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Dairy Update
A News Report to Wisconsin Dairy Producers
April 2003
(updated quarterly)
Please choose a link below to jump to a specific article
or scroll down to read the entire newsletter.
WMMB, Dairy Council Merge Operations
The Wisconsin Milk Marketing Board has announced plans
to consolidate operations with the Dairy Council of Wisconsin (DCW),
effective July 1. The Board decided that consolidation will increase
operational efficiencies and reduce overlap.
Under the agreement, DCW's school nutrition, communications
and technical service functions will be merged with WMMB.
The move, according to WMMB CEO James Robson,
will maximize resources and allow WMMB to emphasize key areas, including
the school nutrition program.
WMMB currently provides most of DCW's $2 million
budget.
Also announced was a partnership with the Midwest
Dairy Association, which will now assume from DCW the implementation
of nutrition education in schools in 17 counties of northern Illinois.
The changes will allow WMMB to expand its school
nutrition program in Wisconsin, while building a stronger program
in northern Illinois through key partnerships.
"We will be adding two new representatives
to our school nutrition program in Wisconsin," Robson says.
"We will now have smaller, more manageable districts in which
our representatives will have more opportunities to meet one on
one with Wisconsin teachers and school administrators."
WMMB estimates that more than $710,000 in savings
will be realized because of this merger.
"This is another example of how WMMB continues
to review its programs to make them more effective and more efficient,"
Robson says.
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The WMMB and DCW merger will enhance programs while creating greater operating efficiencies. |
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Wisconsin's Dairy Impact Campaign Gathers Steam
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From the classroom to the board room, residents
of all ages are learning more about how the Wisconsin dairy
industry impacts the state's economy. The Wisconsin Dairy
Impact campaign continues to spread the word about agriculture
and how a healthy dairy industry impacts all of us.
Starting at school
Fourth graders from Wausau,
Eau Claire, La Crosse, Green Bay, Madison
and Milwaukee are learning first hand about
the state's leading industry–agriculture.
"Champion Choices from Wisconsin"
is a grassroots effort to explain how agriculture
is important to the health of both the state's
economy and its residents. The program targets
fourth-grade students through the Wisconsin
social studies curriculum, and has already
been a tremendous success. More than 5,500
students have participated in the program
(the Milwaukee effort will begin in late
April and is scheduled in 100 classrooms).
Wisconsin's Alice in Dairyland, Angela Hemauer,
has been an integral part of the program, participating in
media interviews and classroom sessions in several cities.
Classroom visits are supported by the Wisconsin
Milk Marketing Board, the Dairy Council of Wisconsin and county
dairy leader groups.
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Through the streets
To coincide with the classroom visits, a
mobile billboard reminds area residents and schoolchildren
of agriculture's importance. This two-sided traveling billboard
has made appearances throughout the state. While on the road,
the billboard is seen by 10% to 15% of a city's population,
delivering the WMMB message with impact.
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On to the boardroom
The dairy economic message is also reaching
corporate executives from around the state.
Corporate Report Wisconsin featured
the Wisconsin dairy industry in a special
16-page section in the April issue.
The objective of the insert is to build
awareness of Wisconsin dairy's economic contributions to the
state and the important role it plays in the state's future
prosperity.
The insert also will appear in the May/June
issue of Wisconsin Trails, a magazine
that targets Wisconsin residents.
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WMMB implemented the Dairy Impact campaign to build support for Wisconsin's dairy businesses among non-farm state residents. |
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Pizza Expo Puts Spotlight on Wisconsin Cheese
Pizza
is big business, and a huge customer of Wisconsin
Cheeses. That's why the Wisconsin Milk Marketing
Board traveled to Las Vegas recently to participate
in the International Pizza Expo, an annual event
that draws more than 6,000 pizzeria owners, operators,
managers and staff from around the world.
Mozzarella, a key pizza ingredient, accounts for
approximately one-third of Wisconsin's cheese production, ahead
of Cheddar (33.4% vs. 31.2%), according to the most recent USDA
data. And about 70% of all Mozzarella produced in the United States
goes on a pizza.
"Shows like the International Pizza Expo
help us increase awareness of award-winning Wisconsin cheese to
the ever-important and high-usage foodservice audience," says
WMMB's Kenn Olson.
This year, WMMB touted additional varieties to
boost demand for Wisconsin's other cheeses. WMMB demonstrated 20
Wisconsin varieties to attendees, encouraging booth visitors to
try pairing cheeses for their own unique pizza experience.
"More varieties are showing up on pizzas,
including American, Blue, Cheddar, Feta, Monterey Jack, Parmesan,
Provolone and Romano," Olson adds. "We demonstrated these
blends throughout the show to key decision makers."
Six Wisconsin cheese companies contributed to
this year's event by donating all the cheeses used at the Pizza
Expo. "Our partnership with these cheese companies helped us
demonstrate the variety and quality that Wisconsin cheese and cheesemakers
offer. It was truly a Wisconsin showcase event," Olson says.
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Mozzarella is important to Wisconsin. It is the largest cheese variety produced in the state, accounting for 33.4% of total production (vs. Cheddar at 31.2%). Source: USDA |
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Internet Brings Dairy Message to Kids
Kids ages 5 to 9 drink
a lot of milk. In fact, they are the largest consumers of milk,
averaging 27.72 gallons a year. WMMB's website, WisDairy.com, is
placing a special emphasis on this key target audience with dairy
activities, quizzes and games. Kidz Zone is a fun and educational
interactive resource about Wisconsin's dairy industry. It features
a tour of a dairy farm and a cheese factory, dairy product memory
and matching games, a breed identification quiz, plus a dairy puzzle
and coloring site.
Current games and activities on Kidz Zone come
from existing WMMB materials and help extend WMMB's message to kids,
while answering the "Where does milk come from?" question
efficiently and effectively. You'll be able to visit Kidz Zone soon
at www.WisDairy.com.
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WMMB targets youth with dairy messages to increase interest in, and consumption of, Wisconsin dairy products. |
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June Promotion Drives Attention to Dairy
Among
the thousands of Harley-Davidson® motorcycles
on Wisconsin's highways this June, one will stand
out from the herd. This year's Wisconsin Milk
Marketing Board June Dairy Month promotion features
a consumer sweepstakes with a 2003 Harley-Davidson
Heritage Softail® motorcycle, custom painted
with "cow spots."
WMMB's June Dairy Month promotions educate consumers
and the media about our industry and increase demand and awareness
of dairy products.
 June
Dairy Month provides a special opportunity to draw attention to
the dairy industry. By creating an attention-getting promotion that
capitalizes on Harley-Davidson's 100th anniversary celebration,
WMMB can attract consumers and increase the likelihood that newspapers
and broadcasters will cover the story-thus conveying important messages
to thousands of consumers at a time.
In addition, WMMB arms media representatives with
dairy industry facts and product information.
The "cow-spotted" Harley will be appearing
at community activities, parades, retail outlets and dairy breakfasts
across the state throughout June. Consumers can register to win
the motorcycle and sample dairy products at event stops.
Evaluation
June Dairy Month promotions are evaluated using
a variety of measurement tools. In addition to tracking retail,
processor and consumer sweepstakes participation, WMMB measures
the total number of times consumers are exposed to a promotion.
One story on television or in a newspaper can be viewed by thousands.
Translated into advertising space, the value of each impression
is significant.
By the way, dairy producers are eligible to register
for the motorcycle, too! Look for more specific registration details
in May and June, or visit WisDairy.com.
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WMMB uses June Dairy Month to attract consumer and media attention and create awareness of key dairy messages. |
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Producers Experience Pride at PVS Events
Each February, Producer
Value Showcase events draw hundreds of producers from around the
state to learn more about current and future producer-funded programs.
This year's PVS events in Eau Claire, Madison,
Fond du Lac and Green Bay drew more than 1,240 producer attendees
who had the opportunity to meet James Robson, CEO of WMMB, along
with local WMMB directors and dairy industry partners.
In addition, attendees learned about the new cheese
campaign "Pride. Our Secret Ingredient.™," saw how
WMMB educates state consumers on dairy's economic impact, and sampled
new Wisconsin dairy products, such as Juustoleipä (bread cheese).
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PVS events are designed to show the state's dairy producers examples of how WMMB promotes and advertises Wisconsin cheese and other dairy products to consumers. |
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New Dairy Promotion Catalog Items
The 2003 dairy promotion catalog is now available,
featuring clothing, Dairy Impact items, educational materials for
children and a variety of other dairy novelties. Handy kitchen items
include an ice cream scoop, pizza cutter, cutting mat and cheese
grater. For a copy of the new catalog, contact WMMB's Bonnita Denson
at (800) 373-9662, ext. 222, or submit your catalog
request online.
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Catalog
items range from posters ($.10) to a BrioŽ wood barn ($45.30). |
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ON THE HORIZON
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Pride Campaign Rollout (April
2003) - The new Wisconsin cheese logo is now in retail and foodservice
outlets nationwide. WMMB's new strategic marketing effort is
designed to build a strong brand identity for Wisconsin cheese
among consumers and drive sales. |
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2003 Wisconsin Cheese Industry
Conference, La Crosse (April 15-16) - WMMB partners with Wisconsin
cheesemakers to ensure the safest cheese is delivered from the
farm gate to the dinner plate. |
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2003 June Dairy Month Harley
Promotion - WMMB encourages consumers to buy more dairy products
and learn about Wisconsin's dairy heritage. |
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Dairy-Deli-Bake 2003, Las Vegas,
Nev. (June 1-3) - WMMB leads a contingent of state dairy companies
at this leading event for the supermarket industry, influencing
key decision makers to select Wisconsin dairy products. |
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2003 Alice in Dairyland Finals,
Fond du Lac (June 4-6) - DATCP and WMMB partner in this program
to promote state agriculture and dairy. |
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WMMB BOARD & RESPONSIBILITIES
Wisconsin Milk Marketing Board, Inc. is a statewide
dairy marketing and promotion organization that works on behalf of the
state's dairy producers to increase the demand for their raw milk and
strengthen the Wisconsin dairy industry.
Executive Committee
Clarence Castleberg, Chairman
Connie Seefeldt, Vice Chairman
Sandra Cihlar, Secretary
Richard Fink, Treasurer
Jay Stauffacher, Cheese Business Chair
Mary Wackershauser, Communications/Local Promotions Chair
Patricia Boettcher, Policy/Bylaw Chair
Cheese Business Committee – Works to increase
the demand for Wisconsin cheese through:
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Consumer promotions |
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Retail channel programs |
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Industry trade shows |
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Trade advertising and publicity |
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Foodservice programs |
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Master Cheesemaker® Program |
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Cheese education |
Cheese Business Committee Members
Jay Stauffacher, Darlington, District 23 (Chair)
Frederick Anding, Hudson, District 5
James Baierl, Luxemburg, District 10
Mark Christenson, Lake Mills, District 24
Sandra Cihlar, Mosinee, District 8
Rosalie Geiger, Reedsville, District 17
Mary Grant, Almond, District 12
Bill Herr, Greenwood, District 7
Lyle Jensen, Amery, District 4
Daphne Newman Stassin, Brodhead, District 25
Ben Peterson, Grantsburg, District 1
Gary Wubbenhorst, Westby, District 21
Communications & Local Promotions Committee –
Works to increase the demand for Wisconsin milk and cheese through
media and grassroots campaigns, and lets producers know how their check-off
investment increases the demand for Wisconsin raw milk. This committee
also oversees the Dairy Council of Wisconsin.
Communications & Local Promotions Committee Members
Mary Wackershauser, Lancaster, District 22 (Chair)
Romona Averbeck, Fond du Lac, District 16
Patricia Boettcher, Bloomer, District 6
Mary Cook, Wilton, District 15
Bonnie Engel, Shawano, District 9
Richard Fink, Mayville, District 19
Janet Fuller, Cazenovia, District 20
Leon Pfaff, Holmen, District 14
Connie Seefeldt, Coleman, District 2
James Stemper, Plymouth, District 18
Gene Vander Heiden, Kaukauna, District 11
Joan Wywialowski, Phillips, District 3
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WMMB board members supervise
WMMB policies and approve WMMB's long-range business plan and
annual budget. See the board listing above for committee assignments
and responsibilities. |
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