The Board of Directors for the Wisconsin Milk Marketing Board (WMMB) recently unanimously approved the $29,647,000 promotional program plan and budget covering the 2014 Fiscal Year (FY), which begins July 1 and runs through June 30, 2014. The FY2014 plan covers in-state and national cheese and dairy product promotion; retail, food processing and foodservice marketing and education programs; national communications activities and administrative budgets.
The FY2014 budget is $669,000 lower than last year due to fewer carry forward funds in the newly approved budget. “As dairy farmers, we realize how important it is to ensure that our checkoff dollars are wisely invested in promotion, education and research that generate results in the marketplace and represent the broad diversity of our farms, our products and our industry, says WMMB Board Chair and Coleman-area dairy farmer Connie Seefeldt.
Communications activities in the FY2014 budget include national Wisconsin Cheese advertising and public relations, in-school nutrition education programs conducted by the Wisconsin Dairy Council and statewide promotion programs for fluid milk and other Wisconsin dairy products. Also included are support for statewide June Dairy Month events, the Tour of America’s Dairyland cycling series and Wisconsin State Fair activities. Other in-state seasonal activities will include holiday promotions, sponsorship of the WIAA high school state tournaments and other sports-oriented marketing promotions involving teams at UW-Madison and Green Bay and Marquette University.
Support for Wisconsin's Alice in Dairyland program and the year-round promotion activities conducted by 63 County Dairy Leader Groups are also part of the FY2014 promotional plan. The half-hour America's Dairyland TV series, weekly Wisconsin Dairy News segments and a new dairy-related segment of Into The Outdoors children’s educational television are also included next year.
The FY2014 budget continues to build on the organization’s strong success in reaching consumers through social media outlets such as Facebook, Twitter and online blogs, and through popular websites which generate over three million consumer visits each year.
Within the channel management area, plans for the upcoming year continue support for Wisconsin Cheese promotion in all 50 states and maintaining promotional activities within the state for all dairy products. At the national level, activities include retail and foodservice trade show promotions, buyer education, cheese usage training and education and participation at trade shows and special events showcasing Wisconsin's cheese and dairy industry.
WMMB will continue successful year-round in-store retail promotions, manufacturer/marketer co-op product demos, point-of-sale information and in-store Wisconsin Cheese signage. Expanding Wisconsin identification on more retail cheese packaging is also included in the plan as well as an increased focus on having more Wisconsin Cheese used in the pizza and sandwich categories.
The FY2014 budget continues support for the Wisconsin Center for Dairy Research (CDR), which provides research and technical assistance to Wisconsin cheese and dairy processors. CDR, established in 1986 at UW-Madison, is one of the top dairy research centers in the United States and provides technical advice and new product expertise to the state’s cheesemakers and dairy product manufacturers.
Here is a summary of WMMB’s FY2014 budget categories:
Communications – $13,441,000
Channel Management – 14,731,000
Administration – 1,184,000
Capital Appropriations – 64,000
Contingency Fund – 227,000
Total FY2013 Budget – $29,647,000