This time of year is one that becomes chaotic with its abundance of shopping, stringing up those holiday lights, wrapping gifts, and of course, preparing holiday feasts. Because the holidays send many individuals to the kitchen for cooking and baking, the Wisconsin Milk Marketing Board (WMMB) works to ensure that Wisconsin dairy products are key ingredients in holiday recipes. This year, WMMB plans to reach consumers through its "Eat, Drink and Have Dairy" promotion. The campaign centers around a holiday recipe brochure titled, "Wisconsin Holiday Recipes and Traditions" – or "What Do We Do With That Fruitcake From Aunt Ethel?"

The brochure offers a light-hearted approach to family holiday gatherings by intertwining the anecdotes of a Wisconsin child with eight delicious recipes. Each recipe showcases the very best of Wisconsin dairy products – from cheeses to buttermilk to heavy cream – and each recipe is accompanied by a photo good enough to make your mouth water.

Consumers can find the holiday brochure near their grocer's dairy case, and brochures are free with the purchase of real dairy products. The brochures are part of a free-standing, in-store display, which includes a dairy case banner and 200 of the brochures. These point-of-sale materials were sent to retailers in recent weeks.

Consumers will also receive many mass media messages. To complement our in-store items, a 60-second radio advertisement is scheduled to air on 42 stations throughout Wisconsin during the month of December. Also part of the mix is a public relations initiative that will target print media editors in Wisconsin, Chicago and elsewhere in northern Illinois. The Dairy Council regional program managers will appear on television and radio, as well, sharing the holiday message. This season we want everyone to hear our holiday messages and "Eat, Drink and Have Dairy."
Since 1990, we have promoted the use of dairy products during the holiday period as cooking and baking ingredients. To help get dairy messages to consumers, WMMB works with fluid milk processors such as Morning Glory, Dean Foods, Golden Guernsey, Marigold Foods, Verifine Dairy, Swiss Valley Farms and others. This industry partners distribute merchandising materials and encourage local grocers to promote our products.

Use Dairy in Your Holiday Entertaining

As you plan meals for your holiday guests make sure to include Wisconsin dairy ingredients. I encourage you to introduce family and friends to a new recipe that uses dairy, or even to a new cheese variety or style. Word of mouth is a powerful tool in sharing our message about the goodness of dairy products. The following are some tasty tips for adding flavor, texture and overall "real" quality to your holiday recipes.

Butter – according to professional chefs and bakers, there is no substitute for real butter in baked goods. Butter gives baked goods an appetizing appearance and flavor. For bread with a soft, golden brown color, simply brush the dough with melted butter before baking. In addition, real butter helps make pie crusts melt in your mouth and fruitcakes burst with flavor.

Cream Cheese – a delectable filling or spread for holiday bars and cakes, cream cheese is often overlooked. Cream cheese complements other real dairy ingredients, such as butter, to create light, fluffy icings or dense layers of sweetness. Simply soften and cream with real butter to create a heavenly spread of velvety goodness. Cream cheese also makes a delicious addition for appetizer fillings and provides rich flavor for holiday dips.

Whipped Cream – Add a little pizzazz to holiday sweets with a generous dollop of real whipped cream atop cakes, pies and tarts. It may mean the difference between an old standby recipe and an enticing, new creation. This winter try a Wisconsin favorite – the cream puff. Simply fill a choux pastry shell with whipped cream and enjoy.

Cheese – One of the most versatile and flavorful holiday ingredients available, cheese makes breakfast bold, appetizers appealing and desserts delightful. Add variety to your holiday spread with a sampling of the more than 350 varieties, types and styles of Wisconsin Cheese available. Cheese also delivers great melting and blending characteristics, perfect for delicious casseroles, savory stratas and holiday fondues.

Buttermilk – When you use a buttermilk recipe for cake and bread batters, you can be assured your holiday goodies will ooze with delectable taste. Toss the perfect holiday salad with a creamy buttermilk dressing, or stir-up satisfying soups using buttermilk for added flavor.

This holiday season encourage your family and friends to add dairy products to their family cooking traditions. The holidays just aren't the same without the delicious taste of real dairy ingredients.

Dave Bavlnka is the vice president of Fluid & Related Product Marketing. Bavlnka works with Local Markets Communications to develop and execute promotional strategies for fluid and other products.