The California Milk Processor Board is a nonprofit marketing board funded by California dairy processors and administered by the California Department of Food and Agriculture. It is most well known for its Got Milk? advertising campaign.
The California Milk Processor Board was created in 1993 to counter falling sales of milk, as Americans switched to soft drinks, health drinks, and other beverages. [1] It is funded by all California milk processors and administered by the California Department of Food and Agriculture.
The board is separate from the California Milk Advisory Board, which created the Happy Cows campaign and supports the Californian dairy industry.[ citation needed ]
Up until 2004, California dairy farmers, co-funded the Got Milk? campaign through Dairy Management Inc. [2]
As of 2014, Got Milk? had not reversed the trend of people buying and using less and less milk: from 0.96 cups per person in 1970 to 0.59 cups in 2011. In 2014, the [3] (MilkPEP), founded in 1990 by an act of Congress to increase dairy milk consumption through consumer marketing, replaced Got milk? with a program called Milk Life. [2]
In 1993, the board launched its most successful and longest-lasting campaign, "Got Milk?". Designed initially by Goodby, Silverstein & Partners, the campaign is intended to convince current milk-drinkers to consume more milk. [4]
In 2008, the board launched the "White Gold" marketing campaign to appeal to teenagers, [5] featuring a self-consciously fake rock band style commercial, with lead singer "White Gold" performing with the "Calcium Twins". [6]
In 2009, the board launched a sequel to the "White Gold" campaign by releasing "The Battle for Milkquarious", a 22-minute-long rock opera featuring an array of old and new characters, including "White Gold", Strawberry Summers, Jug Life, Bovina the Uni-Pega-Cow, and the evil Nasterious. It was marketed as "The most amazing rock opera ever made about milk."
In 2011, the board was criticized for its "Everything I do is wrong" campaign which critics claimed was bigoted. The board halted the campaign early, but enjoyed the negative publicity generated by launching a new site called www.gotdiscussion.org. [7]
In 2023, the board launched "Get Real Inc." as a "fictional start-up, with a mission inspired by a glass of real milk, that humorously highlights modern society’s increasing detachment from what’s real". [8] The campaign adresses Hispanic and Latino Americanss in Spanish and "a global cultural shift from mere nostalgia for comfort to a deeper nostalgia for genuine connection". [9] It also adresses the increasing trend of people using vegetable drinks like oat milk. [10]
Anand Milk Union Limited commonly known as Amul is an Indian dairy brand owned by the cooperative society, Gujarat Cooperative Milk Marketing Federation (GCMMF), based in Anand, Gujarat. GCMMF is controlled by 3.6 million milk producers.
Got Milk? is an American advertising campaign on television and YouTube encouraging the consumption of milk and dairy products. Created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993, it was later licensed for use by milk processors and dairy farmers. It was launched in 1993 by the "Aaron Burr" television commercial, directed by Michael Bay. The national campaign, run by MilkPEP began to add the "got milk?" logo to its "Milk Mustache" ads in 1995.
Rice milk is a plant milk made from rice. Commercial rice milk is typically manufactured using brown rice and brown rice syrup, and may be sweetened using sugar or sugar substitutes, and flavored by common ingredients, such as vanilla. It is commonly fortified with protein and micronutrients, such as vitamin B12, calcium, iron, or vitamin D.
Fonterra Co-operative Group Limited is a New Zealand multinational publicly traded dairy co-operative owned by New Zealand farmers. The company is responsible for approximately 30% of the world's dairy exports and with revenue exceeding NZ $22 billion, making it New Zealand's largest company. It is the sixth-largest dairy company in the world as of 2022, as well as the largest in the Southern Hemisphere.
Almond milk is a plant-based milk substitute with a watery texture and nutty flavor manufactured from almonds, although some types or brands are flavored in imitation of cow's milk. It does not contain cholesterol or lactose and is low in saturated fat. Almond milk is often consumed by those who are lactose-intolerant and others, such as vegans, who do not consume dairy products. Commercial almond milk comes in sweetened, unsweetened, vanilla and chocolate flavors, and is usually fortified with micronutrients. It can also be made at home using a blender, almonds and water.
The Canadian Dairy Commission (CDC) is an Ottawa-based Government of Canada Crown Corporation that provides a framework for managing Canada's dairy industry.
Yoplait is the world's largest franchise brand of yogurt. It is fully owned by French dairy cooperative Sodiaal since 2021.
Braum's Inc. is an American chain of ice cream parlor and fast food restaurants. Based in Oklahoma City, Braum's was founded in 1968 by William Henry "Bill" Braum in Oklahoma City. The company operates over 300 restaurants in 5 states, primarily in the Southern United States, namely the West South Central states of Oklahoma and Texas.
Saputo Dairy UK, formerly Dairy Crest Limited, is a British dairy products company. It was created in 2019 when the Canadian company Saputo Inc bought Dairy Crest. Dairy Crest itself was created in 1981 as a spin-off of the Milk Marketing Board. Its brands include Saputo Dairy UK, Cathedral City Cheddar Cheese, Country Life Butter, Utterly Butterly, Vitalite and Clover.
In the United States, a commodity checkoff program promotes and provides research and information for a particular agricultural commodity without reference to specific producers or brands. It collects funds through a checkoff mechanism that is sometimes called checkoff dollars, from producers of a particular agricultural commodity and uses these funds to promote and do research on that particular commodity. As stated earlier the organizations must promote their commodity in a generic way without reference to a particular producer. Checkoff programs attempt to improve the market position of the covered commodity by expanding markets, increasing demand, and developing new uses and markets. Checkoff programs amount to $750 million per year.
Beatrice Foods Company was a major American food conglomerate founded in 1894. One of the best-known food processing companies in the U.S., Beatrice owned many well-known brands such as Tropicana, Krispy Kreme, Jolly Rancher, Orville Redenbacher's, Swiss Miss, Peter Pan, Avis, Milk Duds, Samsonite, Playtex, La Choy and Dannon.
Müller is a German company producing a variety of dairy products, with headquarters in Fischach in the German state of Bavaria. Aside from its German home market, Müller is also active on various markets around Europe and beyond. It is, for example, one of the best selling yogurt brands in the United Kingdom.
Borden, Inc., was an American producer of food and beverage products, consumer products, and industrial products. At one time, the company was the largest U.S. producer of dairy and pasta products. Its food division, Borden Foods, was based in Columbus, Ohio, and focused primarily on pasta and pasta sauces, bakery products, snacks, processed cheese, jams and jellies, and ice cream. It was best known for its Borden Ice Cream, Meadow Gold milk, Creamette pasta, and Borden Condensed Milk brands. Its consumer products and industrial segment marketed wallpaper, adhesives, plastics and resins. By 1993, sales of food products accounted for 67 percent of its revenue. It was also known for its Elmer's and Krazy Glue brands.
The Milk Marketing Board was a producer-run product marketing board, established by the Agricultural Marketing Act 1933, to control milk production and distribution in the United Kingdom. It functioned as buyer of last resort in the milk market in Britain, thereby guaranteeing a minimum price for milk producers. It also participated in the development of milk products, introducing Lymeswold cheese. It was based at Thames Ditton in Surrey.
The Agriculture and Horticulture Development Board (AHDB) is a levy board funded by farmers and growers and some other parts of the supply chain. It aims to enhance farm business efficiency and competitiveness in the areas of: pork, beef and lamb production in England; dairy, potatoes and horticulture in Great Britain; and cereals and oilseeds in the United Kingdom. It undertakes research and development and farm-level knowledge transfer activity, provides essential market information to improve supply chain transparency and undertakes marketing promotion activities to help stimulate demand and to develop export markets. These are activities which most individual farm businesses could not afford to do themselves.
Dairy Management Inc. is an American trade association funded primarily by the U.S. Dairy Promotion Program, itself funded by government-mandated checkoff fees on dairy products and federal tax dollars and dedicated to promoting the sale of American-made dairy products.
Perfect Day, Inc. is a food technology startup company based in Berkeley, California, that has developed processes of creating whey protein by fermentation in microbiota, specifically from fungi in bioreactors, instead of extraction from bovine milk.
The California dairy industry is a significant part of the agricultural output of the state of California. Milk has the highest farm revenue among California agricultural commodities. California ranks first out of the fifty states in dairy production. In 2020 the state had about 1,300 dairy farms and 1.727 million dairy cows. As of 2018, the state produced nearly 20 percent of all U.S. milk.
"Milk's gotta lotta bottle" was an advertising slogan used by the British Milk Marketing Board (MMB) in the early 1980s. It followed the "drinka pinta milka day" slogan used by the MMB from 1959. The new slogan was an attempt to halt declining sales particularly among young people. The slogan was used in television and radio advertisements and on various items of merchandise from January 1982. It was judged as successful but was supplanted by "Get Fresh, Get Bottle" by the middle of the decade.