The Board of Directors for the Wisconsin Milk Marketing Board approved its Fiscal Year 2011 budget during its April board meeting. The $31,405,000 budget total is $1,840,000 larger than the previous year reflecting a record level of milk production in the state. The budget will support WMMB's in-state and national dairy promotion, marketing and education programs from July 1, 2010 through June 30, 2011.
WMMB's FY2011 budget continues to support cheese marketing in all 50 states in the national retail grocery and foodservice market segments. Activities include trade show promotions, educational tours, cheese usage training/education and special events showcasing Wisconsin's award-winning cheese industry. Next year's budget supports increased activity in the national food retail and foodservice channels with more in-store promotions and product demonstrations and brand equity partnering with Wisconsin manufacturers and marketers. Increased activity in the pizza category is also planned. The budget also supports the Wisconsin Center for Dairy Research, which administers the Wisconsin Master Cheesemaker Program and provides research and technical assistance to cheese and dairy processors.
Communications activities in the budget include national advertising, nutrition education programs conducted by the Wisconsin Dairy Council and statewide promotion programs for fluid milk and other Wisconsin dairy products. Also included are June Dairy Month activities and other in-state seasonal promotions such as fall chocolate milk and holiday promotions. Support for Wisconsin's Alice in Dairyland program and the year-round grassroots promotion activities conducted by County Dairy Leader Groups in 63 of Wisconsin's 72 counties are also part of the FY2011 budget.
Other communications activities include the Wisconsin Chef Ambassador Program, which enlists support of nationally-recognized chefs in telling the Wisconsin cheese story, and national product publicity activities aimed at placing stories about Wisconsin cheese in consumer food magazines. The budget also includes increased use of online and social media technology and the Dairy Impact Initiative, which includes the Dairy Doing MoreSM on-line e-magazine (www.dairydoingmore.org) which communicates the economic importance of the dairy business to our communities and our state.
Here is a summary of WMMB's FY2011 budget categories:
Channel Management $15,679,000
Capital Appropriations $76,000
Contingency Fund $256,000
Total FY2011 Budget $31,405,000