MilkPEP

United States · Marketing & Advertising

MilkPEP is a national organization established by Congress in 1990, dedicated to increasing dairy milk consumption through consumer marketing and education. It promotes the nutritional benefits and cultural value of fluid milk, positioning it as a superfood rich in protein and essential nutrients. The organization develops and executes marketing campaigns aimed at diverse audiences, including parents, athletes, and children. Notable campaigns include "Milk. Love What’s Real," "Built with Chocolate Milk," and "Milk It!" These initiatives highlight milk's nutritional value and enjoyment, encouraging greater consumer engagement. MilkPEP also modernizes milk education with science-based information, promoting milk as a vital resource for athletes through campaigns like "You’re Gonna Need Milk." Governed by a USDA-appointed board, MilkPEP collaborates with industry partners and regional dairy programs to enhance its impact. Headquartered in Washington, D.C., the organization focuses on strategic marketing and educational resources to support the fluid milk industry and increase milk consumption across the nation.