Agriculture financial leader
issues fluid milk report
CoBank, a national cooperative bank that is a member of the Farm Credit System, published a report - "Beyond the Gallon Jug: How Can Innovation Change the Path of Fluid Milk?" - that highlights the dairy checkoff's work to turn around the decades-long decline in fluid milk sales.
The report largely reinforced and built upon checkoff learnings gleaned from extensive conversations with the U.S. fluid milk industry over the last 18 months, including:
• Per capita fluid milk consumption has been in long-term decline for a myriad of reasons, including competition from other beverages, changing demographics, price volatility and a lack of innovation and investment.
• While the gallon jug is easily recognized and has been a successful and effective way of distributing milk to the masses, its role and contents don't fully align with today's consumer needs.
• Multiple industry efforts are underway to build on milk's traditional, inherent and emerging strengths to more frequently become "the" beverage of choice for consumers.