Dairy Princess Crowned (Continued from Pago A 1) received a $6OO scholarship. Both Three speech awards of $l5O alternate princesses will assist the were also presented to Crane Wil state princess with various appear- liamson, and Julie Degear of Cort anccs throughout the state. land County for their winning Dairy princesses from 31 coun- speeches and school presenta ties competed in the event Selections. Honorable Mention for tion of the state princess was base- speech presentations were; Kerrie don a three-part judging process. Benson, Beth Plungis, Herkimer The young women went through County, Sandra Mead of Rensse personal interviews, presented a laer County and Tammie Cross, three to five minute speech for an Sullivan County, adult audience, and gave a five Robin Howland of Tioga Coun minute presentation appropriate ty was chosen “Miss Congenial!- for an elementary school audi- ty” by her fellow princesses for cnee. The young women were her friendly and outgoing manner judged on their knowledge of the during the two day competition, dairy industry, communication She was awarded $5O from Ag skills, creativity, poise, and Radio Network and received a gift appearance. on behalf of all the princess In addition, they created dairy candidates, promotion scrapbooks for com- The dairy princess program is petition. Rebecca Silvanic of designed to promote the consump- Broome County. Kerri Benson of tion and sale of milk and dairy Columbia County and Kristen Ste- products to consumers and to cre vens of Delaware County were ate better relations between urban awarded $75 in prize money for and rural people through one-on the lop three scrapbooks. one contact at the local level. ADA/DC SYRACUSE, NY “Dairy Promotion: On Target” was the theme of the American Dairy Association and Dairy Council’s (ADADC) Annual Meeting held on Tuesday at the Sheraton Inn in Syracuse, New York. The meeting focused on specific ways ADADC impacts the marketplace with its promotion and advertising programs. With the challenge of rising costs, new and innovative prog ramming had to be implemented. According to Rick Naczi, chief executive officer, “By sharpening the focus of our existing prog rams, we reached out to promotion organizations in Texas and Cali fornia to pttt together the right marketing mix. Only the most focused, measureable and research-based programs will sur vive our planning process.” Farm Credit knows your operation can't grow... unless your operating needs are met and your equipment can do the job. Farm Credit also knows that sometimes you need financing to pay for those expenses. If we can help, call us. Farm Credit in Pennsylvania In southeastern PA ~ Keystone, ACA: 1-800-252-2080 In northern PA ~ Northeastern, ACA: 1-800-326-9507 In south central ~ York, ACA: 1-800-673-2416 In western PA ~ Penn West, ACA: 1-800-736-4126 Promotion On Target Using a “broadcast” format, ADADC staff presented ways in which integrated programming was maximized in 1991. An excel lent example of cooperative prog ramming was the “Breakfast In School IS Cool” promotion. Nutri tion information was supplied by Dairy Council staff to second grade and junior high school teachers and to food service direc tors of schools with breakfast programs; the communications department scheduled television and radio media tours highlighting children’s nutritional needs, espe cially regarding the breakfast meal; and the consumer promo tions department supplied Break fast in Schobl Is Cool kits to over 2,600 participating schools. More than $61,000 in media coverage was gained through this coopera tive promotion effort FARM CREDIT#! Nobody kncwsthefield better. Andrus Receives Leo Briggs Award SYRACUSE, N.Y. The Leo Briggs Memorial Award was pre sented to Jay and Kelly Andrus from Granville Summit, Pennsyl vania, during the 32nd Annual Meeting of American Dairy Asso ciation and Dairy Council. Inc. (ADADC) on Tuesday in Liver pool The award recognizes those with a strong commitment to milk promotion. Jay was active in the agricultur al program at Troy High School and worked on the family farm after finishing school He and his wife, Kelly, operate a 350 acre 'farm with Registered Holstein cattle and are presently milking SO cows. They have been on their present farmstead for 9 years and are the parents of two children, 4-year old Cassiday and one-year old Lindsey. As part of their award. Jay and Kelly traveled to San Antonio. Texas to attend the annual meet ing of United Dairy Industry To further emphasize the need [to carry out integrated promotion programs, Tom Gallagher, chief executive officer of United Dairy Industry Association, and Cynthia Carson, chief executive officer of National Dairy Research and Promotion Board, defined how these two national organizations work together to attain the greatest impact in the marketplace. ! Cooperative advertising, nutrition research, and specific product promotion were discussed in their presentation. To round the program out, Doug Banik from D’Arcy, Masius, Benton & Bowles adver tising agency, presented a com prehensive update on the magni tude of the advertising programs of the soft drink, juice and coffee industries. Milk advertising, although greatly outspent, needs Lancaster Faming, Saturday, Ftbruary 22, 1992-A2S Kelly and Jay Andrus receive memorial award from Ray mond Johnson, board chairman. Association last fall. They ing a new generation of dairy reported on their trip to the promoters. A farm couple is meeting. selected each year. The award was initiated in The American Dairy Associa -1983, following the untimely tion and Dairy Council is a dairy death of one of dairy promotion's promotion organization represent key leaders, Leo Briggs. The fund ing dairy producers in New York, was started with the goal of train- New Jersey and Pennsylvania to compete head-to-head on tele- and radio advertising in New York vision and radio with these bever- City, Syracuse, Albany/ ages. Approximately 69 percent of Schenectady/Troy, Utica, Bing the AD ADC $11.2 million dollar hamton, Plattsburgh, Elmira and budget is targeted for television (Turn to Pag* A 27) Walter Butcher, left, receives service to dairying award from Raymond Johnson. re"! SollenbetgerSilosCorp, 4 N,tfef*c..se Company /717 . a otroo Bo» N Ch«mb«ribufB PA 1 7201 (/I/)