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Dairy Update
A News Report to Wisconsin Dairy Producers
June 2003 (updated
quarterly)
Please choose a link below to jump to a specific article
or scroll down to read the entire newsletter.
New Pride Label Gets Enthusiastic
Reception
 Wisconsin's
new cheese logo, "Pride. Our Secret Ingredient.™"
is being well-received among the state's cheese producers.
To date, more than 20 cheese companies have incorporated the
new logo into their packaging, and another 25 are transitioning
to the new logo.
The positive response is due,
in large part, to the logo's strong message of
the heritage and craftsmanship of Wisconsin cheese
products, identifying them as a cut above the
rest.
Expect to see the new "Pride"
logo on more Wisconsin cheese products in the coming weeks
and months.
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Many cheese marketers have already placed the new WMMB cheese logo prominently on their packaging, allowing shoppers to easily select Wisconsin products. |
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Make June Dairy Month Last All Year
With June Dairy Month activities
revving up, Wisconsin producers will be offered
a unique opportunity to highlight the state's
dairy industry among consumers.
| Dairy
producers are eligible to register for the
Heritage Softail. Download a registration
form, visit one of the many June Dairy
Month events, or stop by a participating retailer. |
This year's theme, "Celebrate
Wisconsin's Heritage,"
ties our state's dairy history with the 100th
anniversary of
Harley-Davidson Motorcycles. A consumer
sweepstakes
features a custom-painted, Holstein-spotted Harley-
Davidson Heritage Softail® motorcycle, which
will tour
the
state, bringing attention to Wisconsin's dairy
products.
While statewide promotions will
be active throughout the entire summer, local
June Dairy Month activities draw the most attention
to Wisconsin dairy products. County Dairy Leader
Groups conduct dairy breakfasts, days on the farm
and county fair activities. These activities bring
the dairy industry to non-farm residents.
A calendar change, however,
should not stop local promotional efforts. A year-long
commitment to the dairy industry shared by dairy
farm families is at the crux of all promotional
activities.
That's why it is important to
remind non-farm residents of the crucial role
our industry plays in the economic health and
welfare of the entire state.
So when June flows into July,
let the promotions continue. Spread the word about
the dairy industry's $18.5 billion impact on Wisconsin's
economy. It's a positive message that needs to
be repeated—often.
WMMB publishes a list of June
Dairy Month activities occurring around the state.
Contact your local County Dairy Leader Group,
WMMB Director or WMMB offices for additional information,
or visit WMMB's website at www.WisDairy.com.
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One story about a dairy promotion may be viewed or read by thousands of people, magnifying the impact of a local event or promotion. |
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Agriculture and Business
Partner in Fond du Lac County
Look no further than Fond du Lac County
for a gathering of producers, retailers, insurers and bankers.
It's called the Fond du Lac Agri-Business Council, and it's
playing an integral role inpromoting agriculture to  the
county's residents.
A division of the Fond du Lac Area Association
of Commerce, the Agri-Business Council was established in
1981. It serves as a forum for agribusiness and other business
interests to coordinate local promotions and boost awareness
of agriculture's role in the county's economy.
It's something the Council continues
to do very well. "The initial focus of the
Agri-Business Council was to promote agriculture
and dairy programs," explains Irv Possin,
dairy and livestock Extension agent for Fond du
Lac County. "The size and scope of our organization
has really grown since its beginnings."
While WMMB allocates $3500 per
year for county groups to coordinate approved
dairy promotions, this group takes that concept
to another level. The Council totals more than
200 members—many of whom are producers—and
boasts a full-time agricultural ambassador.
"Last year, our
ambassador reached more than 10,000 schoolchildren
in the county, educating them about the nutritional
value of agriculture products produced here and
the impact agriculture has on their daily lives,"
Possin says. "The Council has been instrumental
in raising funds to support this worthwhile program."
One of the most recent activities
initiated by the Agri-Business Council is the
formation of the Ag Awareness Committee.
"The overall agricultural
business community accounts for 10 percent of
the jobs in the county, and we rank in the top
10 in eight key agricultural production categories
statewide," says Laura Krause, director of agricultural
programs for the Fond du Lac Area Association
of Commerce. "We have taken a proactive approach
dispelling some of the misinformation about agriculture."
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Finding New Uses for Dairy Products
A dairy-based product right
next to the soda? In the same machine? Yes, major
soft drink companies are taking a close look at
dairy ingredients as they formulate their next
mass-marketed, mass-hyped drink.
And whey is paving the way.
Whey proteins have been an important ingredient
in body-building drinks and diet supplements for
more than 15 years. But now, to satisfy the thirst,
as well as nutritional needs, of today's
consumers, the beverage industry is studying dairy
components as key ingredients in their new beverage
choices.
The Center for Dairy Research
(CDR) at the University of Wisconsin has been
instrumental in creating prototype sport beverages
that use dairy products as essential ingredients
in the formulation.
"High-quality dairy proteins
provide, among other things, amino acids for muscle
repair and building," explains K.J. Burrington,
whey applications coordinator for CDR. "This
benefit has been a staple of sports drinks for
many years. Now, these drinks are becoming more
mainstream, and we are working on new products
that incorporate dairy ingredients."
Dry-mix and ready-to-drink products
are now under development by Burrington and her
staff. Most recently, CDR has looked at adding
dairy components to juice drinks.
"Large beverage companies
are interested in these new formulations,"
Burrington says. "These companies are huge
marketers and sell a lot of product. Having another
outlet for Wisconsin dairy products would provide
tremendous marketing opportunities."
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WMMB provides partial funding for the Center for Dairy Research to increase the uses—and thus the demand for—Wisconsin raw milk. |
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Wisconsin Cheese in TV Spotlight
Wisconsin cheese promotion has kicked into
high gear, using television to bring a promotional message
to millions of viewers throughout the United States. Through
a four-week period in June (along with two-week periods in
April and October), WMMB's commercial, "The Check"
will air on cable television's Food Network, a channel devoted
to food and meal preparation. The spot will run during the
highly popular programs "30-minute Meals" and "Sara's
Secrets".
 "Our
new television ad positions Wisconsin cheeses as authentic,
showing the down-to-earth passion and devotion that goes into
producing cheese," says WMMB's Bill Drew. Why Food Network?
"It reaches more than 72 million households, and is the
best source on television for food recipes and information,"
Drew explains. "This audience is a key group we want
to reach."
The partnership with Food Network also gives
WMMB exposure on the network's Internet site. Viewed by more
than 3 million visitors last year, Foodtv.com has a distinct
Wisconsin cheese page that features recipes and a banner ad
and links to WisDairy.com. Television promotions in select
regional markets also will partner WMMB with regional food
chains. Those supermarkets must promote Wisconsin cheeses
through retailer advertising, point-of-purchase displays and
in-store cheese promotion.
"As more retailers partner
with our cheese promotion programs, we expect
this program to grow, helping to increase demand
for Wisconsin cheeses," Drew says.
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"The
Check" television spot depicts the heritage, pride and
passion in Wisconsin cheese. The spot runs on the Food
Network and in markets where retailers invest in additional
Wisconsin cheese promotions. It may be viewed at WisDairy.com. |
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Bringing Research to the Farm
Reducing environmental risks while building
dairy farm profitability can be a delicate balancing act.
WMMB has teamed up with the University of Wisconsin Extension
Service's Discovery Farms program to find answers to producers'
environmental questions.
The Discovery Farms program
takes basic research ideas out of the lab and
onto the farm, working with producers to conduct
real-world research to find real-world answers.
In one example, preliminary water quality research
gathered from one of the participating Discovery
Farms is now being compiled and is expected to
be released later this summer.
Research projects are currently
underway on four Discovery Farms, three of which
are dairy operations. Producers statewide have
offered their farms for research, and more farms
will be added as funding allows.
Producer representatives from
several state agriculture organizations, including
WMMB, help keep the program coordinated with producers'
needs.
For more information,
call (715)-983-5668 or go to www.discoveryfarms.org.
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Research is conducted on privately owned farms so findings reflect actual farming conditions, with the research agenda guided by producers. |
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What's New Gets the
Word Out on Wisconsin Dairy Products
More than 4,500 key retailers, chefs, media
and foodservice leaders are kept informed on the latest new
Wisconsin dairy products thanks to What's New, a new
product bulletin.
For nine years Wisconsin Milk Marketing
Board has spearheaded the What's New marketing initiative.
In addition to the newsletter, the program targets a select
group of 25 chefs and food writers with new product samples
for review and feedback. "This program provides our companies
with valuable product feedback from key market influencers
and demand leaders," explains Dana Tanyeri, WMMB's director
of National Product Communications.
"WMMB solicits information from companies
throughout the state before making our selections each quarter,"
Tanyeri says. "Companies have indicated that interest increases
immediately after products are featured in What's New."
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"What's New
is a good way of letting people know about
our new products or packaging … WMMB's
efforts come back to us through an increase
in sales."
—
Jamie Rauscher, Belgioioso.
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Let the Games Begin!
More than 16,000 competitors
will compete in this year's Badger State Games,
one of the largest summer sports festivals in
the country. WMMB is proud to continue its sponsorship
of this worthwhile program, reaching athletes
of all ages, from all corners of the state, with
important dairy nutrition information.
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ON THE HORIZON
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On July 1,
WMMB will add Dairy Council operations. The
move will result in greater efficiencies and
allow WMMB to direct resources into key areas,
including the school nutrition program. |
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Wisconsin Farm
Technology Days (July 15-17, 2003) –
The 50th Anniversary of this Wisconsin event
takes place in Waupaca County. WMMB directors
and staff members will meet with producers
attending the show. |
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American Culinary
Federation National Convention, Washington,
D.C. (July 25-29, 2003) – This convention
is a five-day gathering of thousands of chefs
from around the nation competing in culinary
competitions, attending seminars and viewing
the latest in food products. WMMB will be
part of the convention's trade show,
highlighting Wisconsin's quality dairy
products. |
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Wisconsin State
Fair, Milwaukee (July 31-Aug. 10, 2003) –
WMMB works closely with the Wisconsin State
Fair Dairy Promotions Board to educate fairgoers
about the Wisconsin dairy industry and its
$18.5 billion economic impact to the state. |
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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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