yyr A wo 1 -800-292-MILK brought to you by American Dairy Association & Dairy Council Mid Pennsylvania Dairy Promotion Program^^Jjj^r “got milk?®” TV commercials, outdoor billboards and print ads position milk as a cool beverage and encourage people to increase their calcium intake by drinking milk. “Ahh, the power of Cheese™” TV commercials and print ads show that cheese has the power to affect people deeply and urge people to eat more cheese. Nutritionists participate in TV, radio and newspaper interviews to dispel common misconceptions about milk and other dairy products. »••••••••••••••••••••• • To Improve milk’s Image and appeal in schools, dairy farmer dollars continue to address the age-old concern of warmmllk. - New serving tine milk coolers ate being placed In schools with the greatest need. . - Opportunities arf being jefeerched to Increase milk ppdloh else to deNpolsv ", 'V . \ , - Chocolate milk is promoted because kids often prefer ‘ chocolate over white milk. - School food Service personnel are trained to dairy case careftiandttog. .man M IPtWll# TOTAL MILK SALES ON THE RISE dairy check-off promotion program was started by dairy farmers in with one purpose - to increase the demand for dairy products... it’s doing just that! tal milk sales have increased 11.5% since 1984, f capita consumption of all dairy products has increased 11.5% ice 1984 - that’s an increase of 72 pounds more dairy per person! tal milk sold since 1984 has exceeded USDA projections by more in 225 billion pounds! • Chef Combo influences eating habits for a lifetime by encouraging pre-school and kindergarten students to taste and appreciate dairy foods. • Pyramid Cafe and Pyramid Explorations teach second and fourth grade students basic nutrition and build positive attitudes toward milk and cheese. • www.drinkmilk.com shows kids ages 9-14 how to combat the growing calcium crisis and provides teachers with a corresponding lesson plan. • To increase incremental milk sales, joint in-store marketing opportunities are created with milk companion foods like cereal. • Retailers are provided with customized cheese promotions including TV ads and In-store sampling evertts to increase incremental cheese sales. • •••••• *T •••••••••••• * Dairy-friendly patient education materials are provided to doctors, dietitians and nurses. • Dairy research updates distributed to the medical community highlight dairy’s role in preventing osteoporosis, high blood pressure and colon cancer. OPERATION COLD MILK Ahh, the power of Cheese: Lancaster Farming, Saturday, June 3,2000-D1 1W m iw XU Cfßfiß gotmilh?*