Dairy Farmers
Approve Program
Plans, Budget
HARRISBURG (Dauphin
Co.) The Pennsylvania Dairy
Promotion Program recently
met and approved the regional
2000 program plans and $7.8
million budget of the American
Dairy Association & Dairy
Council Mid East Board of
Trustees to increase the demand
for dairy products.
To take dairy promotion into
the next millennium, dairy
farmers have earmarked their
checkoff investments for the pro
motion of milk and cheese.
Programs will build on past suc
cesses combined with new cam
paigns to provide the industry a
top-notch advertising and pro
motion program geared to build
markets for milk and cheese.
More than 64 percent of the
2000 budget will be focused on
fluid milk. The award-winning
“got milk?” advertising cam
paign will continue to urge con
sumers to drink milk, as well as
remind consumers about milk’s
nutritional benefits. Thanks to
dairy farmers and dairy proces
sors working together, fluid milk
advertising will reach all age
spans through print, outdoor
and TV outlets, making 2000
milk advertising efforts all
encompassing.
To further promote milk,
dairy promotion dollars will
fund a strong school food service
marketing program in 2000.
“Operation COLD Milk” will
provide for the placement of
1,800 milk cooleis m schools
across the ADADC Mid East
area to improve milk’s tempera
ture, taste and image in schools.
In addition, chocolate milk will
be promoted to school food ser
vice personnel and students as a
healthy beverage choice. Other
fluid milk promotions for 2000
include efforts in retail market
ing, nutrition education, medical
programs, media relations and
special events.
Approximately 15 percent of
the budget will be used for
cheese promotion. Cheese adver
tising will continue to have a
prominent presence in print and
TV outlets, as the old campaign
takes on a new twist with
“Ahhh... the Power of Cheese.”
Retail promotions and food pub
licity programs will tie-in to the
updated cheese campaign, creat
ing a uniform message to con
sumers.
Communication efforts
including issues management,
will account for approximately
11 percent and technology devel
opment will account for approxi
mately 4 percent of the budget.
Remaining areas of the 2000
budget include UDIA dues (~1
percent), administrative expens
es (~3) percent and Board of
Trustee expenses (~2 percent).
Pennsylvania dairy royalty, from left, Alternate Rebecca Kilgore, State Princess
Lori Connelly, and Alternate Liza Haas, were a few of the many county dairy princes
ses who served hot milk beverages to more that 8,000 consumers during the cam
paign, “Got milk? Get Steamed.” The October through December campaign was
sponsored by the American Dairy Association/Dairy Council Middle Atlantic funded
by dairy farmers to increase dairy product demand.
Lancaster Fanning, Saturday, December 11, 1999-B5
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