A year-long campaign dubbed the Great American Milk Drive is the first national program to help deliver milk to families in need. Although milk is one of the top nutritious items requested by food bank clients, it’s rarely donated.

The milk drive is part of a new campaign, "Milk Life," recently launched by the Milk Processor Education Program (MilkPEP). The multi-million dollar, cross-platform campaign is designed to reinforce milk's many nutritional benefits, including high-quality protein, according to a statement released by the organization.

From April 14 through May 25, America’s Milk Companies will match consumer donations to the Great American Milk Drive, up to a total of $200,000. The money will be evenly distributed to Feeding America's 203 food banks.

Donations can be made online at milklife.com/give or by texting "Milk" to 27722.

In Arizona, Shamrock Farms kicked off the drive by donating 500 gallons of milk. The local dairy also plans to work with food banks to encourage the public to donate, according to an article by Paulina Pineda and Karen Fernau in the Arizona Republic.

According to the newspaper article, St. Mary's Food Bank Alliance gives one gallon of milk a year to most of its Arizona families.

"It's a hard item to donate, and we just don't get enough," said spokesman Jerry Brown.

By April 15, more than 820 gallons of milk had been donated in Arizona; nationwide, the program had donated more than 25,000 gallons by April 17.

The Milk Life website has more information about the Great American Milk Drive. The site also provides consumers with milk-related recipes and nutrition tips, and the opportunity to share their own stories about how they "Milk Life."

"We want to make sure that milk is relatable, relevant and meaningful to Americans," said Julia Kadison, interim Chief Executive Officer, MilkPEP.

"We love that 'Milk Life' has a powerful double meaning: it's about wringing every last drop out of every single moment, and it represents a way of living where milk helps power you to be your best." PD

—Summarized by PD staff from cited sources