Dairy Checkoff Update Producers Shaping Unified Dairy Promotion Plan At Regional Forums Hundreds of dairy producer leaders on state, regional and national dairy promotion boards are meeting this summer in a series of forums meant to help fi nalize the dairy industry’s first unified marketing plan. These forums, being held in five loca tions around the country be tween the end of July and mid August, give these dairy pro ducer representatives the oppor tunity to voice their interests and concerns to ensure the de velopment of a strong plan to in crease consumer demand for dairy products. The 2001 unified marketing plan will be developed with grassroots producer involve ment, understanding and sup port. The plan will include local |^ays mm H&S WINDROW MERGER " a. 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The plan also includes signifi cant support from and benefit to the dairy industry as a whole with meaningful measurement criteria to assess how well pro motion programs are working besides consistent implementa tion at significant levels of impact. “The plan will increase total impact by reaching more target consumer audiences, including Hispanic populations, and more influencer audiences, such as school principals, who will be challenged to promote milk in stead of soft drinks in their schools,” said Tom Gallagher, chief executive officer of Dairy Management Inc., which rav ages the national dairy checkoff on behalf of America’s diary HD 7+4 - HD TWIN AUGER ECKROTH BROTHERS FINCH IMPLEMENT Hanover, PA FUNNER EQUIPMENT HETRICK FARM SUPPLY rrospect, ha New Bethtehem PA G&D FARM EQUIP. Manheim, PA GALLUP & TENHAKEN For More Information, Contact Your Local Dealer Or H&S Manufacturing, Co. Ripley, NY (716)736-7595 'V <», ) > N Orefield, PA Edmboro, PA producers. The plan also strives to make sure dairy producer promotion dollars reach the most con sumers possible, especially when a large percentage of those con sumers reside in parts of the country other than where pro ducer dollars originate. At the same time, local producer boards will continue to have control over their respective budgets in determining where producer promotion dollars go, Gallagher said. To reach its target audiences, the plan will make use of a vari ety of marketing tools, includ ing: nutrition marketing (such as the nutrition education pro grams of National Dairy Coun cil), retail promotion, food service promotion, public rela tions, product publicity, busi ness-to-business marketing, and product and nutrition research. Britney Spears Milk Promotion Campaign Targets IHR9SR BALE WRAPPER In Pennsylvania HARTS FARM EQUIP. Cochranton PA HESS FARM EQUIP. Canton, PA HOOVER EQUIPMENT Tyrone PA See Our Full Line of Farm Equipment At EMPIRE FARM RAYS Superior Bale Wrapping Capability Efficiently wraps round bales from 4’ to 6’ in diameter Wrap large square bales up to 6'-6” lengthwise or 5' long crosswise on riser Automatic Standard Equipment When in the automatic operating mode, wrapping is a one man operation - the machine wraps while the mcdowell farm supply Grove City PA NEW ALEXANDRIA FARM SUPPLY New Alexandria PA NORTHEAST DISTRIBUTORS T R IP LE H TRACTOR W Clifford PA Peach Bottom PA SCHEFFEL EQUIPMENT Somerset, PA Lancaster Farming, Saturday, August 5, 2000-A45 Grocery Stores, Schools Producer- and processor sponsored dairy promotion is linking its sponsorship of teen rock star Britney Spear’s summer concerts with an inte grated fluid milk promotion that will hit retail stores and school cafeterias in August and Sep tember. The “Crazy For Milk And Britney” promotion gives con sumers the chance to get free Britney Spears locker posters in supermarkets with the purchase of two gallons of milk. To promote chocolate milk consumption with Britney’s young fan base, a chocolate milk sweepstakes will be launched in both grocery and convenience stores. To play, consumers will enter bar code numbers from Empire Farm Days (Continued from Page A 43) • The opportunity for chil dren to enter a milk mustache photo contest for the chance to appear in ESPN The Magazine. • A chance to participate in exciting sports challenges, in cluding basketball, baseball, or soccer. • Free fitness tests to deter mine strength and flexibility and free body composition tests (18 years and up.) I ME WRAP" SWEGER LIME & EQPT. gallons, half gallons, quarts or pints of chocolate milk by call ing 800-FUNMILK or via the www.britneyspears.com Web site. Prizes include “got milk?” and Britney Spears mer chandise. More than 400 grocery store chains representing 18,000 stores are signed up to partici pate, representing more than 60 percent of the total retail food volume purchased in the U.S. In addition, participating school districts looking to drive more students through their lunch lines will display “Crazy for Milk Britney” counter cards to help merchandise plastic sin gle-serve containers of milk, as well as give-a-way items for stu dents who purchase milk. The cards read, “Grow Your Student Body. Drink Milk.” • Free giveaways, including instant photographs of con sumers wearing the famous milk mustache, T-shirts, posters, key chains, and a chanced to win a free trip to the “X-Games.” • Registered dieticians and sports trainers are scheduled on site to answer questions and offer advice on how to put milk on the training table. For more information, call Wickham at (877) 697-7837. SMITH IMP. INC. Mercersburg PA Avella PA TOBIAS EQUIPMENT Halifax PA WATSON INC. 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