The midland journal. (Rising Sun, Md.) 1885-1947, 1939-05-12
JUNE Is DAIRY MONTH

A campaign to promote Increased
consumption of milk and dairy pro-
ducts, which is expected to be one
of the most extensive drives ever
carried on by the industry will
center on June DAIRY MONTH
to spotlight milk, butter, cheese and
ice cream.
This promotional event will be
somewhat similar in operation to
National Milk Month held a year
ago except that emphasis will be
placed this year on all dairy pro-
ducts. Dairy industry leaders agree
that the nationwide sales drive Is
sorely needed because of the serious
condition of the dairy industry from
the position of prevailing surplus
storage stocks and increasing milk
production.
DAIRY MONTH is sponsored by
the following organizations: Nation
al Cooperative Milk Producers Fed
Grafton, National Dairy Council,
Milk Industry Foundation, Ameri-
can Butter Institute, National
Cheese Institute, International Asso-
citation of Milk Dealers and Inter
national Association of Ice Cream
Manufacturers.
Food, drug and variety stores,
both chain and independent, rest
aurants, railroads, bus and sirplane
lines will join hands with the dairy
industry in this nationwide push to
merchandise dairy products. All
have signified their willingness to-
make this June a month Of aggres-
sive dairy products promotion.
A national committee represent
ing the dairy groups sponsoring
DAIRY MONTH is expediting plans.
Widely known organizations aiding
the dairy industry program include
the Institute of Distribution, Ma
ton Association of Chain Drug
Stores, National Association of Food
Chains, Independent Food Distribu-
tors Council and National Associa-
ton of Retail Druggists. ALI of these
store groups have rendered valuable
service before to the dairy indus
try and will put on even more ag-
gressive programs during June
drive.
Nationwide radio hook-ups are
expected to feature the drive, color
full community showmanship, front
page news, united point-of-sale dis
plays and advertising tie-ins of all
kinds will be used to make the ma
ton conscious of the advantages Of
using more dairy products.
A wide assortment of display ma
terial is being prepared under the
supervision of the National Dairy
Council to enable fountains, restaur-
ants and food stores to effectively
tie in with the campaign. This ma
terial printed in the national colors
red, white and blue, will make it
possible for every outlet to create
national atmosphere in AMI outside
the store in every community
Three advertising kits will be
available one on milk for foun-
tains and restaurants, one on ice
cream for fountains and restaurants
and one on butter, cheese and milk
for retail stores outlets. Each kit
will include merchandising and adj
vertising promotion of posters,
streamers, back bar displays. badges
and other sales helps.
Many other materials will be
made available by the National
Dairy Council to supplement the
basic campaign materials that will
be included in the Kits. Window ac-
ton displays, cut-outs, pamphlets,
vehicle cards and booklets will be
ready to separately aid in the ma
tion-wide promotion. Special mater
ials are being prepared for use on
retail milk routes and by local
DAIRY MONTH committees