How this brand fed three million milk servings to Filipinos

Editor’s note: This content is sponsored by Birch Tree Fortified and was produced by BrandRap, the sales and marketing arm of Rappler. No member of the news and editorial team participated in the publishing of this piece.

“It takes a village to raise a child.”

A collectivist Filipino society would easily get you acquainted with this phrase. Starting from its most basic unit – the family – one’s village can mean kindhearted relatives who become extensions of parents by taking on extra responsibilities. It can also represent teachers and classmates who create someone’s first safe space outside the home. In some cases, it even equates to the selfless acts of strangers – and it’s not entirely surprising for a culture lauded for its core value of bayanihan. 

What’s great is that building strength in community can start with giving nourishment – an act so simple but is actually crucial (and even empowering) in a country where 17.5 million people struggle to afford basic needs. If Birch Tree Fortified visited your community in 2025, that already leaves you with a clear-cut example.

Solidifying its goal to make milk accessible to Filipinos, the milk brand has proudly shared the success of its “Nutrition Mission.” Accomplishing this meant offering delicious and nutritious milk – from glasses to take-home packs – to different parts of the country through barangay roadshows and milk-feeding programs. 

“We started with a lofty goal of one million servings,” said Zharina Balog, group product manager of the Birch Tree Family Milk segment. “But through a combination of passion, grit, and Tripleng Lakas, we didn’t just meet it–we tripled it, sharing over three million glasses nationwide.”

While three million sounds like an overwhelming number, you’d realize how this tall order became possible to fulfill through the three key components of Nutrition Mission’s success.

354,000 families served

While Birch Tree Fortified heavily spotlights children – and the Tripleng Lakas benefits are usually explained through their lifestyles – it’s a choice for the whole family. This way, the milk brand is easily integrated into the dining room; a salu-salo staple, if you will, instead of an afterthought drink. With Birch Tree Fortified, it becomes more possible to achieve proper nutrition, as long as drinking a glass is coupled with proper diet and healthy lifestyle, too.

195 supermarkets supported

Supermarkets are a melting pot of people with different lifestyles, including those who are thinking of making changes. Given the presence of Birch Tree Fortified in supermarkets across the country – where “Nutrition Mission” booths were deployed – it’s not difficult to understand how possible it was for the brand to hit its target with flying colors.

38 barangays reached

What probably makes the “Nutrition Mission” initiative feel intentional the most is how Birch Tree Fortified graced local barangays and caught the residents’ attention in the comfort of their turfs. Whether it’s in Makati, Rizal, Tacloban, or Davao, the brand prepared exciting activities that engaged all age groups, while educating them on the importance of living a nutritious lifestyle – something everyone deserves, regardless of privilege.

The best thing about the “Nutrition Mission”? People’s relationship with delicious and nutritious milk didn’t end with the program. With how Birch Tree Fortified has strived to make their products affordable, those who participated in the initiative might be able to continuously enjoy the milk after their first try. If good milk is never out of reach, just imagine how much further we can go from three million glasses? – Rappler.com