COLUMBUS, OH Plans for
1989 dairy advertising and promo
tion programs were unveiled dur
ing the 18th annual meeting of the
United Dairy Industry Association
(UDIA), September 21-22 in Min
neapolis. “Progress Through Part
nership” was the theme of the
meeting, which highlighted 1988
programs for dairy farmer-funded
advertising, nutrition education
and research and new product pro
cess and research. Approximately
450 dairy farmers and individuals
working in UDIA member units,
Affiliated Dairy Council Units
and related industries attended the
two-day meeting.
1989 Local Programs
Will Mirror 1988
Scott Higgins, general manager
of the Columbus, Ohio-based Mid
East UDIA and the Federal Order
36 Advertising and Promotion
Agency (F.O. 36 Agency), notes
that most of the promotion pro
grams developed for 1989 will be
implemented locally in Ohio,
western Pennsylvania and parts of
West Virginia and northern Ken
tucky. “UDIA’s 1989 advertising
and promotion plans will build on
the successful base established in
1988 for advertising, retail and
foodservice,” notes Higgins. He
adds that existing and new nutri
tion education programs will also
be implemented locally by Mid
East’s 12 Dairy and Nutrition
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6 S. Vintage Rd.
Paradise, PA 17562
(717)442-4183
(717)768-3301
1989 Dairy Promotion Programs Unveiled
Council offices.
According to Grover Simpson,
vice president of marketing ser
vices for UDIA, “1988 changes
helped streamline and strengthen
point-of-sale material for retail
stores.” Redesigned materials
were placed in select supermark
ets, with an emphasis on those
stores with a $4 million gross
annual sales. This represents 70
percent of U.S. dairy product
sales. And after a successful tie-in
promotion with Sara Lee Snacks,
Simpson anticipates future coordi
nated tie-ins with branded
manufacturers.
Other jtograms proven to be
winners in the retail marketplace
which will be evident in 1989
include: A Dairy Product Profit
Program which will indicate true
profit potential for real dairy pro
ducts; and undertaking a com
prehensive trade/retail needs
assessment This assessment will
establish what is wanted by the
retail and trade industry, which
may result in additional necessary
programs and seminars. The new
programs and training will com
plement existing programs and
enhance profitability develop
ment.
In the foodservice sector, where
competition for the food dollar is
fierce, the markets to be addressed
will be; foodservice operators,
foodservice distributors and
H.
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school foodservice operators. A
new mini-magazine insert was
also introduced, “REAL possibili
ties, They’re Endless.” The insert
will be placed in key national and
local foodservice operator publi
cations and is designed to height
en the awareness of the benefits
and versatility of real dairy
products.
Advertising and promotion will
see the continuation of the “REAL
Seal” program. And Willard
Scott’s believability as a real dairy
product advocate will again be the
focus of promotions for spring
cheese, summer butter, fall cheese
and butter. “For the fourth year,”
notes Higgins, “the Beef Industry
Council will join Mid East UDIA
and the F.O. 36 Agency for a pow
erful spring promotion for lean
ground beef and real cheese. A
June Dairy Month promotion is
also scheduled for the summer of
1989.
The “Milk, America’s Health
Kick” fluid milk campaign will
emphasize a strong new theme
line focusing on Milk’s nutritional
value.
According to Higgins, “1989
will be especially challenging for
the dairy industry and generic
advertising. By locally imple
menting programs which are
developed and implemented
nationally by the 19 UDIA mem
ber organizations, our programs
Rt. 82
Unionville, PA 18375
(215)347-2377
Lancaster Farming, Saturday, Novambar 5, 1988419
can best maximize the use of dairy
fanners’ promotion dollars and
increase the consumption and use
of real dairy products.”
The F.O. 36 Agency is the
advertising and promotion pro
gram for dairy farmers in the Fed
eral Order 36 milk marketing area
in western Pennsylvania, eastern
Ohio and parts of West Virginia. It
is administered by the Columbus-
PA Dairy Promotion Program
Elects New Officers
(Contlnucd from Page A 1)
“The fanner out there at the end
of the line is contributing his
money, and we can’t forget about
him”, Corbin said following his
election during the November 3
board meeting in Harrisburg.
“We have to be sure his money
is being spent wisely during these
tough economic times.”
Serving with Corbin on the
PDPP’s new Executive Commit
tee are Karl W. Kroeck of Knox
ville, vice chairman; Janice Burk
holder of Chambersburg, secret
ary; James L. Harteis of
Ebensburg, immediate past presi
dent; and Richard Shellenberger
of Manheim.
New members of the 21-mem
ber board, nominated by dairy far-
based Mid East UDIA, which also
services the Federal Order 33
dairy farmers in Ohio and parts of
northern Kentucky. In a coordi
nated effort with 19 UDIA mem
ber units nationwide Mid East
UDIA and the F.O. 36 Agency
support a total dairy promotion
program through advertising,
retail marketing, foodservice
development, food publicity and
nutrition education and research.
mers and appointed by PA Secret
ary of Agriculture Boyd E. Wolff,
are: Peter Block of Sugar Grove;
Raymond J. Diebold of Altoona;
and Robert Gehman of
Coopersburg.
Additional board business con
ducted at the November 3 meeting
included final action on a $2.4
million budget for fiscal year
1988-89, of which 48-percent is
for special project, radio and tele
vision advertising. A new, thirty
second TV spot scheduled to
begin airing November 9 illus
trates how empty the holiday meal
table would be if there were no
items containing real dairy
products.
Twenty percent of the new
budget is earmarked for public
relations and promotional costs,
including technical assistance per
sonnel, local matching funds and
grants, the Dairy Princess Prog
ram, printing, promotional mater
ial and dairy product purchases,
special events, and sponsorship of
LANCASTER FARMING’S
“Dairy of Distinction” program.
Fifteen percent of the budget is
for public and industry education,
including funding of the three
Dairy Councils serving Pennsyl
vania and the Penn State Milk
Quality Testing Program for dairy
fanners.
Three percent of the spending
plan is for PDPP administrative
costs; one percent for equipment
and surveys; and the remaining
13-percent is designated for
contingencies.
The Pennsylvania Dairy Prom
otion Program, re-organized by
state staw in 1987 to give dairy
farmers direct control, is voluntar
ily supported by more than 4,000
dairy farmers statewide.
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