—Lancaster Farming, Saturday, September 1,1979
32
Lehigh profits up
(Continued from Page 1)
at ~ consumers in
Philadelphia and the
Delaware Valley, northern
New Jersey, Lebanon Valley
and the Wyoming Valley.
Along with the new
program will come a new
look in the coop’s packages.
Gone will be the familiar
orange and purple “LeHi”
logo. In its place will be a
green and orange sunrise
scene and a new logo
“Lehigh Valley Farms”.
The new look, Barry said,
was designed to be warmer,
more appealing and less
slick than the old.
Lehigh ads will run in
newspapers, TV and, in
some markets radio, Barry
said. “We are making a
sizable commitment to
advertising,” Barry said.
“But it will absolutely,
without question, help
profits. We must remember
that we’re not really in the
dairy business, we’re in the
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food business. And like other
successful food companies,
we must let consumers know
why they should buy our
products.”
hi planning their ad
vertising strategy, Barry
and other coop officials had
hoped one source of funds
would be the checkoff money
now paid by Lehigh mem
bers into the Federal Order 4
marketing program. The
checkoff amounts to 7-cents
on every hundredweight
shipped by any dairyman. It
will soon increase to 12-
ceqts.
The funds are deducted
and paid automatically into
the Order 4 program.
However, those fluids could
be diverted into the Lehigh
program, Barry pointed out,
for any member who
requests it.
Those requests must be
addressed to the Order 4
administrator. So far, about
one in four Lehigh members
have diverted their checkoff
dollars from Order 4 to the
coop advertising campaign.
Barry had been hoping half
the members would request
the switch. If all 700 member
switched, it would mean the
advertising pot would be
sweetened by some $20,000
monthly.
Barry said the Order 4
advertising effort is aimed
at boosting milk con
sumption. "All we want to do
is to continue to tell people to
drink milk. But we want to
tell them to drink Lehigh
milk.”
With the coop now on a
sound financial footing,
Barry said at a press con
ference after the formal
meeting, Lehigh, leadership
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Bv
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can begin working on other
problems. Membership, for
example.
“We have a cheese plant
that’s running at only 70-
percent capacity,” he said.
“If we had more members
we could run closer to full'
capacity. To keep this entire
operation going efficiently,
we need the milk from 1,200
farmers. Right now we have
700 members, but we’re
launching a membership
drive to get more.”
Barry also expressed
concern about what he feels
is a wasteful competition
between cooperatives, and
urged that coops work more
closely together. for the
benefit of both farmers and
consumers.
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