While the California Milk Advisory Board celebrates dairy all year long–it’s literally the reason we exist–June Dairy Month is always a special time of the year because it allows us to really focus on farm families and the contributions they make to their communities. Sustainability is an increasingly important part of that story.
In addition to a variety of editorials that spotlight California dairy farmers and the progress they are making to create a more sustainable future, the CMAB is kicking off Dairy Month on World Milk Day with an announcement of a partnership withFeeding Americaand theCalifornia Association of Food Banksto increase access to nutritious dairy foods under our #CADAIRY4GOOD initiative. This initiative, which highlights the shared values of our farmers and California families, will provide $1 million in resources to food banks throughout the state. These resources in food donations and grants are funded by farmers with matching funds from Feeding America and other partners, increasing our reach and impact. We’re starting in June with a pilot program to provide 192,000 one-pound packages of California cheese to 11 food banks in the state and will continue during September Hunger Action Month with fluid milk donations and community milk drives.
On the retail side, June marks the return of our popular summer snacking promotion, which encourages consumers to“Snack Happy”withReal California dairy products from cheese and yogurt to ice cream, cottage cheese, drinkable yogurts, and more. Consumers will be on the go with family celebrations, road trips, and outdoor gatherings and we know, regardless of the event, happy snacks begin with our favorite dairy foods.
This month–long campaign carries us through June and well into July as National Ice Cream month and features an integrated program with multiple retail partners and 655 stores in California. Banner and social media ads in English and Spanish will continue to reach consumers when and where they shop and we’ll also conduct a full PR surround-sound campaign including social media influencer integrations on Instagram and TikTok.