Iowa State Fair 'Milk and Moms Day' Set for Aug. 10

Aug 05, 2002, 01:00 ET from Midwest Dairy Association

    ANKENY, Iowa, Aug. 5 /PRNewswire/ -- Iowans have a chance to join Aretha
 Franklin, Wynona Judd and Andre Agassi in thanking their moms for giving them
 milk during a contest at the Iowa State Fair in Des Moines.  The first-ever
 "Milk and Moms Day," sponsored by the Midwest Dairy Association, is set for
 Saturday, Aug. 10.
     Each person who brings an empty, round 12- or 16-ounce milk container to
 the Dairy Barn at the fair will receive a "got milk?" gift pack.  In addition,
 any fair visitor may nominate his or her mom to be Milk's "Mom of the Fair,"
 all you have to do is fill out an entry form.  The mom selected will win two
 tickets to a Kansas City Chiefs football game.
     The promotion is built around the national celebrity radio and print "Ode
 to Mom" campaign in which celebrities such as Aretha Franklin, Wynona Judd and
 Andre Agassi thank their moms for giving them milk to help them grow healthy
 and strong.  The campaign helps promote milk consumption while expressing
 appreciation for the Moms who give their children milk.
     "This dairy checkoff-funded promotion helps to make the public aware of
 the new single-serve milk containers and of the health benefits of milk and
 dairy products," said Joe Lyon, of Toledo, Iowa a dairy producer and chairman
 of the Midwest Dairy Association's Iowa Division Board of Directors.
     Apparently Iowans are taking the message to heart as Iowa and the Des
 Moines market lead the nation in per-capita milk consumption.  Iowa residents
 drink 14.6 million gallons of milk per year, which equals out to 23.6 gallons
 per person.
     Other Midwest Dairy Association activities at the Fair include the popular
 butter sculptures, displayed inside the Agriculture Building.
     Midwest Dairy Association is a non-profit organization funded by dairy
 farmers to build demand for dairy products through advertising, marketing,
 nutrition education and research.  During the past three years, cheese and
 fluid milk advertising programs were responsible for selling an additional
 1.5 billion pounds of milk annually, according to USDA reports.  Since the
 national program began in 1984, per capita consumption of dairy products has
 grown from 519 pounds to approximately 600 pounds.
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SOURCE Midwest Dairy Association