Fluid Milk Processor Promotion Board

From USApedia
Fluid Milk Processor Promotion Board
Type: Boards, Commissions, and Committees
Parent organization: Agricultural Marketing Service
Top organization: Department of Agriculture
Employees: Varies (members serve as representatives)
Executive: Chair
Budget: Approximately $100 million annually
Address: 1400 Independence Ave SW, Washington, DC 20250, United States
Website: https://milkpep.org/
Creation Legislation: Fluid Milk Promotion Act of 1990
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Fluid Milk Processor Promotion Board

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Mission
The mission of the Fluid Milk Processor Promotion Board is to increase the demand for fluid milk products through promotion, research, and consumer education. It aims to maintain and expand markets for fluid milk by addressing consumer preferences, health benefits, and new product development.
Services

Promotion; Research; Consumer education

Regulations


Fluid Milk Processor Promotion Board (MilkPEP) is responsible for managing the fluid milk checkoff program in the United States. It works to enhance the market for fluid milk by investing in advertising, research, and educational initiatives that promote milk consumption.

Official Site

Mission

MilkPEP's mission is to drive demand for fluid milk by engaging in promotion campaigns that emphasize milk's nutritional benefits, versatility, and appeal. Through research, they seek to innovate within the milk category and educate consumers on milk's health advantages.[1]

Parent organization

The Fluid Milk Processor Promotion Board operates under the Agricultural Marketing Service (AMS) within the United States Department of Agriculture (USDA), which oversees various agricultural marketing programs.[2]

Legislation

The board was established by the Fluid Milk Promotion Act of 1990, which mandates a mandatory assessment on fluid milk processors to fund promotion and research activities.[3]

Partners

  • Milk processors
  • Dairy farmers
  • Retailers
  • Health and nutrition organizations[4]

Number of employees

The board comprises members who represent the milk processing industry; the specific number of members can vary, but it generally includes representation from different regions and sectors of the dairy industry.

Organization structure

The board includes members appointed by the USDA Secretary, ensuring representation from various geographic areas and segments of the fluid milk processing industry.

Leader

The board is led by a Chair, responsible for guiding its activities and representing the board's interests.

Divisions

While there are no formal divisions, the board might organize into committees for:

  • Promotion and advertising
  • Research and innovation
  • Consumer education

List of programs

  • Famous advertising campaigns like "Got Milk?"
  • Research into consumer behavior and milk product innovation
  • Educational outreach programs about milk's nutritional benefits

Last total enacted budget

MilkPEP manages approximately $100 million annually, funded by assessments on fluid milk processors.[5]

Staff

The board does not have direct employees; it is supported by AMS staff and may contract external services for advertising or research.

Funding

Funding comes from assessments collected from fluid milk processors, currently set at $0.20 per hundredweight of fluid milk processed and marketed commercially in consumer-type packages.

Services provided

MilkPEP provides services focused on increasing fluid milk consumption through marketing, research into new milk products, and consumer education on the health benefits of milk.

Regulations overseen

While not directly overseeing regulations, MilkPEP's activities are subject to USDA oversight to ensure compliance with the Fluid Milk Promotion Act.

Headquarters address

1400 Independence Ave SW, Washington, DC 20250, United States

History

Since its inception following the Fluid Milk Promotion Act of 1990, MilkPEP has been instrumental in promoting fluid milk, adapting its strategies to changing consumer diets and preferences.[6]

External links

References

  1. ↑ USDA Agricultural Marketing Service. "Fluid Milk Processor Promotion Board". USDA AMS, https://www.ams.usda.gov/rules-regulations/fluid-milk-processor-promotion-board (accessed February 8, 2025).
  2. ↑ USDA Agricultural Marketing Service. "About AMS". USDA AMS, https://www.ams.usda.gov/about-ams (accessed February 8, 2025).
  3. ↑ USDA Agricultural Marketing Service. "Fluid Milk Processor Promotion Board". USDA AMS, https://www.ams.usda.gov/rules-regulations/fluid-milk-processor-promotion-board (accessed February 8, 2025).
  4. ↑ USDA Agricultural Marketing Service. "Fluid Milk Processor Promotion Board". USDA AMS, https://www.ams.usda.gov/rules-regulations/fluid-milk-processor-promotion-board (accessed February 8, 2025).
  5. ↑ USDA Agricultural Marketing Service. "Fluid Milk Processor Promotion Board". USDA AMS, https://www.ams.usda.gov/rules-regulations/fluid-milk-processor-promotion-board (accessed February 8, 2025).
  6. ↑ USDA Agricultural Marketing Service. "Fluid Milk Processor Promotion Board". USDA AMS, https://www.ams.usda.gov/rules-regulations/fluid-milk-processor-promotion-board (accessed February 8, 2025).
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