Last year was an exciting year for the milk industry. We saw more product innovation, sustained growth of chocolate milk and whole milk sales, and resumed growth of organic milk. Among other strong initiatives, MilkPEP embarked on a powerful five-year partnership with the United States Olympic Committee, and an impressive number of milk companies activated with the partnership, putting their own brands in the spotlight.
The best news is that milk volume sales performance was the best we’ve seen compared to the last six years. The industry is at a pivot point. Driven by continued innovation, milk brand engagement and smart marketing, and industry alignment against common priorities – namely driving more fluid milk sales and regaining consumers’ trust in dairy – 2017 has the potential to even outpace 2016.