YOUR DAIRY PROMOTION AT WORK IN MICHIGAN AND INDIANA

Michigan and Indiana Dairy Checkoff Updates

BY AMERICAN DAIRY ASSOCIATION OF INDIANA AND UNITED DAIRY INDUSTRY OF MICHIGAN

As people continue to navigate the next stages of reality and see what the fall holds for schools, communities and more, dairy has found new opportunities to connect with consumers. The following programs and initiatives through your checkoff organizations at the state and national level are examples of the work being done to increase sales and build trust in dairy.

In the retail sector, grocery sales of dairy products spiked in the early weeks of the pandemic and have remained above year earlier levels since. “There are multiple reasons why people bought what they bought during the pandemic,” notes Dairy Management, Inc (DMI) CEO Tom Gallagher. “A big driver is breakfast cereal consumption, and 30 percent of retail milk sales are tied to cereal consumption. As consumers ate more breakfasts at home, they turned to cereal which in turn drove milk sales,” Gallagher says. David Mounts, CEO of Inmar Intelligence, says the way consumers are making purchases has also changed radically during the pandemic. Supermarket sales are up nearly 10 percent during the pandemic. Consumers are making fewer trips to grocery stores but buying more when they do. This has positive implications for dairy sales, says Mounts. Dairy is a core part of grocery lists and is a key driver to go back to the store and re-stock. Consumers also see dairy as a good value and providing key nutrition. Barb O’Brien, DMI president, says DMI has been working diligently with Amazon to help the on-line giant fully understand the dairy category and what drives sales. In turn, Amazon has named DMI as its dairy category “captain” to help advise the company on dairy sales. The use of e-commerce in grocery purchasing continues to rise, and dairy checkoff is now positioned to be a driver in the category through this partnership.

Got milk? reimagined

The pandemic has positioned milk as a comfort food providing wholesome nutrition in many U.S. households. In fact, 72 percent of moms said it was their number one must have during these times of uncertainty. The increase in retail sales year to date makes this the perfect moment for milk to claim its rightful place in America’s hearts, minds, fridges and stomachs. In early August, MilkPEP reimagined the “got milk?” campaign for a whole new generation, showcasing how kids and kids-at-heart found creative, new ways to drink it, dunk it and, most of all, enjoy it! Brands, influencers, partners and farmers also took to social media to showcase all the different ways they went out and got milk. In just three days, “got milk?” garnered thousands of media stories in outlets like CNN, Associated Press, USA Today and more. Olympic gold medalist Katie Ledecky kicked off the announcement with the #gotmilkchallenge on the social media platform Tik Tok – making a big splash with more than 1 billion views in just three days.

The Perfect Partnership: Milk and Hershey’s Syrup

This year, MilkPEP is bringing back the classic duo of milk and HERSHEY’s Syrup to inspire new recipe creations with the perfect pairing of milk and Hershey’s Syrup! Trusted milk influencers @ellepennerrd and @cremedelacrumb1 created brand new recipes to share on social, including Hershey’s Peanut Butter Banana Muffins, Hershey’s Strawberry Banana Smoothie Bowl, Hershey’s Syrup Whipped Milk and Raspberry & Hershey’s Chocolate Popsicles. Try them and share with your followers!

Working with future health professionals

Both American Dairy Association of Indiana (ADAI) and the United Dairy Industry of Michigan (UDIM) have longstanding relationships with university dietetic programs. At the start of the pandemic, ADAI adapted its traditional presentations for dietetic students to online recordings that professors could utilize in online classroom settings. These recordings have been viewed and shared with over 300 students, reaching more than previously possible through in-person presentations. As a part of the fall semester, students in dietetics programs from Purdue University, Indiana State University, and Indiana University Medical School will also visit a dairy farm to see where dairy foods begin first-hand. It was important to professors to continue this experience in-person, as it is consistently rated as the most influential event by students each year of their internships. The tour

UNITED DAIRY INDUSTRY OF MICHIGAN

will also be live-streamed for students that are unable to travel to Kerry Estes’s dairy farm in Fountaintown, Indiana. For the past five years, a full day of dairy information and a dairy farm tour is written into the curriculum for dietetic students at Eastern Michigan University. The students meet with UDIM staff and during the farm tour hear from dairy farmer Jennifer Lewis and her farm’s veterinarian and nutritionist. To ensure we still meet with these students and connect with them about dairy, we took the day virtual. UDIM also hosted a similar experience for dietetic students in internship programs at Grand Valley State University (GVSU) and Beaumont, they virtually toured Sheridan Dairy. A few comments we received from the GVSU and Beaumont students: • I did not realize all the work that went into feeding the cows and all the work the nutritionist does in making sure the cows get the proper nutrition. • The technology is incredible. I had no idea the cows’ activity was tracked and all of the devices used that are friendly and comforting to them. • It was reassuring seeing the safety precautions with products and I loved the enthusiasm of the tour.

Mootilda’s Virtual Summer Camp

Knowing many summer camps were cancelled, UDIM’s cow mascot Mootilda decided to host a virtual summer camp for Michigan families. The first day focused on “Healthy Me” and viewers followed along as Reese and Anna made the Easy Peasy Fruit Smoothie, got Mooooving with Coach Aaron and watched Mootilda play a Building a Healthy MyPlate game with Jessica. The second day was all about “Farm Fun” as Sarah showed campers how to make the Red, White and Blue Greek Yogurt Bark, Sandy and Lilly led everyone on some Farm Animal Yoga poses and Sharon showed Mootilda how to make a Cow Pencil Holder. Mootilda’s Camp wrapped up with a “Visit to a Dairy Farm” with a virtual farm tour of Sheridan Farms. Together, the videos have reached almost 5,000 views.

Website updates highlight Indiana dairy farmers

Two new webpages have been added to the WinnersDrinkMilk.com line up, and they’re showcasing dairy farmers across the state. The Indianapolis 500 couldn’t escape the changes that COVID-19 has brought to the many monumental events in 2020. Without fans in attendance and pushing the race out of the month of May, ADAI developed a new tradition to feature the dairy farmers that have presented what ESPN calls the “coolest trophy in sports” - the iconic drink of milk. Since 2004, a dairy farmer has met the winning driver in Victory Circle to start the thirst-quenching celebration. The new “Milk Tradition” webpage explains the history of this honor, and features memories from the dairy farmers who have handed off the bottle to the winning driver. This year, these Milk People alumni were presented with signs that designate the farm as part of the storied tradition.

The new “Farm Life” section allows visitors to “Meet a Hoosier Dairy Farmer” and learn about the animal care and sustainable farming practices farmers use to care for their cows, land and communities. If you would like to feature your farm or a farm in your area, please contact Allie Rieth (rieth@winnersdrinkmilk.com).

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Michigan Milk Producers Association, 41310 Bridge Street, PO Box 8002, Novi, MI 48376-8002

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Allison Miller, 41310 Bridge Street, PO Box 8002, Novi, MI 48376-8002

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September/October 2020

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896 896

225 225 1,038 1,038 2,263 2,263 250 250 2,596 2,596 54% 54%

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The Freeliners column is open to current MMPA members who wish to advertise—at no charge—goods or services relating directly to their dairy farm operations. • An item submitted will be published for no more than two consecutive months (one month, unless otherwise requested). After that, it will be withdrawn. • It will be published again for no more than two consecutive months only if the member resubmits the item by writing or calling the Novi office. • Reference to a name of a firm or other commercial enterprise with which a member is involved will be deleted, with permission of the member. • If the member does not wish such deletion, he/she may choose to have the item published as a Classified Ad at the regular per-line rate. • Freeliners must be received by the 10th of the month preceding desired month of publication.

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