North American Initiatives Aim to Boost Milk and Dairy Sales
Source: The DairyNews
The dairy industries in Canada and the United States are actively deploying several innovative marketing strategies and product initiatives to rejuvenate milk and dairy product sales, which have experienced a decline over the past few decades.
In Canada, the Dairy Farmers of Canada have enhanced their "Blue Cow" logo campaign with a new consumer rewards program aimed at encouraging the selection of domestic dairy products over imports. This program includes various loyalty rewards, from special offers to nutritional information, aiming to boost consumer engagement and preference for Canadian dairy.
Additionally, the introduction of the Blue Cow Spotter digital catalog aims to make it easier for consumers to identify and choose Canadian products, emphasizing quality and sustainability commitments of Canadian dairy farmers. While certain segments like cream and yogurt saw an uptick in sales, other categories such as milk, ice cream, cheese, and butter witnessed a decline, according to recent data from the Canadian Dairy Commission.
In the U.S., the continuation of the iconic "Got Milk?" campaign and the renewal of the Dairy Business Innovation Initiatives grant program, with a budget of $23 million from the USDA, underscore efforts to support dairy businesses. These funds are earmarked for enhancing business plans, marketing, branding, and innovative production techniques across several states, fostering the development of value-added dairy products.
Moreover, the IDFA is revitalizing its "Live & Active Cultures" Seal, aimed at promoting yogurt and cultured dairy products, aligning with consumer interest in probiotics and healthy eating trends.
These initiatives in both countries reflect a targeted approach to not only stabilize but potentially increase dairy consumption through strategic marketing, product innovation, and fostering a greater connection between consumers and the benefits of dairy products. While it's too early to conclusively say these efforts will reverse the trend of declining milk consumption, they certainly represent a robust effort to address consumer needs and preferences in a changing dietary landscape.
Additionally, the introduction of the Blue Cow Spotter digital catalog aims to make it easier for consumers to identify and choose Canadian products, emphasizing quality and sustainability commitments of Canadian dairy farmers. While certain segments like cream and yogurt saw an uptick in sales, other categories such as milk, ice cream, cheese, and butter witnessed a decline, according to recent data from the Canadian Dairy Commission.
In the U.S., the continuation of the iconic "Got Milk?" campaign and the renewal of the Dairy Business Innovation Initiatives grant program, with a budget of $23 million from the USDA, underscore efforts to support dairy businesses. These funds are earmarked for enhancing business plans, marketing, branding, and innovative production techniques across several states, fostering the development of value-added dairy products.
Moreover, the IDFA is revitalizing its "Live & Active Cultures" Seal, aimed at promoting yogurt and cultured dairy products, aligning with consumer interest in probiotics and healthy eating trends.
These initiatives in both countries reflect a targeted approach to not only stabilize but potentially increase dairy consumption through strategic marketing, product innovation, and fostering a greater connection between consumers and the benefits of dairy products. While it's too early to conclusively say these efforts will reverse the trend of declining milk consumption, they certainly represent a robust effort to address consumer needs and preferences in a changing dietary landscape.
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