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4 THE RURAL VOICE
FEEDBACK
Milk Marketing:
A copy of a letter sent to John Core, chair-
man of the Ontario Milk Marketing Board:
I hope that your appointment as
chairman of the OMMB heralds a new era
of dynamism and hard thinking from the
board. I have some comments and crit-
icisms I would like to put to you.
Frankly, I do not think the board is
living up to its mandate. It seems to me
the board organizes transportation and
hopes milk will sell itself. This approach
will weaken our industry. We should be
actively seeking new products to put
before the consumer. I was horrified to
hear the comments of your predecessor to
the effect that he was against supplying 1
per cent milk to consumers in case they
liked it! What an archaic attitude.
Surely the demand for 1 per cent
milk is an opportunity to be grasped. The
surplus fat could be used to develop other
products — how about cosmetics, for in-
stance. And if you have too much butter-
fat, I hope you will price it accordingly
when you introduce Multiple Component
Pricing. Surely you must pay more for
what the market demands — i.e., protein
— rather than complain of a fat surplus.
As sales of butterfat have dropped, I hope
you will be asking your advertising agency
why, and will seriously consider changing
to another agency. Frankly, the advertis-
ing across the whole spectrum of dairy
products has appeared lacklustre, unimagi-
native, and unmemorable in the past year.
To return to the surplus fat issue: it
appears that there are many opportunities
the board is failing to exploit. Why when
I fly on a Canadian airline is the clotted
cream always supplied by British dairy
producers? If you charged enough for 1
per cent milk, the surplus fat could be sup-
plied to the airlines in the form of clotted
cream at a reduced rate. Fellow passen-
gers and friends in Canada are amazed and
disappointed that they find it nearly im-
possible to buy clotted cream in Canada.
I would like to suggest that producers
be offered a chance to produce a percent-
age of their MSQ holding, perhaps 3 per
cent over and above 100 per cent. This
milk would be paid for at a lower rate —
perhaps 25 cents a litre — and would be
sold to processors at a correspondingly low
rate on the condition that they made and
supplied a product that would create new
demand or displace imports rather than
displace existing Canadian products. They
could be guaranteed a supply of cheap
milk for a period of, say, three years, after
which they would be expected to pay the
going rate for milk as their new product
should have obtained a market foothold.
Efficient producers could ship extra