With U.S. consumers’ social distancing in response to the coronavirus, online grocery shopping has accelerated in an unprecedented way, resulting in increased trial and adoption across all generations. As such, we have adapted our digital marketing, allocating funds to support paid search on retailer websites and Instacart.

Our biggest challenge is to successfully sustain momentum through COVID-19 and beyond and continue to provide consumers with real, high quality milk that comes naturally from cows that only produce the A2 protein. In recessionary times consumers will increasingly look to good value and high quality nutrition for their families. The a2 Milk Company is working with our retail partners to ensure we deliver on consumer demand for a better milk at an accessible price.

Although the dairy industry as a whole has taken a hit this year, we have been doing well despite the current climate. Looking ahead to a post-COVID society, the impact of unemployment will be trying, and both food and beverage brands across the board will have to continually address their value proposition to the consumer delivering the benefits of natural nutrition that has never been more important . The one thing that most brands will have to address in the coming year is a lack of predictability in order patterns and remain agile as this situation continues to develop. Insuring a strong supply chain with our farmers and our retailers will be very important to compete in this new environment. The a2 Milk Company™ is proud to continue to enrich the lives of people through real dairy and the A2 protein type.