A24-Uncatt»r Farming, Saturday, Juno 5, 1993
(Continued from Pago At)
matter of record.
The history of dairy promotion
goes back to individual dairymen
who used to sell directly from the
farm, on a route, or at public
market.
Changes in processing, bottling,
distribution, and regulations, has
also helped change the dairy prom
otion arena.
Now we have farmer-supported
dairy product promotions which
have gone in the past 10 to 15 years
from awkward, almost seemingly
informal programs with few detail
s laid out, to high-tech, coordi
nated, cooperative efforts with
audiences targeted and careful
consideration over each dollar
spent.
However, these widespread
generic dairy promotions are a
phenom of the mid-20lh century.
According to Ralph Strode,
chief executive officer of the
Middle Atlantic Milk Marketing
Agency (MAMMA), it started out
in the region with volunteer efforts
by dairy cooperatives. Shock said
said that in 1945 Atlan
tic started a “June is
Dairy Month” promo
don to increase aware
ness of milk and to help
increase consumption of
fluid milk during the
annual peak flow of
milk.
Members of the
cooperative paid 1 cent
per hundredweight of
milk produced to
finanee the largely non
commercial advertising
effort.
Since then, promo
tions have changed
greatly.
Now commercials
appear on radio and tele
vision and in printed
media.
Now people in the
Mid-Atlantic region are
familiar with Cynthia
Kereluk jogging
through the aisles of
grocery stores leading
consumers in excerises,
baseball player Cal
Ripken Jr., Suzette the
human mannequin, and
Pittsburgh Pirate second
baseman Jay Bell prom
oting ice cream and
milk.
There are cooperative
agreements and prog
rams with Hershey
Foods, national promo
tion programs and
others.
People in Philadel
phia know that ice
cream tastings come in
July, the same as people
in Harrisburg and other
cities in the state.
People listen to Joe
Patemo talk about his
upcoming games and
get messages about the
quality of milk ...
The word is getting
out.
The dairy princess
programs, nutritional
programs, educational
programs, research and
product development
are pan of it.
In Lewistown, a local
dairy markets banana
milk, strawberry milk
and blueberry milk in
addition to chocolate
milk, skim milk, low fat
Dairy Promotion Agencies Mature
And they are far from being
alone.
The competition is still strong
however. There are companies
pushing various flavors of non
dairy creamers, which seem to be
popular.
Capitalizing on fat-fears, some
margarine manufacturers repeat
those fears and offer butter-like
offerings equally high in saturated
fats and calories.
Two of the most popular prog
rams in Pennsylvania ate the Pen
nsylvania Dairy Promotion Prog
ram and Federal Order 4’s
MAMMA.
There are others, of course, in
Pennsylvania, which makes it
unique.
While the majority of top dairy
producing states have to deal with
only one or two different promo
tion agencies, Pennsylvania has
six, according to Brian Ross, man
ager of the Pennsylvania Dairy
Promotion Program (PDPP).
In addition to PDPP and MAM
MA, there are efforts in Pennsyl
vania coming out of Federal Order
2 marketings and Federal Order 36
marketings. There’s the national
the competition.
The heart of the Jaguar is
CLAAS’s 24-knife, precision en
gineered cutting cylinder that gives
a clean, superior chop. The angled
knives draw the crop toward the
center, producing a smooth, steady
flow through to the discharge
chute. The knives’ “scissors ac
tion chop” ensures a cleaner cut.
And all of this is done with mini
mal power requirements.
An automatic electrohydraulic
knife sharpener is standard. The
shearbar is easily accessible and
quickly adjusted.
CLAAS’s field-proven, 4-trac
mechanical rear wheel drive car
ries the Jaguar efficiently through
any field condition. This optional
4-trac four wheel drive unit can be
engaged on-the-go.
The full visibility cab is air con-
program which airs national adver
tising, etc.
Tens of millions of dollars are
spent nationally every year to
finance the effort to increase or sta
bilize the consumption of dairy
products, especially fluid milk,
which provides the producer the
highest price for his milk.
Of the IS cents per hundred
weight of milk assessment current
ly collected for the promotion of
dairy products, various celebreties
are hired as spokespeople, televi
sion crews are employed, advertis
ing agents and writers and photo
graphers are used in an effort to
create a logical, thought-out cam
paign to get people to buy milk and
dairy products.
But compared to the campaign
war chest used by the rest of the
beverage industry, the dairy indus
try’s effort is small. Millions of
dollars competes with billions.
And even that might change
soon.
There are efforts underway to
implement a processors’ promo
tion program, whereby processors
such as Farmland Dairies, whose
president and CEO Marc Goldman
The unique cutting cylinder is the heart
of the Jaguar 695.
ditioned, heated and soundproofed
for operator comfort. A multi-func
tion control lever puts control of
all harvesting functions at the
operator’s fingertips. The world
renowned Mercedes 354 hp V 8
diesel engine means reliability and
economical operation.
An optional com cracker maxi
mizes feed quality by ensuring a
fully digestible harvest. Indepen
dent studies show CLAAS’s un
beatable com cracker is nearly
100% effective.
The Jaguar’s 6-row com head
is the world’s only folding com
head. This unique header comes
with “Aute steer” to guide the
Jaguar automatically through the
rows, assuring ease of operation.
has drafted and promoted the idea,
would use funds to do instore
promotions.
According to Goldman, the
combined advertising budget for
Coke, Pepsi and Seven-Up alone is
about $1 billion, while the dairy
industry nationally spends $7O
million.
Under his proposed plan, which
is waiting to be implemented, the
processors, not the producers,
would pay 3S cents per hundred
weight of milk to support a fluid
miik promotion program. He cal
culated it would provide an addi
tional $5OO million per year for
fluid milk promotion alone.
The cost, passed on to the con
sumer, would result in a shelf
price rise of % cent per quart of
milk.
“So the consumer pays, just as
they paid to learn ‘Coke is it’ and
that they are part of Pepsi’s ’new
generation,’” he said.
But to illustrate the changes
which have been occuring closer to
home, a look at the PDPP-and
MAMMA indicates a relatively
rapid maturation of programming
and a promise of increased
CLAAS offers the world’s only folding
6-row com head. It also fits John Deere
and New Holland forage harvesters.
Pickup attachments from 7' to 14'
are available.
Every Jaguar is backed by
CLAAS’s commitment to quality
in sales, sdrvice and parts
replacement.
dims
THE HARVESTING SPECIALIST
For more information contact:
M. M. Weaver
and Sons, Inc.,
Leola, Pennsylvania,
717-656-2321
effectiveness.
The promotion efforts
here are run by dedicated agricul
tural people sitting on boards, lis
tening to pitches and reports, ideas,
programs and concepts and deve
loping outlines for an aggressive
campaign.
Less than a decade ago, in 1984,
the Pennsylvania Dairy Promotion
Agency was formed, albeit some
what controversially, to serve as a
coordinated effort among the five
other agencies collecting funds
from Pennsylvania’s dairy
producers.
Only MAMMA refused to join
the cooperative effort, whereby the
other agencies signed support for
PDPP. State Secretary of Agricul
ture Boyd Wolff had been and is a
strong supporter of the program.
He had publicly called for cooper
ation during those months.
However, the differences
between the leaders of MAMMA
and those in Harrisburg, who were
trying to establish a strong central
ized state promotion program,
came down to accountability of
(Turn to Pago A 37)