Industry Prepares for June Dairy Month

Harrisburg, PA— The National Frozen & Refrigerated Foods Association (NFRA) will hold its second annual June Dairy Month promotion in 2004. June Dairy Month is an exciting opportunity for the industry to increase visibility and sales in the refrigerated dairy department. Thanks to the many extensive promotions during June last year, the refrigerated dairy department saw a 2.8% increase in unit sales versus the prior year according to Information Resources Inc. Refrigerated dollar sales also were up 3.5% over the previous year resulting in incremental sales of $85 million!

NFRA will announce June Dairy Month to 10 million consumers nationally in an FSI run in major Sunday newspapers on May 23, 2004. The two-page ad will feature coupons and product images from the thirteen sponsoring manufacturers and will also direct readers to the NFRA consumer website, www.BringUsToYourTable.com, where they can enter the $7,500 Cool Favorites Sweepstakes.

The Consumer Sweepstakes begins on May 16, 2004 and ends on July 31, 2004, with online entries to be made at www.BringUsToYourTable.com. There will be (1) Grand Prize of $5,000; (1) First Place Prize of $1,000; and (3) Second Place Prizes of $500.

In addition to entering the sweepstakes online, visitors to www.BringUsToYourTable.com have access to meal solution ideas, recipes, preparation and storage guidelines, games for kids and much more.

NFRA has created a June Idea Book containing many ideas and resources that are available to help companies plan a month-long promotion for June. The Idea Book also includes a complete catalog of June Dairy Month point of sale and specialty items which can be used by companies to support the program at the retail level. Specially designed June POS incorporates the Bring Us To Your Table! ® Cool Favorites logo and "cool" penguin mascot. The June Idea Book and POS Catalog is available by calling NFRA, or it can be downloaded from the NFRA website at www.nfraweb.org.

To encourage support of June throughout the industry, NFRA is sponsoring the Golden Penguin Awards Competition which recognizes excellence in promoting and merchandising refrigerated foods during June. These coveted awards will be presented October 26, 2004 during the National Frozen & Refrigerated Foods Convention in Washington, DC. A complete rules brochure is available from NFRA or can be downloaded from the NFRA website at www.nfraweb.org.

Bring Us To Your Table! Cool Favorites is the umbrella public relations/marketing campaign that provides the industry a platform to promote refrigerated foods year-round and bring more consumers into the aisle and increase usage/sales across all product lines. The Bring Us To Your Table! Cool Favorites theme is a call to action for consumers. By using the logo consistently in the refrigerated dairy aisles and in advertising the industry can begin to brand the refrigerated dairy department in the minds of consumers.

NFRA is a non-profit trade association representing all segments of the frozen and refrigerated foods industry. Headquartered in Harrisburg, PA, NFRA is also the sponsor of March National Frozen Food Month, June/July Summer Favorites Ice Cream & Novelties promotions and October Frozen & Refrigerated Foods Festival. NFRA holds the annual National Frozen & Refrigerated Foods Convention in October.

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