As we close out the 2003 calendar year, I'd like to share with you a few of WMMB's accomplishments from the past year. When I became the Chief Executive Officer, I made a commitment to the WMMB Board of Directors and to you, the shareholders, to run this organization like a business.
 
As CEO, one of my responsibilities is to measure the results of our promotions – and all our programs – and adjust accordingly to ensure the best return for your investment. Because my background is in for-profit companies, I’m running WMMB like a for-profit organization, and I expect measurable results for the dollars spent.

'Pride' Logo Unveiled
Last spring WMMB repositioned its cheese marketing efforts and introduced the "Pride. Our Secret Ingredient." campaign. The campaign's logo, tagline and brand positioning touts the craftsmanship and heritage behind every Wisconsin cheese. The campaign was designed to differentiate Wisconsin cheese from its competitors – and to drive sales. Since the campaign's introduction, 36 Wisconsin cheese companies have incorporated the "Pride" logo into their packaging, and more will transition to the logo over the next year. In addition, the logo is used extensively in WMMB advertising, promotion materials and point-of-sale displays. Through this campaign and other cheese promotions, consumers are more aware of the availability of Wisconsin cheese nationwide.

Wisconsin Dairy Council Evolves
An activity that contributed to both the efficiency and the effectiveness of how we invest dairy checkoff dollars took place this past summer with the reorganization of the Wisconsin Dairy Council. By redirecting dairy council programs and staff resources, and by bringing many of the administrative activities in-house, we were able to dedicate a considerable amount – approximately $710,000 – toward expanding the number and quality of in-classroom nutrition programs offered by Dairy Council staff. With the addition of two new Dairy Council staff members – both of whom have considerable knowledge in the areas of education, nutrition and the dairy industry – WMMB is now able to offer expanded services to more schools and effectively cover a wider geographic area. Also, an expanded partnership arrangement with the Alice in Dairyland program has further helped WMMB extend its dairy-related messages into more communities throughout the state on a year-round basis.

Ambassador Program Underway
In August we launched a revolutionary program to connect great chefs with outstanding Wisconsin cheese and cheesemakers. As part of the "Cheese with Pride, Chefs with Passion," WMMB is working to promote the quality and heritage of Wisconsin cheese, and its use on foodservice menus. The program kicked-off with a three-day event in Milwaukee, where the eight nationally recognized chefs developed recipes showcasing Wisconsin cheese, toured cheesemaking facilities, and sampled a selection of Wisconsin's very best products. Over the next year, the Chef Ambassadors will work with WMMB in a variety of ways. A series of Wisconsin cheese-tasting events will be held around the country, all organized regionally by the chefs. The events aim to enhance area chef's knowledge of the variety and quality of Wisconsin cheeses available. To date, events have been held in Houston and Chicago. The next cheese-tasting event is planned for Miami in late January.

Dairy Impact Initiative Grows
The Dairy Impact Initiative, which began two years ago to inform Wisconsin residents about the economic impact that our industry has on Wisconsin, continues to expand and garner broad industry support. I'm pleased to report that many of our industry partners have begun to spread our Impact messages, too. As an industry, we are pulling together and speaking with one voice to consumers, telling them that Wisconsin makes the very best cheese and dairy products in the world, and that our dairy industry is a vibrant and essential part of the economic fabric that fuels local communities. We are continuing to evaluate the results of WMMB's Dairy Impact activities. I, along with WMMB staff and your board of directors, regularly talk about the importance of our industry at meetings and presentations statewide. While we haven't changed the perception of every Wisconsin consumer with our campaign, I feel confident that we have made considerable headway in raising awareness among Wisconsinites about the ways dairy affects their lives.

Overall Operations Reviewed
When you look at any organization or business there is no such thing as standing still. You either move forward or you fall behind. WMMB is not standing still. As an organization, we have steadily moved forward with new programs and ideas that build stronger markets for your milk and safeguard the image of our dairy industry. As an industry, we are also moving forward. Wisconsin's dairy business has a great future, and I fully expect that our industry will make an even stronger contribution to Wisconsin's economy five years from now than it is today. That is something we can all wish for this holiday season.

Happy holidays to you and your family. May the new year bring you good health, happiness and prosperity!

James Robson has been the CEO of the Wisconsin Milk Marketing Board for the past three years. He holds an MBA in management from Texas A & I University. Robson brings to WMMB more than 30 years of sales, marketing and managerial experience in the food retail and dairy processing businesses.