National Dairy Board To Continue Programs
BY KARL BERGER
Special Correspondent
WASHINGTON. D.C. The
National Dairy Promotion and
Research Board -- which boasts a
new chief executive, nine new
members and a new committee
structure - is an organization in
transition.
Despite the changes, however, it
was pretty much business as usual
for the 36 dairy farmers who com
prise the board as they gathered in
Washington D.C., May 16-18 for
their fifth annual meeting.
The meeting provided more of a
review of past accomplishments
than a development of new ones.
As a result of prior decisions, the
board’s multi-million dollar
advertising and promotion cam
paigns will continue with few
changes for the coming year.
Cynthia Carson, the board’s
new chief executive officer,
helped preside over her first annual
meeting. In January, Carson, for
mer chief executive of the Dairy
Council of California, succeeded
the retiring Joe Westwater, who
had held the post since the board’s
inception.
Several senior staff members at
the board, including Edith Hogan,
a vice president for nutrition prog
rams, also have left recently.
Along with the staff changes have
come changes in the structure and
focus of the board’s committees.'
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Under Carson’s direction, the
board also has taken a new
approach to the thorny issue of
coordinating activities between the
various farmer-funded promotion
groups. A committee of represen
tatives from the board, the United
Dairy Industry Association and
regional promotion units is trying
to agree on a long-term stategic
plan that hopefully will mean grea
ter cooperation in the future.
In reviewing the past year’s
activities, Louis Hinders, the past
chairman of the board’s advertis
ing and sales promotion commit
tee, said the board’s revised cheese
campaign helped account for a
“startling upturn 14 in the at-home
consumption of cheese.
“Since the inception of the
’Cheese Riddle’ campaign, we
have seen the in-home use of
cheese go up every month,” said
Hinders, a Canyon, Texas, farmer
whose last three-year term on the
board expired in April.
Hinders also noted that “It Does
a Body Good” -- the board’s fluid
milk campaign aimed at youths
between the ages of 6 and 16 - was
recognized as one of the 25 best
campaigns of 1988 by colleagues
in the advertising industry.
The board funds network televi
sion advertising for cheese, butter,
fluid milk and ice cream. It also
funds a nationwide print campaign
that promotes the benefit of cal
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cium from dairy products. All five
campaigns will continue in basi
cally their current form during the
fiscal year that began May 1,
according to board spokesmen.
Advertising has been allocated
$61.6 million of the year’s $79
million budget.
In his report, Carl Butler of Pine
Plains, N.Y., former chairman of
the nutrition education and
research committee, noted that
board funds helped to open a nutri
tion center at a California universi
ty that will examine the relation
ship between dairy fat and heart
disease. Research, he said, is the
key to the industry’s varied nutri
tion education programs.
Fred Cockram of Baker, Ore.,
who also left the board in April,
noted that the last of the six pro
duct research centers supported by
board funds was opened in March
at New York’s Cornell University
and the University of Vermont.
Cockram headed the product
research and development
committee.
Board chairman Ivan Strickler
of lola, Kan., said the board has a
lot to be proud of in his address to
members.
“We’ve established a strong
foundation from which this board
can move forward, 44 he said.
“We’ve proven we can do a good
job. We can be confident that
America’s farmers are gelling a
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of Kewaskum, Wise., treasurer.
They also consolidated the com
mittee structure, forming just one
committee to oversee both nutri
tion and product research and one
committee to handle finances and
administration.
Ernest Miller, a farmer from
Hamburg, Pa., was elected chair
man of the new public and industry
communications committee,
whose domain now includes nutri
tion education. Miller is one of
three board members from Region
11, which covers the Mid-Atlantic
area. The others are Walter Martz
of Frederick, Md., and Horace
Waybright of Gettysburg, Pa.
Sanford Receives
National Jersey Award
acres of land which supports 200
Jerseys. He currently milks 101
cows with a rolling herd average
of 13,900 lbs. milk, 710 lbs. fat
and 418 lbs. protein.
Sanford participates in many
AJCC programs. The herd is cur
rently enrolled in TPE, he has con
signed animals to numerous
national sales, been an Equity sup
porter and regular advertiser in the
Jersey Journal. Sanford also
makes use of the Jersey Mating
Program and uses young Jersey
sire sampling programs.
Through the help of various
programs Sanford has been able to
choose sires that produce off
spring to go on to meet Jersey
land’s motto. Sanford has shown
his Jerseys at the local shows for
many years and has been Premier
Exhibitor at the Michigan State
Fair and the Michigan Stale Show.
sound return on their investment. 44
Strickler also praised the so
callcd “Bridge Project,” which has
brought together representatives of
various industry groups to try to
develop a plan for dealing with the
issue of fat and cholesterol. And he
urged his fellow board members to
work toward removing artificial
barriers to world dairy trade.
The members re-elected Strick
ler chairman during a re
organization session. William
Underwood of Tully, N.Y., was
elected vice chairman; Ruth
Robinson of Jonesborough, Tenn.,
secretary; and Daniel Rodcnkirch
REYNOLDSBURG, OH
Neal W. Sanford, Parma, Mich.,
has been awarded The American
Dairy Jersey Cattle Club’s 1989
Young Jersey Dairyman Award.
Sanford is among seven winners
from across the United States who
have excelled in dairy farming and
Jersey cattle breeding. They have
also been very active in AJCC
programs and Jersey functions.
The winners will be honored at an
awards breakfast June 17 at the
AJCC-NAJ Annual Meeting in
Cedar Rapids, lowa.
Five generations of Sanfords
have farmed Jcrseyland Farm in
Parma, Mich., where the motto
has been “Where Production and
Type Harmonize.” That is exactly
how it works at Jerseyland today
with Neal Sanford running the
show. Neal owns and operates 381
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