MilkPEP
- Company typePrivate
- Founded1990
- HeadquartersWashington, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
MilkPEP firmographics
Firmographics- Name
- MilkPEP
- Legal name
- National Fluid Milk Processor Promotion Board
- Website
- https://milkpep.org
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
MilkPEP industry classification
Industry- Product category
- Dairy Industry Marketing Services
- NAICS
- Fluid Milk Manufacturing (311511), Dairy Product (except Frozen) Manufacturing (31151)
- SIC
- Dairy Products (2020)
- akta.pro primary industry
- Fluid Milk & Cream Processing (AFAKAKAA)
- akta.pro secondary industries
- Flavored & Sweetened Fluid Milk Processing (Chocolate/Strawberry, etc.) (AFAHAAAB), Dairy-Based Beverages Manufacturing (Flavored Milk, Lassi, Drinkable Yogurt) (AFAKAKAH), Fluid Milk & Cream Beverages (Whole/Skim, Half-and-Half) (AFAFAEAA)
Keywords
Where MilkPEP is headquartered
LocationHeadquarters
- HQ city
- Washington
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
MilkPEP business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Industry Assessment/Fees: MilkPEP is funded by the nation's milk companies through industry assessments. Milk processors pay into the program which funds national marketing programs, consumer education, and category growth initiatives. This is a mandatory industry fee structure established by the Fluid Milk Promotion Act of 1990.
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
MilkPEP product offering
Product offeringCore offering
MilkPEP designs and executes national consumer marketing campaigns, experiential programs, and retailer/processor partnership programs to increase U.S. fluid milk consumption. Funded by mandatory industry assessments from milk processors under the Fluid Milk Promotion Act of 1990, it delivers campaign creative (got milk? / Gonna Need Milk), event IP (Every Woman's Marathon, The Milk Cup), co-branded packaging programs at major retailers, and a gated Resource Hub of marketing assets and research for processors and brands.
Product overview
MilkPEP (Milk Processor Education Program) is a dairy industry marketing organization funded by the nation's milk companies, dedicated to educating consumers and increasing consumption of fluid milk. Rather than a traditional product company, MilkPEP operates a portfolio of marketing programs and campaign platforms. The core offering is the 'Gonna Need Milk' campaign platform positioning dairy milk as a performance beverage. Key initiatives include Every Woman's Marathon (women's running event series with brand partnership opportunities), The Milk Cup (women's esports tournament series), and seasonal campaigns like the Milk Man Hydration Calendar. These are supported by a gated Resource Hub for processors and a suite of co-marketing programs including influencer marketing, retail media (Instacart), marathon sponsorships, and branded merchandise.
Differentiator
Problem solved
Functional benefit
Brands
- Got Milk?: The iconic national milk advertising campaign featuring the tagline 'Got Milk?' and milk mustache imagery.
- Gonna Need Milk
- Every Woman's Marathon
- The Milk Cup
- Milk Man Hydration Calendar
Products and services
- Gonna Need Milk Campaign Platform National consumer marketing campaign platform positioning dairy milk as a high-performance beverage for athletes, gamers, and active lifestyles, anchored by the tagline 'You're Gonna Need Milk for That' and consumer site gonnaneedmilk.com.
- Every Woman's Marathon Annual marathon race event series designed by women, for women, offering brand partnership opportunities through influencer programs, co-branded labels, running gear, and community activations.
- The Milk Cup Women's esports tournament series, primarily featuring Fortnite LAN events, offering the largest women's esports prize pools in North America.
- Milk Energy Lactose-free strawberry dairy milk energy drink positioned as a performance beverage for gamers and athletes, launched at TwitchCon 2025.
- MilkPEP Resource Hub Gated online portal (built on Brandfolder) providing milk processors and their agency partners with customizable consumer-facing materials, industry research, sales reports, social content, and marketing assets. Access requires authentication and is limited to dairy milk processors and regional dairy organizations.
- Milk Man Hydration Calendar
Quantifiable outcome
- 4.3 million viewership for Milk Cup 2025 women's Fortnite event
- +4 more outcomes
Companies that use MilkPEP
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles4 records
MilkPEP technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
MilkPEP partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and minor.
- Warner Bros. Pictures and DC StudioscoreSummer-long partnership to promote dairy milk as 'hero fuel' alongside June 2026 theatrical release of Supergirl film. Features co-branded packaging across 17 million milk units at Walmart, Albertsons and Kroger, Supergirl-themed signage in over 2,600 dairy aisles nationwide, creator content, sweepstakes, and experiential fan activations.
- TwitchConcoreHost venue for Milk Cup 2025 women's Fortnite LAN tournament with $300,000 prize pool, the largest for a women's Fortnite event in the US. Also venue for Milk Energy lactose-free strawberry dairy milk energy drink launch.
- Girls on the RuncoreEvery Woman Sponsored Fund partnership to support Girls on the Run's curriculum development addressing social-emotional and physical health inequities for girls. Milk pledged donations up to $1,000,000 for every woman who joins Team Milk.
- Lance BassminorMusic star involved in 'Intergalactic Milk' beverage promotion as part of Supergirl campaign activations.
- Christina TosiminorInfluencer content creator for Supergirl campaign promoting dairy milk as hero fuel for active lifestyles.
- Emily CalandrelliminorScience communicator and influencer creating content for Supergirl campaign highlighting milk's nutritional benefits.
- Vox MediaminorPartnership for women-led run and panel at SXSW supporting Every Woman's Marathon and inspiring docuseries premiere.
- GALE PartnerscoreAgency of record leading all marketing efforts for MilkPEP including campaign development, brand strategy, and creative direction for got milk? rebranding initiatives.
- GopuffcoreDelivery partner for Milk Man Hydration Calendar promotion. Calendar available free with milk purchase through Gopuff in seven U.S. cities including New York, Los Angeles, Washington D.C., Dallas, Miami, Chicago, and Atlanta.
- The Milk BarminorLimited edition holiday cookie cereal collaboration with got milk? brand for seasonal promotion.
- Roblox (Lana Rae)minorPartnership with Roblox influencer Lana Rae for in-game event in StyleVerse featuring interactive experiences, daily challenges, and exclusive rewards blending fashion content with themed gameplay.
- Arizona MilkminorRegional dairy organization amplifying Supergirl campaign through eCommerce, out-of-home advertising and in-store activations.
- The Dairy AllianceminorRegional dairy organization amplifying Supergirl campaign through eCommerce, out-of-home advertising and in-store activations.
- American Dairy Association NortheastminorRegional dairy organization amplifying Supergirl campaign through eCommerce, out-of-home advertising and in-store activations.
- DairyMAXminorRegional dairy organization amplifying Supergirl campaign through eCommerce, out-of-home advertising and in-store activations.
- Crystal CreameryminorRegional dairy brand debuting co-branded Supergirl packages as part of nationwide in-store campaign reaching approximately 17 million milk units.
- Sarah FreshminorRegional dairy brand debuting co-branded Supergirl packages as part of nationwide in-store campaign.
- LucerneminorRegional dairy brand debuting co-branded Supergirl packages as part of nationwide in-store campaign.
- HollandiaminorRegional dairy brand debuting co-branded Supergirl packages as part of nationwide in-store campaign.
- MaolaminorRegional dairy brand debuting co-branded Supergirl packages as part of nationwide in-store campaign.
Scale indicators12 records
Recent moves6 records
Expansion highlights6 records
MilkPEP competitors and assessment
Company assessmentDirect peers
- California Milk Processor Board (CMPB): State-level parallel checkoff organization that owns the iconic 'got milk?' trademarks. Operates with similar mandate to promote fluid milk consumption in California, executes through paid-media campaigns, and coordinates with MilkPEP on national vs. regional campaign splits.
- National Dairy Council: Dairy checkoff organization focused on nutrition science, research, and education, funded through producer assessments. Parallel industry-funded promotion program targeting school feeding programs and health professional outreach, complementing MilkPEP's consumer marketing mandate.
- Dairy Management Inc. (DMI): National producer-funded dairy checkoff (predecessor and current operator of producer-side promotion programs). Runs complementary marketing programs to MilkPEP across innovation, exports, and consumer trust, with USDA oversight on producer side versus processor side.
- Prairie Farms Dairy: Major regional dairy processor partner that has a MilkPEP board seat, co-brands Supergirl packaging, and amplifies national campaigns at regional level through processor-funded activation. Representative of processor constituency that funds MilkPEP.
Broad incumbents
- Chobani: Leading U.S. yogurt and dairy brand with significant marketing investment targeting health-conscious millennials and Gen Z, overlapping with MilkPEP's target consumer. Pays processor assessments into MilkPEP while separately funding brand-level marketing campaigns including dairy-based performance beverages.
- Danone North America: Owner of Silk and other plant-based dairy alternatives competing in adjacent category. Pays processor assessments on its dairy fluid-milk operations while simultaneously competing against the dairy category through its plant-based portfolio.
- Dairy Farmers of America (DFA): Largest U.S. dairy cooperative with extensive marketing programs at the farmer-funded level, complementing MilkPEP's processor-funded mandate. Operates at massive scale with hundreds of regional dairy brands and significant processor relationships.
Emerging players
- Oatly: Plant-based milk category leader that has driven Gen Z adoption of non-dairy alternatives through culturally fluent marketing. Represents the primary competitive headwind MilkPEP must counter in the milk-beverage category, even though it is not a checkoff organization.
Regional players
- Dairy Australia: Australian industry-funded research and marketing organization for the dairy sector, structurally analogous to U.S. checkoff organizations. Operates in a different geography but pursues similar category-promotion and consumer-education mandates.
Others
- USDA Agricultural Marketing Service: Federal agency with oversight authority over MilkPEP under the Fluid Milk Promotion Act. Governs the program's mandatory assessment structure, board composition, and referenda processes, and serves as the regulatory counterparty that defines MilkPEP's operating parameters.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
MilkPEP social profiles
Digital presenceMilkPEP financial estimates
Financial estimateRevenue estimate
Valuation estimate
MilkPEP leadership team
Management profileNumber of profiles
Profiles19 records
MilkPEP funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MilkPEP M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MilkPEP
What does MilkPEP do?
MilkPEP designs and executes national consumer marketing campaigns, experiential programs, and retailer/processor partnership programs to increase U.S. fluid milk consumption. Funded by mandatory industry assessments from milk processors under the Fluid Milk Promotion Act of 1990, it delivers campaign creative (got milk? / Gonna Need Milk), event IP (Every Woman's Marathon, The Milk Cup), co-branded packaging programs at major retailers, and a gated Resource Hub of marketing assets and research for processors and brands.
Is MilkPEP a public or private company?
MilkPEP is a private company. It is classified as state government owned and is currently operating.
When was MilkPEP founded?
MilkPEP was founded in 1990. It employs 11 to 50 people.
Where is MilkPEP based?
MilkPEP is headquartered in Washington, United States, in the North America region.
How does MilkPEP make money?
One revenue line is on record: industry Assessment/Fees.
Who are MilkPEP's main competitors?
Direct peers on record are California Milk Processor Board (CMPB), National Dairy Council, Dairy Management Inc. (DMI) and Prairie Farms Dairy. Broad incumbents are Chobani, Danone North America and Dairy Farmers of America (DFA). Oatly is listed as an emerging player. Dairy Australia is listed as a regional player. USDA Agricultural Marketing Service is listed as an others.
Does MilkPEP have an API?
No public API is recorded for MilkPEP.
What industry is MilkPEP in?
MilkPEP's product category is Dairy Industry Marketing Services. Its primary akta.pro industry code is AFAKAKAA, Fluid Milk & Cream Processing, with a secondary code of AFAHAAAB, Flavored & Sweetened Fluid Milk Processing (Chocolate/Strawberry, etc.). Its NAICS code is 311511 and its SIC code is 2020.