The state’s dairy industry, which has touted “real California cheese” for 23 years, is tweaking the slogan for use with other products.
The “real California milk” campaign was unveiled this morning outside O’Brien’s Market on Dale Road in Modesto. Starting late this month, these words will appear on packaging and advertising for milk, ice cream and other dairy products.
“Consumers care where their milk comes from, especially California consumers,” said Stan Andre, chief executive officer of the California Milk Advisory Board. “More than seven in 10 Californians said they want their milk to come from California.”
The board plans to spend $40 million over the next year on newspaper, magazine, television, radio and billboard advertising with the revamped slogan.
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It will be part of the long-time campaign that tells consumers that “happy cows come from California.”
The state leads the nation in milk production. It is the top-grossing farm product in the Northern San Joaquin Valley, bringing an estimated $1.3 billion to farmers last year.