Seven notable farm, grocery and beverage groups will partner with Dairy Management, Inc. on new marketing and promotion projects that aim to re-ignite fluid milk consumption and return milk to the center of the growing health and wellness beverage market.
Dairy Farmers of America, Darigold/Northwest Dairy Association, The Kroger Co., Maryland & Virginia Milk Producers Cooperative Association, Inc., Shamrock Farms, Southeast Milk, Inc. and The Coca-Cola Co. will partner with DMI, which represents dairy farm families and importers, on the project.
More than half a billion dollars and countless resources will go towards the partnerships, says Tom Gallagher, CEO of DMI. The group has previously partnered with other companies, including Quaker and Taco Bell, to improve dairy consumption.
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"With our checkoff resources and dedication to fluid milk innovation, we're excited to see how unique partnerships will help us drive ingenuity and generate new offerings and sales in the fluid milk category," he said.
The companies will bring strong financial, technological and marketing capabilities to the partnerships while DMI will focus on assisting in product development, consumer insights, nutritional consulting, technical and formulation support, and introductions to perspective marketplace partners.
"We know that growing the fluid milk business won't be quick or easy but we believe these seven partners put us on the right footing," said Neil Hoff, United Dairy Industry Association Chairman.
"We see health and wellness and demand for protein as a consistent need for U.S. consumers, and also for consumers around the world."
The seven partnerships will work to meet consumer needs through a variety of efforts including new products, new channels, enhanced distribution, merchandising and more, DMI said.