HomeMy WebLinkAboutThe Huron Expositor, 1998-03-18, Page 25Farm Progress '98 - Page 9
Cowboys, cowgirls come from across Dairy farmers hope youlwill
"Drink milk. Love life.
Ontario, and the spectators follow (NC)—Dairy Farmers of Ontario (DFO) invests a lot of
• from page 8
While there are two shows, one
each day, the overall winners are
decided on Aug. 30 by looking at
the highest scores from both days.
Those winners accumulate prize
fora
money and points, working
spot in the ORA finals at the
end of the season and toward
the Dodge Truck Series
which wraps up at an A -K
rodeo, prior to the ORA
finals.
Cowboys and cowgirls
come from across Ontario,
Quebec and parts of the
United States travel across
Ontario to the rodeo sites to
compete, often travelling to rodeos
in two different communities in one
weekend.
And with more and more cow-
boys are coming more and more
spectators who are discovering the
Ontario circuit.
Foster said she runs into people at
rodeos who are fans of the events
they watch on television, but
weren't aware there was an Ontario
circuit.
Foster said part of what is adding
to the success of rodeos is the work
committees perform in individual
towns.
They make it a family event with
activities throughout the weekend.
dance.
Sunday, the committee is plan-
ning games for children in addition
to the regular rodeo.
Events will also run in a period
called "the slack" in which more
cowboys and cowgirls compete. out-
side the regular show times
since there are too many
competitors to tit in the two,
main events.
One of the events with the
largest number of participants
is the team roping with more
than 65 teams in the associa-
tion.
Teresa Hoist, committee
member, had decided it was
time Lucknow proved it could be a
rodeo town and started talking about
it around the town.
Since the idea was first pitched,
Hoist has become more encouraged
about the event. Calls have come
daily with people interested in the
stampede.
She hopes Lucknow will he
placed in the limelight that week-
end.
The
rodeo
is a
family
activity
In Lucknow, the weekend's activ-
ities begin with a cowboy breakfast
at the Legion where residents and
visitors will have a chance to meet
some of the cowboys and cowgirls.
Following breakfast will be a
parade to the rodeo site, about three
kilometres east of Lucknow on
Highway 86 at Ab Murray's farm.
The first rodeo on Saturday will
be followed by a beef barbecue and
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effort informing consumers about the value of milk and
. you should see some new approaches as the current pro-
gram has moved into a new phase.
Continuing the same "Drink Milk. Love Life." call to
action, it has added print and new transit advertisements,
and an information brochure.
"Drink Milk. Love Life." launched last February,
includes television commercials featuring a lively musi-
cal score, borrowed from Beethoven's powerful Ode to
Joy. Other media have included billboards, transit and
dairy case banners.
New transit ads appeared in August. The print cam-
paign debuted in September consumer magazines. Six
different ads feature everyday foods—such as pancakes,
sandwiches and shepherd's pie—that consumers associ-
ate with drinking milk. Captions beneath appealing pho-
tographs of the meals stress that a glass of milk can pro-
vide 45 per cent of an adult's daily calcium requirement.
Another part of the campaign provides key messages on
milk's nutritional benefits for the whole family. DFO is
distributing more than one million copies of a new
booklet in supermarkets and as inserts in the magazines
Today's Parent, Reader's Digest and Toronto Life.
The booklet's cover, featuring the cow -spotted con-
ductor from the television commercial, points out milk's
nutritional benefits for children and adults. Inside it pro-
vides recipes and further nutritional information. The
back page has a "milk energy calcium counter". It shows
the daily calcium requirement for males and females by
age group and the number of glasses of milk they should
drink to achieve it.
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