California to introduce seal for locally produced milk
September 05, 2007
by FoodBusinessNews.net Staff
MODESTO, CALIF. — The California Milk Advisory Board is making it easier for California residents to identify locally produced milk through the introduction of the "Real California Milk" seal.
The seal will begin appearing on milk at grocery stores in October and will certify that the milk has been made exclusively with milk produced on California dairy farms. The same seal also will be used to certify that butter, ice cream and yogurt also have been produced with California milk.
According to the C.M.A.B., 7 out of 10 California consumers prefer local milk and two-thirds said they would go to a different store to find locally produced milk. Consumers believe local milk is fresher and they want to support California dairy farmers, said Stan G. Andre, C.M.A.B. chief executive officer.
"The ‘Real California Milk’ seal is a direct response to a very clear consumer demand for locally produced milk, and we are confident it will be embraced by California shoppers — even to the point that they will ask for California-certified milk at their local supermarkets," Mr. Andre said.
There is a statewide advertising campaign planned to introduce consumers to the new seal in early October. In addition, the C.M.A.B.’s "Happy Cows" advertising campaign will include references to the new seal.
"We know that most consumers in California and nationally like the ‘Happy Cows’ campaign, and they also like to buy cheese from California," said Michael Freeman, vice-president of advertising. "The ‘Real California Milk’ seal is a natural way of leveraging these two positive attributes to support California’s other dairy products."