Pgg board adopts
DECATUR, Ga. - The
American Egg Board met
earlier this month and ap
proved a 1977 budget of
$7,098,213 for file first full
year’s operation of the newly
formed national checkoff
program.
According to Finance
Committee Chairman,
Roland Coles, the budget
programs for 1977 are suf-'
ficiently planned to adjust if
anticipated income does not
meet the goals. He em
phasized, however, the
Committee attempted to
make conservative
estimates of income before
recommending the proposed
budget.
largest chunk of the
vTffiget will go to advertising
and promotion. Don Long,
chairman of the Advertising
and Promotion Committee,
outlined to the Board the
most extensive campaign
ever planned by the egg
industry. The program calls
for a $4.5 million expenditure
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in 1977 for radio, television
and print media advertising.
The ad program will go into
full swing in January.
Viewers will see the “In
credible Edible Egg’
campaign on such television
news shows as the ABC early
news with Harry Reasoner
and Barbara Walters, the
NBC early news with David
Brinkley and John Chan
cellor, and the CBS early
news with Walter Cronkite.
Representative of the
prime time TV shows on
which egg commercials will
be shown include The
Waltons, Little House on the
Prairie, ABC Movie and Bob
Newhart. Representative of
daytime shows which are to
be used for egg advertising
include The Young and the
Restless, Hollywood
Squares, Today Show and
The Doctors. Commercials
will be aired on other shows
to be announced. Additional
commercials which will not
be seen nationally will be
seen in the top 20 egg
markets.
Network radio ads are
scheduled for momingtime
beginning in January. For
one 6-weeks campaign some
10 commercials per week
will be broadcast nationally
on the Mutual Radio Net
work and five per week on
CBS radio.
Long reported magazine
advertising will include
Better Homes and Gardens,
Good Housekeeping, Red
book and Family Circle. He
also reported AEB is
developing a calendar for
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“Serving The Needs of the Agricultural Community”
distribution to peg producers
showing the schedule of
planned advertising for the
first six months of next year.
These calendars are
scheduled for distribution
early in November.
Some $582,000 was
allocated for research. This
was the budget recom
mended by the Research
Committee - except for
$50,000 added by the Board -
which is headed by Ernest
Brown.
Brown outlined to the
Board the Committee’s
recommendations, for
‘We do not fully agree . . .
FAIRLESS HILLS, Pa. - At its meeting in Philadelphia
early this month, the board of directors of the Northeastern
Poultry Producers Council received a lengthy telegram from
Democratic Presidential Candidate, Jimmy Carter, ex
pressing his views on agricultural policy. The board ordered
its executive director to draft a reply thanking Mr. Carter for
submitting his views on national agricultural policy and
requesting his consideration of NEPPCO’s views on matters
relating to it. Following are the key paragraphs of the
NEPPCO reply.
“We do not fully agree with your statement that ‘during the
past eight years, the Republican administration has sub
jected the agricultural industry to unstable government
policies, making it impossible for producers to formulate
long range plans in a predictable environment’.
“We cannot speak for grain farmers or livestock
producers, but we can state categorically that while the
poultry industry has had a history of ‘boom and bust’ cycles
(regardless of the party in power) its economic situation
has improves significantly over recent years during the very
time when it also enjoyed its best relationship with the U.S.
Department of Agriculture.
PRODUCTS - PROGRAMS - PEOPLE
$ 7 million budget
funding egg consumption
testing, new product
research, and egg market
testing. Committee
reported having additional
research proposals under
consideration and the Ex
ecutive Committee was
authorized to approve ap
propriations for funding
these studies within the
approved budget.
A consumer education
budget in excess of $830,000
will continue and expand the
former AEB program of
providing films, film strips,
educational materials,
NEPPCO reply to Carter telegram:
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Lancaster Farming, Saturday, Oct. 23,1976
pamphlets and other such
public materials to con
sumer education groups and
others. This budget includes
AEB’s test kitchen, service
to publications, etc. It also
includes provisions for
newliaison work with
national and state consumer
groups.
The Board approved a
$125,000 budget for the
development of export
markets for eggs, egg
products and spent fowl.
Specifically approved
Friday was the $40,000 ap
propriation for a six-month
“That is not to say we endorse everything the Ford Ad
ministration has done - or faded to do - any more than we
denounce everything the Democratic Congress enacted or
filed to enact.
“In this regard and for your consideration, we are en
closing a statement of Federal Legislative and Regulatory?
Matters that was developed from meetings with our mem
bers and approved by our Board of Directors this past May.
Several of the issues mentioned have already been resolved
by the Congress and the President.
“The No. 1 issue, however - excessive regulation by
government - is still very much with us and we would be most
interested to leam what you propose to do about it if you are
elected President.
“A careful reading of the Democratic Platform gives us
the impression that under your administration, agriculture
and business in general would be subjected to more, rather
than less, governmental interference and control. Is this a
valid assumption? If not, could you share with us your
thoughts as to how you could accomplish the goals set forth in
your Oct. 5 telegram and the objectives listed in the
Democratic Platform without additional Federal regulation
of our farms and our firms?”
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feasibility study which will
precede any further work in
export market development.
The study will be con
ducted by U.E.P. and The
Poultry and Egg institute of
America. It will involve an
evaluation of the world
supply-demand factors and
world consumption patterns.
Particular emphasis will be
placed on developing Far
East and Near East
markets. The Executive
Committee and the Board
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