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