As part of American Dairy Association North East’s sports marketing efforts, Refuel with Chocolate Milk is front and center at the Armory Track in New York City. Five dairy farmers and two dairy ambassadors were there to witness the Refuel with Chocolate Milk Officials Hall of Fame invitational that featured 3,800 student athletes.
President Audrey Donahoe of ATRASS Farm, Clayville, N.Y., board member Skip Hardie and wife Holly of Walnut Ridge Farm, Groton, N.Y., Kelly Reynolds of Reyncrest Farm, Corfu, N.Y., Jim Davenport of Tollgate Holsteins, Ancramdale, N.Y., and New York State Associate Dairy Ambassadors Olivia Maslyn and Justin Mesch, all made the trek.
Our onsite activation included providing the track and field athletes 1,400 chocolate milks that featured a custom ‘Refuel’ label provided by Hudson Valley Fresh Dairy, chocolate milk medals and a photo area for their social media channels. The farmers and ambassadors also held the Refuel with Chocolate Milk finish line ribbon as the racers crossed.
“We need to be very intentional and specific about what sports and athletic groups we sponsor,” said Skip Hardie. “This partnership makes me proud, and I know I couldn’t do this kind of promotion myself as a dairy farmer so it’s important to be a part of larger organizations like ADA North East who have the ability to join forces with an organization like The Armory to promote dairy.”
The group also visited the office of MilkPEP (Milk Processor Education Program) in the World Trade Center to learn about its campaigns to promote fluid milk on behalf of dairy processors – especially with young women and young mothers.