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MAITLAND, FL – When Florida’s dairy farmers receive their paycheck for March, the price they will get for their milk will mirror what they were paid in July, 1978.

Matt Lussier, a Gainesville area dairy farmer and president of Dairy Farmers, Inc, calls the situation the industry is facing “unprecedented.”

Feed and fuel prices are at extreme levels and the worldwide economic crisis has caused demand for dairy foods to drop, crippling U.S. exports. It’s a “perfect storm” scenario that may force some of Florida’s 144 producers to leave the industry.

Some relief, however, may be found inside a pizza box
America’s dairy producers, through their promotion “checkoff” investment, have been working to reinvigorate the pizza category. Pizza cheese, afterall, is big business with about 25 percent of total U.S. cheese used on pizzas. This figure represents more than 25 billion pounds of annual American milk production.

“We need to redefine pizza as it stands today,” Lussier said. “Do you remember when the pizza we grew up with was covered in cheese and had that tremendous cheese flavor? We need to get back to that before this generation of consumers comes to believe the current pizza taste is the norm.”

Chicago-based Dairy Management, Inc., which oversees the national direction of the checkoff, is facilitating an industry task force to develop action plans on how the dairy industry can reinvigorate the pizza industry and return it as a top choice among American consumers for quality and value.

The first sign of success arrived with the unveiling of Domino’s American Legends, six specialty pizzas that use 40 percent more cheese than a regular pizza.

It’s a unique partnership that clearly keeps dairy farmers top of mind with Domino’s claiming on its box: “We use 6 legendary cheeses. Brought to you by America’s dairy farmers.” The box includes the Real Seal, further guaranteeing its American quality.

Lussier expects American Legends pizza to hit the mark with consumers
“The Domino’s promotion is a much-needed immediate response to the economic situation that dairy farmers are facing,” Lussier said. “Our industry needs to move milk and other dairy products through the pipeline as soon as possible and this promotion is a big step in that direction.

“I had a pleasant flashback to that ‘old school’ flavor when I tried a slice.”
Domino’s is the world leader in pizza delivery. Domino’s alone uses more than 1.73 billion pounds of milk for its cheese, meaning it employs 91,893 cows a year.

It’s this sort of volume that has Lussier optimistic.

“Everything in the dairy industry is volume driven,” he said. “How much volume does a radio ad or billboard move? I don’t know. I do know that if you put 40 percent more cheese on a pizza that there is more cheese going out the door every time one of these pizzas gets delivered. That’s volume.”

Dairy Farmers, Inc. is Florida’s milk promotion group. The organization is designed to enhance the dairy-farming industry’s image and increase milk and dairy-product sales statewide via marketing and education. DFI is one of 20 member organizations of the United Dairy Industry Association and carries out the programs of Dairy Management, Inc., the umbrella organization based in Chicago. For information, call 1(800) 516-4443 or visit our web site at www.floridamilk.com