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Dairy Board Appoints Committee To Study Single Promotion Structure
ARLINGTON, Va. - The
National Dairy Promotion and
Research Board has appointed a
Committee to discuss the
development of a single national
dairy promotion structure with the
National Milk Producers
Federation Committee. The action
was taken during the Board’s Dec.
5 meeting in Las Vegas, NV.
Other action taken at the Board
meeting included the approval of:
• Four new television com
mercials for the 1986/1967 calcium
campaign.
The new television effort, aimed
at women aged 25 to 64, contains a
stronger message than the two
previous campaigns. The com
mercials are more product specific
and inform consumers of the
calcium content of various dairy
products.
The two 30-second and two 15-
second spots tagged “What Could
Be Simpler?” are expected to
begin to appear on network
television in January.
• Production and additional
Courier Herd Completes
Fifth Year On Top
In Clinton County
LOCK HAVEN For the fifth
year in a row, Paul L. Courier of
Mill Hall R.D. 2, has won the
Clinton Dairy Herd Improvement
Association award for having the
highest producing herd in the
county. His 88 registered Holsteins
averaged 19,264 pounds of milk and
707 pounds of fat in the past testing
year. The award was presented at
the 47th annual meeting held
recently at the Nittany Grange
Hall.
Other herds averaging over 600
pounds of fat were: Richard L.
Schenck, Mil] Hall, 675; Ronald H.
Meyer, Loganton, 667; Tom and
Grace Nicholas, Loganton, 661;
Blair and Elaine Courter, Mill
Hall, 644; Ward and Keith Carson,
Jersey Shore, 626; Anthony and
Caroline Graine, Mill Hall, 623;
Harold Muthler, Loganton, 607;
and Leslie B. Irvin, Beech Creek,
604.
. The award for most im
provement in milk production
during the past year was won by
Philip Hamner, Jersey Shore,
whose herd averaged 17,946 pounds
of milk and 582 pounds of fat which
was an increase of 3,589 pounds of
milk.
Long Lane Farm, Mill Hall,
received the award for most im
provement in fat production with
an increase of 101 pounds.
research on a “back-up” cheese
commercial.
The new cheese campaign will
contain a more focused nutritional
message than the current
variety/versatility messages
currently on the air. Tests will be
conducted on the finished com
mercials to determine the effect of
the new message on consumers.
At a later date, the Board will
consider if additional testing
should be scheduled to determine
whether the new campaign should
replace the existing cheese ad
vertising. In the meantime, the
NDB will monitor market testing
and other indications to gauge the
effectiveness of the cheese com
mercials currently on the air.
• The elements of the 1987 ice
cream advertising campaign.
The “Taste Summer” com
mercial aired in 1986 will be used
as the basis of the 1987 effort. This
30-second commercial will be
supported by the production of a
new 15-second spot.
The Board also approved the $4.9
million media plan outlined to
An award for the cow producing
the most milk and fat during the
year in 305 days was won by An
thony and Caroline Graine, Mill
Hall.
The 4-year-Holstein named
Bunny produced 27,822 pounds of
milk and 979 pounds of fat. Other
top cows were: “Princess” owned
by Richard L. Schenck, 25,665
milk, 929 fat; “Pat” owned by Paul
L. Courier, 22,908 milk, 900 fat; and
“#2O” owned by Ronald H. Meyer,
21,996 milk, 893 fat.
During the 1985-86 test year 81
cows completed lifetime
production records of a minimum
100,000 pounds of milk or 4,000
pounds of fat.
The top cows in Lifetime
production are: “Lucky” owned by
Paul Courter, 212,209 milk, 8,729
fat; “Pansy 2” owned by Paul
Courter, 215,039 milk, 7,917 fat;
“Katie” owned by Blair and Elaine
Courter, 190,273 milk, 7,147 fat;
and “Blacky” owned by Paul
Courter, 190,554 milk, 6,977 fat.
DHIA Supervisors for Clinton
County are: John Parks, Howard;
Tom Fox, Mackeyville; and Ron
Rishel, Rebersburg.
Directors of the Clinton County
DHIA are: Paul L. Courter, Mill
Hall; Robert Billman, Beech
Creek; James Muthler, Howard;
Terry Dickey, McElhattan; and‘
Ronald Meyer, Loganton.
support the campaign.
• New nutrition/biomedical
research projects.
A total of $805,683 was allotted to
14 new nutrition/biomedical
research projects. The research
primarily focuses on the role of
calcium, with lactose tolerance
identified as a new area of ex
ploration.
The funding for 29 continuing
nutrition research projects was
approved by the Board in October.
This brings the total 1987 com
mitment to nutrition/biomedical
research to $3.86 million for 43
projects.
• New product research
projects.
Funding in the amount of
$402,193 was allocated to five new
product research projects for 1987.
Four of these projects were
selected from a group of 10
recommended by the Board’s
A SPECIAL THANKS
To
John & Ken Gingrich of Salunga, PA
We Wish Them Many More Prosperous Years
In The Dairy Indus
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Science Advisory Committee.
Two of these, considered high
priority projects, were submitted
by Larry L. McKay, Ph.D.,
University of Minnesota and Todd
R. Klaenhammer, Ph.D., North
Carolina State University. Both
investigators are top researchers
in the field of biotechnology as it
relates to the genetic engineering
of microorganisms significant to
the dairy industry.
The additional project, on
listeria, will be funded jointly by
the Board and the Milk Industry
Foundation.
To date, the Board is funding a
total of 55 product research
projects, 16 of which have been
approved for funding since the
beginning of the present fiscal year
at a cost of $l.l million.
• Audit report.
The Board received a report on
the completion of an audit survey
of responsible persons in Penn
sylvania.
The survey included on-site
audits to ensure the accuracy of
milk marketings and
state/regional promotion credits
claimed in reports to the Board.
The Board periodically conducts
audit surveys when it determines
they are necessary to supplement
the audit services provided by the
U.S. Department of Agriculture.
These surveys are conducted by
auditors experienced in miiy
handler audits.
The audited individuals
represent a portion of the
responsible parties who produce
the 16 to 18 percent of all milk
which is not regulated by federal
milk marketing orders or the
California state marketing order.
Prior surveys had included audits
of handlers in North Carolina,
South Carolina and Wisconsin.