28th Annual Marschall Italian Cheese Seminar
Since 1983, the Wisconsin Milk Marketing Board, funded by the 33,000 dairy farmers, has formed a unique partnership with the Wisconsin cheese manufacturers in their efforts to market the products they make with advertising, promotion, education and research programs.
These marketing programs have focused on Wisconsin's cheese quality and cheese making expertise as the foundation for the strategic direction that WMMB has set for our programs and services. Communications strategy was developed to capitalize on the equity in the name "Wisconsin" which has been confirmed through consumer and foodservice market research.
This presentation will give an overview of WMMB's programs and services delivered during the past six years and describe some of the tactics that have specifically helped to position Wisconsin-made specialty and Italian- type cheeses in the U.S. marketplace.
Various Authors, "Proceedings from the 28th Annual Marschall Italian Seminar" (1991). Cheese Industry Conference. Paper 18.