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IDFA cannot pinpoint the cause of the shortage, but stressed there is plenty of milk. Instead, there is a packaging problem that should be alleviated. 

Queen Latifah has joined the campaign.

The Dairy Alliance is teaming up with two rivals, the University of Tennessee’s Quarterback Joe Milton and and University of Georgia Wide Receiver Ladd McConkey.

Milk is getting knocked down by changing consumer demographics and attitudes, but a comeback is viable for the nearly $15.6B category. Milk sales are up due to higher prices, while unit sales fell 3.1%

Milk's on-site marathon presence in New York marked a continuation of the program's Sponsorship Tour, which started last year in New York and has continued to expand into a community of more than 14,000 Team Milk runners. 

An homage to Milk Bar's Cereal Milk, the Holiday Milk Collection is a capsule collection of entirely new, limited-time flavors - Apple Cider Donut Milk, Pumpkin Cinnamon Milk, and Sugar Cookie Milk - all specifically crafted using real dairy milk.

If a spoonful of sugar helps the medicine go down, will it also keep tweens drinking milk through the critical years of bone development and beyond? 

This campaign, named "Get Real Inc.," marks a significant departure from the digital and virtual world's ever-increasing influence and strives to bring people closer to what is real in an age dominated by technology and artificiality.

From the beginning of the agricultural process to the final consumer experience, a magnitude of innovations has led to reducing the environmental impact of the dairy business. 

The organization will sponsor a variety of high school sports championships across Georgia, Kentucky, Mississippi, North Carolina, South Carolina, Tennessee, and Virginia.