STRONGSVILLE, OH - The
dairy industry will survive to enjoy
a prosperous future if its producers
and marketing organizations work
cooperatively, face the industry’s
current problems and plan, with
vision, for the 19905.
So said James P. (Tom)
Camerlo, chairman of United
Dairy Industry Association
(UDIA) and vice chairman of
National Milk Producers
Federation (NMPF), in his ad
dress to more than 200 dairy
producer delegates of Milk
Marketing Inc. (MMI). Camerlo, a
Colorado dairy farmer, was the
keynote speaker during MMl’s
1985 mid-year annual delegate
meeting recently, at the Fawcett
Center, Columbus, OH.
Camerlo’s vision of the 90’s sees
an expanded form of the current
dairy promotion program reaping
greater profits for dairy farmers
and opening new markets for the
industry. (With the passage of the
1983 Dairy Compromise, dairy
farmers were assessed 15 cents for
every 100 pounds of milk sold. The
assessment monies, which funded
the industry’s 1984-85 product
research and advertising
program, totaled over $2OO
million.)
Because of the success of this
year’s promotional program,
Camerlo estimates that producers
in 1990 will support a 25 cent
assessment, instead of 15 cents, for
a promotions program.
“The dairy industry will sell an
additional four billion pounds of
milk this marketing year because
of the dollars dairy farmers are
putting into the program. That is
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MM exec sees promotion as key to dairy’s future
approximately a $2.20 return on
every dollar they invested. We sold
3.5 billion pounds more milk last
year. Now, there are several
reasons for that, but don’t ever
underestimate the main reason -
we finally invested in a product
promotion program. And, it is
paying off,” said Camerlo.
Camerlo urged MMl’s delegates
to assume a leadership role in
continuing to support such
programs, assessing market needs
and implementing plans that will
advance the dairy industry into the
future. Electronic technology,
genetic research, changing con
sumer markets and the economic
machine, which is already in
motion, will spiral agriculture into
an era of fewer farmers, more
efficient dairy operations and
higher producing Cows.
“We must work together in unity
to develop a plan that will take us
into the 90s. As we do this, we must
ask ourselves some serious
questions,” commented Camerlo.
Key among those questions are,
what degree of prosperity will
producers enjoy, and how will the
industry meet the needs of
tomorrow?
According to Camerlo, the in
dustry’s prosperity will be based
upon how well it upholds a total
marketing concept. That concept
involves strong, efficient
marketing organizations;
productive farm operations;
product research, development,
and promotion; and legislative
involvement.
A total marketing plan for the
1990 s must meet the changes
within the industry and on the farm
COMING EVENTS...
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Dairy Marketing
- changes that are right around
the comer, said Camerlo.
“We are going to lose some
farms, particularly in this next
couple of years. By 1990, only
150,000 commercial dairy
operations will supply the majority
of milk consumed in the United
States - that is a drop from the
estimated 200,000 farmers who are
now classified as commercial
dairy farmers,” he added.
Continued genetic and technical
improvements will increase
average milk output per cow by at
least 30 percent. Embryo tran
splants and growth hormones, as
well as self-attaching milking
machines and on-farm computers
that immediately access farmers
to information, will allow farmers
to handle more cows, and will
prompt the growth of herd sizes
and farm productivity.
Likewise, marketing
organizations will get larger, and
processing capabilities, more
efficient. Camerlo pointed to ultra
filtration and the continuous
cheese making process which
produces 10 percent more cheese.
That means that one pound more
cheese will be processed out of
every 100 pounds of milk.
Camerlo’s 1990’s vision finds
consumers paying less for dairy
products, dairy producers reaping
greater profits and dairy products
moving into a more competitive
market position.
“More milk will be marketed for
a better profit to dairy farmers and
at a lower price to our consumers.
I think we have an excellent op
portunity here, if we work
together, now, and plan how we’re
going to handle the situation. The
greater efficiencies on farm and in
processing facilities will no doubt
let us compete more than the
imitation products that are on line
today,” added Camerlo.
He cautioned, however, that
without continued nutrition
research, and product develop
ment the dairy industry’s degree
of prosperity will fade. Faced with
longer life expectancies, an older
population, and an increasingly
nutrition-conscious consumer,
Camerlo challenged MMI
delegates to keep an open mind
about new product development
and marketing concepts that will
fit the needs of a vast array of new
audiences.
Market expert hired by ADA/DC
SYRACUSE, NY - Brian Ward,
executive vice president of the
American Dairy Association and
Dairy Council has announced the
appointment of Anne Marie
Diverio to the position of dairy
marketing specialist.
In this position, Ms. Diverio will
be involved in the advertising and
promotion of dairy products within
ADA/DC’s consumer promotion
department. She will be respon
sible for accounts throughout the
Eastern New York State region,
and will represent ADA/DC at
trade shows, conventions and
seminars.
TTiOTf
|K
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“There is a question we are
going to have to ask ourselves as
dairy farmers. That is the question
of blends. Blends have been a bad
word to dairy farmers in the past.
But where are they going to fit in
the 90s? Do we need to seriously
look into selling not only REAL
dairy products, but maybe also
dairy components to be used in
other food products or for other
uses. We know, for example, that
we can develop low cholesterol
milk and butter to meet the diets of
those people who need to consume
less cholesterol. Should we be
working on those kinds of
products?”, asked Camerlo.
Camerlo summarized his
message as an issue of survival
and encouraged producer support
and leadership in the trying times
ahead:
“We do have problems in
American agriculture today and
they are serious. We have to ad
dress the problems and show the
leadership that our forefathers
demonstrated that made this in
dustry the most efficient in the
world. To keep it that way, it has
now become YOUR time to lead,”
said Camerlo.
Ms. Diverio graduated from
Montclair State College of New
Jersey with a Bachelor of Science
degree in Nutrition/Food Ad
ministration. She has done
graduate work in conjunction with
completing a dietetic internship
program at Indiana University and
New York Medical College. She
has attained certification as a
registered dietitian. Her business
experience is in marketing and
sales.
Currently a resident of Camillas,
NY., Ms. Diveno is originally from
Maywood, NJ.