WASHINGTON -- A national program to create awareness of the need for milk in food banks and help deliver the nutrient-rich beverage to the families who need it most is looking to convenience stores to help drive its message home and build milk sales.
The Great American Milk Drive, now in its second year, brings the dairy industry together with Feeding America around the issue of hunger. The program is designed to encourage consumers to make a simple donation--purchasing an extra gallon of milk--that Feeding America will deliver to local families who need it most.
Program sponsor MilkPEP, a Washington-based group funded by the nation's milk processors and committed to increasing fluid milk consumption, offers retailers a variety of turnkey tools and resources they can put into action to support milk drive, tapping into key periods throughout the year, such as National Dairy Month in June, Hunger Action Month in September and the holiday season, when one-third of annual giving happens.
With this strategy, MilkPEP aims to help retailers engage shoppers and positively impact their sales, while supporting an important cause.
Milk is one of the items most requested by food bank clients, yet there’s a nationwide shortage because it’s rarely donated, Milk PEP said. With The Great American Milk Drive, it’s easier for Americans to lend a hand and contribute this highly coveted and nutritious item to the food insecure.
MilkPEP offered these five ways the program benefits retailers:
- It drives incremental sales of milk gallons and new consumer foot traffic.
- It provides the ability for each retailer to customize the message with turnkey assets for checkout programs and beyond.
- The year-round program is supported with national MilkPEP advertising and marketing that retailers can activate any time.
- It builds community connection, with local donations directly impacting the store’s community.
- It gives retailers a unique cause to incorporate into their long-term strategy.
Click here for more information about the drive and how to participate.
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