nmpf town hall hall slides final 102715.pdf• monthly dairy market report • annual nmpf dairy...
TRANSCRIPT
NMPF Town HallTuesday, October 27, 2015
Orlando, Florida
NMPF Town Hall Meeting
Christopher GalenSenior VP, Communications
NMPF Town Hall MeetingEconomic Outlook FARM Program
Margin Protection Program Drug Residues
Cooperatives Working Together Environment
Trade Policy REAL Seal
Top Legislative Issues
BREAK
Opening RemarksNMPF ChairmanRandy MooneyRogersville, Missouri
Cooperative MilkProducers Association
Inc.Mid-West
Dairymen’s Company
Scioto Milk Producers Cooperative
United Dairymen of Arizona
Oneida-Madison MilkProducers Coop
Cortland Bulk MilkProducers Coop
NMPF 2015 Board of DirectorsNeal Rea Greg Wickham Mark Wesen
Steve Schlangen John Wilson Jim Werkhoven
Sheryl Meshke Scot Meyer Tony Graves
Jimmy Kerr Mike Anderson Tom Pittman
Bill Beeman David Cooper Brad Bouma
Brian Hardy Clint Fall Mike McCloskey
Jerrel Heatwole Michael Doyle Joe Wright
Neil Hoff David Scheevel Ralph McNall
Jackie Klippenstein Peter Janzen Pat Schroeder
Chris Kraft Pete Kappelman Keith Murfield
George Mertens Cornell Kasbergen Larry Webster
Randy Mooney Tom Wakefield
Doug Nuttelman Jim Baird
Jeff Raney Jay Bryant
George Rohrer Ken Nobis
Dan Senestraro Dennis Tonak
Rick Smith Adrian Boer
NMPF Officers ChairmanRandy Mooney
Dairy Farmers of America, Inc.
First Vice ChairmanKen NobisMichigan Milk Producers Association
Second Vice ChairmanAdrian BoerNorthwest Dairy Association
Third Vice ChairmanMike McCloskeySelect Milk Producers, Inc.
SecretaryKeith MurfieldUnited Dairymen of Arizona
Assistant SecretaryDoug NuttelmanDairy Farmers of America, Inc.
TreasurerPete KappelmanLand O’Lakes, Inc.
Assistant TreasurerNeal ReaAgri-Mark, Inc.
NMPF Staff• Jim Mulhern – President & CEO
• Tom Balmer – Executive Vice President
• Ryan Bennett – Director, Government Relations
• Madelyn Berner – Communications Coordinator
• Beth Briczinski – Vice President, Dairy Foods & Nutrition
• Jaime Castaneda – Senior VP, Strategic Initiatives & Trade Policy
• Anne Chamblee – General Office Assistant
• Clay Detlefsen – Senior VP, Regulatory & Environmental Affairs
• Chris Galen – Senior VP, Communications
• Khadija Gibson-White – Program Assistant, CWT
• John Hollay – Vice President, Government Relations
• Carrie Hughes – Executive Assistant
NMPF Staff• Jamie Jonker – Vice President, Sustainability & Scientific Affairs
• Louise Kamali – Senior Director, Meetings & Office Services
• Emma Kenton – Receptionist
• Emily Meredith – Vice President, Animal Care
• Anuja Miner – Vice President, Membership Services
• Gail Mobley – Senior Director, Finance & Administration
• Shawna Morris – Vice President, Trade Policy
• John Newton – Senior Director, Economic Research
• Peter Vitaliano – Vice President, Economic Policy & Market Research
• Bobby Yi – Director, Information Technology
This Year’s List of Tasks for NMPF• Raw milk initiatives at federal and state level
• National Conference on Interstate Milk Shipments (NCIMS)
• State regulations on drug residue testing
• Food additives used in dairy products
• Sanitizer residues in milk and dairy products
• Testing for chemical residue contaminants in raw milk
• CVM Drug Residue Milk Sampling Survey
• Appendix N drug residue testing
• Product Recalls
• EU chemical residue audit
• Raw milk cheese risk profile and assessment
• FDA risk ranking report
• Listeria in dairy products
• Aflatoxin testing
• Food allergens study
• FSMA/Preventive Controls for Animal Feed
• FSMA/Preventive Controls for Human Food
• FSMA/Food Defense/Intentional Adulteration
• FSMA/Sanitary Transportation of Food
• FSMA/Alignment of the PMO with FSMA
• Traceability
• Glyphosate in milk
• GMO use
• Product labeling
• Product formulation
• China quality assurance
• National organic program
• Organic checkoff
• Dairy Crisis Management Team
• Foot and Mouth Disease
• Bovine Leukosis Virus
• Biosecurity
• Johne’s Disease control and prevention
• Bovine Tuberculosis eradication program
• Brucellosis eradication program
• Secure milk supply
• U.S. Animal Health Association
• World Organization for Animal Health General Sessions
• Meat imports from Argentina and Brazil
• US-Canada Animal Disease Regionalization
• Food/Agriculture Sector Coordinating Council Leadership
• Chemical terrorism risk assessment
• Biological terrorism risk assessment
• Threat agent detection technologies
• National infrastructure protection plan
• National Intelligence Trade Association Partners Group
• 2015 Dietary Guidelines for Americans
• Front of pack labeling
• Revisions to the nutrition facts panel
• Revisions to serving sizes of foods
• Added sugars declaration
• Sodium reduction initiatives
• Modification of the 50-gram rule
• Nutrition labeling for chain restaurants
• National School Meals programs
• Competitive foods in schools
• Child and Adult Care Food Program (CACFP) standards
• WIC and SNAP nutrition standards
• Trans-fats and Partially Hydrogenated Oils
• Food marketing guidelines for children
• Non-nutritive sweeteners
• Flavored milk in schools
• Sweetened beverage taxes
• Standards of identity for dairy products
• USDA Export Certificates for somatic cells
• International Standards for processed cheese, dairy permeate powders, mozzarella
• International dairy animal welfare standards
• ISO dairy welfare technical specifications
• Codex Alimentarius food safety standards
• FARM Program marketing
• Supervision of FARM Technical Writing Group
• Manage FARM Animal Care Database
• FARM Program Train-the-trainer & evaluator trainings
• Food chain outreach on animal care
• Innovation Center Animal Care Committee
• Industry crisis drills on animal care
• Newtrient LLC
• Photovoltaic & thermal solar technology
• Anaerobic digester technologies
• Nutrient recovery technologies
• Water quality trading
• Carbon credit trading
• USDA grants and loans
• Pennsylvania water quality trading
• Multi-state utility creation
• NAICS code for anaerobic digesters
• Gasification
• Fertilizers
• Innovation Center Sustainability Operating Committee
• Chesapeake Bay water quality
• USDA Foundation for Food and Agricultural Research (FFAR)
• Biogas opportunities
• Waste to energy
• Waters of the United States
• Interpretive rule for Clean Water Act
• Particulate Matter 2.5
• National Air Emissions Monitoring Study
• Spill Prevention Control and Counter Measure
• Activists lawsuits over air emissions
• MOU with National Association of Clean Water Agencies
• White House forum on antibiotic stewardship
• Veterinary feed directive
• FDA Guidance for Industry #209 and #212
• On-Farm antibiotic use data collection
• FARM Residue Avoidance Manual
• National Action Plan for Combating Antimicrobial Resistant Bacteria
• International Dairy Federation activities
• U.S. Farmers and Ranchers Alliance
• Animal Agriculture Alliance
• Cooperatives Working Together
• American Butter Institute
• National Ice Cream Mix Association
• Consortium for Common Food Names
• Monthly Dairy Market Report
• Annual NMPF Dairy Data Highlights
• U.S. Dairy Export Council 2016-2018 Business Plan
• Monitoring the Commodity Futures Trading Commission
• Chicago Mercantile Exchange butter standards
• Immigration reform legislation
• Immigration study of dairy farms
• ICE intervention
• Border Patrol & enforcement
• Truck Weight Limits
• SNAP Choice Coalition
• LGM Appropriations
• MPP improvements at USDA
• MPP education
• Farm Bill implementation
• Trans Pacific Partnership
• TransAtlantic Trade and Investment Partnership
• China Tariffs
• China regulatory issues
• Geographic Indications
• Russia dairy ban
• India trade barriers
• Trade with Mexico
• Trade with Canada
• Colombia plant registration
• FTA compliance with Korea, Central America
• COOL retaliation threat
• EU cloning regulations
• World Trade Organization
• Trade Promotion Authority
What about the Future?
What about the Future?
Opening RemarksNMPF ChairmanRandy MooneyRogersville, Missouri
Economic Outlook
Peter VitalianoVP, Economic Policy & Market Research
5.1%4.5%
5.7%5.9%6.5%6.7%
7.3%6.7%
7.4%
10.7%11.5%
12.6%12.6%13.5%
12.0%
16.1%16.8%16.8%
19.4%19.2%18.3%
3.0%
1.9%2.1%1.9%1.4%1.7%2.0%1.8%1.9%2.2%1.9%1.9%
3.2%
4.8%
2.9%
4.7%5.0%4.7%
6.4%6.3%
4.7%
0%
5%
10%
15%
20%
1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 2015
Milk
Sol
ids,
% o
f U.S
. Pro
duct
ion
2015: January - August
U.S. DAIRY EXPORTS, 1995-2015td% of skim solids% of milkfat
$1.48
$1.19
$1.58
$0.38
$0.00
$0.50
$1.00
$1.50
$2.00
Butter NFDM Cheese Whey
U.S. Dairy Product Price Averages
Jan 2002 - June 2014
$1.48
$1.19
$1.58
$0.38
$2.07
$1.17
$1.83
$0.52
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
Butter NFDM Cheese Whey
U.S. Dairy Product Price Averages
Jan 2002 - June 2014 July 2014 - Sept 2015
$1.48
$1.19
$1.58
$0.38
$2.07
$1.17
$1.83
$0.52
$2.13
$0.79
$1.72
$0.32
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
Butter NFDM Cheese Whey
U.S. Dairy Product Price Averages
Jan 2002 - June 2014 July 2014 - Sept 2015 July 2015 - Sept 2015
CREDIT SUISSE RESEARCH INSTITUTE
Fat: The New Health ParadigmSeptember 2015
Fat: The New Health Paradigm• Natural unprocessed fats are healthy and key to the evolution
of a society that focuses on developing healthy individuals, not just treating those who are sick. … Welcome to the new world of fat
• Saturated fat has not been a driver of obesity … the most likely culprit … is carbohydrates
• … the intake of saturated fat (butter, palm and coconut oil and lard) poses no risk to our health and particularly to the heart
Fat: The New Health Paradigm• Globally, we expect fat to grow from the current 26% of
calorie intake to 31% by 2030, with saturated fat growing the fastest and going from 9.4% of total energy intake to 13%. We expect saturated fat to grow at 2% a year versus a historical rate of 0.6% a year
• … fat consumption in the U.S. will expand from the current 33% to 38% of total energy intake
Fat: The New Health Paradigm• Among foods, the main winners are likely to be eggs, milk
and dairy products, and nuts, with annual rates of growth (globally) around 2.5 - 4%
• On the dairy front, we expect butter and cheese to continue to grow at a fast pace … Milk and milk-related products should grow by … 2.5% a year. Butter should continue to replace margarine. Medical research shows that full-fat dairy is either beneficial or neutral in terms of CVD risk
$17.94 $17.80 $17.75 $17.79 $17.84
$18.28
$18.66
$19.11
$19.66$19.93 $19.94
$19.14
$17.60
$16.80$16.60 $16.50
$16.70$16.90
$16.60 $16.70
$17.30$17.60
$17.40
$16.80
Based on CME Group futures settlement
prices, October 20, 2015
$15
$16
$17
$18
$19
$20
$21
Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec
Dol
lars
per
cw
t. at
ave
rage
test
U.S. All-Milk Price, 2015, Actual & Forecast
2007-2014 Average 2015 Actual 2015 forecast
U.S. Pricing Structure Considerations
• U.S. is at disadvantage compared with:
– EU dairy companies’ export-focused pricing mechanisms
– Fonterra’s annual price pooling system
• U.S. FMMO classified pricing helps farmers’ prices, but also impacts export pricing flexibility for butter and cheese
U.S. Pricing Structure Considerations
CWT is only tool that can help level the export playing field in the face of these structural challenges
U.S. Pricing Advantage is CWT
CWT Exports Make a Difference
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.6020
0420
0520
0620
0720
0820
0920
1020
1120
1220
1320
1420
15
Producer Price Impact $/cwt.
$0$200$400$600$800
$1,000$1,200
Producer Income Mil. $
Total Producer Income Impact since 2004$5.3 Billion
MPP UpdateJaime CastanedaSenior VP, Strategic Initiatives & Trade Policy
John NewtonSr. Director, Economic Research
Heard in the Barn…• 2015 milk prices are catastrophically low
• MILC would have worked better than MPP
• Dairy Market Stabilization Program would have triggered
• MPP doesn’t reflect regional milk & feed prices
$0
$5
$10
$15
$20
$25
$30
2009 2010 2011 2012 2013 2014 2015
$/cw
t.
U.S. ALL-MILK PRICE5-YEAR AVERAGE
The Reality: Milk Prices Have Fallen From Record Highs
USDA ALL-MILK PRICE
Source: USDA NASS Agricultural Prices
2015 ALL-MILK PRICE Slightly Lower Than 5-Year Average Price (-15%)
$0
$5
$10
$15
$20
$25
$3020
08
2009
2010
2011
2012
2013
2014
2015
2016
$/cw
t
Milk Price
MILC Trigger Price
MILC Payments
Forecast
The Reality: MILC Would Not Have Triggered in 2015
MILK INCOME LOSS CONTRACT
Source: USDA NASS and author’s calculations
MILC PAYMENTSDespite milk prices
declining by 31% from 2014, MILC would not
have triggered in 2015.
$0MILC Would Not Have Triggered
IN MILC BENEFITS
The Reality: Dairy Market Stabilization Program Would Not Have Triggered
Source: USDA AMS, FSA, AMS and author’s calculations
$0
$5
$10
$15
$20
2014 2015
$/cw
t.
MPP-DAIRY MARGIN, 2014 to 2015ytd
Margins Remain $1.50/cwt Above
Proposed DMSP Trigger Levels
DMSP Trigger: Below $6 for Two Months, or Below $4 for One Month
DMSP $6DMSP $4
$0
$5
$10
$15
$2020
09
2010
2011
2012
2013
2014
2015
$/cw
t.
MPP TWO-MONTH MARGINMPP TRIGGER
$0.00
$0.50
$0.00 $0.30
$0.00
$0.25
$0.50
JAN
-FE
B
MAR
-AP
R
MAY
-JU
N
JUL-
AUG
$/cw
t
The Reality: MPP-Dairy Operating As Intended
MPP-DAIRY MARGIN
Source: USDA Farm Service Agency. Author’s calculations do not include sequestration
2015 MARGINS At Historical Average
Levels
$7
$8
$9
Jan
Feb
Mar Ap
rM
ay Jun Jul
Aug
Sep
Oct
Nov
Dec
$/cw
t.
2015 MPP-DAIRY
MPP-DairyPayments to holders
of $8 Coverage
MPP $8 Trigger
Enlarged Area:
$0
$5
$10
$15
$20
2009 2010 2011 2012 2013 2014 2015
$/cw
t.
MPP MARGIN MPP 10-YEAR AVERAGE
The Reality: MPP-Dairy Margin Near 10-Year Average Level
Source: USDA NASS Agricultural Prices
MPP-DAIRY MARGINOnly 6% Lower Than 10-Year Average; Margins Improving
• A national average margin, not an individual farm’s margin
• The U.S. all-milk price minus national average feed costs, computed from a formula usingbenchmark prices of corn, soybean meal and alfalfa hay
• Reflects costs of feeding all dairy animals on a farm
What’s the Margin?
All-Milk Price Reported monthly by USDA
National Agricultural StatisticsService
Includes premiums Excludes hauling costs Best measure of average prices received by
U.S. dairy farmers
What’s the Margin?
National Average Feed Cost calculation using … USDA Ag Prices report for corn/bushel USDA Ag Market News Central Illinois soybean meal/ton USDA Ag Prices report for alfalfa hay/ton
National Average Cost of Feed Calculation= 1.0728 X U.S. average corn price/bushel+ 0.00735 X Central Illinois soybean meal price/ton + 0.0137 X U.S. average alfalfa hay price/ton
What’s the Margin?
MPP Operating as Intended• Dairy farmers built this program to protect
against catastrophic circumstances, not enhance income
• Dairy farmers didn’t want the program to encourage production/distort the market
• Supporting our own program will protect dairy programs in the future
MPP Operating as Intended
• Is it perfect? Certainly not. Can we
make it better? Yes, but …
Main Objective: Provide protection against catastrophic financial losses
Tom BalmerExecutive Vice President
CWT: A Self-Help Initiative By Producers, For Producers • MPP is the public side of dairy’s safety
net; CWT is the private side
• Begun in 2003, CWT remains unique among global efforts in supporting U.S. dairy producers
CWT in 2015 – What & Why
•Exclusively focused on supporting exports– Bridges the gap between world and
domestic prices
– Helps keep U.S. dairy exports flowing
– Especially critical in face of current headwinds
CWT in 2015 – An Up Close Look•Providing assistance to cheese, butter
& whole milk powder
•Accepting bids for assistance on a weekly basis
•10 member cooperatives currently active in bidding
CWT in 2015 – An Up Close Look
• 1,066 Requests for Assistance
• Total Cheese– 835 bids, 242 accepted, 49.9 million
pounds
CWT in 2015 – An Up Close Look• Butter
– 131 bids, 80 accepted, 25.7 million pounds
• Whole Milk Powder– 100 bids, 70 accepted, 35.6 million
pounds
CWT in 2015 – An Up Close Look• Milk equivalent – 1.297 billion pounds
• Target Markets– Asia
– Middle East
– North Africa
Where Are U.S. Dairy Commodities Traveling?
0%
25%
50%
75%
100%
CHEESE BUTTER WMP
Asia
Middle East
Cent. & S.AmericaOceania
North Africa
Europe
Impact on Total Product Movement in 2015
23.828.1
22.3
AMERICAN-TYPE CHEESE BUTTER WHOLE MILK POWDER
MIL
LION
POU
ND
S SH
IPPE
D
UND
ER C
WT
PROG
RAM
in 2
015
Of U.S. American-type cheese exports received CWT assistance
37% 45%Of U.S. WMP exports
received CWT assistance
92%Of U.S. butter
exports received CWT assistance
CWT: Beyond 2015
• NMPF Board of Directors voted this summer to extend the program at four cents per hundredweight through 12/31/18
• Renewal process currently underway
NMPF Town Hall Meeting
Questions?
Trade Policy IssuesJaime CastanedaSenior VP, Strategic Initiatives & Trade Policy
U.S. Dairy Trade Balance
U.S. FTAs: Historically Positive
59
U.S. FTAUS Exports
Pre-FTA (Millions)
US Exports2014
(Millions)
Mexico -NAFTA $252 $1,586
South Korea $220 $410
Central America &
D.R.$67 $183
Australia $6 $171
U.S. FTAUS Exports
Pre-FTA (Millions)
US Exports2014
(Millions)
Singapore $8 $98Morocco $0.1 $97
Peru $20 $63Chile $3 $59
Colombia $8 $55Panama $32 $45
Intransigence of 2 FTA partners accustomed to fully excluding dairy
U.S. geopolitical interests re: Japan
Dairy discussed at Prime Minister level; High trade-off pressures specific to dairy
60
Unique Factors Shaped Trans-Pacific Partnership (TPP)
TPP Final Grade….TBD!
Analysis Hinges on Details In:
•Market Access
•SPS – New rules to make unscientific
barriers to exports less common
•Geographical Indications – New procedures to hinder barriers
to U.S. cheese exports
U.S.: Nation of Immigrants
63
Built businesses and MARKETSusing knowledge and skills
EU’s “Beggar Thy Neighbor” Policy
64
•What: – Attempts to cure a country's economic
problems by practices that harm the interests of its trading partners
•Relevance to cheese???– EU GI suppliers can’t meet global demand
yet EU working to block other’s sales
Top Legislative IssuesJohn HollayVP, Government Relations
Ryan BennettDirector, Government Relations
Immigration Reform•NMPF survey
•Legislative history– H. R. 1773
•Current state of affairs
•Presidential politics
GMO Labeling•Safe & Accurate Food
Labeling Act of 2015– H. R. 1599
•Federal preemption
•Voluntary labeling
– Vermont law
School Nutrition•School Milk Nutrition
Act of 2015– H. R. 2407
•Response to declining consumption in schools
•1% flavored milk
– Law vs. Regulation
NMPF Tax Priorities •Section 179
•Estate tax repeal or reform
•Biogas and resource recovery investment tax credit
•Section 199 deduction
NMPF Town Hall Meeting
Questions?
NMPF Town Hall Meeting
Time for a Break
NMPF Town Hall MeetingPART II
FARM Program
Animal Drug Residues
Environment
REAL® Seal
FARM Program
Emily MeredithVP, Animal Care
•Bullet Test Line One
•Bullet Text Line Two
•Bullet Text Line Three– Bullet Text Line Four
•Bullet Text Line Five
FARM 3.0 Technical Writing Group • Dr. Karen Jordan, DVM, Dairy Farmers of America Member, Producer
• Antone Mickelson, Northwest Dairy Association
• David Darr, Dairy Farmers of America, Inc.
• John Mahoney, Land O’Lakes, Inc.
• Kevin Olson, Prairie Farms Dairy, Inc.
• Gatz Riddell, DVM, American Association of Bovine Practitioners
• Nigel Cook, DVM, University of Wisconsin
• Nina Von Keyserlingk, Ph.D., University of British Columbia
• Cassandra Tucker, Ph.D., University of California-Davis
• Marcia Endres, Ph.D., University of Minnesota
• Josh White, National Cattlemen’s Beef Association
• Branden Treichler, Foremost Farms USA
• Paul Humphrey, Select Milk Producers, Inc.
• Keri Retallick, Praedium/Validus
• Steve Maddox, Dairy Management, Inc. Board Member
• Dr. Richard Doak, DVM; Maryland & Virginia Milk Producers Cooperative Assn.
FARM 3.0 Technical Writing Group
• Met in June, broke into small groups
• Minor resources/references edits to chapters 3, 4, 5
• Significant edits to chapters 6 & 10
New FARM Animal Care Partnerships•Dairy Beef Quality Assurance
•Merck Dairy CARES 365
+ +
Building the FARM Brand •Consumer-Friendly
Website
•New “FARM Cares” Blog
•FARM Supporter Badge
FARM Program Goes Social • Launched FARM Program social media to
share successes & engage w/ customers: – National Dairy FARM Program
– @FARMProgram
– @FARMProgram– Share your stories of animal care and
ask questions using #FARMProud
Hear from Our Customers—Today!
• Michael Gonda, Senior Vice President, Communications, Chobani
• Tres Bailey, Director, Federal Government Relations, Walmart
• Ann Burkhart, Director Responsible Sourcing, Starbucks
• Mike Nosewicz, VP of Network Optimization & Fresh Dairy, Kroger
Antibiotic Stewardship
Jamie JonkerVP, Sustainability & Scientific Affairs
Antibiotics: “Judicious Use” or “Stewardship”
White House CARB Initiatives“... working domestically and internationally to detect, prevent, and control illness and death related to antibiotic-resistant infections by implementing measures that reduce the emergence and spread of antibiotic resistant bacteria and help ensure the continued availability of effective therapeutics for the treatment of bacterial infections.”
- Executive Order 13676 Combating Antimicrobial Resistant Bacteria
FDA and California Initiatives• FDA Veterinary Feed Directive, GFI #209 & #213
– No shared class drugs for production claims
– Treatment through feed/water requires prescription
– Ionophores unaffected
• CA law– All treatment uses will require prescription 2018
2015 Milk and Dairy Beef Residue Avoidance Manual• Best management practices for use
of antimicrobials
• Comprehensive list of approved antimicrobial drugs
• Residue testing options
Environmental IssuesClay DetlefsenSenior VP, Regulatory & Environmental Affairs
Ryan Bennett
Director, Government Relations
Environmental Update• Yakima
• Notice of intent – Corcoran, CA
• Monsanto glyphosate lawsuits
“The first thing we do, let's kill all the lawyers” William Shakespeare, King Henry VI, Part 2
Environmental Update• Removal Technologies
• Nutrient recycling challenge
• Pennsylvania SB 724
•Biogas & resource recovery tax credit
The REAL® Seal
Christopher GalenSenior VP, Communications
The REAL® Seal: 2015 at a Glance•Continued to grow the REAL® Seal
community on Facebook and Pinterest– Facebook has seen a 71% growth since
January 1, with the page totaling over 220,000 fans
– Pinterest has grown 224% since January 1, totaling 940 followers to date
The REAL® Seal: 2015 at a Glance•Continued to grow the REAL® Seal
community online
•Recruited 10 bloggers, dubbed the Dairy Divas, to create recipes and build awareness around the benefits of using dairy products
The REAL® Seal: 2015 at a Glance•Targeted efforts to key months while
maintaining engagement year round– June: National dairy month
– November: Holiday season
– December: Holiday season
Facebook Remains Top Resource
•The REAL® Seal Facebook page has grown to over 220,000 fans, 83% of which, are women
Facebook Remains Top Resource
•Unique and informative posts have driven 2.75 million impressions and 105,000+ fan interactions since January 1, 2015
Authentic and Educational Posts Drive Engagement on Facebook
Content focusing on:• Raise Awareness of
REAL® Seal• Education About REAL®
vs. Imitators• Brand Promotion• RESULTS
95,000 Likes10,800 Shares2,500 Comments
June Pinterest Contest Drives Growth
• The REAL® Seal hosted a one month long contest on Pinterest where fans and bloggers were tasked with pinning their favorite dairy treat. As a result, the page saw a 63% growth in fans and over 263,000 impressions
June Dairy Month for REAL® Seal• A month-long celebration for National
Dairy Month that emphasizes education on wholesome benefits of REAL® Dairy for adults and children
• Content areas include:– Nutritional
– Celebration of Summer
– Versatility of Dairy
• Pin-to-Win contest to drive fan growth on Pinterest
Coming Up in 2015• November Wholesome Recipe
content
• December focus on desserts with dairy
• More Dairy Divas posts
• Pinterest contestsOnly the nutrient rich survive!
NMPF Town Hall Meeting
Questions?