Come Experience Wisconsin's Pride!
by Pat Boettcher, WMMB District #6 Director

Dairy producer checkoff dollars fund the Wisconsin Milk Marketing Board (WMMB). Producers not only have the right to know, but the need to know how those dollars are used to market their product, to promote their product and to educate the consumer about the nutritional value of their product. Since my election eight years ago to the WMMB Board of Directors, my "home" has been on the committee that deals with producer communication programs, so I can speak about the various approaches we have made and are making to share promotion information.

Over the past year, WMMB has simplified the format of its producer newsletter and annual report in response to producer opinions gathered in our recent survey. We are dedicated to sharing all the information necessary for each producer to gain understanding of the program investments made with their Wisconsin dairy dollars.

Next month, WMMB will again host Producer Value Showcase events in four locations around the state. The 2003 selected sites are in Eau Claire, Madison, Fond du Lac and Green Bay on February 4, 6, 18 and 20, respectively. More than 30 exhibitors will demonstrate how they work with WMMB or offer value and services to our state's dairy producers.

Over the 20 years of its existence, WMMB has tried a series of producer meetings and events to demonstrate to producers what it is doing to create demand for our Wisconsin dairy products. Sometimes misunderstood by those who suggest all of WMMB's efforts should be to the "ultimate dairy consumer," these showcases utilize elements of the real-life marketing promotions and programs to demonstrate what is taking place in major population centers nationwide. Showcasing these promotions to dairy producers is a logical aid to producer understanding of how and where the dollars are being used. We get the comment, "You shouldn't be telling me; you should be telling the consumer." But when you "preach to the choir," the choir then has the words to tell others.

We've evolved from a single mass producer meeting to a series of district annual meetings, sit-down dinners with programs and informational forums, to the current tradeshow format. This format seems to be informative and efficient for dairy producers who have limited time to attend meetings between chores and have their questions answered.

Since 1998, the tradeshow format has evolved as the best type of event to match interested producers with partnering exhibitors and WMMB board and staff to explain WMMB programs. In addition to learning more about WMMB and the role it plays on behalf of dairy producers, PVS events bring together a wide array of informational resources that can help producers achieve their goals and be the best they can be in keeping Wisconsin "world class" in dairy production. It is a valuable opportunity for producer to producer discussions and informational sharing.

This year's PVS events offer dairy producers a special opportunity to witness the launching of the Pride - Our Secret Ingredient campaign that will be supported in an April, 2003 retail campaign in 28 key markets across the United States.

This campaign is the new consumer brand equity campaign for Wisconsin cheese. Market research has been conducted to establish which messages resonate best with consumers. Representing the "brand promise," authentic Wisconsin cheese is recognized as being made with pride and down-to-earth passion.

The parallel growth of the Wisconsin cheese industry and the Wisconsin dairy tradition is the foundation of 150 years which honors Wisconsin with the title "America's Dairyland." At this year's PVS events, you'll see and hear how the Dairy Impact Campaign continues to expose Wisconsin consumers, educators, business and civic groups to the important role that the dairy industry plays in the Wisconsin economy.

The fact that each dairy cow in Wisconsin generates about $2,600 of income for the local economy is testament to the importance that each unit of production plays in our state. Every cow, dairy farm, cheese plant, promotion, advertisement and marketing effort contributes to the survival, success and well-being of our Wisconsin dairy industry.

Come see us at the Producer Value Showcase events. Come Experience Wisconsin's Pride! For more information or to RSVP, call Shari Lyerla at 1-800-373-9662 or register online.

Pat Boettcher is a dairy producer from Bloomer, Wisconsin. In partnership with her husband, Herman, son, Marc, and daughter-in-law, Diane, Pat farms 980 acres and milks 120 Holsteins and Brown Swiss. Pat is the WMMB director for District 6, which covers Chippewa and Eau Claire counties. She has served on the WMMB Board since 1995, and is a member of the Communications and Local Promotions Committee.