Dairy Update
A News Report to Wisconsin Dairy Producers
June 2002 (updated quarterly)

Please choose a link below to jump to a specific article or scroll down to read the entire newsletter.

	New Look To WMMB Publications
	Wisconsin's Dairy Impact
	New Promo Catalog Now Available
	Wisconsin Cheese Takes Center Stage Among Retailers
	Wisconsin Dominates World Cheese Contest
	Milk Vending Grows
	Producer Survey Reminder
	Election Results To Be Announced June 7
	WMMB Keeps Investment In Cheese
	CDR Names Six New Master Cheesemakers
	On The Horizon
	WMMB Board & Responsibilities

NEW LOOK TO WMMB PUBLICATIONS

Welcome to the first issue of the Wisconsin Milk Marketing Board's revised newsletter. You'll notice a different look for this and other communications from WMMB, as we attempt to provide the information you need on your checkoff investment in the most efficient manner possible.

This newsletter replaces the Dairy Updates you received in your Hoard's Dairyman. Based on your feedback, we're providing more information, fewer photos, and sending it directly to you.

We can efficiently mail, e-mail or fax future issues of this newsletter, if you'd like. Just indicate your preference on your producer survey.

WISCONSIN'S DAIRY IMPACT

You may have seen and heard Wisconsin Milk Marketing Board messages in newspapers, on the radio and on television, featuring children's shoes and next-door neighbors.

You might wonder why these WMMB ads feature seemingly non-dairy related items. That's the point; they are dairy related items. In fact, in Wisconsin almost everything is dairy-related because of the dairy industry's $20 billion impact on our state's economy-and one in five Wisconsin jobs is a result of agriculture.

WMMB wants Wisconsin residents to understand and appreciate the impact the dairy industry has on the state, so they support dairy products and promotional efforts. If residents think the dairy industry doesn't affect them, just because they don't milk cows for a living, imagine their disappointment if dairy dollars disappeared from the state economy.

The Dairy Impact ads have already led to increased attention from individuals and community organizations.

WMMB staff and board members:

• Have given more than 160 speeches to various groups;
• Conducted numerous media interviews; and
• Distributed over 140,000 brochures demonstrating Wisconsin's dairy impact.

NEW PROMO CATALOG NOW AVAILABLE

If you'd like to order America's Dairyland clothing or other dairy-related items, WMMB's new promotional catalog is now available. Contact WMMB at (800) 373-9662 for a free copy or fill out the online catalog request form.

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WISCONSIN CHEESE TAKES CENTER STAGE AMONG RETAILERS

WMMB will draw the attention of thousands of supermarket executives and buyers at Dairy-Deli-Bake 2002 Expo, a seminar and trade show June 2-4 in Orlando, Fla. This annual buying and educational event is the largest show for the dairy, deli and bakery industry, drawing 7,000 attendees from the nation's retail chains.

At the trade show, WMMB spotlights state cheese manufacturers by coordinating a special Wisconsin exhibit area and featuring the World Championship Cheese Contest and Master Cheesemaker Program. WMMB also hosts a cheese celebration reception after show hours. This annual reception is known among industry pros as the "place to be," and offers WMMB a unique opportunity to network with industry representatives in a relaxed atmosphere, away from competitors. This year's cheese tasting reception will be held at Orlando's House of Blues.

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WISCONSIN DOMINATES WORLD CHEESE CONTEST

The 2002 World Championship Cheese Contest, held in Madison in March, confirmed again that Wisconsin produces more award-winning cheeses than any other state – or country. Total first through third place awards are represented below.

WMMB's sponsorship of the World Cheese Contest reinforces consumers' recognition of Wisconsin as the authority on World Champion Cheese.

Best of Class distinctions were won by Wisconsin cheesemakers in 12 of the 28 cow's milk cheese categories. They are:

For more information, visit the Wisconsin Cheese Makers Association.

MILK VENDING GROWS

Almost one-third of Wisconsin high schools now offer milk vending as a healthy alternative to soft drinks, thanks to WMMB's partnership with the Dairy Council of Wisconsin (DCW).

Placing 160 machines in Wisconsin high schools seemed impossible two years ago, when milk vending was almost nonexistent and milk vending machines hadn't been manufactured for 15 years.

Aided by the popularity of flavored milk and convenient single-serving containers, DCW now brings schools, dairy companies and vending machine suppliers together to work through traditional obstacles. Through its WMMB-funded milk vending seminars, DCW teaches schools how to use vending companies and distributors to make milk vending an efficient and profitable venture. Many times FFA organizations within schools manage the milk vending as a fundraising source.

DCW still has many challenges toward getting milk vending into all Wisconsin middle and high schools. Cola company contracts with schools, for example, often forbid the sale of other beverages. As DCW makes schools aware of these pitfalls, however, more schools refuse to sign limiting contracts.

School administrators interested in more information on milk vending may contact the Dairy Council at (262) 792-1103.

WMMB is the primary source of funds for the Dairy Council of Wisconsin, whose efforts enhance consumer perception and acceptance of dairy products in Wisconsin, Northern Illinois and the Twin Cities.

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PRODUCER SURVEY REMINDER

Did you receive a survey recently? WMMB mailed one-page surveys to each state dairy license holder in early April and will continue to contact producers until all producers have responded. To date, nearly 4,000 surveys have been returned to WMMB. The survey has three major purposes:

1. To make sure WMMB has an accurate, efficient database of active producers;
2. To find out how much each producer wants to know about his/her WMMB investment; and
3. To find out each producer's preferred method of communication.

In the future if you'd like updates via e-mail or fax instead of U.S. mail, WMMB will save the postage stamp and send you as much or as little information as you want.

Surveys were sent to all dairy producers licensed through the state's Department of Agriculture, Trade and Consumer Protection. Producers may reply by mail or fax, or complete the survey online. Individuals with questions, or those who did not receive a survey, may contact Angie Edge at WMMB at (608) 836-8820.

ELECTION RESULTS TO BE ANNOUNCED JUNE 7

The Department of Agriculture, Trade and Consumer Protection will announce results of the 2002 WMMB elections on June 7. Eighteen Wisconsin dairy producers ran for nine WMMB board member positions this election season, which closed May 25. The following candidates ran for the three-year term:

District 1 Ben Peterson, Grantsburg District 4 Vacant District 7 Alan Carlson, Curtiss Bill Herr, Greenwood Jerry Meissner, Chili Steven Sidwell, Greenwood District 10 James Baierl, Luxemburg John T. Pagel, Kewaunee District 13 Dennis Bork, Independence Clarence Castleberg, Jr., Mondovi District 16 Romona M. Averbeck, Fond du Lac Gary E. Cooper, Mount Calvary Lester Wollerman, Fond du Lac District 19 Richard Fink, Mayville District 22 Terri J. Abing, Lancaster Mary Wackershauser, Lancaster District 25 David Kyle, Elkhorn Doug Rebout, Janesville Daphne Newman Stassin, Brodhead

Election results will be announced through agricultural media and here on Producer.WisDairy.com.

WMMB KEEPS INVESTMENT IN CHEESE

WMMB's district directors approved the organization's 2003 budget of $24,915,000 during its April board meeting, including more than $17 million in cheese marketing expenses. The new total reflects a 7 percent decline in available funding, due to anticipated reduced assessment revenue.

Because nearly nine of every 10 pounds of Wisconsin's raw milk supply is dedicated to cheese production, WMMB will spend 68 percent of the budget on programs that support the Wisconsin
Cheese Business. "Focusing our energies on Wisconsin Cheese Business programs provides the best return on investment to dairy producers," WMMB CEO James Robson explains. The second largest segment of the FY2003 budget is 21 percent for WMMB's Local Markets Business, which includes support to the marketing of fluid milk and related dairy products in Wisconsin, Minneapolis and northern Illinois. The Local Markets budget also funds June Dairy Month promotions, helps support 60 County Dairy Leader Groups throughout the state and sustains efforts to publicize Wisconsin dairy products, craftsmanship and variety. This also includes funding the Dairy Council of Wisconsin (DCW) in the amount of $1.8 million.

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CDR NAMES SIX NEW MASTER CHEESEMAKERS

The Wisconsin Center for Dairy Research announced that six cheesemakers are now certified as Wisconsin Master Cheesemakers, further enforcing Wisconsin's position as the world's greatest cheese-producing state.

Graduates include:

Walt Brandli – Babcock Hall Dairy Plant, UW-Madison
Sid Cook – Carr Valley Cheese & Wisconsin's Pride Cheese, Mauston
Ken DeMaa – Alto Dairy Cooperative, Waupun
Jamie Fahrney – Chalet Cheese, Monroe
Gary Grossen – Prairie Hill Cheese Cooperative, Monroe
Allan Scott – Land O'Lakes, Denmark

CDR also recognized three current Master Cheesemakers who earned certification in additional cheese products. They were Kurt Heitmann of Alto Dairy Cooperative, Kerry Henning from Henning's Cheese, Inc., and Bruce Workman of Roth Käse USA, Ltd. The Wisconsin Master Cheesemaker Program® is the first advanced education program for cheesemakers in the United States. To be accepted into the program, a cheesemaker must hold a Wisconsin cheesemaker's license for a minimum of 10 years before beginning the three-year apprenticeship, which includes eight CDR courses. The program is jointly sponsored by the Center for Dairy Research, UW-Extension and the Wisconsin Milk Marketing Board.

ON THE HORIZON

	Dairy-Deli-Bake 2002 Expo, Orlando – Largest trade show for retail/grocery stores in the United States. WMMB works with state cheese manufacturers to demonstrate the quality and variety of Wisconsin cheeses.
	Editor Education Tour, Wisconsin – WMMB guides trade and consumer food editors through Wisconsin cheese plants to learn more about Wisconsin cheeses.
	Wisconsin Cheeseburger National Cheese Promotion – Display items in stores and newspaper coupon inserts encouraging consumers to buy Wisconsin cheese for their summer grilling.
	June Dairy Month Promotions – For a complete booklet of events, call (800) 383-9662, ext. 222, or check the online June Calendar of Events.
	American Culinary Federation, Las Vegas – Annual gathering of chefs and associated foodservice representatives. Chefs learn to look for Wisconsin cheese at the WMMB seminar.
	Badger State Games, Madison – Milk is the "official beverage" of the games, thanks to WMMB's sponsorship.

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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.

Officers
Clarence Castleberg, Board Chair
Rosalie Geiger, Vice Chair
Connie Seefeldt, Secretary
Richard Fink, Treasurer

Cheese Business Committee – Works to increase the demand for Wisconsin cheese through:

	Consumer promotions
	Retail channel programs
	Industry trade shows
	Trade advertising and publicity
	Foodservice programs
	Master Cheesemaker program
	Cheese education

Cheese Business Committee Members
Fritz Anding, Hudson
Jim Baierl, Luxemburg
Janet Fuller, Cazenovia
Rosalie Geiger, Reedsville
Mike Martin, Hayward
Leon Pfaff, Holmen
Connie Seefeldt, Coleman
Leonard Splett, Barron
Jay Stauffacher, Darlington
James Stemper, Plymouth
Cal Wasserstrass, (Chair) Monroe

Fluid & Local Markets/Producer & Board Relations – 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 demand for Wisconsin raw milk. This committee also oversees the Dairy Council of Wisconsin.

Fluid & Local Markets/Producer & Board Relations Committee Members
Patricia Boettcher, Bloomer
Alan Carlson (Chair, Producer & Board Relations), Curtiss
Mark Christenson, Lake Mills
Sandra Cihlar, Mosinee
Mary Cook, Wilton
Bonnie Engel, Shawano
Richard Fink, Mayville
Mary Grant, Almond
Gene Vander Heiden, Kaukauna
Mary Wackershauser (Chair, Fluid & Local Markets), Lancaster
Lester Wollerman, Fond du Lac
Gary Wubbenhorst, Westby

WMMB's 25 board members supervise WMMB policies and procedures and approve WMMB's long-range business plan and annual budget. All WMMB programs are designed to increase demand for Wisconsin-produced raw milk.

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