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June Dairy Month: A Brief History  
Dairy Products 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 stores participating.

"June Dairy Month" became the official title of the promotion in 1939 and focused on greater use of dairy products. NDC offered campaign material to producers, processors and dairy product distributors.

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. In 1947 the slogan was "30 Days for ADA in June." 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, while other distribute product samples at creameries, grocery stores, and local banks. Some rural communities feature parades with county and regional dairy princesses, town officials, floats and marching bands.

The cooperation between farmers and other community members are really the basis of what June Dairy Month is all about - celebrating and using milk and dairy products.


 
  Last Modified Date: 06/11/2013