A22—Lancaster Farming, Saturday, Iriy 2, 1983 BY TRBH WILLIAMS LANCASTER June Dairy Month is behind us now for another year. The flush of festivities celebrating the wholesomeness of chdry products has subsided. Looking back over the past month and reflecting over the month’s, many promotional activities and events, I am impressed with the positive, hopeful attitude the dairy industry has toward milk marketing. I am inclined to think' Dairy Month was an educational and promotional success. Newly crowned dairy princesses are primed, polished and ready to promote. Milk has been declared the official drink of Pennsylvania by Governor Thornburgh. I don’t think anyone would deny the wholesomeness and nutritional value of milk. But how much more milk was sold from these promotional ef forts? Now is an excellent time for contr«utk>4 to us wcommenko dwiv wiowancss 33% —30% —26% —20% 15% W% —5% MOW VTTAMnA VTTAM4C (».| IBCAAVM (*•) NMCM CUCU* BON miQw ‘Hit < wu *m CMom Progressive milk marketing aggressive advertising. The dairy industry has their foot in the door, they have the consumer’s at tention, now is the time to make the sale. My intent in writing this article is not to shake my finger at anyone. I would like to point out two exciting marketing op portunities that I learned about during June Dairy Month, that could do great things to boost milk sales. “A revolution is about to begin.” This phrase is used by Dairymen, Inc. to describe the introduction of UHT milk. Ultra high temperat-ire milk is indeed a revolutionary dairy product, breaking the perishibilities barriers that have always restricted milk marketing. UHT has the green light in Pennsylvania for marketing. Dairymen, Inc. of Georgia, end Real Fresh of California havs received permits to start SOFT DRINK lop Blloj(2ri6o)CCXA 96 Calories TO US RECOMMENDED DAJLV ALLOWANCES comes to Pennsylvania UHT —: Dairymen’s *high tech milk 9 Grade A milk is heated to 138 degrees Celsius (280°F) for a few seconds. Then it is cooled to 20 degrees Celsius (70° F). The process is known as UHT or ultra high tem perature pasturization. In the regular pasturization process. Grade A milk is heated to a minimum of 72 degrees Celsius (161°F), held for at least 15 seconds, and then cooled. marketing UHT milk in Penn sylvania. ' According to Ralph Strock of Dairymen, Inc., they will start test marketing .in Pennsylvania in July. ‘Roll out’ of UHT milk is scheduled for October. Dairymen’s UHT milk is k marketing challenge T-iawCmm m vmcw« t Because UHT is p it can be stored unn marketed under the name Farm Best. Farm Best was rated as one of the top five new successes by store managers, in the April ‘B3 issue of Progressive Grocer. Farm Best was ranked above these other new items: Diet Coke, Hi-C Drink Box, Budweiser Light Beer, and Make the milk TO US RECOMMENDED DALY ALLOWANCES , , l<n aseptically (withdtn -•container pUstic iper. ickaged aseptically and sealed hermetically, frigerated for uptothree months. UHT milk will allow the dairy industry to compete more aggressively with the soft drink industry. Many new possibilities exist with this product. And why not get aggressive? I would stack milk up against any soft drink. Terry Heller, National Dairy Council nutritionist gave an ex cellent presentation on com parative nutritional values, at a recent dairy J conference I at tended. The graphic comparison clearly illustrates the nutritional superiority of milk. I have reprinted, with per mission of die National Dairy Council, the graphs she presented that day. Unfortunately, they are not in color, which takes away from the richness of the illustration. Nonetheless, it points out in graphic detail the fullness of milk and the empty calories of soft drinks. Milk is caffeine free and 100 percent natural. What a natural for comparitive advertising. Now with UHT milk, milk can compete int he soft drink isle of the grocery store and in vending machines. What better time to get aggressive in milk marketing. Dairymen have a winner. Go with it. Itoiyethylme Base Aper RtfyHhylene Atumbuntfoil Myrthylene type ckage. other. “Aseptic packages and nutrition related items dominated the list of most successful new items named by retailers. Three aseptic packages appeared in the top twenty:” according to Progressive Grocer. BREAKING HM ft£CORPSI iMKMtMr Farming CmtHm OHM Siporli tachMantM
Significant historical Pennsylvania newspapers