Small Town News

Association learns of promotions

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An Ohio dairy farm worker accused of abusing cows in an undercover video is cause for concern, Kent Lehs, Midwest Dairy Association industry relations manager in Iowa, noted at the Lyon County dairy banquet June 1.

"We just need to work harder at showing the good things about dairy and how we care for our animals, " he said. "We need to look at how to protect ourselves. Iowa is a target in so many ways because of its high production of livestock and poultry.

"We need to do more to tell the good stories about dairy, " Lehs continued. "It's about freedom to operate."

The Midwest Dairy Association is a non-profit organization funded by dairy farmers to build demand for dairy products through marketing, education and research.

Midwest Dairy works in partnership with foodser-vice chains to develop and expand sales of dairy products. Long-term partnerships with McDonald's and with Domino's Pizza have supported the launch of McCafe Specialty Coffees, made with up to 80 percent milk, and American Legends Pizza with 40 percent more cheese.

The association continues to work with Hy-Vee in providing their dairy case managers and dietitians with the "Midwest Dairy Academy for Retail Excellence." The group toured a processing plant in Des Moines and a dairy farm. They were also given a pre-test to check their dairy knowledge and then a post-test after the tour. Participants were encouraged to go back to their respective stores and implement some type of dairy promotion or program using what they learned on the tour.

The Midwest Dairy Association, National Dairy Council and National Football League have teamed up to promote the

"Fuel Up to Play 60" program which empowers youth to take actions to improve nutrition and physical activity at their school and for their own health.

The Iowa Division of Midwest Dairy Association, on behalf of dairy farmers and processors, again donated $60, 000 educational materials to the state's six food banks.



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© 2011 Lyon County Reporter Rock Rapids, Iowa. All Rights Reserved. This content, including derivations, may not be stored or distributed in any manner, disseminated, published, broadcast, rewritten or reproduced without express, written consent from DAS.

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