84-Lancaster Farming, Saturday, June 7, 2003
Dairy Princess Shana Mack Represents Susquehanna County
Charlene M. Shupp
Special Correspondent
MONTROSE, Susquehanna
Co. Members of Susquehanna
County’s dairy community gath
ered at the Episcopal Church in
Montrose on May 23 to watch
outgoing county dairy princess
Rebecca Place crown Shana
Mack as the 2003-04 Susquehan
na County Dairy Princess.
Mack, 16, is the daughter of
Dean and Jane Mack, Montrose.
A junior at the Montrose High
School, Shana is excited to serve
as dairy princess.
“My goal this year is to show
my pride (in the dairy industry)
and work very hard to educate
the non-farming public on how
important it is,” said Shana in
her acceptance speech.
Shana is a member of the Born
to Show 4-H Dairy Club, enjoys
playing sports, and owns eight
cows. A veteran of dairy promo
tion, she has previously served as
a dairy maid and a dairy ambas
sador in Susquehanna County.
Dairy maids Lydia Carlin,
Ashley Fuller, and Karin Mowry,
along with Dairy Ambassadors
Dairy Demand Increases With Help From
COLUMBUS, Ohio Despite
a sluggish U.S. and global econo
my that affected overall consum
er buying, sales of total milk in
creased in 2002, with the help of
farmer-funded dairy promotion,
education and research pro
grams. Here are 10 of the dairy
checkoffs key accomplishments
in 2002:
1. Improved kids’ milk-drink
ing experience in schools.
Through a partnership with the
American School Food Service
Association, the dairy checkoff
developed a School Milk Pilot
Test to demonstrate that kids will
drink more milk in school if cer
tain product enhancements are
made. The test, conducted in 146
schools across 10 states, involved
moie than 100,000 elementary
and secondary school students.
As a result, milk sales increased
an average of 18 percent when
schools provided flavored milks
(white, chocolate and a third
flavor) in single-serve, plastic, re
sealable containers, and offered
these milk enhancements in the
school meal feeding line, a la
carte and through milk vending
machines.
2. Partnered with leading
health organizations to position
dairy as part of the solution to
the nation’s childhood obesity ep
idemic. In October, the checkoff
funded National Dairy Council®
co-sponsored a highly publicized
“Healthy Schools Summit” in
Washington, D.C. The summit
challenged health, nutrition, aca
demic, governmental and physi-
experts to take action
to [improve children’s nutrition
and physical fitness in schools.
3. Readied the 2003 launch of
“3-A-Day for Stronger Bones,” a
long-term, consumer education
and marketing campaign that
aims to increase category dairy
sales and address America’s cal
cium crisis. The 3-A-Day pro
gram will work to increase con
sumption of dairy products to
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mi. W of Terre Hill on Valley View Rd^
Ashley Franklin, Amanda Miner,
Abby Puzzo and Alyssa Sprout
will join Shana ifior the 2003-04
year.
Outgoing Dairy Princess Re
becca Place tearfully reflected on
her year as dairy princess. From
the excitement of discovering cow
erasers in her promotion materi
als and realizing it was “her turn
to be the princess that little girls
look up to,” to the support of her
parents, family, committee, and
court through her year, Rebecca
noted this was a year to remem
ber.
“I am not ready for this year to
be over,” said Rebecca, “but I am
ready to move on.”
Serving as dairy princess has
had a huge impact on Rebecca,
giving her a new insight into the
dairy industry and what she
would like to do in the future. Be
cause of her dairy princess expe
rience, Rebecca’s future plans in
clude enrolling at Penn State to
study journalism and minor in
agricultural communications.
In recognition of her year as
dairy princess, Susquehanna
County Dairy Princess Commit
tee treasurer Peggy Empet pres-
three servings a day, as recom
mended by the USDA Food
Guide Pyramid, from the current
average of only 1.5 servings. The
campaign involves an industry
wide initiative that brings togeth
er dairy manufacturers, retailers
and other food marketers under a
single message to help drive con
sumers to purchase more calci
um-rich milk, cheese and yogurt.
4. Leveraged high-profile milk
marketing partnerships with Kel
logg’s®. In a grocery store tie-in
to the blockbuster movie “Spi
derman,” the dairy checkoff
promoted milk on 60 million Kel
logg’s special edition cereal pack
ages in stores covering two-thirds
of retail food sales nationwide.
Kellogg's invested $lO million in
this partnership. The dairy
checkoff and Kellogg’s also
helped drive consumption
through public relations and re
tail efforts around the placement
of “got milk?” on the Kellogg’s
entry in NASCAR, which has be
come the nation’s most popular
spectator sport.
5. Worked with national chain
restaurants to drive cheese de
mand. In partnership with the
dairy checkoff, Pizza Hut®
launched its “Summer of
Cheese 1 ' 1 ” promotion, during
which it used more than 100 mil
lion pounds of cheese. During the
promotion, Pizza Hut reintro
duced the Insider 1 ' 1 pizza, which
used a one-pound blend of Par
mesan, Mozzarella, Monterey
Jack, Provolone and Cheddar
cheeses.
6. Integrated efforts to help in
crease kids’ fluid milk consump
tion. Dairy checkoff fluid milk
marketing efforts are targeted
mainly to kids six to 12, who are
key to increasing fluid milk con
sumption long term. Milk con-
sumption data reinforced that
ongoing checkoff-funded public
relations and retail promotion
targeted to kids are on the right
■ CLOSED SUNDAYS, NEW YEAR,
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ented Rebecca a *s2so schol
arship.
Booking chairperson Mary
Puzo presented a dairy promo
tion report for the 2002-03 Dairy
Princess Promotion Court, noting
that they were like a “champion
ship football team” and if dairy
promotion was like professional
football, they are the “Super
Bowl Champions.” To date, their
promotion efforts had placed
them in contact with an estimat
ed 16,000 people in Susquehanna
County.
The 2002-03 dairy maids and
ambassadors spoke about their
favorite protnotions throughout
the year. The dairy court also
stressed the important skills they
gained such as speaking in public
and gaining confidence in them
selves through their year of serv
ice.
The 2003-04 dairy maids and
ambassadors provided remarks
about themselves and what they
would like to do during their
year.
At the conclusion of the eve
ning, there was a small reception
to congratulate the dairy princess
and her court.
track. The National Family
Opinion’s Share of Intake Panel
reported that annual fluid milk
beverage per capita consumption
among kids six to 12 increased to
28 gallons per capita the high*
est level in 10 years. Consump
tion of both white and flavored
milk is growing. White milk con
sumption increased to 24.1 gal
lons per capita, while flavored
milk rose to 3.6 gallons.
7. Enhanced dairy’s image
among consumers. The dairy
checkoff, in partnership with Na
tional Milk Producers Federation
(NMPF) and other farmer
groups, conducted numerous
farmer communications training
workshops in 2002, helping hun
dreds of dairy producers across
the nation hone their skills on
communicating dairy's sound an
imal care, environmental and
food safety practices to consum
ers. Trained farmer spokes
persons conducted desk-side vis
its to educate editorial staffs from
key national consumer media in
Washington D.C. and New York
City on myths and facts about
milk production practices.
ADADC Mid East developed its
own Farmer Spokes
person Network, involving more
than 25 farmers in Ohio, West
Virginia and western
Pennsylvania. The farmers
were media trained and
are on standby to respond
to local media requests.
8. Identified new uses
for dairy ingredients. With
the help of dairy checkoff
funded research, a number
of dairy product and tech-
nology intro
ductions and improve-
ments hit the consumer
marketplace in 2002. For
example:
• Pizza Hut used a
Mozzarella cheese devel-
oped from checkoff-funded
research In its P’Zone ”, a
Susquehanna Dairy Princess Shana Mack, right, is
congratulated by Rebecca Place, former dairy princess.
Key Dairy Checkoff Efforts
combination pizza and calzone.
• Research led to the develop
ment of whey protein poly
mers that act as thickening
agents, thus opening new food in
gredient opportunities for whey.
9. Expanded international
dairy markets. A checkoff
funded cheese foodservice
promotion in Mexico, managed
by the U.S. Dairy Export Coun
cil® (USDEC), helped increased
U.S. cheese use by 14 percent for
Domino’s Mexican market.
10. Led dairy industry animal
health emergency preparedness
communications efforts. The
dairy checkoff Joined forces with
NMPF, USDEC
and the Interna
tional Dairy
Foods Associa
tion to develop a
comm u n i -
cations plan to
assist the dairy
industry in the
event of an ani
mal health
emergency. This
effort included
the development
of a USDA-re
viewed brochure
to help produc-
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ers stay vigilant about Foot-and-
Mouth disease and other animal
diseases. The brochure included
communications tips and mes
sages the industry can use in
communicating to the public
about FMD and other potential
animal health issues. It was dis
tributed to ADADC Mid East's
dairy farmers with Dairy Man-"
agement Inc. and ADADC Mid
East’s annual reports.
For more information about
these and other dairy checkoff
funded programs, visit www.
dairycheckoff.com or www.
adadcmideast.com.
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