Reward Program Aims to Boost Dairy Sales

The California Milk Board wants more people to drink dairy milk.
February 05, 2019

SAN CLEMENTE, Calif. - According to the Plant Based Foods Association, plant-based milk sales went up 9% last year. From 2012 to 2017, Mintel says that non-dairy milk sales increased a whopping 61%. Consumers are turning to oat, soy, coconut and almond milk as an alternative to dairy milk—and it’s taking a hit to farmers, processors and producers in the industry.

Food Dive reports that the California Milk Board, the same group that released the “Got milk?” campaign, wants people to drink more dairy milk—and is doing so with a new social media financial rewards program. Coined “Moo Money,” the program mimics a coffee shop rewards program. Money spent on dairy milk translates into points. Customers can then access their account and cash accumulated points for virtual rewards cards.

The program will run throughout April 28, 2019 and is only available to California residents. Consumers can register online at and start earning points once they upload a picture of their receipt that proves their purchase of “real milk.” This works for purchases at any retailer in the state of California.

Most reward programs are for a specific store or brand, but this is for a general product category. And given that consumers are switching to non-dairy milk alternatives for health, allergy or other legitimate reasons, it will still be a push to get the industry back at a stable point.