A36-Lancaster Farming, Saturday, March 8,1986
Dairy Marketing
Dairymen to
LOUISVILLE, KY - James H.
Sumner, 38, joined Dairymen Inc.,
Feb. 17 as the regional milk
marketing cooperative’s director
of corporate communications. He
will develop and direct both ex
ternal and internal communication
programs at the Louisville-based
cooperative including member and
employee publications, special
publications, media relations,
training and other projects.
A native of Centralia, HI.,
Sumner formerly served as
director of the Pennsylvania
Department of Agriculture’s
Bureau of Markets. He has worked
as a newspaper reporter and farm
editor, as assistant director of
communications for Inter-State
Milk Producer’s Cooperative of
Southampton, Pa., and for the past
seven years as the Keystone
State’s Bureau of Markets
director.
During his tenure at Penn
sylvania’s Department of
Agriculture, Sumner helped
establish a school for state
cooperative directors, initiated the
first statewide dairy promotion
program to provide advertising
and promotional support to the
state’s dairy industry, and created
the “Pennsylvania Agriculture-
We’re Growing Better” promotion
which helped unite all segments of
the state’s food and agriculture
industry. A logo developed from
this program is prominently
displayed on more than 200 private
Inter-State District 5 set meeting
SOUTHAMPTON - The Wit
mer, West Lampeter and
Millersville Locals of Inter-State
Milk Producers’ Cooperative
District 5 will hold their annual
business meeting March 17 at 12
p.m. at the Lampeter Fire Com
pany No. 1, Director J. Wade Groff
announced.
Guest speaker will be Robert M.
Dever, Inter-State assistant
general manager. Dever will
review the cooperative’s goals for
the fiscal year and will discuss the
dairy provisions of the 1985 Farm
Bill.
A business meeting will be
Inter-State District 10 slates meeting
SOUTHAMPTON, PA. - The
Chestertown-Massey and Ken
nedyville Ixicals of Inter-State
Milk Producers’ Cooperative
District 10 will hold their annual
dinner meeting March 18 at 7 p.m
at the Still Pond United Methodist
Church, Still Pond, Md., Director
Warren A. Knutsen announced.
Guest speaker will be Robert M
Dever, Inter-State assistant
general manager Dever will
Inter-State District 21 sets meeting
SOUTHAMPTON, PA. - The
Fulton County Local of Inter-State
Milk Producers’ Cooperative
District 21 will hold its annual
dinner meeting March 14 at 7 p.m.
at the Hustontown Fire Hall,
Director H. Karl Beegle an
nounced.
Guest speaker will be I .aura E.
England, Inter-State public
relations manager. England will
review the cooperative’s goals for
the coming year and will discuss
the dairy provisions of the 1985
be uneffected
James H. Sumner
brand name products pioauced
and/or processed in the state to
encourage consumer support.
Sumner serves as vice president
of the National Agricultural
Marketing Officials organization
and is past president of the Nor
theast Agricultural Marketing
Officials group. Dairymen’s new
corporate communications
director, who is married and has
three children, earn a journalism
degree from Southern Illinois
University.
conducted by John Howard,
District 5 president, to elect of
ficers, delegates and alternate
delegates for the coming year. In
addition, membership plaques will
be awarded.
Those members receiving 25-
year awards are: J. Clayton and
Dorothy B. Charles, Lancaster;
Paul and Ann Harnish, Washington
Boro; D. Arthur and David E.
Charles, Lancaster; and Jacob K.
and Malmda L. Swarey Jr., Ronks.
Inter-State Milk Producers’
Cooperative District 5 covers the
northwestern portion of Lancaster
County.
review the cooperative’s goals for
the coming year and will discuss
the dairy provisions of the 1985
Farm Bill.
Walter T Morns 111, District 10
president, will conduct the
meeting He will present a 25-year
membership plaque to John Carvel
Sutton, Kennedyville, Md.
Inter-State Milk Producers'
Cooperative District 10 covers
Cecil and Kent counties, Md
Farm Bill.
R. Boyd Cromer, Fulton County
Local president, will conduct the
meeting. He will present a 25-year
membership plaque to Pine Tree
Farm, Harrisonville, and a 50-year
membership award to C. Kenneth,
K. Earl and Tim Gordon, Mc-
Connellsburg.
Inter-State Milk Producers’
Cooperative District 21 covers
Bedford and Fulton counties and
part of Huntingdon County
BY JAMES H. EVERHART
SYRACUSE “Milk. America’s
Health Kick” may be “La Moda de
Hoy es Leche Fresca.”
But the message in the new
advertising campaign being
launched by the American Dairy
Association and Dairy Council,
Inc. is still the same: drink milk.
The AD ADC’s new program,
unveiled at the organization’s
recent annual meeting here, is
directed specifically at New York
City’s Hispanic population, the
most important Spanish-speaking
market in the country, and one of
the largest in the world.
The “Anglo,” or English
speaking population may doubt the
need for or the effectiveness of a
campaign oriented to Hispanics.
But a series of ads directed at the
Spanish-speaking population can
be justified as a good business
decision, according to Marcelo
Salup, director of strategic
January milk production
increases eight percent
WASHINGTON - U. S. milk
production in January surpassed
year-earlier levels for the 11th
consecutive month, as officials
began to express concern about the
size of the seasonal increases that
will begin in just a few months.
The nation’s milk output in
January was 12.18 billion pounds,
an increase of 611 million pounds
over December’s total and 885
million pounds, or eight percent,
more than the January 1985 total.
Cow numbers in January
climbed about 3.5 percent nv»*r i o«a
Itrans'equ] Tmeot, nicTl
LANCASTER COUNTY ■
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BARRETT
AD ADC launches
Hispanic campaign
planning at DMB&B/
Latinoamericana, a subsidiary of
the ADADC’s ad agency, Darcy,
Masius, Benton & Bowles.
With 20 percent of New York’s
population, the Hispanic
population is a “huge, sub-sub
market,” that is easy to reach and
is a good prospect for increasing
milk sales.
The market is “easily
segmentable” because of the
language differences, Salup noted.
According to surveys, 64 percent of
New York Hispanics use Spanish in
their homes, and only 44 percent
rate their proficiency with English
as good or very good.
The language barrier, Salup
added, actually creates an op
portunity to target the market
quickly and efficiently. In New
York City alone, there are six
Hispanic radio stations, two
television stations and eight
newspapers, all of which cater to
this large group.
levels, to 11.16 million, while
production per cow was up 4.5
percent to 1,091 pounds.
In Pennsylvania, production was
up 10 percent to 856 million pounds.
Cow numbers averaged 741,000, or
6,000 more than year-earlier totals,
and production per cow was up 95
pounds, to 1,155.
In the Mid-Atlantic region, New
York’s production was up eight
percent, while in Maryland, milk
output increased 10 percent over
last November’s total.
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Hispanics spend about 25 percent
of their disposable income on food,
and their families are larger and
more likely to have young
children. Fully 70 percent of the
Hispanic population, he said, is
under 35, compared to about 50
percent of the general population.
And studies clearly show that
Hispanics are already heavy users
of whole milk.
Furthermore, the advertising
industry has discovered that
Hispanics appreciate a campaign
that is tailored to their eyes and
ears, with complete translations
and Spanish-looking people.
That information has made
specially designed Hispanic
campaigns the fastest-growing
segment of the advertising in
dustry, in fact.
In order to reach this market,
the ad firm has developed a
television commercial that
translates the ADADC’s “Health
Kick” positioning into Spanish.
To create continuity and make
the best use of existing footage, the
agency used the same visuals as
the “Anglo” commercials, using a
variety of views, but only a few
closeups of people who were
clearly not Hispanics.
A new version of the musical
theme was recorded, with a
definite Latin beat and translation
of the lyrics into Spanish. The
message remained essentially the
same, however, in order to create
maximum transference among
Hispanics who see the campaign in
both English and Spanish.
Preliminary testing indicates
the campaign should do well
among New York’s Spanish
population, the ADADC says. The
campaign, which began last
month, will be tested in greater
depth in coming months.
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