Based on student athlete interest, Raw Farm, the raw milk dairy in Fresno County, intends to deliver Raw Milk products to interested athletic programs. Photo by Riley McCullough on unsplash.com

A popular Central Valley dairy farm known for its unprocessed product is building brand awareness in a new way — by delivering raw milk directly to sports teams across California.

Raw Farm, based in Fresno County, announced the launch of its “Raw Athlete” campaign on June 11. Raw Athlete is a free outreach campaign that supplies deliveries of whole raw milk and protein powder to athletic groups, gyms and schools throughout the state.

Raw milk — unpasteurized milk, which is legal to sell in California under strict safety and labeling guidelines — is at the center of the program.

The idea began from a donation to a high school football fundraiser and has since grown into a movement with over 100 interested groups.

“The Clovis North High School football team had reached out to be part of a fundraiser,” said Kaleigh Stanziani, vice president of marketing at Raw Farm. “I had donated a truck that comes to houses and delivers products, and it was a huge hit.”

The success of the fundraiser, combined with Clovis being one of Raw Farm’s top-selling cities, led to a bigger idea. Inspiration also came from a younger memory from Stanziani when Red Bull promoted itself to athletes.

“My brother told me back in high school that Red Bull used to come in their little Red Bull cars and throw drinks over the fence line before it even launched,” she said. “It was highly effective.”

Stanziani also turned to artificial intelligence, using ChatGPT to help develop a more nutritious version of that model.

“Between myself and ChatGPT, Raw Athlete kind of came to life,” she said.

What originally began as nothing more than a small test quickly blossomed into a success.

“I’m looking at over 100 people on my list right now that are all wanting it,” Stanziani said. “Now I’m kind of looking at it going, ‘Oh, do I need to hire someone?’”

Deliveries are currently handled by existing drivers on Raw Farm’s store routes.

The response from athletes and coaches has been overwhelmingly positive.

“Our very first time doing this delivery was to the Clovis North High School football team,” said Stanziani. “I had 140 football players and I ran out of all the quarts– these kids were just chugging their quarts after their practice.”

She said that younger athletes today are already tuned into whole-food diets, making raw milk an easy sell.

“These coaches are looking for anything to give their team the extra edge, and their athletes are asking for it,” she said.

Stanziani noted that they have also been in contact with nutritionists from professional sports teams.

The skepticism of raw milk stems from concerns that it could potentially cause illness without the step of pasteurization. The FDA website states, “raw, unpasteurized milk can carry dangerous bacteria such as Salmonella, E. coli and Listeria, which are responsible for causing numerous foodborne illnesses.”

Raw Milk has issued voluntary recalls in the past over links to foodborne illness outbreaks that are believed to have sickened more than 170 people, according to health officials.

On overcoming skepticism regarding non-processed products — particularly raw milk, Stanziani said she focuses on receptive audiences.

“It is not wise to speak to the wrong choir,” she said. “I stay in my own lane. I don’t need to butt my head up against someone.”

While interest has poured in from across the country, the program is currently limited to California due to logistical constraints related to transporting raw milk.

Groups already applying include football teams, Pilates clubs, cheer squads and mom stroller groups — even a Bible study asked if “exercising their brains” would qualify them.

“I just hope I have enough ice chests to be able to keep up,” Stanziani said.