Moo-Ville Creamery makes premium dairy products out of the A2A2 milk its own cows produce at the company’s own WestVale-View Dairy in Nashville, Mich.

It's no secret that per-capita liquid milk consumption has been on the decline in the United States for many years. In fact, Americans consumed 93 pounds less of the dairy beverage in 2016 than they did in 1976, according to data from the USDA.

In searching for signs of life in the fluid milk category, one can find a pulse. Sales of whole milk rose 4.1% from 2014 to 2015. Sales also increased for 1% milk (4.6%), whole flavored milk (6.4%), other flavored milk (1.3%) and buttermilk (5.2%). These segments represent opportunities for fluid milk processors.

If it weren’t for chocolate milk, there might be some people — perhaps dear reader, even you — who wouldn’t drink much milk at all. Indeed, chocolate milk is a perennially bright star in the dairy firmament, and with fall’s ushering in of the new school year, its glow is bound to grow brighter.

The Michigan Milk Producers Association and The Kroger Co. of Michigan led a milk drive that delivered 12,000 gallons of milk to residents of Flint, Mich.

Milk processors are finding success with limited-time flavors like mint chocolate chip and birthday cake. A national campaign focusing on protein hopes to keep milk front-and-center on the breakfast table.