Milk Rocks! program launches sustainability theme
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- Green marketing,
- Beverage
Building on three years of promoting milk consumption in schools though the Milk Rocks! program, Evergreen Packaging is expanding its focus in 2010 to include a sustainability theme: Milk Rocks! The Earth.
“The program’s dual message is that drinking milk helps produce healthy students and that milk cartons, made primarily from a renewable resource, contribute to a healthy earth,” says Pam Parris, market manager for Evergreen. “We encourage kids to live healthy lives and become good stewards of their environment.”
Evergreen partners with MilkMedia, a New York-based media company, to spread the Milk Rocks! message, targeting tweens (ages 9 to 13) and teens (ages 14-19). Milk Rocks! makes milk “cool for kids” in schools, on the milkrocks.com Web site, and in concerts, by featuring popular music stars. The 2009-2010 Milk Rocks! The Earth in-school concert season kicked off in October.
Evergreen’s milk cartons are made from trees, a renewable resource, and can be recycled where facilities exist. Evergreen has certification from the Sustainable Forestry Initiative® (SFI) for fiber sourcing and chain of custody.
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