A42«Lancaster Farming, Saturday, May 26,1990
COLUMBUS, Ohio A
retrospective of fluid milk adver
tising and an outlook on dairy
promotion were the focus of Mid
East United Dairy Industry Asso
ciation’s (UDIA) second annual
meeting, held here in April.
More than 165 dairy producers,
processors and related industry
guests attended the meeting to
“Focus on the Future” of dairy
promotion.
Mid East UDIA President Her
man Brubaker told the guests that
"before we can be successful in
our promotional efforts, we must
first be prepared and focused on
our goals and objectives for the
future.” He said that Mid East’s
advertising and promotion pro
grams are a result of “sound plan
ning, solid market research and
strategic marketing.”
Brubaker also noted the growth
of commercial disappearance of
dairy products over the past
decade, attributing the tightened
gap between supply and demand
to dairy promotion programs,
good marketing and a decrease in
milk production.
While Brubaker did not suggest
that dairy advertising is the sole
source for the industry’s success,
he did say that since the
implementation of the 15 cents per
hundredweight promotion pro
gram, the dairy industry has
enjoyed increases of more than
three percent per year, for an
increase in sales volume of nearly
7 billion pounds of milk since
1983.
Brubaker Recognizes
Agreement With Pennsylvania
Further success in cooperation.
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Mid East UDIA Reviews Promo Programs
to strengthen the dairy promotion
investment, arises from the three
party “Promotion Partnership
Agreement” between Mid East
UDIA/The F.O. 36 Agency, The
Pennsylvania Dairy Promotion
Program, and The American
Dairy Association and Dairy
Council Inc.
This agreement calls for all
advertising funds to follow the
milk to market. It also eliminates
the competition and solicitation of
funds from producers, and allows
for coordinated programming in
the respective market areas, thus
avoiding duplication of programs.
Brubaker said that Mid East/
F.O. 36 Agency is especially
proud to be a part of this “promo
tion coordination milestone” and
looks forward to “continuing the
successful working relationship
into the ’9os with such a promis
ing marketing agreement.”
Programs Focus
On Consumer Needs
In outlining Mid East’s market
ing programs- advertising, retail
merchandising, foodservice deve
lopment, food publicity, nutrition
education and communications-
General Manager Scott Higgins
noted that the association’s
strategy is to influence market
demand of dairy products.
“Much of the success of the
programs is attributed to recogniz
ing a marketing opportunity and
building sound consumer-directed
strategies to reach our audience,”
Higgins said.
Mid East focuses on four prin
ciple products and develops mark
eting strategies based on a variety
of factors such as return on invest
ment, market potential and con
sumer acceptance. These four pro
ducts are milk, cheese, butter ?nd
ice cream, with others incorpor
ated into promotions on a seasonal
basis.
“The focus of 1990”, said Hig
gins, “will be to emphasize and
expand current industry training
programs for retail merchandising
and foodservice distributors.”
He explained that educating the
personnel who represent dairy
products to the consumer is cru
cial for successful promotion
programs. He also said that Mid
East, in coordination with the
United Dairy Industry Association
federation of 25 member organi
zations and affiliated Dairy Coun
cil units, is focusing on die con
stantly changing consumers to
position dairy products to meet
their needs, wants and
expectations.
“As an industry, we must treat
consumers as our number one cus
tomers and respond to their expec
tations,” he said.
Higgins concluded by assuring
the producers who fund Mid
East’s programs that the associa
tion is recognized and managed as.
an extension of every dairy farm
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UDIA has dairy farmers’ best
interests in mind and will continue
to develop programs designed to
increase die demand for milk and
dairy products.
Profiling the American con
sumer as “fast-paced, often misin
formed, confused and health
conscious,” director of nutrition
education, Debbie DeLacey, pre
faced Mid East’s nutrition educa
tion programs. DeLacey said that
“varied consumer profiles are the
primary reason why a scientific,
accurate and educationally sound
nutrition education program is
necessary and is an integral part of
Mid East’s programs.
‘These programs and nutrition
education materials contain key
messages to create and maintain
markets for milk and milk pro
ducts,” said DeLacey. “They high
light dairy product benefits to spe
cific leader groups such as health
professionals, educators and con
sumer leaders, who have an
impact on people of all ages.”
To counteract focusing on
single issue controversies and
avoidance diets, the Dairy and
Nutrition Council-Mid East
emphasis total diet and modera
tion, balance and variety with
materials, film and loan projects,
workshops, exhibits, newsletters
and public service announcements
and evaluation tools.
DeLacey said that many of
these programs have the endorse
ment of recognized leading health
care, educational and special
interest associations.
Milk Promotion...
A 40-Year Retrospective
Guest speaker Gary Horton,
chief creative officer of D’arcy,
Masius, Benton & Bowles/
Chicago, presented a 40-year
retrospective of milk promotion,
tracing the way advertising strate
gies followed societal changes.
Horton noted that during the
“traditional 19505,” when approx
imately 45 percent of milk pur
chases were home delivered, con
sumers were predictable and con
sistent. Milk had a wholesome
image as an everyday beverage
and faced little competitive
challenges.
But political and social upheav
al of the 1960 s brought about new
marketing challenges. The
emergence of fast-food restaur
ants, more women joining the
workforce and a leveling birth rate
challenged long-standing tradi
tions and values.
Soft drinks were aggressively
repositioned from a treat to a
beverage for anytime and
anywhere.
Milk advertising reflected the
consumer diversity of the era with
commercials featuring teens, and
women with decidely different
(Turn to Pag* A 43)