01/09/08 Dairy checkoff change leads to sales increase

Farmers know how to adapt. Dairy producers constantly make changes and develop new production techniques to be as efficient and effective as possible. Colorado dairyman and the Chairman of the National Dairy Board Les Hardesty says the dairy marketplace is vastly different than it was just a few years ago. HARDESTY "We're focused on providing the consumer the products that they desire, the products that they want, in a place, at a time that they want them." Hardesty says there are countless examples of ways the dairy checkoff is driving dairy sales. One example, adding milk at Subway restaurants. HARDESTY "Not only milk, but think about yogurt. You can get yogurt at Subway now. You know our consumers wanted a product, yogurt, it wasn't available. We did a lot of research, testing and were able to show Subway that they could make a difference; we could have an impact on yogurt sales. And now you have two of your dairy products, you've always had cheese in Subway." Subway is now looking to add an additional yogurt flavor to its menu. Hardesty says this is just one example of the kind of innovation helping the dairy checkoff build a better future for US dairy producers. Voice of Idaho Agriculture Bill Scott