Confronting Population Decline and the Dairy Crisis! Shimane Milk Promotion Association and Three Local Dairy Companies Unite with Cross-Industry Partners. Launching a Joint Campaign to Protect Regional Health and Dairy Farming Starting June 1, 2026, 'World Milk Day'

The Shimane Milk Promotion Association (comprising Kubota Milk, Shimane Churoku, and Kisuki Dairy) will hold the 'Shimane Milk Drink-Up Campaign' in conjunction with World Milk Day on June 1, 2026. Amidst growing interest in food education and health, dairy products are being re-evaluated as essential nutritional sources for children's growth, summer heatstroke prevention, and the prevention of frailty and osteoporosis in the elderly. Driven by a passion to deliver these health benefits and protect regional well-being, the three companies are offering two exclusive, limited-edition commemorative sets featuring popular products that are usually not available for purchase together. Furthermore, to expand the circle of support nationwide, the first 500 customers will receive free shipping. The campaign is rooted in the severe structural crisis facing Japan's regional dairy industry, characterized by both supply and demand challenges. Data shows that the regional market is shrinking rapidly due to the declining birthrate and aging population. According to the Central Dairy Council, the number of dairy farmers in Japan dropped from 13,384 in April 2019 to 9,960 in October 2024, falling below the 10,000 mark. To overcome this crisis, the association signed an agreement with Shimane Toyopet last June. In Shimane, where reliance on automobiles is high, this partnership aims to encourage people to drink local milk to maintain their health and continue driving safely, embodying Shimane Toyopet's commitment to regional contribution.