The Milk Processor Education Program (“MilkPEP”), based in Washington, D.C. and funded by the nation’s Milk companies, is dedicated to identifying meaningful consumer and shopper insights regarding the benefits of fluid milk and amplifying them to consumers through creative marketing and educational initiatives with the goal of increasing consumption of fluid Milk. MilkPEP activities are led by a 20-member board and monitored by the U.S. Department of Agriculture’s (USDA) Agricultural Marketing Service. MilkPEP’s robust campaign efforts aim to increase awareness of Milk’s nutritional benefits and safeguard Milk’s reputation against competitive claims and anti-Milk messages that impact Consumers’ purchasing decisions. You may know them for their “Got Milk?” campaign or more recent groundbreaking programs such as: You’re Gonna Need Milk for That, a long-term, multi-million-dollar, omni-channel program that leverages milk’s well-known nutritional benefits in new, modern ways to inspire modern families and their children to choose milk more often for hydration, muscle building, wellness and more.