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World Milk Day- New Zealand
For some reason, my early morning thoughts seem to keep coming back to New Zealand, these days. Perhaps this is because I'm trying to block out the preparations for the IGG in Winnipeg, which have rather taken over my life at the moment? Anyway, I think there is much to be learnt from this short correspondence from Jim: in the space of a week, Jim went from wondering what might be going on in New Zealand to actually creating an event himself ... as well as looking to the future and thinking about expanding. This is an example to all of us, there is always a tendency to say: "who's doing it", rather than to recognise that the "who" is ourselves. As you will have seen from the messages sent out to the List, many members have realised that the "who" is not someone else, but themselves .... I would sincerely like to take my hat off to all those who have put so much effort into promoting World Milk Day and World School Milk Day. After all, who am I but someone sitting in Rome behind a computer? Therefore, without the efforts of List members, what would the idea of celebrating these days come to? .... nowt! Beyond this, I do feel that the people paid to promote milk do not have the same perspective as those involved in its production and processing. Of course, we don't have these people's marketing savvy, and may not feel comfortable in wearing black silk polo neck shirts to work, but I think that List members who have senior positions in the dairy industry should ask themselves: why are these people not promoting World Milk Day and World School Milk Day? In my own view, the answer is that because the concept is so simple (and appealing) ... but is not going to win anyone any awards for creative design/concept .... marketing professional are not interested. For a good illustration of this, we only have to look at school milk. School milk is low-profile, hard slog; while designing a $5 million campaign for ice-cream or yogurt, is high-profile, and compared to school milk, as easy as falling off a log. Perhaps the question is: Should milk promotion professionals be enjoying falling off logs or getting on with the serious business of the long term promotion of milk? Remembering, that the effect of basic promotion activities may only be felt in the long-term ... perhaps even in the next generation. Thank once again to all those list members who have dedicated time and imagination to promoting these days. Looking forward to the 5th World School Milk Day (29 September). Michael
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