ROSEMONT, 111. Today’s consumers seem to be in love with cows. From the “Cows on Parade” statues displayed this summer on the sidewalks of New York to the myriad Hol stein-patterned items featured in gift shops everywhere, the image of the dairy cow has become strongly imbedded in American culture. But do U.S. consumers have the same positive feeling about dairy producers and the farms where those cows reside? According to recent survey re sults, the answer appears to be “yes,” with the caution that con sumers remain largely unin formed about dairy farms. A recent dairy checkoff-sponsored Roper Starch Worldwide survey of 500 consumers natipnwide in- Enhancing Dairy Farming’s Image dicates that 74 percent of 500 consumers surveyed said daicv farmers make a significant con tribution to society. Only teach ers (89 percent) and doctors (88 percent) ranked higher on the list. The dairy industry’s chal lenge is to make sure this cur rent positive image remains, because the public image of dairy farming can make a long term difference in the ability of U.S. dairy producers to sell their product, according to Linda Eatherton, vice president of public and industry relations for Dairy Management Inc. (DMI), which manages the national dairy checkoff on behalf of America’s dairy farmers. “Consumers who view dairy producers as good caretakers of their animals and the environ ment are likely to have fewer concerns about the wholesome ness of the milk they drink,” Eatherton said. This is one reason why DMI and National Milk Producers Federation have responded to a request by dairy producer lead ership to co-sponsor an indus try-wide Reputation Manage ment program. While public opinion overall toward dairy farming remains positive, some attitudes give rise to concern. Contrary to reality, most consumers (51 percent) in the same Roper Starch World wide survey expressed belief that the majority of dairy farms are owned not by farmers and their families, but corporations. “This indicates that while consumers show a high regard for dairy producers, they remain uninformed about the real world of dairy farming,” said Glen Schroeder, a Minnesota dairy producer who is chairman of the joint DMI committee that over sees checkoff communications programs on the image of dairy fanning. “As more consumers become even farther removed from dairy farms, mispercep tions about dairying are likely to intensify.” The Reputation Management program will help bridge this gap by telling consumers about producers’ use of responsible herd health practices, along with the industry’s environmental stewardship, high product safety standards and top-quality dairy products, Schroeder added. To build on the current trust bank dairy producers now have and to help protect against a HOME IMPROVEMENT LOANS HOME EQUITY LOANS L^3iAklMS LOANS CONSTRUCTION LOANS LOANS Northwest Savings Bank has the right way to lend you the money you need with great rates, personal service and local decision makers. Call or come in and talk with us. Northwest is the Right Bank with the Right Loan for you. Talk to your Northwest Banker today. (Ml NORTHWEST ■ SAVINGS BANK A Century of Service. 201 West Maui Street, New Holland, 355-5350 24 E Main Street. Mount Joy, 653-8121 350 Locust Street. Columbia, 684-2868 744 South Broad Street, Lint/ 625-3001 2296 South Market Street Elizabethtown, 367-8070 24 W Orange Street Lancaster, 392 6264 922 Columbia Avenue, Lancaster, 393-0900 1195 Manheim Pike, Lancaster, 393-0700 1 West Main Avenue, Myerstown, 866-2929 Dutch Way Shopping Mall. Rte 50! N . Schaetlerslown, 949-2829 a COUNT ON US FOR FREE CHECKING HIGH RATE CD’s Lancaster Farming, Saturday, August 5, 2000-A27 possible slippage in public opin ion, the Reputation Manage ment program reinforces public confidence that dairy producers are running their businesses in a responsible manner. The pro gram includes educating con sumer media about dairy farming and initiating public ed ucation campaigns to correct consumer misperceptions about the dairy industry, while spot lighting the industry’s best man agement practices. “The success of this program lies in the ability of the entire in dustry to work together to put its best face forward to the public,” Schroeder said. “We dairy producers can help our selves and the entire industry by maintaining high standards on environmental stewardship, animal care and product safety to help us put our farms and our products in the best light for consumers.” MORTGAGE STUDENT AUTO AND MEMBER FDIC www northwcstsavmgshank com
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