By MICHELE F. MIHALJEVICH
Indiana Correspondent

INDIANAPOLIS, Ind. — When the National Dairy Council first designated a month to showcase the industry, the idea was to celebrate dairy farming and its contributions to society and the community.

More than 70 years later, that original idea hasn’t changed much, said Jenni Kerrigan, director of communications for Milk Promotion Services of Indiana.

“We’re still celebrating what we do for the economy and for the community,” she said. “We’re trying to connect the dots. People don’t know where their food comes from and this gives them the whole picture.”

June Dairy Month began as National Milk Month in 1937. As in the program’s early days, dairy organizations across the country offer promotions to make the public aware of the industry and of the importance of dairy products in the diet, Kerrigan said.

This year’s campaign included a dairy farm tour, and print, radio and television advertising to promote dairy products, Kerrigan said.
Three radio spots, featuring Hoosier dairy farmers from Ossian, Huntingburg and Whiteland, have been airing.

In the minute-long segments, the farmers promote the nutritional value of dairy products, along with their good taste. One mentions kid-friendly dairy products. All end with the theme of this year’s campaign, “Delivering for you, every single day.”

“Dairy farmers take care of their animals and the land, and they produce a nutrient-rich product. They do it every day,” she said. “These are real people and are family farms.”

Three-minute television spots, which promote the nutrient content of dairy products, have also been airing, she said.

“These talk about getting back to real food. For example, eating more yogurt, or adding cheese to foods to improve taste and nutrition.”

The American Dairy Assoc. of Indiana (ADAI) donated 620,000 pounds of milk and dairy products to food banks across the state through the Feeding Indiana’s Hungry program, Kerrigan said.
“Because of the economy, they just wanted to give something back,” she said. “We want to let them know they need all the nutrition the products provide.”

To promote the donation, press conferences or other events have been scheduled across the state. Press conferences are scheduled for Friday in Dearborn County, and Tuesday at a dairy farm near Fort Wayne. A press conference is also scheduled for June 26 in Evansville, and a tailgate food giveaway, including dairy products, is planned for the same day at McCullough Park in Muncie.
Earlier this month, a “Brunch on the Farm” was held at a dairy farm in Morgantown.

“The goal was to educate and teach the public about agriculture and dairy farming,” she said. “We want to get the public more involved.”

According to figures provided by ADAI, the state ranks 14th in the nation in milk production, with over 3.3 billion pounds of milk produced annually. More than 1,700 dairy farm families manage about 167,000 cows.

While the June Dairy Month theme is “every single day,” the industry still continues to use its three-a-day campaign, which urges consumers to eat three servings of low-fat dairy daily, she said.
“Some seem to think milk is a product you only drink when you’re young,” she said. “And growing up, parents are the role models. If they didn’t drink it, it’s harder to make that change. But we’re trying to stress the importance of nutrition and what’s available in dairy products.”