The Golden State’s dairy industry, which has promoted “real California cheese” for 23 years, is tweaking the slogan for use with other products, including milk. 

The “real California milk” campaign was unveiled last month at a market in Modesto. The phrase will now appear on packaging and advertising for milk, ice cream and other dairy products.

“Consumers care where their milk comes from, especially California consumers,” said Stan Andre, CEO of the California Milk Advisory Board. “More than seven in 10 Californians said they want their milk to come from California.”

The board plans to spend $40 million over the next year on newspaper, magazine, television, radio and billboard advertising with the revamped slogan. It will be part of the long-time campaign that tells consumers that “happy cows come from California.”

The state leads the U.S. in milk production.