Farming, Saturday, April 2,19t3
Pa. Holstein Assn, launches milk promotion
BY JOYCE BUFF
Staff Correspondent
STATE COLLEGE June
Dairy Month restaurant
promotions and supermarket
samplings of dairy specialty
products bead the list of Penn
sylvania Holstein Association’s
dairy promotion efforts now in
planning.
State Holstein members
wrapped up their February con
vention in Erie with a mandate to
focus the efforts of the
organization on dairy promotion.
Goal of the long-range promotion
project is to involve each of the 49
county Holstein clubs, and ideally,
each of the overe 6,000 member
families, to become involved in
dairy promotion at state, county,
and personal levels.
At their meeting on March 18,
the Holstein Association’s state
promotion committee members
suggested a broad range of
Young farmers learn
at
LANCASTER, PA Pressures
to dismantle the dairy price
support system are growing
because “the dairy surplus
situation makes us so vulnerable,”
commented Susan Fridy,
legislative representative for
National Milk Producers
Federation, at an Inter-State MUk
Producers’ Cooperative seminar.
“The dairy industry has to
present a united plan to Congress
that will solve the dairy surplus,”
Fridy told the 28 Young
Cooperators. She estimated sur
plus dairy stocks will cost the
Commodify Credit Corporation
$2.4 billion this year.
Seminar speakers pointed out
that legislative contact is a
necessity. Nat Cushman, Agri-
Mark director, provided insights
into developing a political action
committee (PAC). Cushman noted
that PACs give organizations
political identify, can consolidate
small contributions from con
stituents and aid in keeping
legislators in touch with farm
programs.
promotional projects for con
sideration, but emphasised that
county groups should work closely
with the already-established local
princess and promotional com
mittees.
Initial thrust of the Holstein
associations project is to put milk
promotional materials in hundreds
of sit-down restaurants across the
state for June Dairy Month.
A kick-off series of area Holstein
meetings for county club leaders,
and dairy princess committee
heads, will be underway by late
April. Included in the program will
be a brief background on the milk
marketing structure in Penn
sylvania, current pormotional
programs now in use by the
Atlantic Dairy Association, and a
how-to session on the June
restaurant promotional effort,
with appropriate materials
available.
dairy policy
IMPCO seminar
Cushman stressed that Agri-
Mark’s PAC is a voluntary
association for collecting and
distributing contributions to
political candidates. When asked if
so many agricultural PACs were
necessary, Cushman pointed out
that general ag associations often
support policies that vary from the
dairy industry’s stand, making
specialized groups important.
In other comments, Robert M.
Dever, business manager and
treasurer of Inter-State, said the
implementation of the 50-cent
assessment on April 16 mil be “the
result of cooperatives’ and dairy
leaders’ inability to work together
to solve the surplus problem.”
He noted that die assessment
program would provide ap
proximately |6O million a month
towards offsetting the costs of the
price support program, adding
that Inter-State producers alone
.would pay $1 million Into the
program each month. The 65-year
old cooperative marketed more
than 2.4 billion pounds (279 million
gallons) of milk in 1982.
Special materials designed for
the restaurant campaign will tie in
with the highly-successlul Atlantic
Dairy Association’s “Milk. It’s
Fitness You Can Drink.”
promotion. Table tents, menu clip
ons and place mats are among the
material .possibilities suggested
for use in the restaurant cam
paign.
Promotion committee members
saw the restaurant campaign as
one that could be expanded into
some type to recognition program
to those establishments that serve
all real dairy foods.
Already available are printed
cards, to be left with a meal tip,
that either praise a restaurant for
the use of real products, of if
limitations have been served with
a meal, suggest that real dairy
products would be preferred.
Shopping mall promotions,
billboard advertising and the
purchase of radio time by county
clubs are othere suggestions.
Radio spots are already taped, and
Holstein dubs can add their own
sponsorship announcement if they
purchase air time on local radio
stations.
Billboard materials, on the
fitness theme, are available free of
charge to dubs that may be in
terested In leasing space from
advertising firms, or constructing
billboard space on their own
farms. Local advertising and sign
ordinances should be checked first
by groups considering this type of
roadside advertising.
Four billboard designs around
the fitness promotion are
available, featuring swimming,
racquetball. biking and aerobics
themes. A $25 tagging fee is
charged to add the sponsoring
organization’s name to the
billboard display.
The “Better Body Book” is a
promotional hand-out available to
Holstein clubs that can be
distributed to local health clubs
and aerobics classes. Geared to tbe
fitness trent that is sweeping tbe
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country, tbe “Better Body Book”,
copyrighted by the Atlantic Dairy
Association, includes diet and
exercise information, including
menues and recipes.
Milk handling in local school
districts remains a concern of the
promotion committee. Posters on
keeping milk cold in cafeteria
settings are available, free of
charge, from the state Department
of Agriculture.
Serving of milkshakes with
school luncbs, to encourage tbe
consumption of both dairy
products and tbe balanced lunch, is
under study. A very successful
milkshake program is already in
place in several Maryland county
school districts, and personnel in
charge of running that program
are eager to share their milkshake
handling methods. Further details
are available from the Holstein
office at State College.
Holstein ‘ members are en
couraged to be in close touch with
their local schools, provide
programs on dairying to students,
and serve as hosts for school field
trip farm visits.
Stressing the concern that
farmers too often “talk' to them
selves,” promotion committee
members suggest that farmers
said county Holsteina clubs
become active in civic groups such
as the Chamber of Commerce,
Rotary, lions and similar service
organizations, offering dairy
oriented programs whenever
possible.
With the show and fair season
approaching, clubs are en
couraged to use such settings as
still another outlet for reaching out
with promotional materials. Signs,
dairy food samples and promotion
efforts can help customers relate
to the tie between the animals on
exhibit and the dairy products they
purchase while shopping.
An assortment of materials
some free of charge, most sold at
cost, are available on both the
current fitness theme'and general
dairy promotion.
■ Fitness theme items include
milk tanker decals, litterbags,
bumper stickers billboard
materials the “Betty Body Book.”
“Real-Seal” lapel pins, pencils and
pencil sharpeners, rulers, key
chains, cow-shaped cookie cutters,
bumper stickers, antique two-,
gallon milk bottles and milk pin
chers.
Price lists for these materials
are available from county dairy,
princess committee chairmen or
from the Atlantic Dairy
Association’s office at 355 N. 21st
Street, Suite 203, Camp Hill, Pa.,
17011, telephone 717-783-4854.
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