AamncMUr Fanning, Saturday, March 13 1993 NDB Sets Budget, Priorities For Year FRESNO. Calif. “Maximiz ing return on dairy farmers’ checkoff dollars continues to be our overriding goal.” said Jim Lo per. New Mexico dairy farmer and chair of the National Dairy Pro motion and Research Board, at the Board’s budget and planning meeting held Feb. 9-10. To improve opportunities for planning and coordination with other dairy promotion groups, the National Dairy Board is changing its fiscal year to a calendar year. The 36 dairy farmers serving on the National Dairy Board review ed current business priorities and approved revised priorities for the period May 1-Dec. 31. These pri orities help focus program plans and allocation of the $53.75 mil lion program budget during the eight-month period. Fluid Milk Priority To help stop further declines in per capita consumption of fluid milk, members of the National Dairy Board will work closely with UDIA who leads the charge for promoting fluid milk. The Na tional Dairy Board plans to con tinue programs targeting children and teenagers through advertising, the school breakfast program with the National Dairy Council (NDC) and a follow-up to last year’s cho colate milk promotion. The board will continue a joint media buy with UDIA and state and regional promotion groups for advertising targeting adults. De veloping improved fluid packag ing, products and positionings will be another focus. In market research, the board will look at different segments of the population and their fluid con sumption patterns, for example, why people in one region of the country consume more milk than those in another. The Board approved spending $21,632 million to cover costs of all programs supporting the fluid milk priority. Cheese Priority Cheese sales have the most im pact on the M-W price. Therefore, cheese takes highest priority of the manufactured products. Use of milk on a milkfat equi valent basis for cheese is 31.5 per cent, not far behind fluid. Unlike fluid milk, per capita consumption of cheese has been on the rise. However, as new labeling regu lations are implemented, consum ers could become less convinced < u 8.. ' r jwn ‘iiJEii Ideal For New Construction Existing Homes Greenhouses And Pools UL LISTED ALL STAINLESS STEEL CONSTRUCTION that cheese, with its fat content, still fits in their diets. To protect and expand cheese’s position in the marketplace, the National Dairy Board will work with UDIA and other state and re gional groups to develop an inte grated cheese marketing plan. Publicity around the nutritional value of cheese will be emphasiz ed as part of the National Dairy Board’s program as will research to develop better tasting and func tioning low-fat cheese products and promotions of U.S. cheese in Japan and Mexico. The board will also work to de velop an industry Cheese Task Force similar to the Butter Task Force so that farmer checkoff dol lars can be leveraged with efforts from the rest of the industry. For the short year, $14,706 million was approved for cheese activities including advertising, research, public relations and export Milkfat Priority The gap between the amount of milkfat produced and commercial use of milkfat continues to widen. Surveys of consumers’ percep tions consistently reveal the atti tude that fat should be avoided, and saturated fats, calories and cholesterol are major concerns. Dairy foods have been cited as foods to avoid by some media and health professionals. As consum ers continue shifting to. lower fat foods, the industry needs to devel op new uses for milkfat Finding new uses for milkfat will take work in product research. The National Dairy Board will continue current projects includ ing those looking at the use of milkfat in confections, skin/tissue repair and cosmetics. Once a product or process is de veloped the Board will work to get it into the marketplace, selling more product. The Board approv ed $1,179 million for funding of milkfat activities which is to be spent mostly in the area of product and process research. “The milkfat surplus is an in dustry problem,” said A 1 Sher man, Washington state dairyman and member of the National Dairy Board. “The National Dairy Board is only a piece of the solution, not the entire solution.” Image Of Products With consumers’ concerns about nutrition and quality, and given recent negative press that isn’t expected to vanish soon, the ANY SIZE TO MEET YOUR NEED HARDY STOVE * FURNACE SITS OUTSIDE - 10’ -100’ from home/ business/barn. * CONVENIENT - Load every 10- 12 hours. Burns logs up to 16" in diameter & 30” long. Stops most log splitting. * THERMOSTAT CONTROLLED - Even heat. * EASILY CONNECTS to forced Air/Hot Water System. Needs no chimney or water heater. Heats domestic hot water year round. Warm months of the year tiring every 6 to 10 days. • ALLERGIES Caused By Indoor Burning Of Wood & Coal!! Keep Fire Damage A Dirt Outside dairy industry needs to increase efforts to help maintain and build the image of dairy products, ac cording to NDB officials. The National Dairy Board plans to expand its Resetting the Ameri can Table program which joins health and food professionals to tout the benefits of balance and moderation rather than the notion of ‘good’ versus ‘bad’ foods. The Board is also to continue a health professionals program with NDC so that physicians give bal anced dietary recommendations rather than broad generalizations • like “cut out dairy.” Researchers are to continue to look for more data to add to the list of reasons why consumers should eat dairy foods. The Board also set a goal to work with the dairy industry to track and monitor issues so that they can be deflated or at least re sponses prepared before a crisis arises that could affect dairy sales. Advertising, research and pub lic relations as part of image build ing activities were allocated $2,155 million of the budget. Industry Communications Since dairy farmers fund all Na- IF YOUR COWS DON’T LIKE THEIR TOP DRESS.... GIVE US A CALL! ULTIMATE Ext Give Use A CALL TODAY TO LEARN MORE ABOUT THIS EXCELLENT PRODUCT 6 S. Vintage Rd. Paradise, PA 17562 (717) 442-4183 (800) 635-3592 ™ Tr«d«m«rk of Purlrw Mills tional Dairy Board programs, they need to understand those pro grams and how those programs work with and complement the work of other producer-funded or ganizations. according to NDB spokespeople. It is also important for the National Dairy Board to know what dairy farmers want from the programs and then devel op them accordingly. The National Dairy Board is to continue its mass communications program which includes an annual report, press releases, radio inter views, and a new quarterly news letter for anyone interested in re ceiving it The National Dairy Board will work to develop regional forums so that dairy farmers saving on the Board have a direct, formal way to get dairy farmer input and answer questions. The Board ap proved $722,000 for these activi ties. Other Business The National Dairy Board plans to continue many activities includ ing butter advertising and market research, foreign and domestic promotions of U.S. ice cream, pro motions of U.S. yogurt in other countries and various research projects to develop and improve dairy product quality and safety. These activities have been allocat- Offers You; Excellent Palatability Highest Energy Level Available Increased Milk Production Increased Milk Component Yield Improved Body Condition Improved Reproduction kssMus H—Hl* | PURINA EHDWS | Rt. 82 Unionville, PA 18375 (215)347-2377 * Registered trademark of Ralston Purina Company cd $13,336 million of the shorten ed year budget. When divided by committee, the eight-month program budget totaling $53.75 million was ap proved as follows: advertising and sales promotion, $41,875 million; dairy foods and nutrition research, $3,344 million; public relations and consumer information, $2.89 million; market and economic re search, $2,588 million; export, $888,000; and program develop ment fund, $2,165 million. Although these budget figures show a smaller percent of funds committed to dairy foods and nu trition research, funds approved in previous years result in the same level of research activity in the shortened year relative to previous years. The National Dairy Board is to begin approving the details of spe cific program at the next board meeting, March 23-25 in El Paso, Texas. The National Dairy Promotion and Research Board, comprised of 36 dairy fanners Bom across the U.S., develops and implements a coordinated effort of promotion, research and consumer communi cations to strengthen the dairy in dustry’s image in the marketplace. These efforts are paid by Ameri ca’s dairy farmers.
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