National Fluid Milk Processor Promotion Board

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National Fluid Milk Processor Promotion Board
Type Program
Sponsor Organization Partnership
Top Organization N/A
Creation Legislation Fluid Milk Promotion Act of 1990
Website Website
Purpose The National Fluid Milk Processor Promotion Board (NFMPPB) aims to increase the consumption of fluid milk products in the United States through advertising and promotional activities. It focuses on promoting milk's health benefits and expanding its market uses.
Program Start
Initial Funding
Duration
Historic No


The National Fluid Milk Processor Promotion Board (NFMPPB), often referred to as MilkPEP, is dedicated to promoting fluid milk consumption through national advertising campaigns, educational programs, and market research. It targets both consumers and health professionals to increase milk's market share.

Official Site

Goals

  • Boost fluid milk consumption across all demographics
  • Educate consumers about milk's nutritional benefits
  • Develop innovative marketing strategies to maintain and expand milk markets

Organization

NFMPPB consists of 20 members appointed by the U.S. Secretary of Agriculture, with 15 representing specific geographic regions and five at-large members, including at least three fluid milk processors and one from the general public. It's funded through assessments on fluid milk processors and operates under the oversight of the USDA's Agricultural Marketing Service (AMS).

Impact and Outcomes

NFMPPB has been successful with campaigns like "Got Milk?" and "Milk Life," leading to increased awareness and consumption of milk. However, there are ongoing debates about the effectiveness of these campaigns in terms of actual sales increase versus brand awareness.

Background and History

Created under the Fluid Milk Promotion Act of 1990, NFMPPB began its operations in 1993. It was established to address the declining per capita consumption of milk by funding generic advertising. Over time, MilkPEP has evolved its messaging to focus on milk's role in nutrition, hydration, and recovery, adapting to dietary trends and consumer behavior shifts.

  • Funding for NFMPPB is derived from a 20-cent per hundredweight assessment on fluid milk processors marketing over 3 million pounds per month. This funding has been ongoing since the program's inception, with no end date specified.

There have been discussions regarding the efficiency of the checkoff program and its impact on small versus large processors.

Implementation

The board implements its strategies through:

  • Advertising campaigns across various media platforms
  • Partnerships with sports organizations, schools, and health associations
  • Research into consumer attitudes and behaviors towards milk
  • There is no defined end date for NFMPPB as it continues to promote fluid milk.
  • The head of the NFMPPB holds the title of CEO.

See Also

External Links

  • Wikipedia Article: wikipedia:National Fluid Milk Processor Promotion Program

Social media

References

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