OKEMOS, Mich. – Michigan’s dairy
checkoff team rolled up its sleeves to once again find new and effective ways
to reach consumers with dairy’s healthy messages.
“2024 has been
an eventful year for the United Dairy Industry of Michigan (UDIM),” says Jolene
Griffin, UDIM Vice President of Industry Relations. “From developing new
partnerships to creating educational opportunities, our goal remains the same:
Ensuring milk is accessible in every Michigan community while fostering trust
in dairy farmers and dairy foods.”
Highlights
of UDIM’s 2024 Dairy Promotion Efforts:
·
Pickleball partnership. As the official refueling beverage of
USA Pickleball, UDIM brought milk and other dairy foods to the spotlight with
this popular and growing sport. The partnership reached players of all ages,
emphasizing dairy as a delicious and nutritious way to refuel.
·
Physician outreach. Building on a successful 2023 pilot
program, UDIM expanded its outreach to Grand Rapids and additional medical
professionals, including OB-GYNs and family practitioners. This effort equips
physicians with evidence-based dairy nutrition information to share with
patients. These healthcare professionals also received information through the
First 1,000 Days campaign.
·
First 1,000 Days ad campaign. The multi-channel campaign
highlighted the importance of dairy in the first 1,000 days of life—from
conception to two years old. The ads reached healthcare professionals, thought
leaders and consumers with social media, digital and TV ads and resources. The
efforts resulted in 6.5 million impressions.
·
NIL athlete partnerships. By partnering with eight collegiate
and professional athletes, UDIM leveraged name, image and likeness (NIL)
endorsements to promote dairy’s refueling properties. Young fans are inspired
to follow their favorite athletes’ example, fueling their performance with
dairy foods.
·
Cover-the-milk grants. Addressing
an overlooked need in Michigan schools, UDIM introduced an opportunity
for community members to nominate schools for a grant to cover the cost of individual milk cartons sold to
students at school for the 2023-2024 school year. This initiative ensured
that students from winning schools who wanted to enjoy milk with their meals
from home could still do so without financial barriers.
·
Crisis preparedness. UDIM played a critical role in uniting
agricultural organizations and supporting Michigan dairy farmers during the
detection of H5N1 in dairy herds. The team facilitated collaboration across the
industry, ensuring timely updates and practical resources were available. As
part of this effort, UDIM distributed nearly 200 biosecurity kits to help
farmers maintain safety and mitigate risks on their farms.
“This
list is just a glimpse into the impactful outreach and programs our team and
dairy farmers supported throughout the year,” says Griffin. “Together, we are
making a lasting difference in the lives and nutrition of Michiganders.”
Check out this video
for more details about these programs.
For more
information about UDIM, visit milkmeansmore.org.
About
the United Dairy Industry of Michigan
The United Dairy Industry
of Michigan (UDIM) is dedicated to serving Michigan’s hard-working dairy farm
families and promoting Michigan’s locally produced dairy products. UDIM is the
umbrella organization for the American Dairy Association and Dairy Council of
Michigan. These non-profit organizations provide dairy product promotion and
nutrition education services on behalf of their funding members.