Federal Order 4 Farmers Given Promotional Choices
HARRISBURG (Dauphin)
As a service to Federal Order 4
dairy fanners in Pennsylvania, a
letter explaining their 10-cent-per
hundredweight regional promo
tional assessment is being sent out
by Paul Corbin, chairman of the
Pennsylvania Dairy Promotion
Program (PDPP).
As Corbin’s letter outlines,
there are many qualified programs
to which dairymen may voluntari
ly assign their 10 cents, but the
three that visibly affect FO4 Pen
nsylvania farmers are the PDPP,
the Middle Atlantic Milk Market
ing Association (MAMMA), and
the National Dairy Board (which
by law automatically receives five
cents of the total 15-cent-per-
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hundredweight assessment.)
Included with Corbin’s letter to
FO4 dairy producers is a sign-up
card; if no program is specifically
designated, the Market Admini
strator automatically assigns the
assessment to MAMMA.
“We’ve taken the initiative to
send this letter because we want to
be sure dairy producers are aware
they have a choice,” said Corbin.
The PDPP was re-organized by
state law in 1987 to give dairy far
mers direct control of the Prog
ram’s advertising and promotional
acitivites. One area of demonstra
ble leadership and success is in the
PDPP’s support of local dairy
promotion committees. During
1988, more than half of the
SAFEMARK
Division of Pennsylvania Farmers’ Assoc.
Camp Hill, PA 17011
CALL
1-800-446-3543 IN PA
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PDPP’s local “Matching Funds”
resources were distributed in the
south central/southeastem region.
This matching program has
enabled dairy farmers to conduct
grassroots marketing, going right
to the consumer.
The PDPP has also provided
supplies, technical assistance and
cash support for numerous region
wide shopping center and store
promotions, “Farm City” events,
md local special events, such as
‘Scenic River Days” in Reading,
“Summer Love Sundae Tuesday”
on the State Capitol steps, and the
“Strawberry Festival” at Brandy
wine Hospital.
Thousands of consumers in the
region have been encouraged to
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use real dairy products through the
PDPP’s participation in the Pen
nsylvania Farm Show and All
American Dairy Show, and
through funding of local dairy
promotion organizations’ radio
and print advertising.
Through its own broadcasting,
the PDPP both reaches markets
not tapped by other promotional
programs, and increases the fre
quency of consumer exposure to
dairy messages with advertising
that complements other programs’
efforts.
Dairy nutrition education in the
region is assisted through the
PDPP’s sponsorship of Dairy
Council Inc. of Southampton, and
dairy standards are maintained in
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Lancaster Farming, Saturday, December 10,1988-A29
part through the PDPP’s support
of the Penn State Milk Quality
Testing Program.
“Because our focus is on loca
lizing dairy product promotion,”
Corbin pointed out, “dairy far
mers* money assigned tot he
PDPP is spend on helping Pen
nsylvania farmers reach consum
ers - not on overhead, excessive
staff, organizational membership
fees or other non-essential
expenses.”
The PDPP’s administrative
costs average three percent of its
annual two million dollar budget,
compared to the five percent limit
set by the National Dairy Board
for such programs.
MAMMA, Hersheys
and Four Dairies
To Promote
Hot Chocolate
TOWSON, MD Hot choco
late is the subject of a cold weath
er promotion partnership forged
between the Middle Atlantic Milk
Marketing Association, Hershey’s
Foods and four area dairies. Under
MAMMA’S leadership, the
alliance of food marketers have
layed out a promotion strategy to
increase sales of fresh milk and
Hershey’s new Chocolate Milk
Mix.
Promotion elements will
include over 400 colorful roadside
billboards, minibillboards on ski
lift towers and four special event
day promotions at Pennsylvania
ski resorts, and ads on ski trail
maps.
Both the roadside and slopeside
billboards picture a steaming cup
of hot chocolate, Hcrshey’s new
Chocolate Milk Mix, and the slo
gan, “Ski Lift.” The roadside bill
boards will be up for one month
beginning in mid-January. The ski
lift billboards on slopeside will be
up for the entire ski season.
To lie-in with the billboards, the
alliance has scheduled four special
event days at Ski Liberty and Ski
Roundlop where they will be giv
ing away 700 gallons of hot cho
colate to thousands of skiers.
These event days arc scheduled
for January 8 and February 5 at
Ski Liberty, near Gettysburg, and
January 15 and February 12 at Ski,
Roundlop, near Harrisburg.
MAMMA will be giving away
promotional hot chocolate ski
caps to the first 1400 skiers to
come out to each of the promo
tions. Up to 20,000 skiers are
expected to come out to each of
the promotions. Up to 20,000
skiers are expected to turn out for
the events. Turkey Hill, Greene’s,
Rutter’s and Greenspring Dairies
will be providing the milk to make
the hot chocolate. Dairy princes
ses from Pennsylvania and Mary
land will be assisting with distri
buting hot chocolate and ski caps.
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