A36-Lancuttr Farming, Saturday, July 1,1989 The New Marketplace (Continued from Pago A 22) Drink” campaign. Similarly, most national television advertising for milk has been directed at adult au diences, although the current “Milk: It Does a Body Good” campaign conducted by the Na tional Dairy Promotion and Re search Board is an exception. The Montgomery County and Sharswood promotions were MAMMA’S first direct venture into the schools, Norton said. In both cases, students were encour aged to collect I Love Milk stick ers by drinking milk for lunch each day during the contest week. In Maryland, the major induce ment was free tickets to a Wash ington Capitols hockey game. In Philadelphia, it was visiting a practice session of .the Philadel phia 76ers basketball team. At least one student from each participating school in Montgom ery County received two tickets to a Capitals game March 14 at which MAMMA wound up spon soring about 400 students, parents and school officials. An entire class of Sharswood students at tended a 76er practice and, later, a number of students from each class attended an actual game March 15. In Montgomery County, the ef fort dovetailed with several exist ing association programs. Prior to the contest, Vogts conducted a one-day training session on prod uct handling and nutrition topics for about 250 cafeteria workers. The session paralleled the dairy department training seminars MAMMA conducts regularly for supermarket personnel. During the contest, teachers and cafeteria workers were encouraged to dis cuss milk’s nutritional benefits us ing materials compiled by the Dairy Council of Greater Metro politan Washington Inc., a MAM MA affiliate. And the Capitals promotion that concluded the con test was part of an ongoing series of sports-related promotions the association conducts. Data compiled by foodservice workers in a number of the partici pating schools indicates a definite boost during the contest week, ac cording to Laurine Mennell, su pervisor of training and education for the county-wide school sys tem. In particular, sales of half pint cartons at selected schools to US, Canada Release Support Levels For Grains Under Trade Agreement WASHINGTON, D.C.— The United States and Canada recently released the producer support levels for wheat, barley and oats calculated under the formulation specified in the U.S.-Canada Free Trade Agreement. The support levels are used as a benchmark to determine whether Canadian import licensing restrictions on certain grains and products will be eliminated. The support levels are calcu lated in terms of the percent of producers’ income provided by government support for each type of grain. The levels are: Wheat Barley Qats U.S. 61.62%_ 72.49% B.tt% Canada 46.28% 50.23% 11.09% tailed 24,718 on .Wednesday dur ing the contest, a 14 percent rise from the 21,642 cartons sold the previous Wednesday. Similarly, Friday sales rose nine percent, from 23,351 to 25,485 cartons. Vogts attributes much of the in crease to students who bought milk al a carte. Typically, milk either whole, skim, two-percent or two-percent chocolate—is served with school lunches, Mennell said, although occasionally fruit juices also are offered. However, stu dents who bring their own lunches do not automatically receive milk. Boosting participation in the school lunch program was one reason why the county school sys tem okayed the promotion, Men nell said. Another goal was to in tegrate the school lunch program with nutritional information. Although data from the week following the contest is inconclu sive, Vogts said, Mennell was op timistic about the contest’s longer term impact. “I think it was up for awhile af terward, but I think we have gone back to pre-promotion levels,” she said in early June. Moreover, she added, the association of milk with proper nutrition may leave a lasting imprint on the students* impressionable minds. This hard-to-measure benefit was not lost on MAMMA’S Nor ton and Vogts. “I think it’s a tre mendous method to establish hab its in young people who will keep drinking milk, later in life,” she said. ( Vogts said the future use of similar programs has yet to be de termined. Because of the amount of time required, she said it is un realistic to expect conducting such promotions each year in every school system in MAMMA’S mar-, keting area. This is particularly' relevant in Pennsylvania, where the school systems tend to be much smaller and less centralized than Montgomery County’s sys tem. However, she does hope to ex pand the foodservice training workshops for school employees. As part of this effort, MAMMA is helping to fund the development by the American Dairy Associa tion of “Dairy Delicious,” a new package of promotional and nutri tional materials for school cafe teria workers, Vogts said. Under the terms of the agree ment, Canada will remove its requirement for import licenses for wheat, barley and oats when U.S. support levels for these pro ducts are equal to or less than those of Canada. Since the U.S. support level for oats is less than Canada’s, Capada will no longer require import licenses for oats and oat products. Under the FTA, both countries reserve the right to impose or reimpose import restrictions on particular grains if imports increase significantly as a result of a substantial change in either country’s support program for that grain. Anyone Who Loves Milk CanWfri FreeTicketsToThe Hoc Game I M enterthecoitesi.Ju«itti*«