2012 Annual Report - Mid Atlantic Dairy Association

Fuel Up to Play 60
Partnerships
Learning
Connection
Refuel with
Chocolate Milk
Annual Report
2012
Your Milk Comes
from a Good Place
Future of Food
Dairy Connection
Mid-Atlantic Dairy Association and Pennsylvania Dairy Promotion Program
For More Information
215.627.8800
dairyspot.com
facebook.com/MidAtlanticDairy Association
youtube.com/MidAtlanticDairy
twitter.com/dairyspot
pinterest.com/dairyspot
Message from the Chairmen and CEO
Mid-Atlantic Dairy Association and
Pennsylvania Dairy Promotion Program
are committed to driving sales of milk
and dairy foods and promoting the image
of dairy farmers and the dairy industry.
Charged with directing dairy farmer’s
investment in dairy checkoff promotion
programs, our boards of directors are
focused on that mission.
Increasing sales of milk and dairy in
schools continues as our number one
priority. Our “grab-n-go” breakfasts,
insulated bags for classrooms and our
“Dairy Connection” carts are new
ways to deliver a nutritious breakfast
to thousands of students outside of
the traditional cafeteria – either in the
classroom or in the hallway – to students
who otherwise would go through the
morning hungry. These are incremental
sales for dairy. For example, one breakfast
bag in a classroom generates the sale of
5,400 additional units of milk annually.
The Fuel Up to Play 60 program also
encourages school students to make
healthy food choices, including dairy, and
become more physically active.
Partnerships with McDonald’s®,
Domino’s® Pizza, Taco Bell® and Quaker®
Oats that market directly to consumers
are another key focus of your dairy
checkoff. Our partners are the leaders
and innovators in the fast-food arena.
They are chosen based on their ability to
drive sales of dairy foods and ingredients
in a huge way. Our partners invest their
dollars to drive sales of dairy and allow
us to stretch dairy farmer dollars to
reach more consumers than we could do
on our own. These partnerships allow
us to maximize checkoff investments by
using other people’s money, resources
and expertise.
Building consumer confidence in
dairy farmers and the dairy industry is
another priority focus of dairy checkoff.
The “Your Milk Comes From a Good
Place” campaign reaches consumers
through events, traditional media and
social media to help today’s consumers
understand and appreciate where
their food comes from and the farm
families who produce it. Likewise, dairy
checkoff is part of an industry-wide
crisis readiness plan that is in place to
manage the industry’s response if the
safety of the milk supply should be
called into question.
Your dairy checkoff leadership works on
behalf of all dairy farmers to manage your
checkoff dollars to assure you receive the
greatest return on your investment. Your
dairy checkoff staff constantly works to
develop new opportunities to sell more
dairy throughout our region by building
relationships with those influencers and
gatekeepers who can open doors to new
sales.
We thank you for your continued
support. We are interested in your
thoughts, ideas and concerns as well, and
invite you to share them with us.
Vernon Horst, Chairman
Mid-Atlantic Dairy Association
Harold Shaulis, Chairman
Pennsylvania Dairy Promotion Program
Patty Purcell, CEO
Mid-Atlantic Dairy Association
Our Mission:
Mid-Atlantic Dairy Association and Pennsylvania Dairy Promotion Program build demand for
milk and dairy products and enhance the image of the dairy industry on behalf of dairy farmers.
2
National Partnerships Increase Dairy Sales,
Promote Innovation and Foster Dairy Advocates
Driving Dairy Sales through
Menu Innovation
Dairy checkoff partnerships with
quick-serve restaurant leaders such as
Domino’s® and McDonald’s® continued
to drive dairy sales growth during
2012. Quick-serve pizza restaurants
have moved 8.6 billion incremental
pounds of milk since 2009 when the
partnership with Domino’s began.
Similarly, McDonald’s sold more than
1.7 billion pounds of milk in dairyfriendly menu items from 2009 to 2011.
McDonald’s and Domino’s directly
increase dairy sales by continually
offering innovative menu items that
attract consumers. Competitors of these
nationally-recognized chains add similar
products to stay competitive, indirectly
increasing dairy sales as a result.
Additionally, both of these partners
have used their own resources to
promote the image of dairy farmers
across the U.S. to share dairy stories
that build goodwill with consumers
toward dairy farmers.
New Partnerships
New partnerships with Taco Bell® and
Quaker® were announced during 2012.
At Taco Bell, a dairy food scientist
began developing dairy-friendly menu
items that will be market-tested during
2013. The Quaker partnership aims to
change long-term consumer behavior
through the “Make it With Milk”
campaign that encourages consumers
to prepare their oatmeal using milk.
Currently, only about 15 percent of
Americans make their oatmeal with
milk. For every 1 percent increase in
that number, an estimated additional
30 million pounds of milk will be sold.
Positive dairy nutrition messages will
be integrated into Quaker advertising
through the campaign.
For every $1 dairy farmers
invest, our partners invest
more than $6.
Future of Food
“Future of Food: Food Security in the
21st Century” engaged dairy advocates
to move consumers’ minds from neutral
to positive in discussions about dairy
through online conversations via social
media. Food security, food availability
and the dairy industry’s role in feeding
a growing population were hot topics at
the 2012 summit. Dairy checkoff hosted
the June media event in partnership with
The Washington Post and Slate.com. The
event featured a variety of nationallyrecognized speakers, including U.S.
Secretary of Agriculture Tom Vilsack.
The volume of dairy-specific
conversations increased 106 percent on
social media outlets when compared to
pre-event benchmarks. Smaller regional
events were hosted throughout the
summer following the Summit to extend
the conversation and further establish
the dairy industry as a solution to
addressing food security issues.
Washington Post Live Editor Mary Jordan, far left, moderates a panel on innovations for sustainable
food production. L to R, Samuel Allen, Chairman and Chief Executive Officer, Deere & Company, Christopher Policinski, President, Land O’Lakes, and Jason Clay, Senior Vice President, World Wildlife Fund,
weigh in on innovations in use by their respective companies.
3
Fuel Up to Play 60 Guides Students to Make Healthier Choices
Success in the
Mid-Atlantic Region
Addressing an Epidemic
Childhood obesity is the No. 1
public health issue facing our
country. In the fall of 2012, key
nutrition leaders met at the Nutrition
and Physical Activity Learning
Connection Summit to discuss
the future of America’s children.
GENYOUth Foundation, a dairy
checkoff-funded program, hosted
the ground-breaking conference in
partnership with the National Dairy
Council®, the American College of
Sports Medicine, the American School
Health Association and the National
Football League®. The Fuel Up to
Play 60 program received national
recognition at the Summit as a
solution to help improve the nutrition
and physical activity environment
in schools and enhance student’s
readiness to learn.
Former U.S. Surgeon General Dr. David Satcher
welcomes thought-leaders and students to
the Learning Connection Summit. Dr. Satcher
chaired the landmark summit held last fall in
Arlington, Va.
More than 6,400 students in the
Mid-Atlantic region are actively leading
their schools to make healthy changes
by implementing exercise programs and
healthy eating opportunities. Almost 3
million students attend Mid-Atlantic
region schools that participate in Fuel
Up to Play 60 programs. Through Fuel
Up to Play 60, the schools increased
both student access to healthier
foods, including low-fat dairy, and
participation in activities to help build
stronger bodies.
In the Mid-Atlantic region, 46
schools have received grants to
develop better programs and enhance
Fuel Up to Play 60 activities. Schools
that have received checkoff-awarded
Fuel Up to Play 60 grants experienced
a 9 percent increase in Average Daily
Participation (ADP) at breakfast. Dairy
sales also increased in these schools;
specifically, fluid milk sales increased
2.5 percent.
Students from Wattsburg Elementary Center, Erie,
Pa., tour the dairy section during a supermarket
visit. The supermarket tour was funded through a
Healthy Lifestyle Grant awarded through the Fuel
Up to Play 60 program.
A student participates in the “Finish First with
Milk” challenge at Pottsgrove Middle School,
Pottstown, Pa. Fuel Up to Play 60 schools host
challenges to encourage student participation
and meet program goals.
4
Baltimore Ravens running back Ray Rice
interviews a student during a visit to Hilton
Elementary in Baltimore. Fuel Up to Play 60
schools are often awarded a visit from an NFL®
player for reaching program benchmarks.
Students participate in football drills during a
Philadelphia Eagles Skills Clinic. The clinics provide
a learning opportunity and serve as an award for
high-achieving Fuel Up to Play 60 schools.
Making the ‘Dairy Connection’ with School Breakfast
Breakfast is Key
Numerous studies show that students
who eat a well-balanced breakfast
attend school on a more regular basis,
perform better in class and achieve
higher scores on standardized tests.
Breakfast participation plays an
important role in the development
of the next generation. However, an
increasing number of children miss
out on breakfast due to food insecurity
in the home, hectic schedules or poor
appetite.
According to the USDA, more
students participated in lunch during
2012 than participated in breakfast at
a ratio of 2.5 to one. This shows that
breakfast is the primary opportunity
for increasing dairy consumption
in schools. Dairy checkoff school
programs work to build breakfast
participation to alleviate childhood
hunger and to assure that dairy is a big
part of that breakfast.
'Dairy Connection' Tools
Increase Dairy Consumption
Grab-n-go breakfast or breakfast in
the classroom meal options overcome
barriers to student breakfast participation
by maximizing convenience and
removing the stigma associated with
breakfast served in the cafeteria.
Prepackaged breakfast is served in the
classroom from insulated breakfast bags.
Hallway carts placed in high-traffic areas
of schools allow students to quickly
purchase breakfast without cutting into
their social activities. More than 3,000
new school breakfast sites were added in
2012 in the Mid-Atlantic region.
Each breakfast bag
feeds 30 students
for 180 days, which
totals 5,400 meals
per school year.
“Dairy Connection” carts, like this one, are
placed in school cafeterias to offer new meal
ideas that increase student meal participation
and help school foodservice programs meet
nutrition regulations. Each meal served from a
“Dairy Connection” cart includes a serving of
milk, cheese and/or yogurt.
Easy-to-use yogurt parfait kits help school
cafeterias meet nutrition requirements and
encourage student participation. The kits
were developed through a “Dairy Connection”
partnership with General Mills Foodservice, a
division of General Mills, Inc.
A student at Ingomar Elementary School in Northern Allegheny School District, Pittsburgh,
Pa., chooses two servings of milk in plastic bottles. The milk in plastic bottles is supplied by
Marburger Farm Dairy, Evans City, Pa.
Innovative technology, like the iPad pictured
here, allows schools to offer meals in remote
locations and accurately record point-of-sale
meal participation.
5
Building Relationships and Consumer Confidence
Experts on Dairy Nutrition
Consumers are overloaded with
health and wellness information every
day, and separating truth from fiction
is a challenge. The goal of nutrition
communications is to establish MidAtlantic Dairy Association staff as
a trusted source for dairy-related
health and wellness information. In
2012, the team renewed efforts to
build relationships with registered
dietitians, doctors and other health and
wellness thought-leaders. Nutrition
communications staff attended more
than 59 health professional meetings and
conducted almost 200 media interviews.
Consumers and health professionals
seek answers from dairy checkoff staff
nutrition communicators on the safety
and benefits of raw, conventional and
organic milk, as well as sugar and high
fructose corn syrup in flavored milk.
More than 200 participants in the 5th Annual
Stockton Alumni Legacy Fund Run/Walk were
treated to a milk mustache and chocolate milk.
Chocolate Milk: the Perfect
'After' Beverage
Making the Connection
Founded on Science
Athletes and coaches have a positive
perception of chocolate milk as a
“natural” recovery drink for its taste
and cost. Low-fat chocolate milk has
been scientifically shown to refuel
and rebuild muscles to help athletes
recover after strenuous exercise.
Chocolate milk has the perfect mix of
protein, carbohydrates, electrolytes
and nutrients to replenish and
rehydrate athletes after exercise.
Educating Athletes and Coaches
The post-workout occasion provides
an excellent opportunity to drive
incremental sales of chocolate milk. By
partnering with athletic groups such
as the Pennsylvania Interscholastic
Athletic Association, we gain the
opportunity to educate some of the
best athletes in the region.
Increasing Our Reach
Social media outreach to consumers
grew in 2012 with nine major social
media promotions, including a June
Dairy Month give-away and a February
Latte Love contest. From 2011 to early
2013, Facebook fan numbers increased
by almost 2,500. Likewise, Twitter
“followers” increased by more than 600
people during 2012. Through social
media, relationships are cultivated with
consumers by sharing positive dairy
messages and consistent, reliable dairybased information.
TM
Staff nutrition communicator Dawn Clausing hosts a segment with FOX45 WBFF-TV entitled,
“School’s Out – Don’t Take a Vacation from Good Nutrition.” Clausing included tips to include lowfat dairy foods into nutritious snacks at scheduled times throughout the day.
6
Mid-Atlantic Dairy Association
continued to build its social media
presence in 2012 as a way to promote
dairy’s benefits, build consumer trust and
protect dairy’s image. The organization
has Facebook, Twitter, Pinterest,
YouTube, Google+ and LinkedIn profiles,
as well as an engaging website, dairyspot.
com. In 2012, dairyspot.com saw a 50
percent increase in visitors driven to our
website via social media.
Each Friday, a farm photo is posted with a
caption that illustrates a dairy farm story. This
photo of a cow and her calf struck a chord with
consumers and received a record number of
“likes” on Facebook.
Your Milk Comes from a Good Place
Extending the Campaign Reach
“Your Milk Comes from a Good Place” consumer education campaign
continued to grow in 2012, connecting consumers with dairy farmers
throughout the Mid-Atlantic region. Positive dairy messages were shared
through an integrated communications plan that used traditional news and
social media in conjunction with high-traffic events to reach more consumers.
Messaging focused on the role of dairy farmers in their community and their
responsibility in producing safe, nutritious dairy products, as well as the steps
they take to protect their land and care for their cows.
Overall, the “Your Milk Comes from a Good Place” campaign earned more
than 10 million “impressions,” meaning that more than 10 million consumers
viewed the logo and/or received a positive dairy message via campaign efforts.
Pennsylvania Farm Show
The Pennsylvania Farm Show played an important role in the official launch of
the “Your Milk Comes from a Good Place” campaign in 2012 and helped keep the
momentum going in 2013. A record attendance of more than 585,000 consumers
visited the show in January 2013, and more than 8,000 of those visitors stopped at
the “milk mustache” photo booth. Top attractions were the butter sculpture and
the PA Preferred® Culinary Connection stage, both sponsored by Mid-Atlantic
Dairy Association.
A guest at the B’more Healthy Expo in Baltimore
plays the “Milk’s Magic 9” game to learn about
milk’s nine essential nutritents.
2012 Pennsylvania Dairy Princess Gabrielle Murphy pours
chocolate syrup over the Giant Ice Cream Sundae in
Harrisburg, Pa., to kick off the 2012 “Your Milk Comes from a
Good Place” June Dairy Month campaign.
Reusable milk shake cups
attract social media “followers”
to visit Mid-Atlantic Dairy
Association’s booth during the
2013 Pennsylvania Farm Show. A
daily giveaway was promoted via
Facebook and other social media.
More than 155,000 milkshakes were sold in cups
branded with the “Your Milk Comes from a Good
Place” logo during the 2013 Pennsylvania Farm
Show. Mid-Atlantic Dairy Association partnered
with the Pennsylvania Dairymen’s Association to
reach consumers.
7
Your Dairy Promotion Investment at Work:
2012 Expenditures
Administrative
5%
$460,147
Strategic Initiatives
1%
$69,048
UDIA Membership
1%
$59,500
Unified Marketing
Plan National
Program Funding
23.5%
Child Nutrition and
Fitness Initiative and
Fuel Up to Play 60
$2,268,000
46%
$4,477,623
Nutrition Affairs
6.5%
$630,016
Producer Relations
and Communications
17%
$1,686,325
Mid-Atlantic Dairy Association
and Pennsylvania Dairy
Promotion Program
are regional promotion
organizations working
together to increase sales and
consumption of dairy products
on behalf of dairy farmers
in the Mid-Atlantic region
through the national
15-cent dairy checkoff
program.
We are the local affiliate of
National Dairy Council®, which
has been conducting nutrition
education and nutrition
research programs since
1915. We work closely with
Dairy Management Inc.™ and
regional counterparts to bring
a fully integrated promotion
program to the Mid-Atlantic
region.
2012 Board of Directors
Mid-Atlantic Dairy Association Board of Directors
Vernon Horst, Chambersburg, Pa., Chairman
Joyce Bupp, Seven Valleys, Pa., Vice Chairwoman
Jerrel Heatwole, Greenwood, Del., Treasurer
Jeff Moore, Centreville, Md., Secretary
Wayne Beidel, Newburg, Pa.
Richard Byma, Sussex, N.J.
Donald Duncan, Robesonia, Pa.
R. Steven Graybeal, Peach Bottom, Pa.
Matt Hoff, New Windsor, Md.
Larry Kulp, Martinsburg, Pa.
Tim Kurtz, Elverson, Pa.
Gib Martin, Elizabethtown, Pa.
Richard Mosemann, Warfordsburg, Pa.
Jeff Raney, Adamsville, Pa.
Harold M. Shaulis, Somerset, Pa.
Pennsylvania Dairy Promotion Program Board of Directors
Harold M. Shaulis, Somerset, Pa., Chairman
Jeff Raney, Adamsville, Pa., First Vice Chairman
Harold Bailey, Roaring Springs, Pa., Second Vice Chairman
Christine Cooney, Spartansburg, Pa., Secretary
Joyce Bupp, Seven Valleys, Pa., Assistant Secretary
Bertha Ackerson, Marion Center, Pa., Treasurer
Rita Kennedy, Valencia, Pa., Assistant Treasurer
Bruce Bartley, Cogan Station, Pa.
Bill Beeman, Kingsley, Pa.
Wayne Beidel, Newburg, Pa.
Marie Canon, West Middlesex, Pa.
Louie Diamond, Jr. Masontown, Pa.
Vernon Horst, Chambersburg, Pa.
Larry Kulp, Martinsburg, Pa.
Lolly Lesher, Bernville, Pa.
Fred Lucks, Warren, Pa.
Randall Meabon, Wattsburg, Pa.
Rob Waddell, Townville, Pa.
James Warburton, New Albany, Pa.
Richard Waybright, Gettysburg, Pa.
Jean Kummer, Harrisburg, Pa. (representing the Pa. Department of Agriculture)
F o r M o r e I n f o r m at i o n
215.627.8800 l dairyspot.com