Mid-Atlantic marketing agency director Dick Norton, right, trades milk promotional ideas with Sharon Olson, food service specialist from BUCK TRACTOR PULLS EVERY SATURDAY NIGHT AT 7 P.M. Featuring... 8 Classes of Super Stock and Modified Tractors and 4-Wheel Drive Trucks T*r Adults - *4.75 VL^/nL'llr 50 Loc 10 Miles south of 5 and under - free Lancaster on Rt 272 Does not include SEE YOU AT special events TH£ gy^j Complete Line of MICHELIN 717-656-6181 or 656-2574 284 W. MAIN ST., LEOLA, PA 17540 HIGH MILEAGE RADIAL TIRES Whitewall Blemishes All Season. 5 79 9 ° HR 70x15 s*fO9o All Season, i 2. F.E.T. included LEOLA TIRE SERVICE, INC. s. V C"* the United Dairy industry Association, during the June dairy month kickoff. TIRE SALE SUPER SPECIAL REAR TRACTOR TIRES 18.4x38 Radial, Blemish B.F. Goodrich MFG. *625 00 ON THE FARM TIRE SERVICE SPECIAL FREE Balancing and Mounting Of All Tires Purchased With This Ad V» V <> *g|R F.E.T. Included 10x16.5 SKiD STEER LOADER TIRES 8 PLY GOODYEAR $ 7B FET Included “Will the REAL dairy product please stand out?” BY JOYCE BUPP Staff Correspondent CAMP HILL - Fifty-three million shoppers can’t be wrong. Or can they? In a 1980 national marketing survey conducted by The Nowland Organization, Inc., an independent research firm, 93 percent of consumers responding told researchers they wanted authentic and mutation dairy foods dif ferentiated in a clear and simple way. And that’s what the American Dairy Association’s REAL seal program is all about. The REAL seal, a stylized milk drop of white outlined in brilliant red-orange, is a registered trademark of the United Dairy Industry Association. Originating in the “COW” milk marketing area of California, Oregon and Washington, the logo is the dairy industry’s own “Good Housekeeping Seal of Approval and can only be used on foods containing real dairy ingredients. “It pays to reveal it’s real,” is 'the catch phrase adopted for the REAL seal campaign being waged by ADA and its regional affiliates across the nation. In Pennsylvania and several surrounding states, the promotional campaign to educate both consumers and producers on SAVINGS on package, pier & erection COSTS with Hie INFLATION FIGHTERS ■♦O /o less thmn conventional •'* PARTY CONSTRUCTION CO., INC. 1218 Steuben St. Utica, N.Y. 13501 315 724-5593 Lancaster Farming, Saturday, June 6,1981—D27 the REAL identification is headed by the Middle Atlantic Advertising and Promotional Agency, with mam offices in Towson, Maryland. The agency, headed up by Dick Norton, briefed industry and media representatives on the REAL promotion during a June dairy month luncheon last week. The Nowland firm’s research indicated widespread confusion among supermarket shoppers on which foods were simulated and which were genuine dairy products. Over a third of those surveyed believed that powdered milk is an imitation product. Almost a quarter of the respondents thought that a leading brand of processed cheese is a simulated product, and 14 percent assumed that all processed cheeses were imitations. Industry specialists believe the REAL logo will provide a “real” consumer service, enabling instant recognition of genuine dairy products. Products meeting federal dairy standards can in clude the logo on their product labeling by signing a Certified User Agreement. Such users earn the advantage of association with the high-quality standards required by dairy regulations and (Turn to Page D2B)
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