A Helping Hand
There are many state and regional industry groups working with processors and producers to contribute to the marketing of dairy products; here are some of the most visible.
International Dairy Foods Association (IDFA)
IDFA represents the nation’s dairy processors and their suppliers, with a membership of 530 companies. It is composed of three constituent organizations: the Milk Industry Foundation (MIF), National Cheese Institute (NCI) and International Ice Cream Association (IICA). IDFA’s 220 dairy-processing members run more than 600 plant operations, and range from large multinational organizations to single-plant companies. Together they represent more than 85 percent of the milk, cultured products, cheese and frozen desserts produced and marketed in the United States.
The mission of IDFA is to provide strategic leadership to association members, government officials, customers and other audiences to promote full and open markets to maximize sales; coordinate industry-wide consumer communications and marketing programs; coordinate the elimination of trade barriers and opening of markets for U.S. products; provide proactive, effective member services in the legislative, regulatory, technical and educational arena; seek the elimination of unnecessary regulations that impede member sales; and reduce government intervention in commercial markets.
IDFA works closely with the Milk Processor Education Program (MilkPEP) to promote the “got milk?” Milk Mustache program on a national level, as well as the “Body by Milk” and “Think About Your Drink” marketing campaigns.
California Milk Advisory Board (CMAB)
South San Francisco, Calif.
South San Francisco, Calif.
The CMAB was formed in 1969 as an arm of the California Department of Food and Agriculture to promote California dairy products in an ever-growing and competitive marketplace. It operates on the principle that a healthy dairy industry is just as important to consumers as it is to milk producers, and that the availability of California dairy products contributes to the good health and well-being of the state’s population.
The CMAB aggressively promotes dairy products with generic advertising utilizing print, radio, television and outdoor media, in-store promotions and publicity. It develops pamphlets, brochures, recipes and other educational materials to inform the public about California’s milk industry and the importance of milk and other dairy products in their diets.
More information is at www.realcaliforniacheese.com
California Milk Processor Board (CMPB)
The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California, perhaps known best for creating the ongoing “got milk?” campaign. “Got milk?” is a federally registered trademark that has been licensed by the national dairy boards since 1995. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.
The board’s Web site is www.gotmilk.com
Wisconsin Milk Marketing Board (WMMB)
The WMMB is funded by Wisconsin dairy producers, who in 1983 voted to establish a mandatory state milk marketing order to help affect demand for dairy products made from Wisconsin milk.
Increasing demand for Wisconsin’s raw milk remains WMMB’s goal. Because the majority of Wisconsin’s raw milk is used to make cheese, the most effective way to accomplish this goal is to develop the ongoing Wisconsin Cheese campaign, including sales and marketing programs in the retail, foodservice and food processing channels.
WMMB has expanded its retail promotions into all 50 states and is increasing its emphasis on foodservice operators. An integrated communications program also plays an important role in building demand for Wisconsin milk by maintaining, and in some cases establishing, awareness of the high quality found in Wisconsin milk and dairy products.
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