MilkPEP celebrates June Dairy Month
In celebration of June Dairy Month, the Milk Processor Education Program (MilkPEP), Washington, D.C., said it is kicking off the summer with an integrated program featuring tips and recipes to help families start the day right with milk.
With school out for the summer, this annual tradition is a great opportunity for retailers to increase sales of breakfast products, MilkPEP said, including milk, especially as kids and their parents adjust to a new routine of longer days, later wake-up times and less structure during the day. More than half of parents (52 percent) find it challenging to keep their kids on a breakfast schedule during the summer, according to the recent National got milk? Milk Mustache Campaign June Dairy Month survey. This is a perfect time for retailers to help their shoppers transition into the summer months by reminding them that each glass of milk provides nine essential nutrients, including 8 grams of high-quality protein, MilkPEP said.
“June Dairy Month is a natural tie-in for retailers to promote the breakfast-at-home meal occasion, which is an $8.9 billion retail growth opportunity,” said Julia Kadison, vice president of marketing for MilkPEP. “Our free resources make it easy to get the message out there to shoppers who will be looking for simple and healthy breakfast solutions as they reset their families’ morning routines.”
MilkPEP said its June Dairy Month program includes national media, social media and influencer outreach to celebrate the many benefits of milk (including insights from kids on their morning meal); retail tools such as breakfast-focused tools and point-of-sale materials (available at gotmilksales.org); supermarket registered dietician resources such as toolkits filled with recipes, tips and other materials to help in-store dietitians celebrate June Dairy Month (available at MilkPEP’s Supermarket RD Hub); and new content such as recipes and tips celebrating the start of summer and new breakfast routines via Facebook and Twitter (Facebook.com/MilkMustache and @MilkMustache).