The Dairy Alliance has launched its first Milk's Got Game Online Store, creating a new channel for fans to support both their favorite collegiate teams and families in need across the Southeast. The limited-time store offers merchandise with all net proceeds directed to regional food banks, marking an expansion of the organization's campaign that celebrates collegiate athletes and the mothers who supported their development with proper nutrition including dairy milk.
Available through October 20, 2025, the online shop features limited-edition t-shirts, hats, sweatshirts, and vests that allow fans to display school pride while contributing to community nutrition. The initiative represents a strategic extension of the Milk's Got Game campaign's focus on how milk fuels strength, recovery, and everyday performance for athletes and families alike.
Farrah Newberry, CEO of The Dairy Alliance, emphasized the dual purpose of the new retail venture. "Milk's Got Game continues to find new ways to connect families, athletes, and communities," Newberry stated. "This online store gives fans an opportunity to rally behind their teams while helping food banks across the Southeast deliver nutritious meals to families who need them most."
The campaign specifically highlights the role of mothers as MVPs in athletes' lives, recognizing their support from early development through collegiate competition. This family-centered approach extends to the charitable component, with proceeds flowing from merchandise sales directly to food banks serving communities across eight states: Alabama, Georgia, Kentucky, Mississippi, North Carolina, South Carolina, Tennessee, and Virginia.
Shoppers can access the full merchandise collection at https://shuma.chipply.com/dairyalliance/store.aspx. The Dairy Alliance, a nonprofit organization funded by dairy farm families throughout the Southeast, maintains its broader mission of promoting dairy foods and industry knowledge through this consumer-facing initiative that bridges sports fandom with community support.
This retail approach represents an innovative fundraising model for regional nutrition programs, leveraging the popularity of collegiate athletics to address food insecurity. By connecting merchandise sales directly to food bank support, the campaign creates a tangible link between consumer purchases and community impact, reinforcing the organization's message about nutrition's role in performance and wellness both on and off the field.
