„ 10—Lancaster Farming, Saturday. January 23,1971
President OKs Milk Promotion Bill
f)n Tamiarv 12 President Piesident’s action in approving effect covering about three-
Ricfcard M Nixon signed bill S legislate for milk promotion fourths of the fluid milk sold m
4560, as approved by the Senate H ecen t surveys by the Uni e le cun y.
■nd House of Renresentahves to States Department of Agncul- c&MS pointed out that the
provide authoSJ7orprS’ioS ture have revealed a major de- advertising and piomotion pre
programs for milk tomatoes, tei location in proper nutritional g ra m will become effective in
acd*potatoes ’ ’ levels in all parts of the country, any m ilk order whenever pro-
It provides authorization foi and on aU eco&omlc levels ‘ Posed and approved by pro
the establishment of non-brand “Milk belongs in everyone’s ducers operating undei that or
•dventißing, sales promotion, diet ” Framberger said. “Now der
educational and research pro- v'e will have an opportunity to The actual research, adver
-graittS, includihg marketing re- do a greater public service by tising, and promotion programs
eearlk and development, financ- reminding Americans of the im- will be carried out by agencies
ed deductions from payments portance of nutrition and a bal- recommended by a producer
dae jgraducers delivering milk to aneed diet.” committee set up under each
'daodUrs regulated by Federal Meanwhile, Secretary of Agri- order.
‘■ulk'WGders culture Clifford M Hardin has With reference to recent ac-
“AqMrican Dairy Association urged dairymen throughout the tion on dairy imports, Secretary
&as supported Uus kind of en- Nation to join forces in imple- Hardin noted that President
abling legislation,” said general renting the new dairy market Nixon,'on Dec. 31, had moved
■tauger M J Framberger “In promotion legislation signed in- to “greatly reduce” the amount
•©operation with the National to law by President Nixon ot certain imported nonquota
Producers Federation we statute> which amends
%ave always work«i toward the the basic law aufchoming Fe d- Jowmg
-day when dairy farmers in a , , k marketin cr agreement past y nd evading e&taWish
market couid step up mdk , ad .mport queta.
promotion efforts on a uniform » self help „ program that pro . -
basis m order to build maikets Vides f or a broad' lange of
■for dairy products It will enable research, education,'
the industry to better inform and sa i es p romo tion programs *
American consumers of the im- , Q be fmanced by produC eis. I '
portance of good nutrition and Commen ting on the milk pro- I : "
the role milk should play in their n;o |- 10n prov isions of the new
diets ” „ „ ~, law, Secretary Hai dm said
Other provisions of the bill ‘ A major problem in the dairy
are designed to improve the lhdus t ry bas been the contmu
domestic marketing and con- jng dec i ine ln consumer demand
sumption of milk and milk for ml]k and dairy products Per
products Programs will be ta consumpaon 0 f milk:
financed by producers in a man- d ed from 150 quarts in i 950
ner and at a rate specified under lQ m quai , ts last year _
a Federal milk order for a “The legislative authority
milk controlled by it Deductions d b the Presldent yester .
.can be made directly from the offers the Nation’s entire
pool value of all producer. da mdust a real challenge
.milk with an equitable adjust- behlnd an effective, com-
M m areas wher manda- bensive promotiojl pro g ra m
-tory checkoff for advertising p reverss the downwa & , trei}d
-and research is required by th consump t 10 n of milk-and
State Law. its products.
These funds would be paid to “Dairy products have been
-an agency organized by milk and Wlll continue to be an im
producers and producers’ co- po rtant element in the everyday
operative associations to be d ; ets o{ our citizens. Milk —so
operated as specified in the or- unl q U ely rich in nutritive value
der. AH funds shall be account- _ can make one -of -the most
ed for and used only for specifi- Sl g n ificant contributions to the
--ed promotional purposes national effort to end hunger
Promotional programs may be and malnutrition in this country,
either local or national in scope, Milk supplies about 22 per cent
or both, as provided in the or- of the protein, 76 per cent of
der, but shall not be internation- the calcium and 42 per cent of
a) Producers in the ordei must the nboflavin consumed by the
approve activating the promo- U S population last year It is
tional program Disapproval of also an impoitant source of
the milk piomotion progiam othei nutuents”
would not affect other provisions Officials of USDA’s Consumer
of the Fedeial milk oidei Pio- and Maiketing Seivice explained
ducers who do not wish to sup- that the lescaich and promotion
poit the piogram, can leanest piogiam would be financed by
a lefund of then assessment as oecuctions fiom pioceeds due
specified in tac cider nvlk p cduco’s fiom the sale
Fiambeigei no ed that rndk of the" milk under a Fedeial
,pioducers thioughout the toun- nnln maisetmg older Tneie
tiy will be pleased with tne sue cunently 62 such oiders in
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William W. Menz, Manager of Information Serviced,
Dairy Research,.lnc., Arlington Heights, Illinois, holds r|p
package of Quarktorte, a Quarg cheese cake filling, one W
more than 70 dairy based products Menz found in a tw*-
week tour of German dairy plants arid supermarkets. -
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