June Dairy Month Proves Perfect Pairing Time for Dairy Farmers and Domino's

Jun 15, 2009, 10:30 ET from Midwest Dairy Association

Midwest Dairy Association Partners with Domino's to Reintroduce Consumers to New Line of American Legends Pizza Made with 40% More Cheese

ST. PAUL, Minn., June 15 /PRNewswire-USNewswire/ -- Midwest Dairy Association, which helps to increase demand and sales for dairy products on behalf of dairy farmers in nine Midwest states, is partnering with Domino's franchisees across the Midwest during June Dairy Month and through the summer months to reintroduce consumers to Domino's new line of American Legends pizza, which are made with up to 40 percent more cheese.

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Domestic cheese sales are important to dairy farmers. About 25 percent of total cheese is used on pizza, representing more than 25 billion pounds of annual milk production. According to USDA National Agricultural Statistic Service, 40 percent of the milk produced in Midwest Dairy's nine-state territory goes into cheese production.

"Pizza sales are important, because they directly affect overall cheese sales," says Jerry Messer, a North Dakota dairy farmer and chairman of Midwest Dairy Association. "It's important to my fellow dairy producers and to me that we help reinvigorate the pizza category and increase sales for pizza products containing more cheese, and June Dairy Month is the perfect opportunity to get people excited about it."

Midwest Dairy Association will work with Domino's franchisees in Chicago, Minneapolis/St. Paul, Fargo, Sioux Falls, Des Moines, St. Louis, Kansas City, Columbia and Springfield, Mo., and Tulsa on relevant promotions designed to encourage trial and help increase pizza sales. These co-investment promotions may include radio advertising, local celebrity promotions, consumer sampling, couponing and other efforts.

Midwest Dairy Association recently completed a pilot partnership program with Domino's franchisees in St. Louis to increase American Legends pizza sales during the line's introduction in February. A highlight was a local promotion with former Rams football player and current sports talk show host D'Marco Farr who personally delivered a pizza a week to one lucky Domino's customer. During the promotion period, St. Louis did increase trial of the American Legends line.

The American Legends line of pizzas feature premium toppings, six types of cheese - from Mozzarella to Provolone to Cheddar - and cheesy crusts. Inspired by the unique tastes found throughout the country, Domino's American Legends are available in six varieties, including Honolulu Hawaiian, Cali Chicken Bacon Ranch(TM), Pacific Veggie, Memphis BBQ Chicken, Buffalo Chicken and Philly Cheese Steak. They are available for $12.99 for a large and $10.99 for a medium.

Fast Facts

  • About 25 percent of total cheese is used on pizza, representing more than 25 billion pounds of annual milk production.
  • Domino's uses a lot of cheese! More than 1.73 billion pounds of milk go into making Domino's cheese, which means Domino's "employs" 91,893 cows a year.

Midwest Dairy Association(TM) is a non-profit, farmer-funded organization responsible for increasing sales and demand for dairy products on behalf of dairy farmers in a nine-state region that includes: Arkansas, Illinois, Iowa, Kansas, Minnesota, Missouri, North Dakota, South Dakota and eastern Oklahoma. For more information, visit www.midwestdairy.com.

SOURCE Midwest Dairy Association