-Dalry Council Inc. 75th Anniversary
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Dairy Council During The 1960 s
Reaching Millions Of People With A Sound Nutrition message
Lifestyle Changes Affect
Nutrition Education
Robert McKinley managed Dairy
Council’s staff through the 1960 s into the
late 70s During the 60s Dairy Council
kept up with the nation’s consumers as
they were becoming increasingly inter
ested in living a healthy lifestyle and eat
ing nutritious foods. Through health
talks, literature, and exhibits staff contin
ued to provide information throughout the
organization’s tri-state territory. Many
miles were covered by staff to reach
people with a contemporary nutrition
message.
In the later part of the decade, DCI
developed programs for preschoolers. A
“Country Breakfast In The City” was
launched for the press. For the first time,
Dairy Council produced materials in
Spanish for the Puerto Rican population.
Also at this time, the famous Dairy
Council puppeteers performed their last
shows.
Dairy Council used the appeal of
Phillies baseball player Curt Simmons
during this decade to help capture the at
tention of teenagers. Speaking in the
schools on the importance of milk and
good nutrition, students listened with full
attention.
Sponsoring sports figures still exists
today, as the Middle Atlantic Milk Mar
keting Association (MAMMA), together
with Dairy Council, form partnerships to
conduct breakfast promotions in many of
the tri-state area’s schools Currently, the
Phillie Phanatic has been sponsored by
MAMMA to make appearances at many
of these successful programs.
1960 s
Yesterday... Geraldine is seen here larger than life in one of her more
traumatic travels. She tries to convince a Philadelphia Policeman to
spare her from a traffic ticket.
|SKiPPFTY HOP THE CREAM SON TCP THE MILKMAN IS OUP FRIEND I
[well TAKE OUR MILK FOR EVERYOROP WILL HEALTH AND VIGOR LEND I
In the 60s, Dairy Council had a unique
logo designed to capture the mission of
the organization. The decorative device
is made up of ancient symbols called
runes. The double branched character in
the circle was the runic symbol for cattle;
the three wavy lines signified learning.
This logo remained until the late 80s.
Geraldine M-o-o
Yesterday. . .Sixties Phillies star Curt Simmons, sponsored by Dairy Coun
cil, talked at local schools.
■ves On The Scene
Geraldine, Dairy Council’s life-sized
fiberglass holstein, came to Philadelphia
from the west coast to join the staff of
Dairy Council in late May 1964. In this
decade, she began making public appear
ances throughout the Delaware Valley,
showing school children and adults just
how unique a cow can be.
On the way to one of her many ap
pearances over the years, she received a
traffic ticket when she had vainly stopped
to have her picture taken in front of
Philadelphia’s City Hall. Another high
point in Geraldine’s career was her week
long appearance at the Cherry Hill Mall.
This marked the start of her important ap
Today... Getting attention 1990’s style, Geraldine recently appeared on
television to make an appeal for a new home in an educational setting.
Here, Philadelphia’s WTXF-TV 29 reporter, Gerald Kblpan, makes a humor
ous appeal for a “home’’ for Geraldine. Dairy Council received many
calls in response to the television spot.
Today... The Phillie Phanatic appeared at
Delaware's Darley Road Elementary School in
February 1994 as part of the school's breakfast
promotion. Shown with the Phanatic are: (left to
right) Lela Mummert, of MAMMA; Darley Road
principal Robert King; Kim Doherty, Food Ser
vices Supervisor for the Brandywine School Dis
trict; and Lisa Diewald of Dairy Council.
pearances in public places where she
could easily capture the attention of the
community and in turn teach them the
importance of milk and nutrition.
Today, Geraldine is still known to
make personal appearances—most re
cently in 1991 at the Academy of Natural
Sciences’ “Cows: Fact & Fancy” Exhibit.
Geraldine had made her permanent home
at the Philadelphia Civic Center until its
recent closing. It is the hope of Dairy
Council that Geraldine can now find a
warm and friendly place where she can
be with children and continue her mission
of helping to provide nutrition educa
tion.