June Dairy Month
The History of June Dairy Month
June Dairy Month, an annual tradition developed to celebrate the dairy industry and its many contributions to our society, originated in 1937. During its first two years, 1937 and 1938, it was called National Milk Month and ran from June 10 to July 10. The 1937 event, sponsored by chain stores, was given the theme "Keep Youthful - Drink Milk." Originally supported by the National Dairy Council (NDC), June Dairy Month was established to help stabilize dairy demand during periods of peak production. To assist in that effort, NDC provided promotional materials to the 6,300 grocery stores participating.
"June Dairy Month" became the official title of the promotion in 1939 and focused on greater use of dairy products. Campaign material, prepared by NDC, was offered to producers, processors and dairy product distributors. June Dairy Month was initially funded by a one cent per pound butterfat assessment in June.
During the war years, less emphasis was placed on promotion, more on surviving the war. The retailers helped customers receive an adequate supply of dairy products and provided information to help use them properly.
After the war, efforts focused on resuming dairy product usage and regaining 'lost' butter sales. In 1947 the slogan was "30 Days for ADA in June." The goal was "Sales, not Surplus." By 1950, retailers, producers and processors all worked together to promote June Dairy Month.
In 1955 American Dairy Association (ADA) became the national leader for June Dairy Month campaigns. The emphasis changed to sales promotion programs for dairy products, and advertising and merchandising programs were added to an already-effective public relations program. The June promotion became a month-by-month merchandising event in which one or more foods made from milk were highlighted nationwide on a monthly basis. This advertising was visible evidence of dairy farmers' dollars at work.
June Dairy Month continued to evolve over the years and entire communities across the country, both rural and urban, have embraced it and have become involved in many ways. Some celebrate with dairy food demonstrations. In others, dairy princesses have distributed product samples at creameries, grocery stores, and local banks. Some rural communities sponsor cattle shows and princess contests with coronation ceremonies. One of the traditional highlights is a parade, featuring county and regional dairy princesses, town officials, floats and marching bands. Other activities include cow milking contests, cow visits at zoos, or banks offering free milk and ice cream cones.
The cooperation between farmers and other community members are really the basis of what June Dairy Month is all about - celebrating and using a wonderful product.
Here are some links to help you enjoy dairy products:
www.3aday.org Does your family consume the recommended three daily servings of dairy for stronger bones and healthy bodies? Visit and sign up for an e-newsletter with delicious recipes, helpful tips and more.
www.ilovecheese.com The place for cheese lovers, this site profiles different varieties of cheese and helps you pick which best suit your taste buds. It also offers recipes, the history of cheese and other "cheesy" facts.
www.2424milk.com The National Milk Mustache "got milk?" campaign is everywhere, and now you can catch up with your favorite milk-mustached celebrities! In addition, find tips and plans to help you lose weight with milk, a reduced-calorie diet and exercise. The site has step-by-step weekly instructions, customized meal templates, an online food journal, calorie calculators, localized fitness ideas, weekly motivational support and delicious ideas for getting more milk in your diet.
For Kids and Teachers
www.NutritionExplorations.org Learning about nutrition can be fun! Get tips for parents on fun ways to cook with kids, advice from nutrition experts, art contests and recommended reading. Also be sure to check out Milk: From Cow to You, which takes students step-by-step through the milk production process, from the farm to their home, and Thank Goodness for Cows, a workbook that is part of a complete 2nd grade lesson plan, Little Ds Nutrition Expedition.
www.cowsnus.com Ever wonder what it's like to work with cows? Kids in the dairy and beef industries share their personal experiences through stories, photos and video.
www.moomilk.com Take a virtual tour of milk from the cow to your table, play fun games, take the Moo Milk quiz, get tasty recipes and much more.
www.hilmarcheese.com/CowTour.cms From California's Hilmar Cheese comes this virtual tour of cheese production. Get an up-close view of every step of the process including manufacturing, recycling, packaging and sales.
www.3aday.org Recipes, learning opportunities and much more.
