C2-Lancaster Farming, Saturday, February 21, 1998 Kids "got milk?" PITTSBURGH - In a major effort to help end the two-decade decline in fluid milk consump tion, Dairy Management Inc, along with the Pennsylvania Dairy Promotion Program and other state/regional promotion programs, launched an $Bl mil lion fluid milk marketing cam paign designed to persuade chil dren to drink more milk. "DMl's consumer Segment ation Study conducted last year convinced Us that children are among the most promising con sumer segments m helping us increase fluid milk sales," said Scott Higgins, CEO of the American Dairy Association & Dairy Council Mid East PDPP contracts with ADADC Mid East to conduct advertising, marketing, nutrition education and promotion on behalf of dairy farmers in western Pennsylvania. Market research shows that children 1 to 11 are the biggest milk drinkers, but that con sumption drops off greatly after that. DMI and PDPP hope that helping children choose milk now will result in them forming a life-long milk habit. "Using an integrated market ing approach to convince chil dren that milk is an attractive beverage will go a long way toward reaching our goal of halt ing the decline in fluid milk con sumption," Higgins said The integrated marketing campaign features "got milk 7" advertising with a new twist Earlier this month, new tele vision commercials, featuring story lines written by and for children, began running on vari ous cable and network children's programming during weekday breakfast hours, after school and on weekend mornings. "The purpose of the new "got milk 7 " advertising is to raise kid's awareness of milk and position it as a contemporary, 'cool' beverage," Higgins said "The ads, which assume a kid's point of view, pose the question; what happens in a world where milk is taken away 7 We want kids to think, T need milk right now - nothing else will do." DMI and PDPP have addi tional strategies in the overall plan to reach children 1 to 11, including: •placing dairy-friendly nutri tion educational materials. •Sponsoring research that reinforces the value of milk SAFEGUARD LIVE ANIMAL TRAPS Heavy gauge wire reinforced with steel rods #24 8x7x24" Long- Squirrels rabbits, etc $26.90 #3O 11x12x30" Long-Raccoons, woodchucks, etc $34.90 #36 11x12x36” Long-Large Raccoons, Fox (gray), etc $38.90 Add $5 90 S&H per order PA residents add 6% Tax exempt includes lax numbers R.E. Black. 497 Bull Run Rd., Wrightsville, PA 17368 Mail Order Only! UT CONSTRUCTION, INC. MANHEIM, PA (717) 653-4023 Pre-Engineered Buildings Lifetime Design Warranty Dairy Equine Self-Storage" products as the preferred source of children's calcium. •Conducting a new school breakfast promotion campaign which stresses the importance of a breakfast that includes dairy as essential to learning. •Working with school food service personnel to properly handle milk. •Identifying new flavors, for mulations and other marketing opportunities for milk-based beverages, to help overcome bar riers to increased consumption. In addition, starting in April dairy farmer funds will sponsor "Wimzie's House," a Public Broadcasting System television show aimed at 2-to 5-year-olds Furthermore, fluid milk mar keting efforts in 1998 extend beyond children to reach teens and those adults who currently drink only one glass of milk a day. An additional $lOO million in milk processor dollars will be applied to a major-campaign tar geting the teen and adult groups, identified in the DMI Segmentation Study as critical to increasing overall fluid milk High-Tech Solutions For Agricultui Ford Genesis Side Mount Tank Systems • Works With Super Steer • Full View Of Front Tire • 250 Gallon Tear Drop Design For Better Forward Visibility * Easy Cab Access • 250 & 400 . illon Options • Tank Mounted Close To Frame Of Tractor • 1000 Gallon Raven Leg Tank DENVER, Cok). “Family Agriculture In A Changing World” is the theme of National Farmers Union’s (NFU) 96th An niversary Convention set March 6-9, in Albuquerque, N.M. consumption "By pooling resources and implementing one, coordinated plan with MiIkPEP, dairy farm ers now have the firepower to successfully compete with soft drink manufactures and other beverage competitors trying to win the hearts and minds of con sumers, including children," Higgins said. This strategy, spearheaded by the new "got milk”? cam paign, allows the fluid milk industry to become the major player in the beverage industry in marketing to children." Since the national dairy farmer check-off program began in 1984, dairy promotion organi zations have helped increase total annual dairy sales by 33 billion pounds, a 27 percent increase mw g®®i h anwganfl mm SABS CO INC Convention To Explore Issues Impacting Producers 7 Ton Tandem Nurse Wagon •2-1/2” 5,000 Lb. Spindles • Adjustable Clevis Hitch Convention-goers will consider the impact on family producers brought by changes in federal farm policy, domestic market structure, and international trade. “The success of family produc ers today is affected by everything from federal policies to the Tokyo stock market,” said NFU Presi dent Leland Swenson. “This year’s convention will focus on these issues and explore what pro ducers can do to influence federal policy changes, as well as to take advantage of today’s market op portunities.” Among the highlights of the convention are a series of work shops that will be offered Satur day afternoon, March 7. Work shop topics will include tax code changes affecting agricultural pro ducers; the U.S. food supply sys tem and how it impacts producers, the environment and consumers; the renaissance of the cooperative development movement; and overcoming stress to work effec tively with others. Saturday’s ses sion will also feature a round table discussion of representatives from various commodity and ether pro- Cat Challenger Series SML 500 Side Mount Tank Systems • Works With 60’ Through 90’ Track Spacing & 16” Through 32" Belt Widths • 28” Ground Clearance On Outside Of Tracks • 250 Gallon Tear Drop Design For Better Forward Visibility • Easy Cab Access ducer organizations. Sunday's agenda, March 8, will include a non-denominational worship service and convention business in the morning, followed by an afternoon free for sightsee ing and relaxation. Sunday eve ning, delegates and members will reconvene for the convention ban quet, which will feature an address by Canadian Farmers Union Presi dent Nettie Wiebe. Monday, March 9, will be re served for Fanners Union dele gates to consider NFU policy. NFU’s 1998 Policy Committee met in Denver in December to be gin consideration of 1998 policy. The committee will offer its pro posals to the full delegation, which will debate and adopt NUF policy for 1998. Parents are encouraged to bring their children to convention. A complete youth program will be offered at a nominal fee. Conven tion registration is open to anyone. State-elected delegates will decide the organization’s business, in cluding election of officers and adoption of the 1998 policy pro gram. m Options "'ise To Frame Of Tractor 'pacifications • 2" Banjo Ball Valve
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