HUNGER AND MILK in America’s Food Banks Lori Fromm, MS, RD June 10, 2014 FB.com/milk @MilkLife 1
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The nation's leading domestic hunger-relief charity. With its network of more than 200 food banks and 61,000 food pantries , soup kitchens and emergency shelters throughout the country, Feeding America helps provide food to more than 37 million people in need . 4 4
HOW FEEDING AMERICA’S NETWORK WORKS DONATIONS ARE MADE Feeding America secures donations from the food and grocery industries, government agencies, individuals and other organizations. FOOD IS MOVED Feeding America moves donated food and grocery products through member food banks to where they are needed most. FOOD IS STORED AND DISTRIBUTED X Member food banks ensure the safe storage and reliable distribution of donated goods to local charitable agencies. FOOD REACHES PEOPLE IN NEED Donations are provided to people in need at food pantries, soup kitchens, youth programs, seniors centers and emergency shelters. 5
A BALANCED MEAL DAIRY Meals provided by Feeding America consist of food FRUITS GRAINS from a variety of our food sources, and some VEGETABLES PROTEIN two-thirds follow the USDA’s MyPlate guidelines for a balanced meal. 94% of food bank directors say they are actively working to improve the nutritional quality of meals provided to food bank clients. 6 6
HealthyFoodBankHub.FeedingAmerica.org 7 7
MILK IS ONE OF THE MOST DESIRED NUTRITIOUS NEEDS AT FOOD BANKS Food items most requested by food bank participants: • MILK (85%) • Fresh fruits (77%) • Vegetables (74%) 8
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WHY MILK? DAIRY FRUITS GRAINS VEGETABLES PROTEIN 10 10
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HOW THE PROGRAM WORKS 12
THE GREAT AMERICAN MILK DRIVE THREE WAYS TO GIVE ONLINE TEXT TO GIVE LOCAL AND RETAIL EVENTS Text “MILK” to 27722 milklife.com/give to donate Customized programs to drive giving in-store 13
THE GREAT AMERICAN MILK DRIVE WAYS TO DONATE – ONLINE DONATION Consumer sees Consumer visits Monetary donation is The coupon is sent to the Great American milklife.com/give and makes collected in the national fund local Feeding America food Milk Drive a monetary donation using and converted to a coupon bank for redemption by the messaging driving their credit or debit card for a free half or full gallon of food bank or their local them to donate milk that is attributed to a clients to redeem at their online local Feeding America food choice of retail location for a bank based on the donor’s consumer-funded incremental billing zip code half or gallon of milk MilkLife.com/GIVE 14 14
THE GREAT AMERICAN MILK DRIVE WAYS TO DONATE – TEXT TO GIVE Consumer sees Consumer texts Monetary donation is The coupon is sent to the local “MILK” to the Great American collected in the national fund Feeding America food bank for Milk Drive provided short code and converted to a coupon redemption by the food bank messaging driving to make a $5 for a free half or full gallon of or their local clients to redeem them to text to donation that is milk, that is attributed to a at their choice of retail location donate added to their local Feeding America food for a consumer-funded bank based on the donor’s mobile phone bill incremental half or gallon of state milk Text MILK to 27722 15 15
THE GREAT AMERICAN MILK DRIVE COUPONS 16 16
HOW RETAILERS AND RETAIL DIETITIANS CAN PARTICIPATE 17 17
GROCERY RETAIL IS A KEY PLACE TO ACTIVATE Donation Methods 100% 80% 67% Adults 18+ 56% B@H Target 60% Milk Target 52% Feeding America FA Target Target 40% 28% 23% 15% 20% 10% 9% 8% 7% 6% 5% 4% 4% 3% 3% 1% 0% 0% At grocery check-out Online Social media Via text message Other None of these counter platforms (i.e. Facebook) There are several different ways that you can donate to this program. Which of the following ways would you be MOST likely to donate to this program? 18 18 *exactcast, Feeding America Message Test, 12.2013
THE GREAT AMERICAN MILK DRIVE RETAIL CHECK-OUT PROGRAM Shopper is asked at Shopper agrees and Monetary donation is collected The Feeding America food check-out by retail a monetary donation by the retailer and converted to bank provides their local cashier if they would is added to their gallons of milk that are donated clients with the physical like to donate a grocery bill to the local Feeding America gallons of milk or the coupons gallon of milk to the food bank as free milk coupons to redeem at their choice of Great American Milk or as physical gallons provided retail location for a consumer- Drive directly to the food bank funded incremental half or gallon of milk 19 19
THE GREAT AMERICAN MILK DRIVE THOUGHT STARTERS How is your Share Participate in 1 2 3 retailer information (or create) a activating? online/in-store donation event • • • Opportunity for, or planned Communicate the need via Use available toolkit checkout programs? social media information • • • Can this program In-store communications Connect with your local extend/complement other processor and/or dairy • food donations/ Incorporate into media council philanthropic programs? opportunities • Participate in one of 15 upcoming events (dates/locations to be announced) Visit MilkPEP’s Supermarket Contact us for more Contact us for more information RD hub for more resources information 20 20
THE GREAT AMERICAN MILK DRIVE THOUGHT STARTERS Geographic Challenge Nutrition Education Themed Month In-Store SUMMER AND JUNE DAIRY MONTH SEPTEMBER: HUNGER ACTION MONTH HOLIDAY GIVING SEASON 21 21
RESOURCES FOR YOU THE SUPERMARKET RD HUB GotMilkSales.org/SupermarketRDs In-store toolkits 22 22
SPOTLIGHT ON MILK CASES The Spotlight On Milk Cases Contest was created to celebrate all of the inspiring and successful ways you help to showcase the benefits of milk. 23 23
QUESTIONS? VISIT: GotMilkSales.org/SupermarketRDs CONTACT ME: lfromm@webershandwick.com FB.com/Milk @MilkLife 24 24
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