2024 - 1
Dairy Processing - September/October 2024 - 2
Dairy Processing - September/October 2024 - 3
Dairy Processing - September/October 2024 - 4
Dairy Processing - September/October 2024 - 5
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