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**California consumers are quickly embracing the new Real California Milk seal introduced in late 2007 by the California dairy industry. As reported in dairy innovation 14 (November 2007), the seal represents a major new direction for California dairy industry promotion.**

According to research conducted for the California Milk Advisory Board (CMAB), just three months after the launch of the new milk seal, 94% of Californians surveyed report they have seen Real California Milk advertising and promotions and 89% report an intent to purchase milk and other dairy products bearing the seal.

“The research shows that the seal is resonating with California consumers,” said CMAB CEO Stan Andre. “There is a growing trend among consumers to buy locally produced foods as much as possible, and California consumers associate local milk with freshness. Californians also say that they want to support California farmers and the seal allows them to make that choice,” Andre added. “Several hundred dairy and fluid milk products now carry the Real California Milk seal, and the total is growing daily.”

The CMAB has supported the Real California Milk seal with a comprehensive radio, television, print and outdoor advertising campaign, with spends totaling over $20 million to date. Recently the CMAB introduced five new radio spots and six new print ads for a California audience. The advertising emphasises fluid milk and highlights the fact that up to 20% of the fluid milk sold in California comes from outside of the state. One ad asks the question, “How California Is Your Milk?”

“Our new fluid milk advertising initiative in California illustrates how committed the CMAB is to promoting the Real California Milk seal,” explained CMAB Vice President of Advertising Michael Freeman. “With our new ads we are continuing to invest in a programme that is having significant impact.”

The CMAB introduced the Real California Milk seal last fall in response to consumer research indicating that seven out of 10 Californians surveyed said they prefer to purchase locally produced milk for their families. In fact, two thirds stated they would go to a different store to find locally produced milk.