KENYA – Kenya’s biggest dairy producer Brookside Dairy has partnered with schools to deliver free milk to pupils in a bid to promote the importance of dairy and dairy products in nutrition and health in children.
The programme dubbed “3 Dairies a Day” will use edu-tainment in form of an engaging, interactive and fun show to educate children on nutrition and the benefits of consuming dairy products for healthy growth and development, revealed an article by Business Daily.
Announcing the partnership, Brookside’s marketing director; Oliver Mary said the initiative will see 300 institutions in the Kenyan capital Nairobi get free milk, to benefit over 200,000 pupils during the initial phase of the programme.
According to him, the programme seeks to articulate on the benefit of dairy products as part of a healthy lifestyle and diet for effective learning.
The move is also part of the company’s strategy to grow consumption of dairy products and expand its market share as competition looms from other dairy manufacturers such as the government-owned New Kenya Co-operative Creameries (New KCC).
With time, the company revealed it is set to roll out the programme in other parts of the country in efforts geared at building brand loyalty.
“Our school programme seeks to educate pupils and teachers on the importance of having dairy products as part of a healthy lifestyle and diet for effective learning,” said Mary during the launch at a Nairobi hotel.
In addition to insufficient milk supply from farmers, the dairy sector which is one of the largest in Africa has seen consolidation with Brookside Dairy leading the way with several buy-outs in the last few years.
This prompts other players such as New KCC, Sameer Agriculture & Livestock Ltd (SALL), Githunguri Dairy Co-operative and Bio Food Products to look for competitive advantages for a better part of the market.
Based on the latest statistics from the Kenya Dairy Board 2017 data, New KCC increased its share of raw milk intake from 23% to 35%, narrowing the gap with Brookside which controls 40% of the share.
The company said the strategy also seeks to promote its products to children through cartoons in future Brookside milk packages.
In December 2017, Brookside partnered with Walt Disney Productions to provide the dairy fresh kids range, allowing the use of the latter’s cartoon characters on milk packets.