Midwest Dairy Association - Quad-Cities, Iowa-Illinois Schools
During the 2002-2003 school year, the Midwest Dairy Association and Dairy Management Inc. partnered with Swiss Valley Farms to place dairy machines, containing milk, cheese, and yogurt in 17 middle and high schools in the Quad Cities (Iowa/Illinois). To increase customer awareness, promotional sessions were included. Examples included, product sampling during lunch, Press Your Luck (purchasers of select milk bottles with a sticker on the bottom received a prize), and Lotto Free Vend (a promotion in which machines were set to dispense a free product every 25th sale).
Due to the implementation of the dairy vending machine total milk sales increase 5.1 percent by volume per school over the previous year when dairy vending machines were not available. Overall, milk's total sales accounted for 60 percent, followed by cheeses and yogurt at 24 percent and 16 percent respectively. At the end of the study, feedback from school administration, parents, and the community indicated that the healthier vending machines were appreciated. Twelve of the 16 schools kept the vending machines and more schools are looking into the possibility of adding a dairy vending machine in their school.
Food and Nutrition Service, U.S. Department of Agriculture: Centers for Disease Control and Prevention, U.S. Department of Health and Human Services; and U.S. Department of Education. (2005). Making it Happen! School Nutrition Success Stories. Alexandria, VA.