This fall, Dairy Farmers of America (DFA), along with 13 of its regional farmer-owned milk brands, said it is helping to fuel school athletic programs with the launch of its first-ever Fuel Their Drive promotion.

The dairy checkoff is positioning the farmer-founded Fuel Up to Play 60 program in a fresh way to help students and educators navigate the school year, said Dairy Management Inc. (DMI), which manages the dairy checkoff. 

Several unsuspecting shoppers at an Albertsons supermarket in Boise, Idaho, were recently in for a shock when they ventured into the dairy section to buy milk.

It’s 5:45 p.m. Elite sports climber Kai Lightner is walking down a bustling Kansas City street when his attention is arrested by something up above. He reaches for his milk, takes a drink, passes it to his mom and begins his ascent to the top of a 30-story building, where he comes face to face with a climbing wall.

HP Hood LLC (Hood), Lynnfield, Mass. announced a partnership with the Museum of Science, Boston, to offer family-friendly science experiments that focus on the science of light.

Shamrock Farms and its Rockin’ Protein line of protein-packed milk beverages announced that professional basketball star Bradley Beal will join the brand as an athlete ambassador and captain of Team Rockin’.

General Mills Big G cereal and the “got milk?” campaign from the Milk Processor Education Program (MilkPEP) announced a historic partnership designed to deliver even more fun along with the essential nutrition people need to fuel their mornings.

When things got tough this year, Americans went out and got milk — lots of it.

Twenty years ago, World Milk Day was established by the Food and Agriculture Organization of the United Nations to recognize the importance of milk as a global food, as well as to celebrate the dairy sector.