PROMOTING INGENUITY IN DAIRY MARKETING.

In addition to funding advertising and promotion, the dairy checkoff contributes to research and technology efforts focusing on better and safer consumer products, with the ultimate goal of increasing dairy demand. Here are a few examples:

Single-Serve Milks: A dairy producer- and processor-funded effort supplied consumer market research needed for milk processors to venture into developing new plastic, single-serve, resealable packaging for milk in various flavors.

Milk with a Fizz: Checkoff research on carbonated milk beverages that began in the early 1990's has resulted in the recent launch of several new milk-based products. "E-Moo"[TM] is a low fat milk-based drink for kids being marketed in the Northeast, while "White Soda" is being hailed as the first shelf-stable carbonated milk drink, targeting kids in the Southeast.

Fresh for Weeks: Checkoff-funded carbon dioxide injection technology has increased the shelf life of single-serve cottage cheese and other dairy products to nine or ten weeks. With ultra-pasteurization, milk-based drinks like E-Moo[TM] stay fresh six to eight weeks.

Probiotic Power: As a result of the dairy checkoff, nutritious L. acidophilus cultures that provide health-promoting qualities are now available in commercial yogurts.

The Cheese Culture: Checkoff-funded dairy research centers have developed cheese starter cultures that increase the consistency and quality of the final product, resulting in fewer defects and improved flavor.

Pumping Whey: New-generation snacks, energy bars and drinks packed with whey proteins combine flavor, crunch and nutrition in product innovations targeted to athletes, body builders and anyone wanting a healthier snack alternative. Whey protein concentrate provides the nutrition, while traditional dairy favorites such as Cheddar cheese and sour cream boost the flavor.

Whey-Based Sausages: Checkoff-funded researchers have developed a low fat sausage patty using whey protein concentrate as a fat replacement, allowing formulators to make low or reduced-fat meat products with improved texture and taste.

Food Safety Sentry: Food and dairy spoilage bacteria and pathogens will have fewer places to hide with the development of a Listeria database which allows Web users to conduct speedy generic matching of known isolated bacterial strains for the purpose of identifying and controlling food spoilage and food-borne illnesses. This dramatically reduces hours of laboratory "fingerprinting" time that would otherwise be needed to compare isolated strains.