Partnership with Quaker boosts milk marketingOATS + DAIRY

Dairy farm familiesof the Southeast

Dairy Promotion News

October 2014

Be ready for action against activist groups

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Great American Milk Drive motivates consumers to giveDONATIONS INCREASE MILK SALES

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A number of animal activist groups are looking for opportunities to

create bad press for dairy farmers. If you prepare ahead of time, you

can lessen the damage from negative reporting. SUDIA can help you cre-ate a plan and implement it if it ever becomes necessary.

People for the Ethical Treatment of Animals (PETA) and similar groups go to great lengths to complete their mission of abol-ishing animal agriculture, in-cluding infiltrat-ing farms and filming under-cover videos.

We remind you to contact SUDIA imme-diately. SU-DIA employs a crisis team with a com-munications plan already in place, which includes working with you to address the media attention to help you manage your situation.

It’s imperative that you address negative media reports immediately. Ignoring the issues and the media makes the situation worse. Instead, let SUDIA help you draft a statement to tell your side of the story.

When one story or video hits the news casting dairy farming in a negative light, it impacts the entire industry in your state and across the country, with effects that can reach around the globe.

If an issue occurs without a re-sponse from the dairy farmer, the public’s confidence in dairy foods

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Through a partnership with Dairy Manage-ment, Inc. (DMI) and the Milk Processor

Education Program (MilkPEP), Quaker is encouraging Americans to make their oat-meal with milk and also serve it with milk on the side for a morning protein punch.

As Americans who make oatmeal with water begin to change their habits and use milk instead, it can increase the demand for milk and build a strong loyalty base as people realize the nutritional advantages as well as the improved taste and texture milk brings to the oatmeal.

The Make It With Milk campaign started last year with Quaker conducting in-store promotions in select retailers. The effort garnered a 2- to 6-percent increase in milk sales in those areas. Every 1-percent in-crease in consumers making oatmeal with milk results in 30 million pounds of incre-mental milk sold, so the new nationwide campaign could have a significant positive

Retailers typically require promotions to be planned

far in advance, but Kroger believed the Great American Milk Drive was important enough to rearrange their register promotions sched-ule. Instead of bumping the promotion to next year, they jumped on the chance to encourage milk donations sooner.

SUDIA helps promote the program in conjunction with MilkPEP and Feeding Amer-ica to encourage people to donate much-needed milk to local food banks. Kroger partnered with MilkPEP to market the Great American Milk Drive during September, which is Hun-ger Action Month.

They rolled out their "Pour it For-

ward" campaign on Sept. 7, to run through Sept. 27, at most Kroger locations in the Southeast. They marketed the program in the stores through stanchion art, tear pads,

Undercover investiga-

tions are the most vital tool in the

animal activist

movement.

impact on milk consumption.Quaker worked with DMI and

MilkPEP to make history by giving Larry, the Quaker Oats Man, his first update since 1877: a milk mustache. Changing the company's long-stand-ing icon offers an unprecedented marketing opportunity for dairy.

The newly mustachioed Larry appears on oatmeal packaging, websites and social media starting in October. The new labels also in-clude an eye-catching graphic that says "Make It With Milk," touting the protein added when consumers use milk to make the oatmeal. The new packaging is another first – the milk mustache has never made it onto retail shelves on product packaging until now.

Quaker also is changing its nu-tritional information to compare oatmeal made with water and milk, emphasizing the shift from 5 grams of protein when made with water to 15 grams of protein when made with milk – that number jumps to 21 grams when also served with a glass of milk on the side.

The nutritional label points out the jump in calcium intake from zero to 30 percent of the daily

recommended value when milk is used. The new labeling also includes milk more prominently in the prepa-ration direc-tions.

Quaker's full-scale nationwide marketing campaign includes television and web ads, news coverage on chan-nels such as Telemundo, ABC and CNN, ads in "People" magazine, and articles in major newspapers such as USA Today.

They are encouraging the idea of using milk with oatmeal through social media, Customers can scan a code now included on the oatmeal packaging to download the Blip-par app for free. The app enables people to add milk mustaches to their selfies, and Quaker encour-ages them to post the photos on the company's social media sites.

MilkPEP offers oatmeal-plus-milk retail materials, such as on-gallon labels, on their website so processors can help solidify the idea with consumers.

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DAIRY Promotion News

Alabama• Amy Bragg, a sports dieti-

tian from the University of Alabama, has requested milk coolers for the football team to rehydrate and re-cover after players leave the field.

• School milk has a new look this year, with 101 schools in Alabama moving from paper cartons to plastic bottles (a total of 417 paper carton-free schools).

Georgia• In 2014, Dairy Management Inc.™

(DMI) awarded the Atlanta Com-munity Food Bank a $10,000 grant

to purchase a new refrigerated truck to deliver dairy foods

to recipients. Thanks to the new delivery truck, the food bank will be able to provide

an additional 78,000 lbs. of dairy foods to hungry families in need.

• Staff conducted three Summer Feeding events in collaboration with USDA, No Kid Hungry and the Georgia Food Bank. First Lady

Sandra Deal attended and pro-vided encouragement for children to drink milk.

Kentucky• SUDIA is partnering with the De-

partment of Education to provide prizes for win-ning schools in the Kentucky Breakfast Challenge. Thirty-four grants have been awarded in 21 districts to start programs provid-ing milk to students.

• Chris Mohr, a sports dietitian from Kentucky, helped train 14 sports dietitians from across the SUDIA region on lactose intolerance and social media at SUDIA’s third-par-ty advocate training in May.

Louisiana• SUDIA continues to work closely

with LSU sports dietitian Ja-mie Meeks to make choco-late milk part of the LSU athlete recovery routine.

• SUDIA’s Fuel Up to Play 60 grant

program has awarded $190,710 to Louisiana’s schools.

Mississippi• Prairie Farms donated 500 gallons

of milk to the Mississippi Food Network to support the Great American Milk Drive.

• SUDIA participated in three Summer Feeding kick-off events, and supported five total events, collaborating with the USDA, Mississippi Department of Education and the Public Policy Center of Mississippi.

North Carolina• SUDIA works closely with the

North Carolina No Kid Hungry program to provide nutrient-rich foods, including milk, to families in need.

• Ninety-three percent of North Carolina school districts support the USDA Summer Feeding program: a 1-percent increase from 2013. This summer, SUDIA helped provide meals to children in 20 school districts by providing cooler bags to transport milk.

South Carolina• Dairy education efforts have

reached more than 90,000 con-sumers. Marie Spano, a regis-tered dietitian on our Health and

Wellness Advisory Coun-cil, continues to increase the reach by regularly

using content provided by SUDIA.

• Richland District One schools hosted a USDA Summer Feed-ing kick-off event in June, cel-ebrating the start of free school meal programs throughout their district and across the state. Throughout the summer, the district provided 570 feeding sites at churches, parks, camps and clubs, all serving meals with milk.

Tennessee• An article on the health benefits

of dairy foods written by a SU-DIA dietitian reached consumers in more than 39 counties across central Tennessee.

"take one" insert cards and clings for the dairy aisles. In-store radio and Kroger TV shared informa-tion about donating milk as well.

The company put information on

digital outdoor boards and in-ad circu-lars, and they instructed

cashiers to ask customers to do-

nate $1, $3 or $5 at checkout.

The ask at the register is one of the most important pieces of the cam-paign. A Feeding America survey showed that of all the ways people can donate, including through tex-ting and social media, they over-whelmingly preferred the option to give through grocery retailers at the check-out counter.

The GAMD program uses a sophis-ticated donation data system that enables them to keep all donations local. When a Kroger customer or other donor gives to the program, the system matches the giver's ZIP code to food banks in the area. The

food banks receive coupons for milk, which they pass on to needy families in the area. The families present the coupons at retailers such as Kroger, who are reimbursed through the GAMD program. The coupons en-able the families to purchase name-brand or store-brand milk.

MilkPEP continues to work on new retailers to partner with to promote the Great American Milk Drive, including Wal-Mart, Publix, Dol-lar General, Whole Foods, Costco, Trader Joe's and Walgreens.

Kellogg’sA partnership with Kellogg's also

helps the GAMD. In September, Kellogg's provided marketing mate-rials to Harris Teeters, Food City and Brookshire's grocery stores, which are scattered throughout the Southeast, to encourage consumers to help Kellogg's donate milk. When they buy three Kellogg's products in one transaction and use their store loyalty cards, Kellogg's do-nates a gallon of milk to the Great American Milk Drive. In November,

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Kellogg's is promoting the program in Food Lion stores. The company plans to donate up to $10,000 per retailer in September and up to $20,000 through Food Lion in November.

What’s Coming UpSUDIA and other promoters are

implementing consumer events, me-dia events, announcements at sports events and outreach to related orga-nizations that focus on educating the public on healthy eating habits.

In addition to providing materi-als and support for events in the Southeast and around the country, GAMD promoters plan an upcoming marketing push centered on the holi-days to encourage people to include milk in their holiday gifting through donations.

There are easy ways for dairy farm-ers and processors to promote the program, including adding a dona-tion link to your business's website, sending out information through social media and emailing your con-tacts to encourage participation. Ask SUDIA or visit www.milkpep.org/drive for graphics and messages that are already prepared and ready for you to use.

State by

State

Highlights

• SUDIA’s Coolers for Coaches pro-gram has awarded 184 coolers to date in Tennessee’s schools, providing chocolate milk to student athletes.

Virginia• SUDIA continues to promote

the “Built with Chocolate Milk” message to registered dietitians

across Virginia. Earlier in 2014, Randy Bird, the Director of Sports Nutrition at UVA,

presented a four-hour workshop on sports nutrition and dairy to dozens of key lead-ers.

• SUDIA increased participation in the Summer Feeding events this year. Norfolk City High School has expanded their Summer Feeding program from 20 to 43 active participants in 2014. They served an estimated 8,000 meals with milk each day during 54 days of summer.

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may go down and sales can follow.

Being ProactiveDealing with potentially negative situations starts

now, before problems arise. Getting involved in your community lends you credibility and enables you to develop a strong source of support if a group decides to attack your farm.

“Our mission is to increase consumer confidence in dairy foods and boost sales,” said Cheryl Hayn, SU-DIA’s general manager. “It’s important for farmers to understand the far-reaching impact a single video can have when released to the media. Being active in your community can help.”

You can be proactive by engaging with schools, 4-H clubs, Boy and Girl Scouts, and mom’s groups so that parents can get to know you. Speaking to civic groups such as Rotary or Kiwanis clubs through SUDIA’s Community Outreach Program is a great foundation for connecting to your community. Mak-ing yourself an integral part of your community is one of the best defenses when animal-welfare groups decide to attack.

Here are a few tips to prepare in case of an undercover video

on your farm:• Make your animal handling and care practices

and beliefs very clear to every person who comes into contact with your animals, including the public.

• Keep crisis contact information on your refrigera-tor.

• Contact SUDIA immediately at 800-343-4693.

• Be aware of strangers on your property.

• Key points to remember: Anticipate. Prepare. Protect.

For more information, contact SUDIA at www.southeastdairy.org or 800-343-4693, or the Center for Food Integrity at www.foodinteg-rity.org or 816-880-5360.

Visit www.seeitstopit.org

for helpful information on protecting your farm from animal rights activists.