The International Milk Promotion (IMP) Group is celebrating its 60th anniversary

The group includes more than 20 member countries and serves as a driving force in promoting the nutritional benefits and healthy image of dairy products through innovative, non-branded marketing campaigns.

A Global Network for Dairy Promotion
The IMP Group brings together dairy marketing experts fr om countries such as Canada, the United States, Chile, Norway, Denmark, France, the United Kingdom, Ireland, South Africa, China, Japan, Australia, India, New Zealand, the Netherlands, Switzerland, Israel, Belgium, Sweden, and Germany. This diverse membership enables a rich exchange of ideas and strategies that strengthen the global dairy sector.

A Shared Goal
At the heart of the IMP Group’s mission is a shared global objective: to provide the world with nutritious and sustainable dairy products — today and for future generations. Through annual meetings and joint initiatives, members exchange insights on market trends, consumer behavior, and best practices in non-branded dairy marketing.

Key Areas of Activity

• Monitoring market and product developments in the dairy industry

• Identifying emerging trends in nutrition and sustainability

• Sharing successful universal marketing strategies

• Enhancing the image and consumption of dairy products

• Evaluating the effectiveness of marketing programs

The Yves Boutonnat Trophy
A highlight of the IMP calendar is the Yves Boutonnat International Milk Promotion Trophy, an annual competition recognizing outstanding achievements in non-branded dairy advertising. Named after one of the group’s founders, the trophy honors campaigns that demonstrate creativity, strategic thinking, and measurable impact. Finalists present their work at the IDF World Dairy Summit, wh ere the winner is selected by expert vote.