ARLINGTON, Va. The National Dairy Promotion and Research Board met late Novem ber in Portland, Ore., to discuss and plan milk-selling strategum. The 36 dairy producers from across the U.S. who comprise the board spent the first night discuss ing likely dairy industry influences and challenges of the next five years. Members identified fat and cholesterol as two factors that the National Dairy Board can address while working to increase sales. The board also voted to hold a special planning and budget meet ing Feb. 19-20 in Chicago to involve the entire board rather than just the administration and finance committee as is typically the case. The remainder of the meeting focussed on the following five program areas. Advertising And Sales Promotion As part of the goal to increase fluid milk sales by 2 percent in the coming year, the National Dairy Board has committed just over $2 million from the fiscal year 1992 budget to support a chocolate milk campaign. The majority of those funds comes from the existing $l6 mil lion fluid milk budget Expendi tures for the 12-month program beginning in March are expected to total around $6 million. "NDB will fund the production of a television commercial titled it You've always wanted a new Morton Building. Here's vour chance! Take advantage of our unequalled 20- year warranty against ted rast, our protective wainscot siding, our Eneigy Performer" insulation package -- and for a limited time, reduced paces. Summer months are the most popular tune for building, but if you can wail until winter for your Morion Building to be constructed, you will receive substantial discounts from our busy season pnces Local Representatives 3368 York Rd. P.O. Box 126, Gettysburg, PA 17325 Phillipsburg, NJ 08865 717/624-3331 908/454-7906/ See Us At The PA FARM SIJQW - National Dairy Board Gets To Business ‘Why drink chocolate milk’ as well as costs of the national televi sion media campaign and produc tion of a radio commercial," said Maureen Vamon, director of advertising and promotion programs For the first two months of the campaign, all NDB fluid milk media will be devoted to chocolate milk. After the chocolate milk kick-off, NDB will continue to support chocolate milk in 60 per cent of the "spot" markets (based on geographic location with sepa rate negotiations to advertise dur ing local programming in specific markets), while resuming white milk advertising on cable and syn dicated television. "State and regional promotion boards may complement the cam* paign with regional radio advertis ing and point-of-purchase mater ials, chocolate additive manu facturers may provide tie-in promotion and dairies may do co operative advertising," Varnon said. Ter capita fluid milk consump tion in our youth segment target ages 6 to 17 years old, has increased by more than a gallon over the past three years,” Vamon said. To continue the on-going activi ties for increasing milk consump tion within the segment the board voted in favor of airing a new 30-second animated commercial f \ % * Call your local sales office listed below. A representative will be happy to visit you to discuss your building plans When you're ready, he'll order your building for construction after January I You'll get the building you've always wanted, backed with the strongest wntten warranty in the business, and save money' Over 200,000 customers have found a Morton Builduig to be a sound 1 investment Discover the Morion Buildings' difference today' targeting children ages 6 to 12, and a 15-second and 30-second com mercial targeting teens ages 13 to 17. The commercials emphasize the good taste and growth benefits of milk and will begin airing on net work, cable and spot television in early December. Public Relations Dovetailing into the advertising and sales promotion campaign and providing additional support for chocolate milk, a program in coop eration with the American Academy of Pediatric Dentistry (AAPD) was approved by the board. Along with the AAPD, the National Dairy Board will spend up to $150,000 educating dentists and the public about the nutritional and dental benefits of chocolate milk. "The AAPD considers choco late milk a preferred, nutritious snack and is willing to lend their professional support to our choco late milk efforts," said Dick Weiss, NDB senior vice president of publ ic relations. "This investment in professional communications will definitely enhance both industries advertising efforts." .The AAPD/National Dairy Board plan includes a media tour in New York City by key spokes persons and scientists with a focus cm diet, dental cavities, cheese consumption properties offering *% -v > w ' * V \\ ** *■ ■■ 800-447-7436 m MORTON BUILDINGS fia cavity prevention and choosing preferred snacks. Also, there is to be 23 media placements of AAPD spokesper sons January through March in various magazines and on televi sion programs discussing pre ferred snacks and growing up cavity-free. The PR strategy also includes submitting articles for use in pro fessional publications, and prepar ing a cache of trained spokesper sons armed with the facts about dairy products, specifically choco late milk. Market Research Market research with the great est potential for near-term effect on dairy product sales was a study of consumer reaction to solids added milk. Added nonfat solids are primari ly protein, increasing milk's nutri tional value. In taste tests con ducted in the Midwest, comparing 1-percent and 2-percent fat content milk with and without added sol ids, focus group participants pre ferred solids-added milk. That preference was even stron ger after consumers understood the nutritional difference between the two milks. Consumers showed a strong interest in trying the solids-added product if available in their pre ferred alternative; for example, 1-percent milkfat Research indicated that nutri tion was the driving factor for interest in the product, followed by better taste. "From a marketing viewpoint, solids-added milk appears to have potential," said Bill Diggins, head of NDB's market research. "And ©PARS: (Positive Approach tor revitalizing Sols) THE MARK OF QUALITY Distributors Of: \/Zfe\CUSTOM FARM SEEDS A HOMOGENIZED \l3vV #1 WAXY NI » LI , IDC LIQUID ytslx & ALFALFA NACHIIRS. FERTILIZER Products easy-to-use and safe-for-consumers, wildlife, and environment. 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Mad* In U.B.A. PEQUEA BATTERIES 103 A - NORTH RONKS RD RONKS, PA 17572 Lancaster Farming, Saturday, December 28, 1991-Al3 consumers are often willing to pay more for nutrition.” Based on this preliminary research, the board will conduct more extensive quantitative research to further examine the market potential of solids-added milk. Keeping in line with the overall objective to listen to consumers for program direction, the product and nutrition research committee unveiled an evaluation plan that will be used to identify and direct research with the best potential for a direct return to dairy product sales. Past examples where consumer research was used to drive new programs or evaluate existing commitments are iron fortified cheese, a 40 percent fat spreadable butter and a new technology for removing cholesterol from buitcrfat. Two dairy foods research cen ters were granted funding exten sions by the board. Both the research center in California and the Minnesota/South Dakota cen ter were given $400,000 each year for fiscal years 1993 through 1996. The research objective areas of the California center are modifica tion of milk components composi tion including protein and lactose; technologies for product develop ment efforts, including cheeses; and fluid products, specifically chocolate milk and cultured milks. Key research areas for the Minnesota/South Dakota center are genetics of dairy starter cul tures: dairy food quality and safe (Turn to Pago Al 4) NEW from O . *ra>oAuHuitA&t. I Product And Nutrition Research GROWN Vh AMP
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