Low Fat Milk Pumps Up Pennsylvania Milk Sales
HARRISBURG Pennsylvania
fluid milk sales are going up, up,
up.
Milk producers got the good
news at the June meeting of the
Pennsylvania Dairy Promotion
Program.
PDPP’s White Lite ad campaign
boosted sales dramatically during
its first month in western Penn
sylvania supermarkets, according
to Bill Smedley, commodity
promotion chief for the Penn
sylvania Department of
Agriculture
And low fat milks sparked a 2.3
percent increase in total fluid milk
sales in Pennsylvania last yeai, it
also was reported.
Smedley drew on milk sale
figures complied by the Penn
sylvania Milk Marketing Board to
make his point
The state upswing in Class I
sales is in contrast to national sales
where cheeses, yogurts and
specialty items have increased
dramatically the past three years
Working for people who work the land
while fluid milk sales remained
fairly flat.
Just how effective is milk ad
vertising and promotion in Penn
sylvania?
“Let’s look at the record,” said
Smedley, using preliminary sale
figures from the Pittsburgh-Ene
market area.
For the January-March period, 2
percent sales ran 598 percent
ahead of the same three months of
1986 he pointed out.
Then along came PDPP's 2
percent White Lite milk in late
March, he noted, with an ad
vertising blitz of pretty girls,
trendy tunes and a slogan that
suggested “2 percent milk, 100
percent beautiful. Try some on ”
According to dealers and
supermarket managers, a horde of
western Pennsylvanians did And
the Pennsylvania Milk Marketing
Board sale records appear to
agree.
“In April,” Smedley said, “2
percent sales posted a 9.67 percent
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increase over the same month in
1986. Or almost double the average
gain registered by all 2 percent
milks in the January-March
period.”
Should White Lite and the ad
campaign get the credit’
“Dealers tell me White Lite is
new business It’s not taking away
from other 2 percent milks,”
Board Chairman Jim Harteis
explained to board members
"It was the only really new'
product or advertising effort in the
market,” Smedley pointed out
A review of 1986 milk sales Dy
Consultant Bob Williams revealed
that whole milk is still the favorite
milk drink in Pennsylvania with
51.7 percent of all fluid sales but
that 2 percent and skim milks are
gaming.
Standard milk sales actually fell
5 percent in 1986 while low fat sales
increased 9.4 percent, he said. This
compared to 1985. Among the low
fats, 1 percent milk lost 19.3 per
cent in sales while 2 percent milk
(agway)
statewide gained 19.8 percent.
Skim milk had an 8.5 percent in
crease.
The other action, the advisory
board:
• Heard how Dairy Councils
build sales with such innovative
ideas as video tapes for use in
doctor waiting rooms, and a
visiting professor program to
instruct medical students on basi s
of good nutrition
• Learned Dairy Councils also
take action against misleading
advertising with dairy overtones
Such as calcium pill advertising,
for one And New York dairy
councils are credited with
preventing ban on chocolate milk
in public schools there
• Approved $25,422 25 in match
ing funds for 130 July-December
milk promotions by 35 county and
regional committees.
• Reviewed plans for “Summer
Love Sundae Tuesday” ice cream
festival July 28 on capitol steps in
Harrisburg. Over 9,000 sundaes
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June 27,1987-A33
were served at the 1986 party.
• Heard enthusiastic report on
twin June Dairy Month kickoffs at
Reading, June 2, and Pittsburgh,
June 11. Both received strong
media attention, Promotion
Coordinator Cindy Weimer an
nounced. Over 11,000 dairy treats
were distributed in Market Square,
Pittsburgh, it was disclosed, with
people "wall to wall ”
• Received brochures on a new
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