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Dairy Update
A News Report to Wisconsin Dairy Producers
September 2002 (updated
quarterly)
Please choose a link below to jump to a specific article
or scroll down to read the entire newsletter.
FIVE NEW DIRECTORS SEATED
Wisconsin dairy producers elected
five newcomers and four incumbents to the Wisconsin Milk Marketing
Board Board of Directors in June. Newly elected board members are:
District 1 - Ben Peterson, Grantsburg
District 4 - Lyle Jensen, Amery
District 7 - Bill Herr, Greenwood
District 10 - James Baierl, Luxemburg*
District 13 - Clarence Castleberg, Jr.,
Mondovi*
District 16 - Romona Averbeck, Fond du
Lac
District 19 - Richard Fink, Mayville*
District 22 - Mary Wackershauser, Lancaster*
District 25 - Daphne Newman Stassin,
Brodhead
* Incumbent
During the July board meeting, Clarence Castleberg,
Jr. was re-elected chairman for a one-year term. Connie Seefeldt, Coleman,
was named vice chair; Sandra Cihlar, Mosinee, was named secretary; and
Richard Fink, Mayville, was named treasurer.
In addition to the officers, three committee chairs
were elected to serve on the WMMB executive committee. This year's committee
chairs are: Jay Stauffacher, Darlington, Cheese Business chair; Pat Boettcher,
Bloomer, Policy/ByLaw committee chair; and Mary Wackershauser, Communications
and Local Promotions chair.
The Communications and Local Promotions committee was
created by combining the Fluid & Local Markets committee with the
Producer & Board Relations committee. Board members unanimously voted
to combine the committees to increase the board's efficiency.
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ALL STAR GAME
| WMMB
used baseball's All-Star Game to bring
national attention to the heritage
of Wisconsin cheese with an ad in the
souvenir program. A got milk?® sign
also appeared in the Miller Park outfield. |
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SEND OFF YOUR SURVEY
WMMB
has mailed a second round of surveys
to those producers who haven't responded
to the first survey. If you've already
returned your survey, thank you. But
if you haven't, please send in your responses
by mail, fax or online
survey through the WMMB Web site
at Producer.Wisdairy.com to avoid the
cost of further
follow-up mailings.
Nearly 8,000 surveys
have been returned. Responses will help
WMMB serve you more efficiently. An increasing
number of producers have expressed a preference
of receiving information by e-mail, allowing
WMMB to save money on postage and printing.
If you have questions
or did not receive a survey, contact Angie
Edge at WMMB at (800) 373-9662.
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WISCONSIN CHEESEBURGERS
HIGHLIGHT SUMMER
The WMMB summer cheeseburger
promotion challenged consumers throughout
the United States to buy different cheese
varieties for topping their burgers. The
national campaign encouraged consumers
to taste "Something Special From Wisconsin."
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STATE FAIR HELPS
SPREAD THE NEWS
Thousands
of Wisconsin State Fair visitors were
treated again to untold quantities of
cream puffs, ice cream and cheese, sprinkled
with key messages touting the dairy industry's
vital role in the state's economy.
"The Wisconsin Milk
Marketing Board teamed up with the State
Fair Dairy Promotion Board to sponsor several
events that underscored the dairy industry's
$18.5 billion impact on our state's overall
economy," said Liz Fitzsimmons, WMMB's
director of local markets communications.
The major dairy industry
promotions at the 2002 State Fair included
the Governor's Sweepstakes Cheese and Butter
Contest/Auction, the Wisconsin Moo Booth
in the dairy barn, the Blue Ribbon Cheese
sampling booth in the Wisconsin Products
Pavilion and the State Fair's largest Ice
Cream/Brownie Sundae event in the Expo
Center.
"State Fair is an
ideal venue for conveying messages that
help Wisconsin residents and out-of-state
visitors understand and appreciate the
significant role the dairy industry plays
in our state," Fitzsimmons said. "Fairgoers
are out to have a good time, and I think
we succeeded in mixing in some 'fun facts'
with all of the delicious treats."
With record attendance
at this year's State Fair, dairy promotions
such as the Wisconsin Moo Booth, an interactive
display geared toward children, was packed
with more than 180,000 fairgoers interested
in learning useful information about Wisconsin's
No. 1 industry.
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TEENAGE MILK CONSUMPTION
INCREASES
For
the first time in six years, milk consumption
among teenagers has increased, according
to a report by National Family Opinion's
Share of Intake Panel (SIP). While soft
drinks remain the most popular beverage
among teens aged 13 to 17, the report
says teenagers are finally drinking more
milk, at the expense of soda.
Credit for much of the
increase goes to flavored milks, which
are now packaged in creative, single-serve
containers available in teen-friendly locations,
such as vending machines and convenience
stores, according to the SIP data. Marketing
efforts – including teen idols wearing
milk mustaches – also have helped
make milk "cool" among this status-conscious
age group.
More than 100 new milk
products were introduced during the past
year, according to data from the Beverage
Marketing Corporation. Besides the ever-popular
chocolate milk, variations include sweet
snack flavors, such as chocolate malt,
cookies and cream, and caramel, as well
as flavors geared toward adults, including
mocha cappuccino, amaretto and Irish cream.
Most come in options, such as fat free,
low fat, reduced fat and even "milkshake-like" styles.
Flavored milks contain the same amount
of calcium and other nutrients found in
white milk, including the additional bone-building
nutrients vitamin D and phosphorus.
Annual per capita milk
consumption among teens in 2001 reached
22 gallons, a three percent increase over
2000, which is a significant upturn considering
the number of teens drinking milk had steadily
declined for the last two decades. With
the per capita increase, milk's share of
the teen beverage market has jumped from
23.4 percent in 2000 to 25.1 percent in
2001.
"Teens are our most
critical focus because we lose almost half
of all milk drinkers between the ages of
12 and 24," said Kurt Graetzer, chief
executive officer of the Milk Processor
Education Program.
WMMB is sponsoring its
annual chocolate milk promotion during
Halloween. There will be in-store activities,
merchandising efforts and incentives for
retailers and processors focused on the
nutritional benefits of chocolate milk.
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WMMB
encourages fluid processors to participate
in national programs to help grow
Wisconsin's share of the fluid market. |
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MONITORING MILK
QUALITY PAYS OFF
A
program that can improve your profitability
might just be worth a phone call to get
more information.
The University of Wisconsin's
Milk Money Program is a quality assurance
program designed to help Wisconsin milk
producers improve the quality of their
milk and, ultimately, increase their bottom
line. Milk-quality monitoring programs,
such as Milk Money, monitor key performance
indicators and have resulted in putting
more money into the pockets of Wisconsin
producers and those in other states, according
to an article in the June issue of Dairy
Herd Management.
"The idea behind
Milk Money is to provide producers with
the resources and tools they need to make
good decisions regarding improved milk
quality," said Matt Joyce, WMMB's
vice president of farm business systems. "Milk
Money lets producers decide the priorities
and goals most useful to their operations.
Producers and their team members have the
flexibility and control to develop the
practices that will work best for them."
In addition to increasing
an individual producer's bottom line, higher
milk quality enhances Wisconsin's overall
marketplace image. "A higher level
of milk quality translates into greater
demand for Wisconsin's dairy products," Joyce
said.
Typically, Milk Money
teams consist of a producer, veterinarian,
county agent and a milk plant representative.
Teams meet once a month for four months
to set priorities and assign duties. The
Milk Money Program helps teams succeed
by providing participants with several
services and products, including:
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One
free bulk tank culture from the Milk
Quality Resources Lab at the University
of Wisconsin-Madison. |
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One
free visit from the program's milk
quality outreach veterinarian. |
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Milking
Skills videotapes or CD-ROMs in either
English or Spanish. A free mini CD-ROM
explaining the SNAP and Delvo milk
residue tests. |
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Reduced
membership rates for the National Mastitis
Council. |
For more information
about the Milk
Money Program, call toll free at 1-866-867-6455
or 1-866-TOP-MILK.
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WMMB
helps promote milk quality programs
because Wisconsin's reputation for
quality products begins on the farm. |
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WMMB'S NEW WEB SITE
UP AND RUNNING
If you regularly cruise
the Internet, stop by WMMB's revamped and
enhanced Web site, www.wisdairy.com.
The site has many useful
links customized for a wide variety of
audiences, including dairy
producers. Consumers who log on can
view general cheese and dairy information, recipes, dairy
statistics and current Wisconsin dairy
promotions. Foodservice operators and
culinary professionals can access recipes,
cheese information, training materials
and much more. Take a look around the new
site and give us your feedback or suggestions.
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A RECORD-BREAKING...
The blue-ribbon
cheese and butter entries were auctioned
on the opening day of the Wisconsin
State Fair to raise money to support
the dairy promotions held during
the fair. The 2002 Governor's Sweepstakes
Cheese and Butter Auction raised
a record-breaking $42,445 for State
Fair dairy promotions.
Gary Humboldt,
North Hendren Cooperative, Willard,
was named Grand Master Cheesemaker
for his blue cheese. Get a complete
listing of the cheese judging
results.
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MAKE A LOCAL DAIRY
IMPACT
No
one can make a more credible claim for
the industry than dairy producers. Here
are several tips you can use to extend
the "Dairy Impact" messages
into your community.
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Dairy
Impact Brochures – Distribute "Dairy
Impact" brochures in your local
bank, post office or hardware store.
Contact WMMB for free brochures. |
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Payment
Stickers/Stuffers – Remind anyone
who receives payments from you that
your "payment is made possible
through the Wisconsin dairy industry." WMMB
provides them free of charge. |
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Ask
for Wisconsin Cheese – The next
time you eat out, ask the server if
the restaurant buys Wisconsin cheese.
It's a way of letting chefs know that
you prefer cheeses from Wisconsin. |
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Group
Presentation – Invite a WMMB spokesperson
to speak about the state dairy industry
at an upcoming civic, church or social
group outing in your community. |
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Letter
to the Editor – Bring attention
to the impact the dairy industry has
on your local economy with a letter
to your local community's newspaper.
Contact WMMB for assistance with pertinent
facts and figures. |
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County
Dairy Leader Group – Help coordinate
local dairy promotions by joining your
county's promotion group. Contact WMMB
for more information. |
Don't be afraid to stand
up for the industry and lifestyle that
made this state what it is today. Be proud
dairy producers!
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ON THE HORIZON
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Heritage
Farm Weekend at the Milwaukee County
Zoo (Sept. 14-15) – WMMB partners
on this consumer event to bring attention
to the dairy industry and its products. |
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World
Dairy Expo, Madison (Oct. 2-6) – WMMB
sponsors the media room to bring international
media attention to the Wisconsin dairy
industry. |
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Chocolate
Milk Halloween Promotion – WMMB
and the Dairy Council of Wisconsin
promote chocolate milk as a Halloween
treat. |
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Madison
Food & Wine Experience (Nov. 1-3) –-
WMMB works with the state's cheese
manufacturers to promote Wisconsin
specialty and farmstead cheeses. |
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Midwest
Herd Health Conference, Madison (Nov
12-13) –- WMMB participates in
this University of Wisconsin-Extension
conference as a sponsor to help make
milk quality tools available to Wisconsin
dairy producers. |
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"America's
Dairyland" video rollout – WMMB
will launch a 30-minute video for 4th
grade teachers to use with their Wisconsin
curriculum unit. This video also will
appear as a television series, running
on eight stations October 5 through
November 10. Check out www.wisdairy.com
for airdates and times. |
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"Judge
for Yourself" cheese promotion – WMMB
will reach millions of consumers with
messages promoting Wisconsin's award-winning
cheeses. |
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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
District 3 position (currently vacant)
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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 below for committee assignments
and responsibilities. |
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