HEALTH & WELLNESS
The goodness of dairy is a story Dairy MAX is excited to share.
Communication and community outreach encourage dairy consumption by building strong relationships with health professionals.
who will impact over
throughout the year
who will impact over
throughout the year
provide media trainings for retail dietitians on dairy's unique nutrient package compared to milk alternatives.
A retail dietitian will impact a shopper's purchase by
%
If they recommend a product, the consumer is more likely to purchase.
one-on-one and small group classes and tours
over 200 events reaching over
$835,674 earned media value with a total of over
A unique culinary adventure that focuses on why real cow's milk matters. Interactive education includes tasting low-lactose dairy goodness to help manage lactose intolerance.
in San Antonio, Dallas, Houston and Albuquerque
Social Media:
resulting in
Our first-ever hands-on educational experience presenting the stories, facts and endless possibilities of dairy with target education on milk alternatives, sustainability and culinary application.
including physicians, dietitians and academia
to Twitter and Instagram
with country music singer Sara Evans and Dr. Lana Frantzen resulted in
of total media results impacting
Now in its fourth successful year, our premier Health and Wellness Advisory Council continues to tout the benefits of dairy included as part of a healthy lifestyle. These 21 dedicated health and wellness professionals and school administrators act as a go-to source for media and events in their communities. The council is the voice behind dairy's nutrition advantages.
Dairy MAX is transforming communication by creating a common voice and adopting a digital mindset. Most importantly, real dairy farmers are engaging in communication efforts to build consumer confidence.
%
of Americans have a social media profile
%
of Americans have a smart phone
2014
Visitors:
2015
Visitors:
(Fall 2010 - Fall 2015)
Dairy MAX encourages farmers to tell their story through the Our Land, Our Cows, Our Passion dairy image program. They also build trust in their communities through community services and involvement.
Blood Drive
Events
Pints of Blood
Donors
Building demand starts with building trust in your community. With most Americans never having visited a working dairy, farm tours are critical in educating consumers. Sharing your dairy farm with your community is the perfect opportunity to tell your story. Dairy MAX has made it easy with our step-by-step farm tour kits.
Get Your Farm Tour Kit NowRadio
Impressions
Dairy Farm
Families Added
with Videos and
Photos.
Trainings Across
the Region
focused on Animal Care
Trained Dairy
Farmers and
Industry
and education curriculum standards for health include nutrition and physical education. By helping school districts utilize our expertise, they are learning to implement new and innovative health programs. Ultimately, they are meeting and surpassing their school wellness goals all while getting kids to drink more milk.
Dairy MAX's school marketing team is promoting and aligning key programs including Fuel Up to Play 60, the nation's leading in-school wellness program, and Dairy Dollars for Schools, which is a solution-based program providing tools to expand school breakfast programs. By helping school districts utilize our expertise, they are learning to implement programs like Breakfast in the Classroom or Grab 'n' Go.
From individual rural schools to districtwide implementations,
the programs shine a positive light on dairy, resulting in an
%
Fuel Up to Play 60 continues to inspire students to get active and eat healthy. The in-school program promotes USDA's My Plate and a nutrient-rich diet featuring milk and dairy foods.
more active
schools compared
to previous year
increase in schools
completing two or more
steps compared to
previous year
students impacted
in four districtwide
implementations
Breakfast Games
campaign
media
impressions
districts
represented at the
Fuel Up to Play 60
Excellence
Awards
Fuel Up to Play 60
YouTube video
views
%
of Fuel Up to Play 60 grants
were partner-funded
Borden Dairy, Let's Move Active Schools,
Presidential Youth Fitness Program,
Dean Foods and LePrino
In addition, the Dallas Cowboys
and Houston Texans Hometown
Grants provided a total of
for Breakfast in the Classroom
and the Fuel Up to Play 60
playground stencils
The Texas A&M AgriLife partnership with Dairy MAX continues to drive growth in Fuel Up to Play 60 engagement and focus with dairy education.
supported by
AgriLife Agents
toured a dairy farm
in Texas
completed two or
more Fuel Up to
Play 60 steps
showed new interest
in dairy optimization
programs
by school
marketing team
at annual
conference
at 2015 summer
conference
at 2015
annual conference
enrolled in Fuel Up
to Play 60
Fuel Up to
Play 60 Technology
trainings
participants
Fuel Up to Play 60
Grant Writing
trainings
participants
Education Service
Center
trainings
attendees
Dairy Education for
Outside Organizations
presentations
attendees
Dairy Dollars
for Schools
trainings
attendees
The sports marketing team continues to focus on empowering athletes and consumers to get excited about dairy. Key resources include NFL star power from the Dallas Cowboys and Houston Texans, the BUILT By Nature campaign and Fuel Up to Play 60.
BUILT by Nature campaign launched to reach coaches who influence high school athletes. Dairy MAX cultivated partnerships with influential organizations like Dave Campbell's Texas Football and the Texas High School Coaches Association to reach coaches with education where they are - on the sidelines.
with BUILT by Nature
messaging targeting
high schoolcoaches
Provided
for the THSCA
conference
with
attendees.
Approximately
attended our
sessions
Launched
Dave Campbell's
Assistant
program to
recognize coaches
and reached
more than
high school
football fans
Educated parents and coaches
on the benefits of chocolate milk for high school
athletes at the Texas State Football Championships.
total attendees
engaged at
our booth
Facebook
impressions
A highlight of the Texas Rangers partnership is the annual cow milking contest. In its third year,
the Rangers took home a cow milking victory.
with ballpark digital
signage and ads
unique
visitors to
media clips
with roving
photographer
and Rangers
Flex Cam
ballpark
impressions
Expanded to a
with Dairy Queen
Dairy Queen
promotion
impressions
completed reaching
approximately
students
reaching
approximately
students
with nutrition
education
students
($10,000 each from the Houston Texans and Dallas Cowboys)
(7 in Houston and 7 in Arlington)
View VideoYour local dairy checkoff works with partners to provide the science, research and marketing expertise
needed to help the dairy industry reach unmet demand, partnering with companies to develop and
market new products and leverage your checkoff dollars meet consumers demand.
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