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
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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
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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
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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
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aseptically (withdtn
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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.
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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.
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