According to the Wisconsin Milk Marketing Board (WMMB), the classic diner of the 1950s started an all-American love affair with comfort food and local cuisine. This June, WMMB paid homage to these hometown eateries and celebrated the importance dairy products play in American food with its June Dairy Month promotion, “June is Dairy Delicious!”

Wisconsin and June Dairy Month are as traditional as dairy and diners. The celebration went retro this year and paid homage to roadside diners with its playful promotion. The WMMB gave life to June, a Holstein mascot ambassador, who traveled the state to visit grocery stores, dairy breakfasts and other special events with “June’s Dairy Diner.” The mascot handed out free June is Dairy Delicious! recipe brochures, featuring six dairy-inspired diner recipes including stuffed cheeseburgers, banana cream pie, buttermilk pancakes and more.

“We wanted to shake up June Dairy Month a bit and serve residents dairy the old-fashioned way,” says Dave Bavlnka, WMMB vice president of marketing for local markets. Bavlnka says the board encouraged Wisconsinites to pull up a stool, order a cheeseburger and milkshake, and take a moment to recall the classic diners that cooked up all-American cuisine.”

m  This year marks the 50th anniversary of Le Mars, Iowa-based Wells’ Dairy Inc.’s Blue Bunny® Bomb Pop®. Since 1955, this cool, fruity treat has been a tradition for kids trying to beat the summer heat. Its patriotic red, white and blue colors, along with its original six-finned shape, have made the novelty a favorite at Fourth of July celebrations across the country. For Bomb Pop’s 50th year, the company is launching a summertime sweepstakes called “Red, White and Win.” The contest gives consumers a chance to participate in the anniversary by simply enjoying a Bomb Pop and following the instructions on its stick. Game sticks reveal either an instant winner or directions to more prizes on www.bombpop.com. The 50th anniversary celebration also introduces the very first official Bomb Pop Day; the treat will be honored each year on the last Thursday in June.

m  Wilbraham, Mass.-based Friendly Ice Cream Corp. has introduced decorated ice cream cakes to supermarkets and restaurants in time for summer’s special celebrations, including graduations and other festivities. Made with rich, luscious ice cream and topped with a wide range of festive edible decorations, these cakes offer a whole new way to enjoy the great taste of Friendly’s. At friendlyscakes.com, consumers can explore a delicious selection of icing choices and decorations. Customers can even generate an order form to take to their local Friendly’s restaurant, or cake buyers can visit one of many local supermarkets to place an order. Friendly’s restaurants and most supermarkets will customize cakes with the recipient’s name or other greeting.

“Summertime is Jarlsberg time” is the theme of Stamford, Conn.-based Norseland Inc.’s summer retail campaign. Building on a successful promotion of the Jarlsberg wheel via television commercials on The Food Network, with overrun on other cable stations, this intensive effort targets supermarkets around the country. Point-of-purchase materials in the cheese case focus on a picnic hamper with attached banner and recipe cards. The classic Jarlsberger is showcased as are recipes for other easy, appealing sandwiches and salads. The emphasis is on fun, family meals and casual entertaining. Print advertising in Weight Watchers, Fitness and U.S. News & World Report is ongoing during the third quarter, as is an energetic program of public relations activities.

Portland, Maine-based Oakhurst Dairy is distributing fresh, pasteurized Organic Valley Milk to retail stores throughout northern New England. The company says its partnership with Organic Valley is indicative of the dairy’s commitment to giving consumers a choice for their families. “Oakhurst recognizes the fact that northern New England consumers who drink milk want a choice,” says Stanley Bennett, president of Oakhurst. “Whether they want whole, lowfat, fat-free or flavored milk, milk for lactose-sensitive consumers, creams or a variety of organic milk products, when people buy milk from Oakhurst, they want fresh, natural milk products with no artificial growth hormones used.” Distribution began in April.

Last month, whether consumers were looking for something south of the border or craving an old favorite, Wisconsin cheese had it covered. The May Cheese of the Month program from the Wisconsin Milk Marketing Board kept things interesting with cheddar, a Wisconsin classic, along with queso blanco and queso fresco, two popular Hispanic-style cheeses. Specialty-cheese stores throughout Wisconsin showcased these selections during the month by offering samples, serving tips, pairing suggestions and recipes to consumers hoping to put a twist in their mealtime routine. May’s Fiesta Pizza with Wisconsin queso blanco was a fitting choice for Cinco de Mayo celebrations, while Wisconsin Cheese Scalloped Carrots made a scrumptious accompaniment to many meals. For more information about the Wisconsin Cheese of the Month program, recipes and a list of participating Wisconsin cheese specialty stores, visit www.wisdairy.com/com.