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    NFRA Preps for June Dairy Month

    Promo encourages consumers to ‘Discover the Cool Possibilities’

    By Bridget Goldschmidt, Stagnito Business Information

    For June Dairy Month, the National Frozen & Refrigerated Foods Association (NFRA) will team with celebrity chef Aida Mollenkamp, whose exclusive recipes for the occasion will include Peaches and Cream Popsicles and Loaded Potato Nests. The recipes incorporate refrigerated products such as yogurt and potatoes.

    Also during June Dairy Month, Harrisburg, Pa.-based NFRA will leverage the trend toward smaller meals and redefine snacking by boosting awareness of the refrigerated dairy aisle as "the new snack destination," aided by a "Cool Food Panel" of partner bloggers who will generate a "snack-size" series of visual content and recipes. The bloggers will create mini main entrees, bite-sized finger foods, and side dishes and desserts. NFRA will also join forces with online hub Bakespace.com and its #KitchenParty on Google Hangout to host two live video chats with a celeb representative and influential blogger to engage consumers with recipes and food preparation tips.

    Discover the Cool Possibilities

    The trade organization will support the annual June Dairy Month promotion nationally with a two-page FSI rolling out June 1 to a 20 million circulation. Featuring coupons and product images of the 18 participating manufacturer brands, the aid will urge shoppers to “Discover the Cool Possibilities” in the refrigerated dairy aisle. Further, sponsoring manufacturers can offer online coupons, and NFRA will promote June Dairy Month with banner ads all month long. A $10,000 consumer sweepstakes will send visitors to NFRA's website, as well as to the association’s social media channels where much “snack-size” content will be available. Also, the Mr. Food Test Kitchen will focus on June Dairy Month with a special TV spot broadcasting to more than 4 million households on June 6.

    NFRA additionally offers an Idea Book and POS catalog to help companies create in-store events that will drive traffic in the refrigerated dairy aisles and increase industry sales. During the June promotion, retailers, manufacturers and sales agents can enter their best June Dairy Month displays and marketing campaigns in the Golden Penguin Awards competition, with the winning entries to be recognized at the Awards Reception & Banquet in October, during the annual NFRA Convention, in Orlando, Fla.

    NFRA, a nonprofit trade association representing all segments of the frozen and refrigerated foods industry, is the sponsor of March Frozen Food Month, June Dairy Month, the June/July Ice Cream & Novelties promotion and the October Cool Food for Kids educational outreach program.

    By Bridget Goldschmidt, Stagnito Business Information
    • About Bridget Goldschmidt In addition to serving as Progressive Grocer’s Managing Editor, Bridget writes many print and digital features encompassing a range of grocery and fresh categories across the store. Bridget also enjoys on-site reporting assignments at such key industry events as the New York Fancy Food Show and the International Boston Seafood Show, in addition to visiting stores for PG’s prestigious Store of the Month feature. In her years with the magazine, she has developed into a knowledgeable voice on grocery industry trends, sought by such distinguished publications as The New York Times.

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