McDonald's Partnership a Producer Accomplishment
by Rosalie Geiger, WMMB District #17 Director

If you haven't been to McDonald's lately, now is the time to make a run for the Golden Arches.

McDonald’s has rolled out new "Milk Jugs" as part of its very popular kids' Happy Meals. But, do you know why McDonald’s is putting Milk Jugs in its more than 13,000 stores nationwide? I am happy to tell you that it is because dairy producers, like you and me, have invested in our dairy checkoff and through checkoff programs we have demonstrated to McDonald’s that when kids are offered a better milk product, in convenient packaging that fits their image, they’ll choose it over other beverages.

This new offering includes low-fat white and chocolate milk in plastic, resealable bottles, which were a huge hit with kids and moms in a McDonald’s test earlier this year. McDonald's says it expects to sell 13 million gallons of milk each year – that is equivalent to 208 million Milk Jugs!

And not to be left behind, Wendy’s restaurants recently launched newly packaged milk bottles in its 6,000 stores. Wendy’s, which formerly sold only white milk in cardboard cartons, now offers both white and chocolate milk in plastic, resealable containers as part of its Kids' Meals. What is more, Wendy’s is the first restaurant chain to offer new milk packaging that includes dairy checkoff’s 3-A-Day of Dairy logo.

However, our partnership with fast food franchises doesn't end once milk arrives at restaurants across the country. McDonald's continues to invest a significant amount of resources to increase consumer awareness about its new Happy Meal choices, which include milk, sliced apples and fruit juice. Look for McDonald's to support these menu additions with national advertising, in-store merchandising, point-of-purchase materials that prominently feature Milk Jugs, and public relations efforts with moms and health professionals.

As producers, we can show our support for placement of milk in fast food restaurants by leading grassroots efforts in our communities. As always, don't hesitate to contact your WMMB Director or WMMB's staff if you need assistance. Here are just a few examples of what we can do:

• Contact local McDonald’s or Wendy's franchises and offer to bring in a small group (dairy producers, college dairy clubs, FFA chapter, etc.) to serve as greeters. Possible activities could include welcoming customers and informing them of new milk choices, distributing dairy nutrition information or providing fun materials like “milk mustache” stickers or holding dairy trivia contests.
• Encourage family, friends and neighbors to visit their local McDonald’s and try the new Milk Jugs.
• Display empty Milk Jugs around your office, home or farm to show your support for the launch.
• Work with your local McDonald’s to purchase Milk Jugs to hand out at dairy co-op events, ag youth group meetings or other meetings with which you are involved. And, don't forget about major community events, such as walk/run races, festivals, fairs and sporting tournaments.

The introduction of Milk Jugs at McDonald’s is a major accomplishment in the dairy checkoff’s strategy of offering kids dairy products when, where and how they want them. However, our efforts do not end with McDonald’s. The goal is nothing less than reintroducing milk into all major, national, kid-friendly restaurant chains by promoting single-serve milk as a wholesome beverage that kids enjoy drinking and that moms can feel good about giving their children.

This strategy also applies to schools. National, state and regional dairy checkoff groups are working with the nation’s schools to offer students white and flavored milks in plastic, resealable containers on the school lunch and a la carte lines and through milk vending. According to Dairy Management, Inc., the combined effort of getting new milk products into fast-food restaurants and schools could move more than 1 billion additional pounds of milk annually.

This is a big win for everyone in the dairy industry, and as dairy producers we can be especially proud knowing that we made this happen through our investment in the checkoff. This is OUR accomplishment!

There is no doubt how I feel about this wonderful opportunity to promote milk's new image to moms and kids. As McDonald's would say, "I'm lovin' it."

Rosalie Geiger is a dairy producer from Reedsville, where she and her husband Randy milk 75 Registered Holsteins. She has served on the WMMB Board of Directors since 1994 and is currently serving her second one-year term as the Board's chairperson. Geiger represents District 17, which includes Manitowoc and Calumet Counties.