$lBO Million Campaign Aims to Increase 2000 Fluid Milk Sales
ROSEMONT, 11.-Dairy pro
ducers and fluid milk processors
kicked off a jointly-funded $lBO
million integrated marketing
campaign this month with the
intent of maintaining the fluid
milk sales gains seen in 1999.
“We are working to help in
crease fluid milk sales through
an aggressive mix of strategies,
including television and print
advertising, public relations, re
tail promotion, school foodser
vice marketing, nutrition re
search, and product technology
efforts,” said Linda Racicot,
executive vice president of
domestic marketing for Dairy
Management Inc.™ (DMI),
which manages the national
dairy checkoff on behalf of
America’s dairy farmers.
The 2000 fluid milk program
includes these new elements.
•Chocolate milk promotion:
In March, dairy producers and
processors will be partnering to
increase consumer demand for
chocolate milk through the
“Chocolate: The Wilder Side of
Milk” campaign. Shoppers who
purchase chocolate milk at par
ticipating retail locations that
month are eligible to enter a
sweepstakes to win special “got
milk?®” merchandise. A portion
of all chocolate milk sales pro
ceeds in March will be donated
to the Boys and Girls Clubs of
America. The campaign will be
supported^by national print ad
vertising and will be introduced
into school cafeterias through
Batman posters that feature
chocolate milk.
' »The “Milk 2000” Tour: In
April, “milk mustache” mobiles
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will begin rolling into more than
100 target cities across the coun
try. The tour will inform con
sumers about why they need
milk in their diets, as well as
remind them about milk’s good
taste. The goal is to reach con
sumers 250 million times with
positive milk messages via
print, radio, and television
media.
•June retail promotion: To
help celebrate June Dairy
Month, producers and proces
sors will work with participating
retailers across the country to
increase gallon sales by offering
“instant-win” prizes on milk bot
tle caps.
•School foodservice market
ing: In August, diary promotion
will launch a “Milk Rewards”
campaign offering schools incen
tives to implement dairy-friend
ly milk handling and marketing
practices to help increase school
milk sales. Schools that increase
their milk consumption can earn
points to redeem for cafeteria
milk coolers, educational soft
ware, computers, sports equip
ment for athletic programs, and
even a special visit from a milk
mustache celebrity.
In addition to these new cam
paigns, dairy promotion will con
tinue efforts in advertising,
nutrition education, product
technology, and nutrition
research.
Ongoing milk advertising
efforts in 2000 will include a
continuation of the integrated
“got milk®” and “milk mus
tache” campaign through both
television and print advertising,
which carries a strong health
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benefit message to consumers.
Nutrition education pro
grams that carry positive milk
messages to primary school chil
dren aim to achieve even greater
teacher use of dairy-friendly
curriculums developed by Nat
ional Dairy Council®.
In addition, NDC-funded
dairy nutrition research will
continue to investigate the role
of milk in helping to reduce the
risk of high blood pressure, can
cer and obesity, as well as the
importance of milk in a healthy
USD A Announces Plans To
Adopt Pork Yield Guidelines
WASHINGTON, D.C. - The
Agricultural Marketing Service
announced proposed guidelines
for reporting livestock pricing
details to the USDA Livestock
Mandatory Reporting Act of
1999!
Using adopted guidelines,
USDA will determent a common
percentage lean measurement
which will be used by meat
packers for reporting of market
information for pork carcasses
and slaughter hogs.
The guidelines will be based
on a formula developed from a
research project called the
“Quality Lean Growth Modeling
Project,” funded by the National
Pork Producers Council.
Current official U.S. grades
for pork carcasses and slaughter
hogs cannot be used to deter
mine a common percentage lean
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child’s diet. Public relations
efforts will report the results of
these findings to millions of con
sumers through print and
broadcast media.
On the product technology
side, research efforts continue
working to increase the shelf life
of milk to increase consumer
satisfaction, and thus increase
sales.
“While no one single strategy
is enough by itself to make the
impact in fluid milk sales we are
seeking, we believe that all of
measurement. From the Quality
Lean Growth Modeling Project,
formulae were developed for the
various instruments and meth
ods used by most pork packers.
AMS plans to adopt those for
mulae as thd basis for the guide
lines it will use for reporting
market information for swine.
This option was the consensus of
pork industry representatives at
a meeting sponsored by AMS on
January 12.
AMS invites your comments
on these guidelines. The guide
lines will be available from
USDA, Livestock and Grain
Market News Branch offices
across the country, or a copy may
be obtained by contacting
Herbert C. Abraham, Chief,
Standardization Branch,
Livestock and Seed Program,
Agricultural Marketing Service,
U.S.- Department of Agriculture,
•1«J»
Lancaster Farming, Saturday, April 8, 2000-A29
these strategies working togeth
er will help achieve our goal,”
Racicot said.
“Dairy producers strongly
support these joint efforts by
farmer-funded promotion groups
and milk processors to increase
fluid milk sales,” said Joe
Bavido, a dairy producer from
Sharon, TN, and chairman of
the fluid milk committee for
DMI. “We believe they will be
successful in persuading more
consumers to make milk the
drink of choice more often.”
Room 2603 South Building,
STOP 0254, P.O. Box 96456,
Washington, DC 20090-6456;
phone (202) 720-4486. They will
also be available on the AMS
website at www.ams.usda.
gov/lsg/ls-st.htm. Please submit
your comments to Herbert C.
Abraham at the above address,
by FAX on (202) 720-1112, or via
e-mail at Herbert.Abraham®
usda.gov.
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