Checkoff Update - March 2012 « Back

HEADLINES

Dairy Exports Hit Record – 2011 exports 7 percent higher than 2010. Read more...

Shamrock Shake Goes National – Part of checkoff’s McDonald’s efforts.  Read more...

Dairy Farm Moms Gather – Session includes 13 women. Read more...

Spokesperson Training Reaches 19 – Producers and industry attend Dubuque session.  Read more...

Fuel Up to Play 60 – First “report card” released.  Read more...

PROMOTION UPDATES

2011 Exports Hit Record
U.S. dairy suppliers capitalized on strong global markets to achieve record export sales in 2011. With these gains, a growing and significant proportion of the U.S. milk supply is now sold overseas, notes the U.S. Dairy Export Council, which receives some of its funding from the dairy checkoff. Exports were equivalent to 13.3 percent of U.S. milk solids production, up from 12.8 percent in 2010 and 9.3 percent in 2009. The ratio of milk powder, whey proteins, lactose and cheese sold offshore was the highest ever.

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Shamrock Shake to go National
McDonald’s will be offering the popular Shamrock Shake until March 25 in all 14,000 U.S. locations, the first time the shake has been offered nationwide. While the Shamrock Shake has been around since 1970, only about half the franchises in the U.S. choose to offer and promote it; McDonald's estimates that there will be a 7,000-plus increase in the number of restaurants who will offer the shake this year versus 2011. The Shamrock Shake is the first of several shakes that will be offered this year, all now topped with real whipped cream.  The introductions are part of McDonald’s commitment to dairy-friendly desserts and snacks using the dairy checkoff’s expertise in reformulation. 

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FOR YOUR INFORMATION

Dairy Farm Moms Gather in Kansas City
Midwest Dairy hosted 13 women for a Dairy Farm Mom Social Media Workshop and Retreat on February 7 and 8 in Kansas City. The purpose of the Dairy Farm Mom Network is to help moms speak with one voice on dairy’s behalf and share their stories with other moms in the social networking space. Social networking has proved to be a very powerful tool in reaching people who are often removed from agriculture with positive and accurate messages to help inspire consumer confidence. The group “cooked up” fun at the local Culinary Center and spent a full day on small group training, exercises and more networking. Dairy farm mentor moms, Susan Anglin (Bentonville, Ark.), Karen Bohnert (Silvis, Ill.) and Shannon Squibb (Billings, Mo.) provided practical advice and hands-on help for getting moms started on Facebook, Twitter or blogging.

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Nineteen Receive Spokesperson Training
The third of three dairy producer spokesperson trainings with professional trainer Teri Goudie reached 19 participants in Dubuque two weeks ago. The session means that nearly 50 producers or dairy industry representatives have received this training in the past year.  It’s designed to better prepare them for appearances at events, in the media and with their daily contacts. Producers wishing to participate in future trainings should contact their Industry Relations staff member.

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FUEL UP TO PLAY 60 UPDATES

Fuel Up to Play 60 Report Card Positive
Fuel Up to Play 60’s first “report card” since launching nationally in 2009 shows that schools are making progress in promoting healthier eating habits and increasing physical activity among students, helping to create a healthier school environment. With more than 70,000 schools now enrolled nationally and 12,610 in Midwest Dairy’s territory, it now encompasses almost three-fourths of all U.S. school districts.  Nationally, nearly two-thirds of enrolled adult supporters say the program is helping students make healthier food choices, and more than half say it’s helping to increase student opportunities to be physically active. 

Funding Extended to Schools
Midwest Dairy Council awarded $604,883 to 181 schools in its territory in the latest two rounds of funding, to support their Fuel Up to Play 60 initiatives.  Awards of up to $4,000 per school help support a variety of activities and tools, such as foodservice materials and equipment, nutrition and physical education materials, student and staff incentives, staff development and overall Fuel Up to Play 60 implementation. Additionally, funds also support expanding breakfast opportunities in schools.

New “Play” Capitalizes on Let’s Move!
A news release from Dairy Management Inc. resulted in an interview with Jean Ragalie, whose role at DMI includes the title of president of National Dairy Council. The reporter has been regularly profiling people who are working to combat childhood obesity and promoting healthy eating on her regular blog space. Among Jean’s comments:
“In terms of philanthropy, I am inspired by the people that I encounter every day at my job. I am so honored to work for National Dairy Council because I get to meet the American dairy farmers that support us, and they're incredible. They live with such ethics and integrity, and they believe strongly that dairy foods feed and grow children. They also believe that it's not just important that kids eat dairy foods but that they eat a good, balanced diet. They've always been involved in programs around nutrition education.”
You can read the entire interview with Jean Ragalie here. 

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