AlB— Lancaster Farming, Saturday, October 27,1984
CHICAGO The National Dairy
Promotion and Research Board
voted this week to spend over $lB
million for advertising research
and education programs on dairy
calcium. It also allocated $3.3
million to cheese advertising.
The National Dairy Board took
this action during its monthly
meeting here in recognition of the
fact that women over 35 have been
identified as the group which has
the largest gap between their
recognized need for and actual
intake of calcium. The size of this
population group is increasing
dramatically, and dairy products
represent one of the best sources of
natural calcium to answer this
need. Additional targeted
audiences are teenage women and
younger adult women.
The $3.3 million for cheese
production will extend advertising
efforts already underway in both
print and broadcast media. This
program is added to the existing
$24 million program of cheese
advertising contracted with the
Dairy Promotion Federation
Association and placed by the
advertising firm of D’Arcy, Mc-
Manus and Masius.
The Board allocated $l4 million
to a magazine and TV campaign on
dairy calcium. The program will
be negotiated through the Dairy
Promotion Federation
Association. McCann-Erickson,
San Francisco, will have primary
responsibility for developing the
program.
In addition to the print and TV
portions of the calcium ad
vertising, billboards and radio
spots will be produced. These and
the TV spots will be available for
use by local milk promotion
groups.
In addition to the $l4 million
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National Dairy Board funds
advertising package on calcium,
the Board allocated $4.2 million to
six research and education
programs directed to health care
professionals and consumers.
Of the $4.2 million, $2.1 million
will fund nutrition research grants
that will increase the level of
scientific knowledge on calcium.
The grants will explore the effect
of dietary calcium on health.
An $BOO,OOO program of ad
vertising and direct mail will
communicate the calcium benefits
SYRACUSE The American
Dairy Association and Dairy
Council recently held local
meetings to inform dairy
producers about their milk
promotion programs. ADA/DC
handles milk promotion for dairy
farmers in the Federal Order 2
area.
The main focus of the meetings
was the 1985 advertising program.
Producers were shown a series of
new television ads promoting milk,
cheese, butter and the “REAL”
Seal programs. An informative
film illustrating the flow of milk
promotion funds and background
on the ADA/DC, was also shown.
ADA/DC staff members Charlie
Kier and Roberta Bronson
presented the promotion program.
They also informed producers
about the opening of a new
ADA/DC office in Williamsport.
The office is located at 1853 E.
Third St., and will serve as a base
of operations for ADA/DC in
Pennsylvania. The phone number
is (717) 323-2552.
The District 16 meeting was held
Oct. 15 in East Troy for producers
in Potter, Tioga, Bradford,
In-bunk
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of dairy products to physicians,
nurses and dieticians with par
ticular emphasis on OB GYN
professionals, a group serving
women who have a particularly
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a subsicuary ot Grey Advertising,
will develop and place this
program.
A in-
$600,000
formation/awareness program,
through the National Dairy
Council, will provide a telecon
ference and exhibits to inform
ADA/DC holds local promotion meetings
Sullivan and McKean counties.
Daniel Baker, Covington, was re
elected to his third term as District
Director. Willys Hamilton,
Millerton, was re-elected Alternate
Director, and Robert Fowler,
Galeton, was re-elected Vice
Chairman. Donald Hillis,
Wyalusing, was re-elected
Secretary.
Special recognition was given to
outgoing committeeman Elwvn
HARRISBURG Reviews of
Farmers Home Administration
(FmHA) loan accounts are
beginning to see which farmers in
Pennsylvania need and will qualify
for a one-time set aside of part of
their loan.
FmHA has been authorized to set
aside up to 25 percent - to a
maximum of $200,000 - of the debt
owed the agency for farmers who
are experiencing severe financial
difficulty, if the set aside will help
achieve a positive cash flow for the
borrower.
FmHA begins loan reviews
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calcium effort
health professionals. An audio
visual presentation and exhibits
will also be developed under this
program and will be made
available to local dairy council
units to inform consumers of
calcium benefits.
Three informational programs
will be funded by the National
Dairy Board to convey the calcium
message to consumers.
A $300,000 program awarded to
Lewis and Neale Inc., will
distribute calcium information
Roberts, Canton, who had served
on the board for many years. Also
serving on the promotion com
mittee are; Vemard Watkins,
Little Marsh; Wayne La Mont,
Troy; and Frank Herman, Canton.
District 17, representing Carbon,
Lackawanna, Luzerne,
Susquehanna, Wayne and
Wyoming counties, held its
meeting on Oct. 12 in Gelatt. K.
Aden Roszel from Montrose was
Appointments are being
scheduled for borrowers to review
their accounts, determine if they
need special assistance and see if
that assistance can be made
available.
While not every borrower will
qualify for the set aside, the FmHA
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through supermarket chains.
Myers CommuniCounsel was
named to conduct a $334,000 public
relations program communicating
the dairy products calcium
message through consumer media
The Board voted $85,000 to the
American Vocational Association
to locate the best nutrition
education programs already un
derway in the U.S. The goal is to
use these programs as models to
educate others on how to improve
their own programs.
re-elected as District Director.
Donald Pease, Susquehanna, was
re-elected Alternate Director;
Grant Teeple, Equinunk, was re
elected Chairman, while Lyneta
Vale, Honesdale, was re-elected
Secretary. Also serving on the
promotion committee are
Richard Naylor, Springville;
William Garrett, Honesdale; and
Wayne Warren, Kingsley.
says there might be some other
way to help, such as consolidation
or rescheduling of existing loans.
All accounts will be reviewed,
except those in bankruptcy or
foreclosure or those determined
able to graduate to other sources of
credit.
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