New ‘Add Milk!’ Campaign Provides Incentives for Consumers to Purchase Dairy

The Baylor Collaborative on Hunger and Poverty (BCHP) has helped provide additional incentives for participants of the Supplemental Nutrition Assistance Program (SNAP) to purchase healthy fluid milk by incorporating an innovative Add Milk! Program into select ShopRite stores in New Jersey.

Add Milk! is a pilot project of the United States Department of Agriculture (USDA) that has been operating for a year in West Texas. Since then, it has expanded to Jubilee Food Market in Waco and ShopRite stores in New Jersey. Each participating region utilizes a different redemption model to test the most effective way to encourage healthy milk consumption.

The program was authorized in the 2018 Farm Bill as the Healthy Fluid Milk Incentive Projects (HFMIP) at the request of International Dairy Foods Association (IDFA).

“We applaud the collaboration among USDA, Baylor University, and ShopRite to bring healthy, nutritious milk options to SNAP participants in New Jersey as part of the Add Milk! Program,” Michael Dykes, D.V.M., president and CEO of IDFA says. “Milk contributes 13 nutrients to the American diet, including high-quality protein, calcium, vitamin D, and potassium, and health benefits including better bone health and lower risk for type 2 diabetes and cardiovascular disease. The Add Milk! Healthy Fluid Milk Incentive program should be viewed as a positive model for strengthening the health and wellness of children and adults participating in SNAP in cities and states across the country.”

The Details

When SNAP customers purchase skim milk or one percent milk with their EBT card, a dollar paper coupon is generated for every whole dollar spent. The coupon can be used on their next dairy purchase, and any dairy product can be redeemed that lists fluid cow’s milk or cream as a first ingredient – yogurt, cheese, and more.

Stacy Dean, Deputy Undersecretary for USDA’s Food Nutrition and Consumer Services, says that USFA is committed to prioritizing nutrition security – which includes consistent access to healthy, affordable foods and beverages that promote good health, such as milk.

“This innovative program is an excellent example of collaborative action with our partners that uses incentives to encourage SNAP households to purchase and consume more milk—a win-win for promoting healthy diets and supporting American agriculture,” she says.

According to Baylor Collaborative on Hunger and Poverty, 90% of Americans do not meet the recommended amounts for dairy consumption.

“Milk is one of our healthiest, safest, and most sustainable beverages – and it is essential for a child’s development,” Dr. Lori Kanitz, Project Director at the Baylor Collaborative on Hunger and Poverty, stated. “The Add Milk! Healthy Fluid Milk Incentive program could not come at a better time. With families feeling the pinch of rising prices and the lingering effects of the pandemic, the USDA’s commitment to keeping kids healthy through the Add Milk! program makes milk more affordable for those who need it most.”