KANSAS CITY, KS – With the COVID-19 pandemic further tightening high school athletic budgets across the country, Dairy Farmers of America (DFA), along with 13 of its regional farmer-owned milk brands, is aiming to help fund athletic programs with the launch of its first-ever ‘Fuel Their Drive’ promotion. The promotion will award $1 million to high school athletic programs across the country, simply by purchasing milk from one of the Cooperative’s participating brands. 

‘Fuel Their Drive’ revolves around the idea that milk can nourish high school athletes  — with high-quality protein for strong muscles, fluids to rehydrate and the nutrients athletes need such as calcium, vitamin D and phosphorus.

Over 250 grants – ranging from $1,000 to $10,000 – will be awarded across 13 of DFA’s brand communities in 26 markets. Funds can be used to update sports fields, revamp school gyms, purchase much-needed athletic equipment, or achieve the athletic department’s greatest need.  

In order to enter this promotion, shoppers must buy milk from one of DFA’s participating regional brands, including: Alta Dena® Dairy, Cass-Clay® Creamery, Country Fresh® Dairy, Guida’s Dairy, Kemps®, Lehigh Valley Dairy Farms®, Mayfield Dairy Farms®, Meadow Gold® Dairy, Oak Farms® Dairy, PET® Dairy, ReiterTM Dairy, T.G. Lee® Dairy and Tuscan® Dairy Farms.

After purchasing milk from one or more of the participating brands, individuals must take a picture of the receipt and upload it to www.fueltheirdrive.com, where they can vote for their local high school. High schools in each market with the most votes will win $10,000 and some winners will be chosen at random for $2,000, so shoppers are encouraged to purchase and upload often.

“Community is at the core of our regional brands,” says Sharon Springborn, senior director of brand marketing at DFA Dairy Brands. “Our commitment to communities goes beyond producing wholesome dairy products for families to enjoy. For our farmer-owned, regional brands, we feel it is our responsibility to lend a helping hand where we can. We hope this promotion will help fuel success for our high schools and local athletes in those markets and communities that we serve.”