Utah's dairy foods are superior. Utah's dairymen do a superior job of promoting them.

For many years now, Utah dairymen have been recognized across the nation for their progressive efforts in getting the dairy food story to the public. Much of this work is done under the auspices of the American Dairy Association of Utah, of which Welby W. Young, Heber, Wasatch county is president, and A. W. Chambers, Smithfield, is vice president.

And dairy sales give every indication that the efforts pay off. For example, while there was a national decrease of 2.5 per cent in fluid milk sales during 1961, milk sales showed a gain of 2.2 per cent in the Great Basin marketing area. This marketing area includes most of Utah and northeast, Nevada.

Utah dairymen have been alert to almost every opportunity. When President John F. Kennedy announced that milk would henceforth be served at every White House meal, a quantity of Utah milk within hours was winging its way by plane to Washington, D. C. Utah’s dairymen wanted the President to enjoy "the finest” milk for his breakfast the next morning.

Utah’s individual distributors, including those in Cache Valley, present their own dynamic advertising and merchandising campaigns. In addition, they support the American Dairy Association of Utah and the national ADA in their programs. The ADA organizations are supported principally by dairy farmers.

The ADA of Utah this year is featuring advertising with the theme, "Make Mine Milk.” Large newspaper advertisements, appearing regularly in the Logan Herald Journal and other Utah newspapers, portray people drinking milk at some of the more prominent and interesting eating places in Utah. Recently featured in one of these large advertisements was Logan’s Bluebird restaurant.

Several full-scale promotions are conducted each year by the American Dairy Association of Utah. June Dairy Month has become a tradition in Utah. Well-known people join in giving their praise of milk and its products. Among those riving messages this year are Virginia Tanner, whose Utah dancing group performs this summer at Seattle’s world fair; Major General Maxwell E. Rich of the Utah National Guard; Bob Kennedy, manager of the Salt Lake Bees baseball club, and Elaine Cannon, well-known newspaper and magazine columnists.

There is, of course, no dairy event in the state which exceeds Cache’s Annual Dairy Days.

During the year, the ADA of Utah promotes ice cream, cottage cheese, butter and evaporated milk festivals. In the early fall a Dairy Foods Tour is conducted across the state, with the Dairy Princess and her attendants making appearances before civic groups and schools in principal cities. The dairy lovelies have made a practice for a number of years at presenting Utah cheese, much of it Cache Valley Swiss, to mayors, newspaper publishers, radio and TV announcers and others.

Another fall event is the "Get More Milk for the Weekend” promotion. Last year milk sales In this area showed a 4.2 per cent gain over those a year previous in the quarter following the promotion.

A promotional highlight is the annual Dairy Princess pageant held the latter part of November in connection with the annual convention of the ADA of Utah.

Source Article