This project aims to strengthen consumer and institutional demand for organic dairy products produced in the northeast US (NE)

The USDA Agricultural Marketing Service awarded a $1,280,218.50 Organic Market Development Grant (CFDA 10.188) to the Maine Organic Farmers and Gardeners Association (MOFGA) on January 30, 2024. This 3-year project aims to strengthen consumer and institutional demand for organic dairy products produced in the Northeast U.S. Key activities include: 1) Expanding the number of retail partners committed to increasing sales of organic dairy, through enhanced marketing materials, staff support, product demonstrations, and a peer network; 2) Facilitating product innovation for bulk organic dairy formats to meet institutional buyer demands; and 3) Developing a targeted regional marketing campaign across consumer, retail, student, and foodservice audiences. Expected outcomes include significantly increased participation of retailers and institutions promoting local organic dairy, improved access for processors to serve institutional markets, and the introduction of new organic dairy product formats.

Activities

Increase grocery retail partners: the project will scale the noffp retail partner program to attract and onboard food CO-OPS, independent grocers, and large-chain supermarkets committed to increasing sales of organic dairy. Enhanced marketing materials, increased staff support, product demonstrations, and a retailer peer group will be utilized to share best practices for increasing sales.facilitate product innovation for bulk organic dairy: collaborating with regional farm-to-institution partners, the project will expand participation in the noffp program among colleges, K-12S, and hospitals. Strengthening relationships between buyers, distributors, and processors will reduce bottlenecks and market developments, such as bulk formats for organic yogurt, cheese, and fluid milk, will be introduced based on institutional buyer demands.develop a regional organic dairy marketing campaign: brand and marketing consultants will be hired to create new strategies across consumer, retail, student, and food service audiences. This will involve POS marketing, social media, influencer engagement, program pitches for supermarkets and institutions, and targeted messaging for retailers and consumers throughout the northeast.deliverables and expected outcomes:significantly increased participation of retailers and institutions promoting local organic dairy, leading to sustained demand for northeast organic dairy.improved access and opportunities for small and medium processors to serve institutional markets, fostering product innovation and business growth.educated young consumers in educational institutions about the benefits of organic dairy, creating brand awareness and loyalty for northeast organic dairy brands.introduction of new product formats to meet institutional demand, driving innovation and diversification in the organic dairy market.

Intended beneficiaries

Small and mid-sized farmer processors in the northeast will benefit from increased demand from retailers and institutions, supported by successful buyer-supplier relationships.large buyers of organic milk, such as stonyfield organic and organic valley, will benefit from increased demand, driving innovation and investment in their product lines.family farmers supplying the northeast commodity market will benefit when educated consumers demand locally sourced dairy, reinforcing the importance of keeping their supply local.consumers will gain access to high-quality, locally-produced organic dairy products.educational institutions will offer healthier, sustainable food options to students, showcasing their commitment to local and sustainable practices.key partners and collaborators:the northeast organic farming association of vermont (NOFA-VT), maine organic farming and gardening association (MOFGA), and neighboring food coop association (NFCA) will be key partners. NOFA-VT will strengthen institutional procurement of organic dairy for member farmer processors and collaborate on organic dairy pilots with K-12S in their farm-to-school network. MOFGA will collaborate on consumer education marketing campaign and conduct june dairy month campaigns to its 46K members in maine. NFCA will conduct organic dairy product demonstrations and facilitate a peer network for increasing sales of noffp partner brand products in stores.