MilkPEP says it will get ‘aggressive’ in defending milk’s reputation as a healthful, nutritious beverage
The CEO says, "Get Real is just the beginning of a more aggressive approach and one part of our long-term strategy to safeguard milk’s reputation against anti-milk messages."
Frustrated by what it calls misinformation about milk, the dairy industry’s marketing arm is going on the offensive. Today at the Dairy Forum in Boca Raton, Fla., MilkPEP CEO Julia Kadison will announce an initiative to counter bloggers, certain nutrition advocates and others who misrepresent the health, wellness and nutrition benefits from drinking milk.
Backed by a new website called MilkTruth.com, the initiative, called Get Real, is designed to “set the record straight about milk” by using science, third parties and experts from within the dairy industry. In a background statement, MilkPEP said its campaign “will help take back the conversation about milk -- correcting misinformation and communicating the unique nutrient contributions and health benefits of milk. “