Milk Promotion Services of Indiana, Inc. (MPSI) was formed in 1984 by the merger of Dairy & Nutrition Council, Inc. (DNCI) and American Dairy Association of Indiana, Inc. (ADAI). Since that time, MPSI has functioned as the nonprofit planning and management organization of ADAI and DNCI and is responsible for increasing demand for dairy products through nutrition education and advertising/promotion programs on behalf of Indiana’s dairy producers.
MPSI is one of 18 state and regional promotional organizations working under the umbrella of the United Dairy Industry Association.
MPSI works closely with Dairy Management, Inc. (DMI), the Milk Processor Education Program (Milkpep) and regional counterparts to bring a fully integrated national promotion program to Indiana.
DNCI is the Indiana affiliate of the National Dairy Council, which has been conducting nutrition education and nutrition research programs since 1915. DNCI’s professional staff of dietitians and nutrition educators provides timely, scientifically sound nutrition information to the media, physicians, dietitians, nurses, educators, consumer leaders and others concerned about fostering a healthier society.
ADAI is the not-for-profit corporation that promotes the demand, sale and consumption of cows milk and milk products and enhances the image of the dairy industry in Indiana. ADAI does this by implementing programs that help increase sales and demand for dairy products and dairy ingredients and helps improve the economic well-being of Indiana dairy farmers.
ADAI is known for award winning marketing programs including Winners Drink Milk and Every Single Day. ADAI marketing programs and services reach Hoosiers through electronic and print media, special promotions and events.