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.”
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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.
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