History of June as Dairy Month

PEA RIDGE — June Dairy Month, an annual tradition developed to celebrate the dairy industry and its many contributions to our society, originated in 1937. During its first two years, it was called National Milk Month and ran from June 10 to July 10. The 1937 event, sponsored by chain stores, was given the theme “Keep Youthful - Drink Milk.”

Originally supported by the National Dairy Council (NDC), June Dairy Month was established to help stabilize dairy demand during periods of peak production. To assist in that effort, NDC provided promotional materials to the 6,300 stores participating.

June Dairy Month became the offcial title of the promotion in 1939 and focused on greater use of dairy products.

Campaign material, prepared by NDC, was offered to producers, processors and dairy product distributors. June Dairy Month was initially funded by a one-cent per pound butterfat assessment in June.

During the war years, less emphasis was placed on promotion and more on surviving the war. The retailers helped customers receive an adequate supply of dairy products and provided information to help use them properly.

After the war, efforts focused on resuming dairy product usage and regaining “lost” butter sales. In 1947, the slogan was “30 Days for ADA in June.” The goal was “Sales, not Surplus.” By 1950, retailers, producers and processors all worked together to promote June Dairy Month.

In 1955, the American Dairy Association (ADA) became the national leader for June Dairy Month campaigns. The emphasis changed to sales promotion programs for dairy products, and advertising and merchandising programs were added to an alreadyeffective public relations program. The June promotion became a month-bymonth merchandising event in which one or more foods made from milk were highlighted nationwide on a monthly basis. This advertising was visible evidence of dairy farmers’ dollars at work.

June Dairy Month continued to evolve over the years and entire communities across the country, both rural and urban, have embraced it and have become involved in many ways. The cooperation between farmers and other community members are really the basis of what June Dairy Month is all about - celebrating and using a wonderful product.

So, raise a glass of ice-cold milk and toast America’s dairy farmers who make it possible to enjoy an abundance of fresh, delicious products, like milk, cheese and yogurt, every single day!