World Milk Day

Milk is an important part of a healthy balanced diet and World Milk Day provides the perfect opportunity to spread the word. IDF and its members work together to convey this message to the public by promoting activities taking place on and around this day. We’ve compiled a few examples to give a taste of what’s going on around the world.

World Milk Day was initiated in 2001 by the UN Food and Agriculture Organization (FAO), which actively encourages milk and dairy consumption as part of a daily diet. All aspects of milk are celebrated in many countries all over the world, and the number of countries and activities are increasing every year.

South Africa

World Milk Day 2018

The Consumer Education Project of Milk SA chose the theme: Does the source of calcium matter? for the World Milk Day (WMD).

A press release was developed and distributed to local and national media, radio and TV.

The press release is accompanied by an infographic – please see attached.

To date various radio interviews were conducted and a TV interview is scheduled.

The website of the Consumer Education Project i.e. carries a World Milk Day banner and the infographic is linked to the banner.

In addition, a social media campaign runs from 28/5-2/6 in the Dairy Gives You Go Facebook Page. Four posts will appear during the week, ending in a competition to invite teenagers to engage with WMD and post photos and videos. The prizes consist of a voucher and a hamper with the ingredients to make a chocolate protein shake – the latter will be delivered to the winners.

Performance will be monitored by a media monitoring agency.



Celebrations in Korea include the following activities:

  • Farm Tour in Downtown

For two days from 26th to 27th of May, a festival called ‘Farm Tour in Downtown’ from the public was planned. It was a free event open for everyone to experience a farm life in the urban area. Participants had the opportunity to feed calves with milk or cows with hay. Other various events such as cooking with milk or milk related play, etc. were planned as well.

  • Special Symposium

A symposium will take place on 1st of June, the day of World Milk Day to inform the public about the benefits of milk.

This year, we have invited IDF President Dr Judith Bryans to address the topic of ‘Benefits of Milk on the Nutritional Perspective’.

The program is as follows :

Time Program Speaker
14:00~14:30 Registration
14:30~14:50 Greetings Host
Congratulatory Address ‧IDF Korea

‧IDF Director General(Caroline Emond)

14:50~15:20 Benefits of Milk on the Nutritional perspective Dr Judith Bryans

(President International Dairy Federation)

15:20~15:50 Healthy Aging with Drinking Milk Prof Kwang Jun Kim

(Yonsei Severance Hospital)

15:50~16:20 Break
16:20~16:50 Healthy Drinking Milk for Healthy Skin Dr Hyun Jung Kim

(Seoul Medical Center)

16:50~17:50 Q&A / Panel Discussion Moderator : Jae Young Park

(Korea Biomedical Review Executive Editor)

17:50~18:00 Closing

In the run-up to World Milk Day, VLAM (Flanders’ Agricultural Marketing Board) puts the spotlight on milk through a collaboration with 2 lifestyle magazines in Flanders: Flair and Libelle. On the 30th and 31st of May, two articles were published in these magazines, starring several surprising recipes with milk created by bloggers. Next to this, these two magazines will also spread the message about the versatility of milk on their online channels. The objective is to inspire consumers to use milk in different ways and at different moments throughout the day. These articles (printed and online) fit in with the general campaign ‘What is your Milk Moment?’. The target audience of this campaign is women between 18 and 45 years, with and without children.



In addition to this, as of the 1st of June, a playful Facebook campaign will start spreading a number of funny GIF’s about milk.

The milk campaign is run in five European countries (Belgium, France, Denmark, Ireland and Northern Ireland). Half of the campaign is financed by the European Union.

In Finland we will celebrate the World Milk Day by announcing our new Milk Maid and by organizing a short seminar in the morning. The Dairy Nutrition Council turns this year 60 years and we will also celebrate that in that seminar. There will be presentations about our organization, school meals in Finland and about our paper “Nutrition reviews”. We will invite our interest groups and journalists to the seminar.

We published the job advertisement for the Milk Maid in March and 3 candidates were shortlisted. Sini Kokkola won the title of Milk Maid 2018.

Sini Kokkola, the new appointed Milk Maid

Our new Milk Maid will spread the word about milk and dairy products and their role in good nutrition as a part of it. She is going to visit primary schools, summer camps for children and other summer happenings and inform about the importance of milk in the diet.

We will send press releases and tweet about the seminar, the new Milk Maid and World Milk Day.

Initiatives and celebrations organized in France on 1st June 2018, World Milk Day/“Journée Mondiale du Lait”

Milk Moments, a programme conducted within EMF -European Milk Forum- with Belgium, Ireland, Northern-Ireland/UK and Denmark co-financed by the European Commission

  • A ‘Milk Moments” TVC on main TV channels targeting young generations 18-34 years, from 1st to 17th June 2018. Baseline : ‘And you, what’s your Milk Moment?’
  • Milk Moment Afterwork event on 1st June, Place de la République, Paris animated by well-known chef Yoni Saada with original milk based recipes, milk cocktails and music for bloggers, influencers and journalists

Activation of the famous ‘Milk or cereal first’ debate on social media. To participate and vote, consumers can stop by a food truck open all day at Place de la République, Paris, and on Twitter @LesProLaitiers, Facebook Les Produits Laitiers and Instagram @lesproduitslaitiers with #LeLaitAvantOuApresLesCereales. Results of the vote announced 1st June at 8.00pm. And watch out for some funny milk based GIFs, ‘Behind the GIFs, behind each emotion, a Milk Moment’, on Twitter on the day!

Amazing event with cows that will stay on Place de la République, in the center of Paris from 2nd to 5th June 2018, open to general public, with flavored milk tasting, stands on farming and the milk and dairy product processing chains, meeting with farmers on how the dairy sector is committed to continuous progress and improvement initiatives.

Open Door events in dairy farms and dairy plants in several regions of France for the general public and school children.

See teaser attached.

teaser promoting milk moments in France

Playing an a straw castle

Children’s disco with songwriter Volker Rosin

Hear cow’s heartbeat

Mascot Karla von Kuhstadt as a guest

CanadaUnited States of America
Dairy Farmers of Ontario (DFO) will be joining Global Dairy Platform to become a part of a global community of people who support the dairy sector. DFO will act as a “mobilizer” on social media, and will like, tweet, retweet and post positive messages about dairy, including its nutritional benefits, how dairy impacts the economy, and dairy education and facts.

DFO will promote World Milk Day on its Twitter (@OntarioMilk), Facebook (/OntarioDairy) and Instagram (@ontariodairy) accounts.

World Milk Day is Friday, June 1, a global celebration of dairy’s important contributions to sustainability, economic development, livelihoods and nutrition.

Get involved

You can get involved by joining the online conversation! Share an image, personal experience or our drafted content to your social media
channels using an event hashtag. Be sure to tag @dfamilk to help our Cooperative raise money for The Great American Milk Drive (GAMD). For every post on June 1 using an event hashtag, #WorldMilkDay and #RaiseAGlass, and tagging @dfamilk, DFA will donate $1 to GAMD.

Challenging our communities

To inspire everyone to share their appreciation for milk, DFA is encouraging our members and communities to raise a glass on World Milk Day and challenge local partners to also raise a glass.

For more information, contact Social Media and Online Content Specialist Anna Laurin at or 816-801-6468.


A global celebration

To celebrate World Milk Day on Friday, June 1, Dairy Farmers of America (DFA) is sharing our devotion to dairy by raising a glass to nature’s most perfect food — milk! We have mapped out several ways for our partners to also share their love for dairy and would like to invite you to participate.

What to do

We would like to challenge you to be part of our #RaiseAGlass challenge. We will be tagging you or your organization in a post similar to the example below. We ask that you pass on the challenge by posting a photo featuring a raised glass of milk. Be sure to use the event hastags, #WorldMilkDay and #RaiseAGlass, and then tag @dfamilk and another company you’d like to challenge.`

On June 1 st we will celebrate the “World Milk Day”, in Buenos Aires – Argentina, with our annual event “Dairy Products and Nutrition” as we have been doing since 2015. In this event we will promote the benefits of dairy and show INTI-Dairy’s (Technology Research Center of the Dairy Industry) commitment towards nutrition and human health. This is a free event that usually gathers more than one hundred people including: nutrition professionals and students, industry stakeholders and academic institutions.

For this year, 2018, the following topics will be discussed:

Dairy products and oral health: anti cariogenic properties, physiological and mechanical aspects involved. Maimónides University will be present

Dairy as a tool for appetite regulation: contribution to satiety. Foundation Center for Health and Medical Research (CESIM) will be present

Nutritional profiling systems: advantages and disadvantages of its application in the classification of dairy products. Center for Studies on Child Nutrition (CESNI) will be present

Top ten trends for 2018 in dairy products. Innova Market Insights.

Link : (in Spanish only)

During the conference, we usually take the opportunity to launch different brochures related to dairy products topics. Brochures available: Origins of milk consumption, Dairy products as a source of Calcium, Lactose intolerance, Allergy to cow’s milk protein, What kind of fat does milk contain? Dairy products and satiety, How Milk Is Preserved, and Milk and vegetable drinks. The brochures are distributed freely with the aim is to communicate the importance of dairy products and expand their knowledge and contribution.

Link: (this material in available in Spanish only)

In Santiago, El Consorcio Lechero will be at the exit of the subway at 8 am in a very crowded place giving hot chocolate milk to the public, in carton glasses with the World Milk Day logo, and sharing the benefits of dairy through a flyer.

View the flyer in Spanish


Dairy Australia is planning a series of actions to prepare the World Milk Day.


  • To share the stories about the goodness of milk and the people who produce it
  • To remind Australians about the relevance of milk in our daily diets (through demonstrating many ways we use milk throughout Australia.)

World Milk Day 2018 PR Approach

The PR approach will maintain the global theme of Raise a Glass through an influencer engagement campaign across social media and bolstered by traditional media outreach. The concept will primarily be extended as a call to action online, leveraging the general public, influencers, farmers and dairy supporters to help spread the message via social media. The campaign will connect with DA’s current messaging framework and will dial up the connection to milk’s naturalness.

Creative concept:

Dairy Australia will encourage consumers, influencers and farmers to post a photo online of a ‘milk pour’ as an extension of the Raise your Glass theme. The aim is to flood people’s newsfeeds with images of milk pouring and the hashtag #worldmilkday and #milkpour. The milk pour can be interpreted in many different ways, whether it be the pour of milk into a coffee, over muesli or into a dinner dish. It is a simple and straightforward call to action that will create a uniting visual thread across all online activity. The milk pour demonstrates how milk is often at the heart of many of our favourite dishes.

A multi-pronged approach to influencer engagement will ensure adequate volume and reach of messages to a range of audiences.

Approach Deliverables
Tailored media plan and releases.




  • Key message amplification via earned media with a focus on local / regional outlets in each of the 8 dairy regions.
Leverage dairy farmers as advocates for World Milk Day.
  • Toolkit including social suggestions and messaging distributed via EDMs / social posts from regional offices to more than 6000 dairy farmers nationally.
Manufacturer and stakeholder engagement to ensure a consistent industry voice on World Milk Day.


  • Toolkit for manufacturers about how to get involved in World Milk Day, including actions for staff to take and content for social channels.
  • Provision of toolkit and content to key stakeholders such as ADF and ADIC.


Engagement with influencers and stakeholders to drive consumer engagement.
  • 50 Instagram posts on 1 June by key influencers with strong reach. Influencers briefed to post a milk pour image, video or stop motion and include the hashtags and key messages.
  • Engagement with dairy advocates to post a milk pour pic on 1 June.
  • Engagement with Dairy Australia partners such as Nutrition Australia to add reach and credibility via their channels / networks.


Social media and online extension.
  • Engagement with farmer social groups and networks to help spread the message online.
  • Leverage owned social channels to promote the day, including:

o An online video using farmers to demonstrate the ‘milk pour’ call to action.

o Social post boosting

o Shared influencer content

  • SEM driving people to content about the health benefits of milk on


Extend World Milk Day into Primary Schools nationally.
  • Discover Dairy e-bulletin providing teachers with tools and resources they can use in the classroom around World Milk Day (eg. Farm to plate video, how cows make milk).
  • Social posts through schools partnerships such as Life Education or Primary Industries Education Foundation Australia.


Issues management to prepare for any potential negative response.


  • Development of an issues management plan to identify and mitigate risk around World Milk Day communications activity.


Dairy Australia internal launch.
  • Staff engagement with World Milk Day.


Browse through our World Milk Day archive to find out how IDF members have celebrated in recent years…
ZimbabweSouth Africa

World Milk Day 2017

Zimbabwe will organize a Milk Exhibition. This will be followed by Zimbabwe’s Dairy Declaration in a press conference with the attendance of all relevant ministers in government. Zimbabwe will also be announcing their patronage for the dairy sector.

More information will follow as soon as available!

CEP World milk day infographic:

The World Milk Day celebrations: of the Consumer Education Project of Milk SA are:

  • Health professionals: The ‘raise a glass’ communication messages is shared with dietitians by means of an infographic:
  • Consumers: The health benefits of dairy are shared with consumers on the ‘dairy gives you go’ facebook page as part of ‘World milk day- raise a glass’ messages from the week starting 29 May – 2 June. Visitors to the page will be invited to post their ‘how they got their GO with dairy on World Milk Day’. Please visit the Dairy Gives You Go facebook


World milk day hanging banner and World milk day pull up

  • The Milk Producers Organisation will use these at all events from 24 May till 31 August 2017


Woodlands WMD

  • Graphic that one of our milk processors will use during milk hand-outs at schools etc.


June 1st in Israel is Shavuot – a Biblical holiday, in which Milk is essential and most meals are dairy ones.

Shavuot is the Hebrew word for weeks and refers to the Jewish festival marking the giving of the Torah at Mount Sinai, which occurs seven weeks after Passover. Shavuot began as an ancient agricultural festival that marked the end of the spring barley harvest and the beginning of the summer wheat harvest. In ancient times, Shavuot was a pilgrimage festival during which Israelites brought crop offerings to the Temple in Jerusalem. Today, it is a celebration of Torah, education, and actively choosing to participate in Jewish life.

First Fruits Festivals are held on kibbutzim, featuring elaborate pageants and parades, displays of fruits, tractors and babies, and joyous singing and dancing. Urban dwellers also mark the holiday with first-fruit pageants and celebrations of second-graders receiving their first Bible text.

Traditional holiday meals on Shavuot center around dairy foods. Jewish tradition compares the words of Torah to the sweetness of milk and honey. Cheesecakes are among the most popular foods in this holiday.

Children in kinder gardens and in schools bring to class a basket with fruits and dairy products.

Caption: Children celebrating Shavuot

Every dairy carries out a special campaign, launches new products, distributes recipes booklets, etc.

The Israel Dairy Board carries out a press release campaign to promote new products of small/boutique dairies and visits to dairy farms visitor centres.

Caption: Dairy exhibition

This year the Israeli Dairy Board is invited by the Prime Minister’s office to the cabinet meeting in order to present the achievements of the dairy sector in Israel,

Dairy farmers’ delegation will celebrate with the Israeli President the holiday of Shavuot and young “to be” dairy farmers will bring a basket of dairy products.

The Israeli Dairy Board will also organize an event at the Israeli Parliament, which will include a presentation of the Dairy Sector in Israel and a buffet of dairy products.

Caption: Shavuot 2016 the President of Israel and his wife at the residence of Reuben Riblin

The website of the J-Milk showcased Japan’s activities to promote the World Milk Day: ‘J-Milk is a unique organization, which brings dairy farmers, dairy businesses and retailers together to represent Japan’s whole milk supply chain.’


  • Increase on national activities: in June 2012, the number of national activities reported by local organizations were 91 and raised to around 190 practical activities from 2014 onwards
  • Those activities are now well known and firmly established:
  • 12000 posters of 112 organizations were provided by J-Milk last year for promotion
  • 200 thousand leaflets



  • World Milk Day national recognition rate remains low at 15% and its coverage by the media needs to increase
  • The sales drive impact towards consumer of the dairy sector still lacks unification. More collaboration with retailers, such supermarkets, is needed.
  • The sales drive from dairy sector for World Milk Day were too straight ahead asking for sympathy and lack of fun
  • Dairy products are appreciated by their calcium content. Consumers may benefit of practical details on the use of milk for cooking.
  • Commemorative day related to food in June last for 132 days!
  • World Milk Day needs to be differentiated of Milk Bargain Sales Day organized by retailers such as supermarkets


New Strategy covering the results in the past and solving issues

  1. Promoting milk day by strengthening the relationship of the dairy sector and milk fans who love milk, cows and dairy products.


Caption: Information spread towards consumers using social media etc. by milk fans and affinity group members

  1. Highlighting World Milk Day as a special day compared to other global commemorative days by supporting the activities of FAO on World Milk Day.
  2. Designing a logotype and a logo sound with catchy messages to spread information to the consumer.
  3. Proposing new products to consumers such as the “New Washoku”, and the initiatives, such as “Drink Milk After exercise” and the informative campaigns “Characteristic of Milk Supply Chain” and “View of Living Life in Dairy”.


Caption: Instructions to the low salt miso soup (New-Washoku Miso Soup, a milk-miso mixed paste recipe).

Replacing half of miso paste with milk and you will get less salt intake! Step 1: mix milk with miso paste in advance. Step 2: cook other ingredients in soup sachet and put on high heat. Step 3: pour and dissolve the readymade milk-miso mixed paste into your soup bowl.

Caption: what you need within 30 minutes after exercise is “Milk”.

  1. Sales are driven by the various events organized by the national dairy sector organization using the messages on milk packaging as a communication channel and using social networks such as Facebook or Twitter


  • Celebration of events for the World Milk Day aimed at consumers living in cities and who do not have opportunities to have a real experience with dairy cows and farms
  • Hosted by the Korean Dairy Board (committee for check-off fund)
  • When: 27 May and 28 May 2017
  • Where: Seoul (to be confirmed)


  • Providing information about World Milk Day, and turning the World Milk Day into an annual event
  • Improving the friendliness and the feeling of affinity for milk and for the dairy industry
  • Promoting domestic milk consumption


  • Celebrating a ceremony for the World Milk Day
  • Sharing the information about raising cows and getting the milk, including feeding milk to calves or hay to cows, milking the cows, etc.
  • Promoting Korean milk and dairy product consumption
  • Proposing domestic milk and dairy products for sale
  • Promoting milk friendliness by providing information about anti-dairy movements

BelgiumFranceGermanyIrelandThe UKUkraine

On the 1st of June VLAM (Flanders’ Agricultural Marketing Board) will start the promotion of ‘Milky Day’. Milky Day is a 24h-film in which a young woman is filmed throughout her day filled with moments when she consumes milk. The objective is to inspire consumers to drink milk at different locations and times. The film fits in with the general campaign ‘What is your Milk Moment?’.

The target population of this campaign is young women between 18 and 45 years, with and without children. The campaign will concentrate on channels that these women frequently visit, such as online lifestyle pages.

In addition to this film there will be collaboration with bloggers. A relay project on social media in which every hour another blogger will post his or her favourite milk moment on Instagram and Facebook.

In the weeks before World Milk Day, on online media and television there will be a wave of the milk spot ‘What is your Milk Moment?’, an alternation of short vignettes of people consuming milk in different situations.

The milk campaign will be run in five European countries (Belgium, France, Denmark, Ireland and Northern Ireland) and 50% of it is financed by the European Union. The common message is that milk fits in well with a varied and balanced nutritional diet and a healthy lifestyle. And this because of the unique potent mixture of essential nutrients.

France joined the World Milk Day organization in 2014. Since then, its participation has increased each year.

  • In 2017, the aim will be to give the opportunity to the public to discover dairy farms and dairy plants, as well as to discover productions systems and to have an open dialogue with dairy farmers and processors.
  • The World Milk Day will last a month, as animations will be organized from mid-May to mid-June.
  • On 1st June, a national one-day campaign to promote the UN/FAO World Milk Day : an inspiring TVC broadcasted on general information TV channels and social media (Twitter, Youtube and Facebook) and a print ad in daily national and regional newspapers.
  • A reinforced TV and digital communication will occur from 15 May to 4 June 2017, through the EMF ‘Milk Moments’ campaign, and a specific 24 hours’ performance that will be made available on the internet.
  • A specific 24 hours’ video in which a young woman is filmed throughout her day filled with moments when she consumes milk. The objective is to inspire consumers to drink milk at different locations and times. This performance available on the internet is presented to the influencers and general public through a 24 hours event from 31st May to 1st June 2017, in an art gallery in Paris.
  • With this action, people, and especially young people, should be able to find their own “milk moment”.
  • Farms and plants visits will also be organized, open to schools.
  • As a basis for constructive discussions, educational material will be provided to dairy farmers and processors prior to the visits.
  • As transparency on milk production and processing is available, consumers can see how men and women work to provide good and safe milk.

Germany will organize many different activities on the World Milk Day 2017. These will be organized by the state farmers’ associations and the national associations for milk.

  • In Bavaria, Germany, will be celebrated with the subject Fit with Milk. Five races will be organized in Bavaria in 2017, such as the Munich Half Marathon, several Company Runs in Bavaria and the Munich Marathon. All races are companied by their milk ambassador Willi – called “Milchmann Bayern” – on their Instagram page A team of influencer and sport enthusiasts is being put together, who will run the Munich Marathon as their Milk Team.
  • In other regions, open days on the dairy farms and information events, especially on schools, will take place.

More to discover on the World Milk Day!

All actions planned in Germany are listed on the website of the German Farmers Association (

The National Dairy Council, Ireland, plans to officially launch a new sports nutrition booklet (download for free here), which explains how the nutrients in milk can assist in recovery after exercise. This is planned to be launched at a sports facility with sports nutrition experts and ambassadors.

Caption: Sports nutrition handbook launched by Ireland

We will also promote the nutrients in milk on social media. Follow their activities on Facebook and Twitter!

The Dairy Council of Great Britain is celebrating World Milk Day with the issue of ‘The Milk Manifesto’ to national press including newspapers, magazines and radio.

The Milk Manifesto, signed by national experts from nutrition, dietetics and medicine, summarises the evidence supporting the nutritional benefits of milk and milk products, concerns about milk and dairy alternatives, and encourages consumption of milk and milk products.

The Manifesto will be accompanied by a dossier of evidence and supporting infographics, available on The Dairy Council’s website, and social media packs will be sent out to UK colleagues in dairy and nutrition.

Find more about this on the World Milk Day here:!

The Association of Milk Producers (AMP) as a representative of the IDF National Committee of Ukraine joins the celebration of the 17th World Milk Day.

Their activities:

– a photo-flesh mob challenge : member-farms, commercial partners, representatives of Ministry of Agriculture, international financial institutions in Ukraine etc. will picture themselves with their family members, colleagues or friends holding glasses with milk. They will pass the challenge to at least 5 of their colleagues or partners so that as many as possible opinion-leaders get involved in this initiative and promote milk and dairy products as an essential part of healthy nutrition and healthy living #WorldMilkDay #я_люблю_молоко #АВМ, #Всесвітній_день_молока_2017

– On June the 1st, Ukraine celebrates the International Childrens’ Day. The AMP will visit an orphanage in Uman town, where the headquarters of the AMP is located, with a milky present (a set of dairy products for each child) and an educational talk about milk. The biggest milk processing plants in Ukraine (Danon, Lactalis, Sandora, Lustdorf, Bell-Shostka, Molokia etc.) will join this initiative during June. The photos of such visits will be published on the official web-pages of AMP and partners and in the magazine Milk and Farm.

Excursions for school children to dairy farms will show the way of milk “from field to shelf”. The photo-reports of such visits will also be presented at official web-pages of AMP and in the magazine Milk and Farm.

CanadaUnited States Of America

The Dairy Farmers of Canada will be organizing a Twitter Party (one in English, one in French). You can already find it on the website:

Because World Milk Day falls on the kick off of June Dairy Month and the launch of the a new, three-year campaign called “Undeniably Dairy,” the International Dairy Foods Association (IDFA) has several opportunities to engage the online community tuning into #WorldMilkDay.

IDFA will be celebrating the World Milk Day, June Dairy Month and the Undeniably Dairy campaign on June 1 on their social platforms (Facebook, Twitter, Instagram, LinkedIn), where you can find:

  • Milk cheers photo
  • GDP thunderclap messages
  • Posts with #WorldMilkDay, #Undeniablydairy and #Junedairymonth
  • Posts from partnering accounts

IDFA Connect member newsletter that will be sent on June 1 will feature a World Milk Day article. IDFA nutrition expert will show how she is celebrating the day.

The IDFA and the Milk Processors Education Program staff share a “cheers” with you!


The committee “Gracias a la Leche” (Thanks to Milk) will promote the benefits of dairy in Chile. This committee is composed by dairy producers, dairy industry and representatives from the dairy sector.

Several dairy companies and dairy institutions will lead activities on the World Milk Day:

  • On May 30th – World Milk Day celebrations: 150 students from 6 to 10 years will celebrate WDM with puppets and contest awards show. The event will end with the donation of milk to charities. Download all the information here.

  • On May 31th – Seminar “Challenges and opportunities for the dairy in the modern world”. This seminar is dedicated to 120 nutritionists, and professionals in the area of health. Download all the information here.


World Milk Day 2014

Zimbabwe Dairy Industry stakeholders will march in the city centre from Town House to Africa Unity Square where a small exhibition will be set up, and will be addressed by the Mayor, Ministry of Health, Ministry of Agriculture, Ministry of Environment and officials.

More news about TV and local newspaper coverage, plus a video will follow after the celebrations!


Plans for the World Milk Day 2014 in Japan

Why 1 June?

  • In dairying areas, cows are starting to be kept on the pasture.
  • FAO (the Food and Agriculture Organisation of the United Nations) proposed 1 June as World Milk Day in 2001.
  • In Japan, J-Milk designated the same day as World Milk Day in 2007 and June as the Milk Month.
  • The Cabinet Office of Japan designated June as the Dietary Education Month to promote activities of dietary education led by the regional and national governments.


1. More recognition and understanding of World Milk Day and Milk Month by the Japanese people (currently only 17%)
2. More specifically, distribute the following valuable information:
– Lower salt intake by introducing new ways of preparing traditional Japanese food, incorporating milk
– The importance of dairy nutrition for older generations
– Smart ways to manage lactose intolerance
3. Send out more useful information to attract dairy farmers to enhance their understanding of World Milk Day

Specific Initatives

  • Distributing posters to emphasise connection between farmers and consumersPoster
  • Industry Associations, as part of Dietary Education Month, assist primary schools include the subject as part of their school program
  • 72 Promotional activities including distribution of milk. Examples include: Milk fare, Gifts for governors and mayors, cooking contest, bone density measurement, promotion of locally produced milk
  • 10 seminars and forums organized
  • 40 Factory visits
  • 43 other campaigns of various nature. For example, the ‘Give your father milk’ campaign. Did you know that ‘Father’ is ‘chichi’, and so is milk in Japanese?

Photo1 Photo2

J-Milk Initiatives

J-Milk will organize a competition among children at primary schools and their families, intending to give children, parents and teachers opportunities to think about the value of milk and its role by making the competition to be as applicable as possible to lessons on-site. Moreover, they will provide materials such as picture-shows and worksheets so that they can talk about milk as easily as possible during class throughout the Milk Day and Milk Month. We plan to send them to 21,000 primary schools nationwide together with the guidance.


‘Manga’ characters will be used, as shown here on the right, which won a competition to be inserted into the guidance and related materials.

Other activities include:

‘Milk Day Forum’ hosted by Japan Milk Academic Alliance, and co-hosted by J-Milk
Date: 31 May 2014
Venue: Marunouchi Hall & Conference
Theme: Milk and Japanese people with Milk playing a key role to the Japanese dietary life and future potentiality

Media Milk Seminar (June), featuring advice to those who are lactose intolerant

Dairy Dietary Education Promotion Workshop (late June)
Lectures: Experts from Ministry of Education, Culture, Sports, Science and Technology
Theme: Case study; initiatives by the industry including milk producer associations and milk processor organizations

Produce basic materials for media concerning ‘Milk as Measures against Heat Disorder in relation to exercise’ (May to June)

BelgiumCzech RepublicFinlandFranceGermanyIreland

World Milk Day 2014

VLAM to hand out milk cartons on World Milk Day

On the 1 June VLAM (Flanders’ Agricultural Marketing Board) will be distributing milk in locations all over Flanders. The objective is to enhance the impact of the campaign slogan Milk, a force of nature. The milk commercial will be broadcast on TV for two weeks.

The VLAM milk promotional team will treat 50,000 visitors to a refreshing milk drink on 1 June. VLAM will set up a special stand at 10 locations. In addition to a chilled brik carton of semi-skimmed milk printed all over with the campaign image, the visitors will also receive a flyer explaining the benefits of milk. But there is more: each visitor will also be invited to be photographed in a specially mounted background of grazing cows and thus experience the campaign message ‘milk, a force of nature’. Children can test their strength together with an adult and have a duo photograph made.

QuotePhotographs will be printed immediately on a special postcard. What a nice souvenir for the visitor who braves a photo shoot! He or she will also receive the photograph digitally and may, for example, use it to adapt his/her Facebook profile. In this way the pleasant milk experience will be visible to a wider audience. All participants’ photographs will also be exhibited locally in a photo gallery.

Focus on young women

VLAM hopes to reach young women (with children) though this milk distribution. The locations that are opted for are those frequented by the public on Sundays, e.g. cinemas, provincial domains and leisure parks. The exact choice of the locations will be attuned to the expected weather. For more information on the locations, visit Or read the ‘Zondagskrant’ on Sunday 1 June, which you can get at any baker’s. On 28 May the Metro newspaper also will inform readers about the event.

Television campaign

June 1 is also the starting date of the spring television campaign. For a two week period, the milk knights will again be seen in a 20-second commercial on één, VTM, 2BE, Vier, Acht and Vitaya. The commercial shows sturdy knights in a whirling milk-engulfed landscape, fading into a full glass of milk which at the end is drunk by a teenager.

The target group is drinking more milk

Previous research showed that the milk campaign scores well on recognition. The TV commercial enjoys great appreciation and the campaign message appears to be very clear. In addition, consumer data confirm that the campaign is effective in the target group, namely 18-44 year-old-women (with or without children). Flemish families in which the household purchaser is younger than 40 bought almost 5% more milk than in 2012 and bought milk more often as well.

Campaign in seven countries

The milk campaign is running in seven European countries (Belgium, The Netherlands, France, Denmark, United Kingdom, Ireland and Austria) and 50% of it is financed by the European Union. The common message is that milk fits in well with a varied and balanced nutritional diet and a healthy lifestyle. And this because of the unique potent mixture of essential nutrients.

In the Czech Republic, World Milk Day has been celebrated on the fourth Tuesday of the month of May since 1957. This year, the celebration will take place on Tuesday, May 27.

Plans for the world milk day 2014

In the middle of a beautiful historic monastery Břevnov in Prague, a grand “Celebration of Milk” with the participation of about 250 dairy farmers, milk processors, traders, professional schools, research institutes, journalists and representatives of consumers and other guests has been organized.

We will start with a welcome drink with milk drinks and serving cheese snacks. Our event will be opened by the Minister of Agriculture. There will be speeches by the president of Agricultural and Food Chamber and our foreign guest will be the Secretary General of the EDA, Mr. Alexander Anton, who will give a lecture on the Dynamics of European and Czech dairy industry.


The head physician of Prague´s biggest hospital, Dpt. Nutrition and Health, will deliver a speech on the importance of milk and dairy products in the prevention of osteoporosis.

In addition, there will be talks about the promotion of exports of Czech dairy products to 3rd countries.

Dairy Product of 2014

The highlight of our gala event, we will announce the “Dairy Product of 2014 ” in six product categories and will also award the best “News of the year” (for white and yellow cheese lines). Journalists will also give a prize for the best product (Media-Award).

This festive afternoon will be moderated by Mr. Jiri Kopacek, president of the Czech-Moravian Dairy Association and president of the Czech Committee of IDF together with Mrs.Šustova, associated (dairy) professor from Mendel University in Brno.

Similar activities to celebrate World Milk Day are also taking place in vocational schools and in many dairies.

Plans for World Milk Day 2014

In Finland, World Milk Day will be celebrated on 27 May.

Milk Morning

The Finnish National Committee of IDF will hold a two-hour session entitled “Milk morning” for interest groups and media. The theme will be “Our milk” covering aspects of the importance of milk and dairy to Finland and the proteins in milk.

Milk Maid

picThe new Milk Maid will be announced. The Milk Maid is a traditional figure of the Finnish Dairy Nutrition Council, spreading the word of good nutrition and milk being part of it. Through nutrition education, the Milk Maid (being an authorized nutritionist) is an excellent messenger for Dairy Nutrition Council. This year she has visited, for example, primary schools, working places and maternity and child welfare clinics informing about the importance of milk in the diet. (photos available in a separate mail)

Media activities

A press release about the Milk made and another about the Milk morning and World Milk Day will be sent, as well as Tweets.

Plans for World Milk Day 2014

The liquid milk sector will organize a national event for the 14th World Milk Day on 1 June. Around ten liquid milk factories across France will open their doors to the public. Different activities will be organized by factories, including a visit of the factory; educational presentations of the sector’s upstream process; games for young people and a milk bar with innovative flavours. The National Interbranch Organisation (CNIEL) will participate by providing different tools to be used or given out (documentation; posters ;….).

In order to ensure the visibility of all these openings, several press events will be organized at national and local level:

  • A national press conference to promote this 14th World Milk Day and all positive aspects of liquid milk (nutrition; how to consume it;…). A leaflet and press release have been issued for further information (available in French), plus you can visit
  • A press trip is offered to journalists to visit a farm and a liquid milk factory.

All activities aim at promoting the benefits of milk with these different aspects.

PLANS FOR THE World Milk Day 2014 – Internationaler Tag der Milch

Slogan: Discover Milk – Enjoy consciously!

Date: Sunday, 1. June 2014
Location: Landesgartenschau Deggendorf, Ackerloh / Horticultural Show in Deggendorf, Germany


• Huge cheese cake, 2.2 meters in diameter!
• Guests: Cabaret Artist Wolfgang Krebs, Bavarian Dairy Queen and Princess


10.30: Welcome at the Ackerloh Stage by Günther Felßner, Chairman of the Bavarian Dairy Association (Landesvereinigung der Bayerischen Milchwirtschaft). Presentation of the collected Bavarian specialties by Bavarian Dairy Queen and Princess
13.00: Cabaret by Wolfgang Krebs
13.30: Cutting of the huge cheese cake by Wolfgang Krebs
From 13.30: One piece of the cheese cake and a cup of coffee for all guests (while stocks last!)
Whole Day: Shakes at the Milk bar, Information about milk and playgrounds for kids

Presented by: Bavarian Dairy Association (Landesvereinigung der Bayerischen Milchwirtschaft)

Further information on

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International Milk Day, June 1st, 2013, on the grounds of the Garden Show in Tirschenreuth


11.00 – 17.00 h: Family day – milk course (play stations focussing the subject “milk”), a milk bar and stands of three regional dairies.
11.00 – 17.00 h Presentation of Bavarian cheese variety with an exhibition of 180 cheeses
11.00 – 17.00 h: Games, fun and facts all about milk
13.00 – 15.30 h: Milk course Competition
14.00 h: Presentation and dégustation of three types of cheese by Josef Stemmer, dairy specialist, Bavarian Dairy Association

Special Guests:

VIPs (agriculture and dairy industry)
Bavarian Dairy Queen and Bavarian Dairy Princess

Celebrating World Milk Day 2014

This year the National Dairy Council would like to remind people of the importance of milk as a source of calcium and protein – both of which contribute to the growth, development and maintenance of our bones.

Bone: A Living Tissue


We may perceive our bones as being very rigid, but, in fact, bone is a living tissue which is constantly rebuilding and renewing – with specific lifestages of significance importance.

“Young childhood and the adolescent years are critical lifestages in terms of bone development, with approximately half of an adult’s bone mass accumulating during the short time-frame of adolescence,” says Dr. Miriam Casey, Consultant Physician at St. James’s Hospital with a special interest in Osteoporosis.

“Following the achievement of peak bone mass (majority of which is reached by the late teens and the remainder in young adulthood), bone mass remains relatively stable for some time. However as adults, we need to remember that our bones continue to constantly evolve and remodel with old bone broken down and replaced by new bone.”

Dr. Casey explains that in females the reduction in oestrogen levels at the time of the menopause leads to an increased rate of bone breakdown over bone formation and can result in bone loss. In men this increased rate of bone breakdown occurs later usually in those aged 70 years and older. Furthermore in older people the rate of bone formation actually declines, resulting in age-related bone loss and, hence, bone health is a particular concern as we age and later in life.

“Bone health is often over-shadowed by other aspects of health, perhaps even taken for granted until you or someone you know suffers a fracture,” says Dr. Casey. “Coined ‘a silent disease’, osteoporosis causes bone to become brittle and fragile, increasing the risk of fracture. It is estimated that osteoporosis affects over 200 million people worldwide. Hip fracture is one of the most serious associated concerns with significant mortality rates and the risk of this event increases with age.

Irish Research

Dr Casey is the Principal Investigator on the Bone arm of a cross border study known as ‘TUDA’.

The TUDA study is a North-South research collaboration, involving Trinity College, the University of Ulster and the Department of Agriculture, where the latter invested €1.8m into funding this study of 6000 older subjects. Dr Miriam Casey explains that the aim of the bone element of this study is to explore the impact of various factors on bone health, including nutrition, diet and genetic profile, among people aged 60 years and over who have been diagnosed with osteoporosis.

Importance of Nutrition

“To date, over 1,400 people have been recruited onto the TUDA bone study. Using dietary questionnaires and other measurements we now have an insight into the dietary habits and nutritional status of this population group,” says Dr Casey.

“A balanced diet is essential for bone health and while we can’t quantify the total intake of specific foods from this study, some very interesting dietary trends from the current data have been noted.”

“Nutrition and dietary advice is a critical part of the treatment plan for osteoporosis. Dietary supplements, primarily calcium and vitamin D, are often recommended, but forgetting to take the supplements or not taking as advised is a major problem. This supports the need for a more food-orientated approach to help patients achieve their overall nutritional requirements,” says Dr Casey.


As well as natural age-related bone loss, lifestyle changes among the elderly can work against bone health. For example, impaired mobility as we age may reduce the likelihood of sun holidays (which can impact vitamin D status as sunlight is involved in the production of vitamin D), there is also a likelihood of lower levels of engagement in weight-bearing activities (such activities can benefit bone health). Also, certain medication can negatively influence bone and, in general, reliance on medication increases with age.

“In this context, addressing other ‘controllable’ factors, which can positively influence the bone matrix – such as nutrition – is very important as we mature,” says Dr Casey.

Read the full story here…


Celebrating “Milk Day” in Israel

June 3 is a Biblical Holiday – Shavuot. It is to celebrate bringing the crops from the fields.Photo

However, since Israel is The Land of Milk and Honey, over the years it has become “The Milk Holiday”. On that day, traditionally, Israelis have meals which are dairy-based.

The favorite dish being Cheese Cake.

Cheesecake recipe

Here is the recipe of a typical Cheesecake (Anat Kornmal). Of course, you are all invited to try it at home and share with others! Download the recipe here.


June Dairy Month

June 1 kicks off June Dairy Month, which sees a wide range of
activities taking place across a number of states to promote milk and
milk products.

The Midwest Dairy Association provides an overview of events in the
Midwest, including farm breakfasts, farm city days and farm tours.
Take a look at their website to find out more.

Dairy Days of Summer

The Wisconsin Milk Marketing Board (WMMB) is once again commemorating June Dairy Month with the Dairy Days of Summercampaign.

Wisconsinites can look forward to a month filled with unique dairy-themed festivals such as Sparta Butter Fest and Cows on the Concourse in Madison, along with sampling opportunities, special menus and deals at participating restaurants and retailers.

For more information about Dairy Days of Summer and June Dairy Month, visit

Recipe Ideas

Something for everyone, every day of June Dairy Month!


State Fact Sheets

The Southeast United Dairy Industry Association (SUDIA) has put together a series of State Fact Sheets, which help consumers find out fun dairy facts about different states.

How many dairy cows are in the state of Kentucky? How many milking cows are on a typical Tennessee dairy farm? Find out here.


Plans for World Milk Day 2013

To celebrate World Milk Day 2013, Prof. Dr. Paulo Henrique Fonseca da Silva of the Federal University of Juiz de Fora presented two lectures at technical events in two states of Brazil:

• A chemical and nutritional approach to dairy products

4 June 2013

Technical Workshop on Dairy Products

Juiz de Fora, Minas Gerais, Brazil

• Dairy and nutrition: a current approach

6 June 2013

ENEL – Northeastern Meeting of the Milk and Dairy Products Sector

Natal, Rio Grande do Norte, Brazil

A new Social Network for dairy nutrition experts

The Center for Valorization of Dairy Products in Human Nutrition (NUVLAC) in Brazil has developed a social network to disseminate news on issues related to the valuation of milk and milk products in food and human nutrition. The network includes dairy companies, academia and healthcare workers.

This social networking site can be used to promote new scientific events, create thematic scientific forums, disseminate news through the blog, post scientific articles in the virtual library, exchange information exchange directly with the researchers enrolled and attend webinars.



Plans for World Milk Day 2013

  • Invitations to farm visits to observe milk production. Locally produced milk and milk products are distributed to visitors;
  • On 2 June 2013, NÖM AG (a dairy company), the Chamber of Agriculture, and a radio broadcasting company (Radio NÖ) will organize a radio show from a farm during which activities for kids will be planned. Read more
  • The National Marketing Agency for Agricultural Products (Agrarmarkt Austria AMA) organizes an event every year in another city. On World Milk Day, the new AMA campaign “Milchprodukte – krönender Genuss – 2013” starts on television, in the newspapers, internet and on the social media. It focuses on milk, cheese and yoghurt in particular Read morelogo
  • Kärntner Milch (a dairy company) celebrates its 85th anniversary on World Milk Day
  • Around the World Milk Day, many visits are organized in Kindergartens and schools to promote milk and milk products Read more

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Lots of promotion is also organized in the course of May throughout Austria.

  • The “Tag der Offenen Stalltür” – “The Day of the Open Stable door” is organized by the Chambers of Agriculture with the support of The National Marketing Agency for Agricultural Products (AMA)

See video


Media activities:

Around the World Milk Day, media (TV, radio and print media) will be informed about the dairy farmers’ efforts to produce a healthy product.
Press releases will also inform people about the benefits of milk consumption.


World Milk Day 2013

A festive afternoon for all stakeholders was organized at the Brevnov Monastery in Prague involving farmers, processors, academia, schools and universities, employees of government agencies, Parliament, etc. – involving approximately 300 people.

Last year’s programme

Joint organizers of the event were: the Czech Dairy Association, the Czech National Committee of IDF, the Department of Dairy and Fat of the Institute of Chemical Technology Prague, the Ministry of Agriculture and the Agriculture Chamber.

Dairy Product of the Year 2013

The Czech National Committee of IDF gathered several expert papers from renowned speakers on the importance of milk in human nutrition. During the day, prizes for the “Dairy Product of the Year 2013” Award was announced. The competition involved 70 new products in 9 categories.

Last year’s diploma

The event was attended by many journalists who write about the feast of milk. The national press also commemorated this important day.



Milk Morning

The Finnish National Committee of IDF held a two-hour session entitled “Milk morning” to interest groups and media. The theme was “The time travel of milk” covering aspects of history, present time and the future.

Milk Maid

They also celebrated “The Milk Maid”. 40 years ago, the first Milk Maid was first celebrated and it’s been celebrated each year. The Milk Maid is a traditional figure of the Finnish Dairy Nutrition Council, spreading the word of good nutrition and milk being part of it. Through nutrition education, the Milk Maid (being an authorized nutritionist) is an excellent messenger for Dairy Nutrition Council. In autumn she visited, for example, many primary schools, working places and fitness centers informing about the importance of milk in the diet.

Media activities

A press release about the World Milk Day will be sent.


Plans for World Milk Day 2013

PicThere are many activities planned in Germany to celebrate World Milk Day. A balanced diet is the best way to prepare the body for everyday life, and dairy products make an important contribution. This white energizer is full of beneficial ingredients: lactose provides the body with energy, calcium strengthens bones and teeth. Protein and vitamins are essential for building and maintaining body cells, muscles, skin, hair, blood, and organs.

Communities across the country have organized activities promoting and celebrating the value of milk. Activities include puppet shows, cooking shows, music, special guests and much more.

Read more


The National Dairy Council of Ireland celebrated World Milk Day 2013 by engaging the public through social media platforms.

Further information available on their website.

Celebrating the Quality & Versatility of Irish Dairy Produce: National Dairy Week 2013

National Dairy Week in Ireland took place from 29 April – 5 May 2013. As Zoë Kavanagh, Chief Executive of the National Dairy Council explains:“National Dairy Week reminds us all about the excellence of our pasture-based dairy farming and produce – from farm to fridge – and also highlights the quality, versatility and nutritious benefits of dairy within our lives, as part of a healthy, balanced diet.”

Highlights of National Dairy Week 2013

  • A specialist symposium for dietitians entitled Body Weight and Body Composition Throughout the Life Cycle organised by the Irish Nutrition & Dietetic Institute (INDI) in association with the National Dairy Council (NDC)
  • The national finals of the NDC Milk It Advertising Awards for secondary school students
  • Moo Crew: The Primary Dairy Moovement, is the dairy education initiative just launched for primary schools with many classes in primary schools taking part in a competition to celebrate National Dairy Week
  • Irish Dairy: Fit for Purpose – NDC Annual Conference 2013

You can find full details of all the events that took place here

Staying Social

The NDC’s Facebook and Twitter feeds kept followers up to date with all the activities taking place forNational Dairy Week. twitterfacebook

A Facebook App was developed for the launch of National Dairy Week, enabling users to find events near them and also to find out more about milk and its nutritional value.

The National Dairy Council of Ireland kicked off World Milk Day in 2012 with the message “There’s Much More to Milk than you Might Think”.

Dr. Catherine Logan, Nutrition Manager with the National Dairy Council, commented on the nutritional value of milk and also its versatility: “Milk is a natural and affordable source of important nutrients in our diet. Milk is also incredibly versatile: you can cool it down, heat it up, bake it, blend it or even milk-shake it! There are very few other foods that offer such a variety of ways to be enjoyed as part of our daily lives”

Read more


Engaging Dieticians and Nutritionists

Activities arranged by the Norwegian Dairy Council on World School Milk Day 2014 include:

  • Arranging a seminar for dieticians/nutritionists
  • Sending out a press release
  • Releasing the numbers for attendance on the school milk programme for each of the 19 counties of Norway

The Norwegian Dairy Council held a seminar on the 30th of May 2012 about nutrition and excercise. The target audience were personal trainers.

The main topics were:

  • How much do you have to work out before you can eat a snack? Meals before, during and after workout
  • Low carbohydrate diet and physical excercise – is this worth following?
  • Physical excercise and bone health
  • What is best: protein supplement or normal food after excercising?
  • Motivation for change – two steps forward and one step back

Read more

Presentation of all the speakers – only in Norwegian.


World Milk Day 2013

Screen Consumer Education Project of Milk SA, as managed by SAMPRO, is a structured and integrated communication programme with well-defined target markets. The project continuously promotes the health and nutritional advantages of dairy throughout the year.

As part of the above, the project acknowledges the World Milk Day by annually sending out a press release which highlights the nutrition and health benefits of dairy to consumers. The website,, forms part of the communication messages and provides comprehensive scientific information on dairy nutrition. In 2012, the press release received significant coverage during World Milk Day in the form of nine published articles to the value of R 95 000.

World Milk Day : 1 June 2012


World Milk Day is an opportunity to focus attention on the importance of milk in respect of the well-being of all societies in the world.
Rediscover three reasons to include milk and other dairy products in your daily diet:

  • Meet your important daily calcium requirements
  • Milk contributes more nutrients than kilojoules to your diet
  • Improve performance in sport

In 2012, the project developed and distributed a press release for the World Milk Day, which focuses on the new food-based dietary guideline i.e. “Have milk, maas or yoghurt every day”, which was recently introduced by the Department of Health.


A Trip to a Dairy Farm in City Parks

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  • Each city holds a celebration event for World Milk Day. These events usually focus on consumers living in metropolises who do not have opportunities to have a real experience with dairy cows and farms
  • Host: Korea Dairy Board


  • To provide various information about milk
  • To help people feel more aware of and closer to the milk production process and the dairy industry

Effect of the event

  • Help improve the image of milk through the promotion of milk consumption and education
  • In previous years participants’ recognition of the dairy industry increased by 40.6% and 79.6% said they liked the industry more after the event.



  • Growth process of dairy cows
  • Milk production process and effect of milk
  • Feeding milk to calves or hay to cows, milking the cows


  • Display food made of milk
  • Making cheese or ice cream
  • Tasting milk sherbet

Other Activities

  • Taking pictures with dairy cows at a photo zone
  • Social events : face painting, caricature, etc.

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