A3O-Lancaster Farming, Saturday, December 16,1989 MAMMA’s Dime and NDB’s Nickel Come TOWSON, MD In an effort to further build on an established record of strong milk sales, the board of directors of the Middle Adantic Milk Marketing Associa tion has voted to adopt the “Milk- It Does A Body Good” theme of the National Dairy Board. The move away from MAM MA’S highly successful “Milk, It’s Fitness You Can Drink” theme was announced by board chairman Robert McSparran. McSparran said that this move represents a major step for the overall scope of the association. McSparran said, “Milk- It Does A Body Good” is essentially the same as “Fitness You Can Drink.” “Stated either way, the advertis ing slogan drives home the mes sage that milk is an important part of a proper diet.” Stoltzfus Receives Scholarship MORGANTOWN (Berks Co.) —Dwight Stoltzfus, the son of Mr. and Mrs. Harvey Stoltzfus, has been selected as one of the 1989 Johanna/Tuscan/Queens Scholar ship recipients. The scholarship, now in its second year, was estab lished to directly benefit the child ren and grandchildren of those dairy farmers who sell their milk directly to Johanna Farms, Tuscan Dairy or Queens Farms. Ten thousand dollars in scholar ships were made available for 1989, in the form of ten $l,OOO awards. J. Herbert England Presi dent of Johanna Farms said, “This program illustrates our commit ment to the dairy farmers who supply our milk and to the value we place on pursuing higher education.” The applicants were asked to submit an essay addressing the topic “What do you see as the ben efits of growing up on a farm?” Dwight’s parents reside on their farm near Morgantown. Pa., while Dwight attends Penn State University. SPECIAL .A\ i ' NOTICE W * Now Is The Time To Order Retail - Wholesale - Large Farm Wholesale Muncy Chief Seeds, Hybrid Seed Corn, Seed Oats, Alfalfa, Soybeans, Sweet Corn & Other Seeds. Excellent crops have just been harvested, best selections & sizes. See local dealer or phone Muncy-Chief Hybrids, Muncy, PA Toll Free PA 800-874-4803 NE Except Maine 800-6/4-4805 McSparran noted that MAM MA will maintain its timely, “Whole, Lowfat, or Skim” posi tioning on all foreseeable future advertising. McSparran noted, “National and local trends indi cate, without a doubt, that reduced fat varieties of milk are showing the biggest sales gams, and will continue to do so in the future. We need to continually remind the consumer that the dairy industry provides a variety of choices for different ages and lifestyles.” The National Dairy Board has welcomed the move by MAM MA. Cynthia Carson, CEO of the organization said, “I feel the rela tionship between MAMMA and NDB will greatly enhance the impact of the previously separate efforts. With almost eight percent of the total U.S. households resid ing in the MAMMA marketing area, this unifying step is in the best interest of the region’s dairy farmers.” For the first half of 1989, fluid milk sales in the Mid-Atlantic area outperformed sales in each of the adjacent federal orders to the west, south, and northeast and oer formed favorably compared with the combined sales in all federal orders across the U.S. “This speaks well for the effec tiveness of MAMMA’s advertis ing and promotion programs along with the nutrition education efforts of our affiliated Dairy Council units in Philadelphia and Washington, D.C. It provides con- HEAT LAMP BULBS Clear-125W 250 W Red-250W ' Your Choice $3.49 $1.29 E.ch TRACTOR CHAINS Custom Made To Your Bpowerma BATTER • Shows Bal Reg. . p r0 vidcs 549.99 Capacty nr ii 1 1 fa Lever Action / / $8.49 crete evidence for dairy fanners motion and collateral materials, serving Middle Atlantic markets The first new television commer to continue their support of MAMMA’s award winning prog rams,” McSparran said. To the average consumer, the change in the message will be subtle, but the impact of one coor dinated effort, between MAMMA and NDB, will be substantial. With a combined media budget of over $5.7 million, which includes MAMMA’s fluid programs and NDB’s multi-product efforts, the messages to consumers will be more effective than ever before. McSparran said, “The move to ‘Milk- It Does A Body Good’ in no way reflects any dissatisfaction with the previous theme. It’s just that the time is right for all 15 cents of the dairy farmer’s promo tion dollars to come together.” McSparran said that MAM MA’S move in no way will affect their relationship with the United Dairy Industry Association. “As a charter member of UDIA we stand behind the organization, and plan to continue to do so.” MAMMA utilizes UDIA programs for in store merchandising, food service, food publicity, along with market and economic research. MAMMA will continue to use Cal Ripken Jr. of the Baltimore Orioles, Mike Schmidt, formerly of the Phildalphia Phillies, along with Georgetown basketball coach John Thompson. The adoption of the unified theme will take place on alt pro- BROODER REFLECTOR now $5.99 Specifications STOP IN FOR PRICING Air Operated Hi $19.99 $ 16 OZ. 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