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*«<wliliU)«^^
MILK ,
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—^
This poster was uaad In tha Montoomary Co., MD, school systam.
TO LANCASTER FORD TRACTOR
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