By Miranda Robertson, MilkPEP Marketing Communications Manager

The price of oil is up. Home values are down. Unemployment is up. Discretionary household spending is down. Food inflation is up. Access to credit is down. With the U.S. economy on such a roller coaster, what impact is our financial uncertainty having on the sale of milk?

The Milk Processors Education Program, or MilkPEP, recently completed research on how these hard economic times are affecting decisions that consumers — especially moms — are making in the dairy aisle.

This research showed that escalating food costs are taking a big bite out of household budgets. In fact, 9 out of 10 moms said that rising food prices have changed how they shop and what they buy. More and more, consumers are buying items on sale. And moms said they are cutting back on certain foods — especially snacks, treats and sodas. Nutrition remains a factor that drives their decisions.

In response to this research, MilkPEP has developed a new national public relations campaign on the value of milk, asking consumer to "Milk their Budget."

This campaign emphasizes the fact that milk offers more nutrients per penny than just about anything else moms can buy. It’s one of the most nutrient-rich foods on the grocery list, providing key vitamins and minerals, such as calcium and vitamin D, that are important for the entire family.

Enlisting the help of respected financial guru Suze Orman, the campaign stresses that milk, at about 25 cents per glass, is a bargain. It remains one of the best ways to ensure a family’s diet is nutritious and balanced during hard economic times.

This fall, expect to see a full range of activities, including ads, point-of-sale materials in stores and interactive promotions.

And don't forget to Milk Your Budget!

DairyLine is heard on more than 90 radio stations, and IDFA provides listeners with a processor perspective on industry issues during monthly broadcasts.