Dairy farmers’ investment in dairy promotion is focused on increasing sales of and demand for dairy products and ingredients. However, the industry cannot do this in a vacuum. As an industry, we need to rely on others that can influence the production, distribution,marketing chain so we can meet our ultimate goal of increase sales. .
40% of Store Audits Done By Partners
ADADC’s Retail Dairy Marketing and Merchandising Program (RDMMP) works to ensure that the coldest, freshest milk and dairy products - in the appropriate 
sizes, varieties, and flavors - are available in customers’ favorite supermarket, convenient store or drug store. The RDMMP does this by examining and analyzing stock conditions, plan-o-gram, product rotation, ordering procedures, and store hygiene in order to increase the quality, look of the dairy case, and in-return sales of dairy products. Through partnerships with local processors, over 40% of the audits done were done by processors.
NFL Partners with Checkoff to Reach Students
Through a partnership with the NFL, 
players from the Buffalo Bills and New York Giants, and New York Jets are helping to promote dairy to children through school posters and player appearances. Recently, several schools in Buffalo, New York City, and New Jersey received the opportunity to meet some NFL superstars.
New York Giants, Brandon Jacobs (Running Back) recorded a series of television public service announcements emphasizing the importance of having a healthy breakfast – which includes dairy – every day. “Hi, I’m Brandon Jacobs, Running Back for the World Champion New York Giants. So I know that to perform your best, breakfast is the one meal no one, especially kids, can afford to skip.
A balanced breakfast is the easy way to keep kids healthy and help them perform better in school.” The commercial appeared on television stations throughout the late summer and early fall to encourage students and parents to have a healthy breakfast, including dairy, each day.
ADADC Parters With WIC Program
Currently over 8 million people receive benefits from the Women, Infant and Children (WIC) program. To help ensure that WIC participants understand the importance of having three daily servings of dairy, ADADC works directly with dietitians, nutritionists, health educators, nurses, social workers, and WIC program staff to educate not only them, but the WIC members they work with about the many health benefits of dairy. In 2008, ADADC sponsored two speakers at the New York State WIC Association Conference. The speakers, Dr. Jill Adams McDonough and Amy Sternstein, MD, spoke about the many health benefits of dairy products and how they needed to work with their WIC clients on consuming 3-A-DayTM.
3-A-DayTM Partners With Nets Through School Promotion
Through a partnership with the New Jersey Nets 
Basketball team, 834 schools throughout NYC and northern New Jersey participated in the Nets Basketball 3-A-DayTM of Dairy promotion. The event, entitled “Go 3 for 3 with Milk, Yogurt & Cheese” asked kids to pledge to be healthy by consuming 3 servings of dairy and exercising each day. Students who took the oath were then asked to keep track of their daily exercise plan, along with their dairy intake, to make sure they fell within the US Dietary Guidelines.
The individuals with the greatest increase in daily dairy consumption were able to win great prizes – including limited edition Nets’ trading cards, Nets’ game tickets, and even an opportunity to participate in a Nets’ basketball clinic at their practice facility in East Rutherford, NJ.
As part of the promotion, 6’9” Bostjan Nachbar and 6’3” Marcus Williams, both of the Nets, along with team mascot Sly visited a local school where students surely “listened up.” The two all-stars discussed the importance of daily exercise and good nutrition including getting three servings of calcium-rich dairy products each day. The players also conducted basketball drills with students to promote physical activity during the school’s afterschool program.
ADADC Partners with Dairy Princess Program to Promote Dairy Products and the Dairy Industry
Dairy Princesses throughout ADADC’s marketing region are an important part of the communications team. Their hard work, love for the industry, endless energy, and grass-roots efforts reach consumers on a daily basis.
Whether it is writing newspaper articl
es, talking with local school children, or attending local grass-roots events, dairy princesses from Pennsylvania, New Jersey and New York are key to reaching consumers about not only the importance of the dairy industry, but also the importance of getting three servings of dairy each day.
Creating Powerful Partnerships
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