Whole Milk Gallon Challenge: Titusville couple uses ‘stimulus’ payment to bless, educate, inspire

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Jake and Casey Jones wanted to bless and educate their community with a Whole Milk Gallon Challenge they hope will inspire others.

By Sherry Bunting, Farmshine, May 8, 2020

TITUSVILLE, Pa. – Whole Milk Gallon Challenge? It’s not a milk-chugging contest. It’s a way to bless the community, support local farms, educate the public, involve the school district, and get people talking about the choice of whole milk for healthy kids, healthy families, healthy communities.

Jake and Casey Jones of Titusville, Pennsylvania held their first Whole Milk 500 Gallon Challenge at the local middle school last Friday, May 1. They purchased 500 gallons of whole milk from a local bottler and 500 educational handouts through 97 Milk and worked with the Titusville Area School District to set up a drive-through in a parking lot adjacent to where families pick up school meals on Fridays.

The response was overwhelming and the gratitude from the community, humbling.

It all began when the CARES Act passed by Congress resulted in COVID-19 ‘stimulus’ payments to Americans last month. Jake, a territory manager for Mycogen, was still working full time in agriculture and had not been asked to take a pay cut. As the ‘stimulus’ credit showed up in their bank account, they were seeing farms forced to dump milk.

They decided to use the ‘stimulus’ funds to do something that would have an impact on their community and local dairy farms.

Both Jake’s and Casey’s parents have dairy farms, and they are involved in Jake’s parents’ farm. They saw the level of losses, revenue down 30% in a month and down potentially 60% by June. They had previously contacted Farmshine about the whole milk choice in schools petition  and they were seeing schools provide meals during COVID-19 closures.

At first, they thought they could donate whole milk for the school to give out with meals. However, the USDA waivers for that were only in force for the month of April, and the process was complicated. Schools had to prove the fat-free or 1% milk was not available.

“We were frustrated — always hearing reasons why you can’t do this or that, when it comes to milk. We were tired of seeing and accepting roadblocks,” Jake related in a Farmshine phone interview this week. “We decided to find a way to do what we could to impact the situation. We feel incredibly blessed, and this felt like the right thing to do — putting the ‘stimulus’ money to something bigger to hand out a gallon of whole milk separately, but in conjunction with the school lunch system.”

Now they are hoping to inspire others to keep do the same.

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Jake and Casey Jones (left), along with (l-r) student volunteer Joey Banner, Titusville Area School District superintendent Stephanie Keebler, school maintenance manager Garret Rose (front), and Ralph Kerr (not pictured) from Titusville Dairy helped make the Whole Milk Gallon Challenge successful.

In April, one of the first contacts they made was to the Titusville Area School District superintendent Dr. Stephanie Keebler. “We told her our idea, and she immediately jumped on board as one of our biggest supporters,” the couple confirmed.

“Jake reached out to me by email, and it was just amazing, very generous,” said Keebler in a phone interview. “They worked collaboratively with their church (Pleasantville Presbyterian) and the milk board and with our local Titusville Dairy and the manager Ralph Kerr to acquire the milk.”

Keebler coordinated things on the school end to make sure they distributed the whole milk in a way that would not put their foodservice program at risk (low-fat rules) and got building maintenance, Garret Rose, involved to set up the traffic flow for safety.

The school has been serving 450 to 650 individual students’ two meals a day since the COVID-19 closures. Meals are grouped for pickup on Mondays, Wednesdays and Fridays at three locations.

“When you talk about the critical need we have within our community, our foodservice people have been fantastic. They have never taken a day off and there has been no lapse in service for our families,” Keebler indicated.

By Tuesday, April 28, the Joneses had the details set. Keebler used the district’s all-call technology to notify the families of the district’s 1,915 students to let them know about the milk distribution.

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A steady flow of cars came through the Titusville Area middle school parking lot Friday as the Whole Milk Gallon Challenge was set up at the front of the school as meals were picked up at the back.

“As families drove in the back through the bus loop for the meals, we reminded them to enter the front and follow the driving pattern to where they had the refrigerated truck with the milk,” Keebler related.

Jake and Casey, with two young children at home, were assisted by a student volunteer Joey Banner in handing out the gallons and information cards. He was enthused about the challenge too.

“We are extremely grateful they reached out with this idea. The ease of collaboration between the family and the district pulled off a very successful event. Developing relationships and connecting with the community is vital,” Keebler noted.

On the milk end, Ralph Kerr and the Titusville Dairy team were instrumental, according to Jake. They provided logistics, the refrigerated truck and put them in touch with Marburgers Dairy to arrange the purchase of the milk.

“Once we had the green light, setting up the logistics went fast. We wanted every gallon of whole milk to have a handout with information,” he added. “We wanted to bless and educate at the same time, while building some ground level support for the choice of whole milk in schools.”

Other than the school district’s automated call to student families, the Joneses did not advertise the event. Until Friday.

“We did a facebook post at 10:30 a.m. that morning, knowing the school lunch pickup was set for 11 a.m. By 10:35 a few vehicles were lining up,” Jake explained. “As the first few cars drove through, we told people to let their friends and neighbors know. By 11:00 a.m., we had a big rush, and then it was steady. People were excited and asking questions.”

After the school meal pickup ended at 12:30, traffic hit a lull. That’s when their facebook post and word-of-mouth drove visitors in from the community.

“Grandparents said their grandchildren told them to come see us. People drove through saying neighbors told them or that they saw it on facebook,” Jake reflected. “We had a massive second rush of people, and some asked for extra gallons so they could take to others.”

It was gratifying to see the blessing multiply.

By 3:30, they had given out 408 gallons of whole milk and contacted the local Associated Charities to receive the remaining 92 gallons.

“The director pulled in to pick those up as we were cleaning up. She told us ‘you have no idea how many people ask for dairy products — especially milk.’ She was also excited about the 97 Milk cards, to learn something new about whole milk and to give them out with their meal boxes,” said Jake.

“By the end of the day we were exhausted, but amazed,” said Casey, and by the evening, they heard from someone involved in agriculture who was inspired to provide funding for another Whole Milk Gallon Challenge if Jake and Casey would help with logistics.

“That’s phase two of our mindset, that anyone can do this,” said Jake. “Whether it’s 500 gallons or 200 gallons or 100, or maybe it’s 200 ice cream cones — to be creative and give not just based on financial need, but as something positive, uplifting and informative for the community.”

While they were distributing, parents were already posting their appreciation on social media. Jake and Casey updated everyone with a post later that day, and it spread through over 200 shares, nearly 500 likes and over 100 comments in short order. Local families contacted them with thanks, and children sent cards.

“Seeing the gratitude, that’s when it hit us,” Casey observed. “This was impactful, and it touched people.”

“It was based on the spirit of things, not the money or financial need, but something positive that everyone could be excited about and thankful for, because it was cool and different,” Jake added. “Handing out the 97 Milk cards (item #400 at the download area at 97milk.com) with each gallon of whole milk was pretty powerful. We saw people mesmerized, looking at them.”

All printable items at 97milk.com have the cost and printer contact information noted. The Joneses ordered on a Friday and had them by mail that Tuesday.

The printer even included some extra cards they made available to local stores interested in putting them out.

“What started as a gesture, opened up a ‘conversation’ with the education piece,” Jake related. “If the public is not educated about whole milk, then all the pushing in the world won’t make the choice of whole milk in schools happen.”

“We want to keep things happening in this town, and it can happen elsewhere,” Casey suggested.

“That’s the challenge,” Jake added. “If someone picks up the idea into other towns, states, with heavier population. Maybe a few families, a business, a group, take on the Whole Milk Gallon Challenge together and build some interest to get schools and families talking.”

Most important, said Jake: “If you are feeling you want to do something but think you can’t do enough, just do what you can. If a handful of people each do a little something – together — in a lot of different places, a lot can be accomplished.”

His advice? First, contact a local bottler. “Google to find a plant in your area or region. Start there. It was very easy once we talked to the people at Titusville Dairy and Marburgers,” Jake advised. “By using a local bottler, the local community gains more bang for your buck in supporting local farms.

“If you are not involved in agriculture and want to do this in your community, ask a local farm where they ship their milk,” Jake suggested.

“Many farms have facebook pages, look for one in your area and contact them that way about milk bottlers in the area,” Casey added.

Other advice: Call an area food bank or charity ahead of time to have a place for remaining milk. Pre-set the hours to a tighter window, like 11 to 2. Start publicizing 4 to 5 days in advance. And work with your local school district.

“Schools have big parking lots with traffic patterns already in place, and they can help you set up a safe flow of traffic and a way of communicating it to families in the district,” Jake said. “Plus, getting the school involved — superintendent, building manager, foodservice — increases awareness and gets them thinking and talking about whole milk.”

“It has to be whole milk with the educational component for the long-term impact,” said Casey. “Our mindset was to buy the milk and give it away, along with the information.”

“Let people know this is as much a gift as an educational thing, and that all are welcome to receive,” Jake concluded. “Don’t be intimidated by a number, just do what you can.

“We would challenge all of us to do what we can because we can all be doing more.”

To contact Jake and Casey Jones for information and advice to do a Whole Milk Gallon Challenge, email them at Jake.t.jones46@gmail.com

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May 1, 2020 was ‘food heroes’ day — a national day to honor school nutrition personnel. In Titusville, Pa., cars had brightly colored signs of thanks for their every day food heroes at the school preparing meals for pickup, and for the milk heroes providing gallons of whole milk to their community.

‘Hearts full.’ Whole Milk Donation Drive-through tops 7400 gallons in New Holland

As stores raise prices and limit sales, while farmers are forced to dump milk and see their prices fall to historic lows, many respond with dairy purchases for donation drive-throughs. This example in New Holland provided whole milk from farm to table with love. It was a beautiful blessing to see…

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By Sherry Bunting, preview of Farmshine cover story for May 1, 2020

NEW HOLLAND, Pa. — At a time like this, we all need good news. Brothers Mike and Karl Sensenig of Sensenig’s Feed Mill, New Holland, Pennsylvania started thinking about the concerns of farmers and people in their communities during this Coronavirus pandemic. They couldn’t understand why farmers were having to dump milk with nowhere for it to go, while stores had limits on purchases or empty shelves and higher prices.

So, they did the one thing they could do… They gave.

We wanted to give back to our community — and the shelters and missions and food pantries — while helping support our family farm customers at the same time,” the brothers said.Sensenig-4851The idea started coming together two weeks ago. Many of the feed mill’s dairy farm customers in eastern Lancaster County ship their milk to Clover Farms Dairy, a bottling plant in Reading. The Sensenigs spoke with Brian Ohlinger at Clover and put together a purchase order for a tractor trailer load of over 4000 gallons of whole milk for donation.

That number quickly grew to 5200 gallons as word of the plans for a Whole Milk Donation Drive-Through “From Farm to Table with Love” quickly spread through phone calls and social media.

Mike’s wife Nancy fielded over 150 calls with groups and individuals wanting to pre-order for families in need. The entire company — all of the employees — were involved. They amassed a list of over 25 outreach organizations pre-ordering hundreds of gallons to distribute from New Holland to Lancaster to Reading and Allentown, including notables like Water Street Mission, Blessings of Hope, Crossnet, Crossfire, Petra, Safehouse, Good Samaritan and other ministries, churches, shelters, town and company food banks, fire companies, nursing homes, youth centers — so many organizations.

The Sensenigs saw the need and desire for whole milk growing, and they quickly realized even this would not be enough. So, they worked with Clover to get a second single-axle truck of 1152 gallons.

Cars lined up early on the first day of the Whole Milk Donation Drive-through (Apr. 23), while trucks were loaded with bulk orders for charities. The drive-through lines were opened ahead of schedule, and within the first 30 minutes, they had already served around 100 cars.

If this pace kept up, the Sensenigs feared they would run out. So, they called Clover again, and within two hours, a third truck arrived on the premises with another 1100 to 1200 gallons. 

All told, Sensenig’s Feed Mill had purchased 7,476 gallons of milk for donation so supplies would last through both days of drive-through times.

Two generations of the family — Karl, Mike, and Mike’s sons Kyle and Kurt, along with employees Devin Shirk, Steve Morris, Greg Hill, Curtis Hershey, and Lee Stoltzfus loaded vans, trucks, and cars with fresh gallons of whole milk, while Mike’s wife Nancy and employee Dawn Wright directed cars through the M&T Bank parking lot into two lines on either side of the truck and tent.

Even Karl and Mike’s parents Ken and Sandy drove over to watch.

Sensenig-4914They are quick to point out that this would not have been possible without their employees. “This isn’t just us,” he said. “Everyone was excited to do this and to be involved.” The family’s feed mill is celebrating its 75th year in New Holland.

Also wanting to make an impact, a group of concerned citizens affiliated with M&T Bank joined their neighbors in the parking lot — bringing 150 dozen eggs and 50 fresh-baked loaves of bread from Achenbach’s Bakery, Leola.

Sensenig-4786Kurt Sensenig even donned an inflatable cow costume at the start, before he was called back to the feed mill.

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“We have been overwhelmed by the response since we first started taking pre-orders to gauge how much milk we would need. Then the steady stream of people just driving through was amazing. There is so much emotion,” said Mike.

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“This brings home the reality of how many people are struggling right now. And it shows how many people LOVE WHOLE MILK!” said Karl. “Some who drove through the line had tears in their eyes. It seems like something so little. Then you realize how it helps so much, and it shows us how much we can take for granted.”

He tells of a grandmother who drove through with her two grandchildren she is raising. She tentatively asked if she could have two gallons. “I said, ‘you can have more if you need it,’” Karl reflected. “She wondered if it’s not too much trouble, she would use four gallons. I said, ‘sure!’ What she said next really got to me: ‘Now my grandkids can have milk with their cereal.’”

Cereal is a popular item for food bank distribution, but milk is hard to come by, especially whole milk.

One person drove through, saying they had stopped at their usual store to buy milk, but found no whole milk, so they came to Whole Milk Donation Drive-Through and took home four gallons.

Many veterans in the area came through and were grateful for the whole milk they accepted with smiles. Drive-through crews, in turn, thanked them for their service.

Sensenig-4903The bottom line for the Sensenigs and their employees was to bless others even as they believe they are blessed; to do something positive for their community; to help dairy farmers by connecting dots to get whole milk to missions, food banks and families; to bring smiles to young and old during uncertain times that have changed life as we know it.

“We have many dairy farm families as our customers, and we see the milk they have been forced to dump in the past few weeks due to supply chain disruptions while at the same time stores limiting purchases of milk or having little or no whole milk on the shelves,” said Mike. “Clover gave us a price for just the milk, and they packed the first two orders in boxes for us and provided the refrigerated trucks to stay here two days.”

“It takes teamwork,” said Karl. As part of the loading crew, he and his brother were busy all day in constant motion, unloading skids, opening boxes, loading trucks and trunks, and handing out gallons to appreciative people as they drove through.

“I’ll sleep good tonight,” said Karl.

Mike agreed: “Our minds and bodies are exhausted, but our hearts are full.”

The community of farmers and citizens thank all involved! This scene being repeated in other communities is a beautiful thing to see.

Sensenig-4869Others have stepped up doing similar milk donations. Some businesses have bought 500 gallons to give to employees and food banks; one couple in western Pennsylvania feeling blessed to still be working in agriculture are using their stimulus check to buy 500 gallons of whole milk to donate in a drive-through next week at their school; young farmer clubs and other organizations are working with milk cooperatives and processors to donate and raise funds for dairy donation drive-throughs in other parts of Pennsylvania, New York, the Southeast and elsewhere. Some are set up weekly, with people giving donations as they pick up milk and dairy products that are then used the next week to purchase more for donation.

Meanwhile, many store chains are raising prices and limiting purchases to shoppers for milk and dairy products on their sparsely stocked shelves, claiming a shortage, even as farmers are receiving letters that they must cut production because their product “has no demand,” and they are seeing the price they are paid for their milk fall by more than 35% in just four weeks.

The COVID-19 pandemic is revealing how the centralized supply chain is broken — not making the shift from foodservice to retail. Drive-through donation deals like this one, connect the dots at a more localized level so families get access to the milk and dairy products — especially whole milk — that they need want, while helping outreach organizations distribute to the growing number of families facing unemployment and business closures.

On Friday, April 24th, as the New Holland Whole Milk Donation Drive-Through came to a close, 97 Milk LLC — a grassroots volunteer milk education effort — announced on facebook a fundraising collaboration with Blessings of Hope food pantry mission. The new campaign specifically raises funds to purchase whole milk gallons for the ongoing blessing boxes to families in a 200-mile radius of the Blessings of Hope warehouse in Leola, Pa.

Dozens of dairy-related agribusinesses already sponsor the grassroots farmers’ 97 Milk education effort, which began a little over a year ago with a round bale painted by Berks County, Pa. farmer Nelson Troutman with the words Drink Whole Milk (virtually) 97% Fat Free.  (Whole milk is standardized to 3.25% fat). Such ‘baleboards’ now dot the countryside, along with banners, vehicle signs, a website, facebook page and other social media platforms (97milk.com and @97milk on facebook and instagram; @97milk1 on twitter).

As for the new 97 Milk / Blessings of Hope Whole Milk fundraiser, the response has been immediate. Within the first hour of announcing it on facebook Friday — $4100 had already been raised to keep purchasing whole milk for blessing boxes. Check it out here.

WholeMilkDonationDriveThrough4834Postcript: Karl and Mike Sensenig wish to recognize the mill’s entire team of employees for making the April 23-24 Whole Milk Donation Drive-Through possible: In addition to Karl, Mike, Kurt, Kyle, Scott, Emily and Nancy Sensenig, employees Calvin Buckwalter, Dale Clymer Jr., Ryan Crowther, Raymond Geiter III, Ashley Gesswein, Jared Grosh, Tim Hall, Curtis Hershey, Greg Hill, Dr. Don Jaquette, Joshua Kenderdine, Gerald Martin, Lawrence Martin, Nathan Martin, Steve Morris, Todd Morris, Steven Oberholtzer, Ron Phippen Jr., Devin Shirk, Eugene Shirk, David Stauffer, Allen Steffy, Terry Tshudy, Dwayne Weaver, Elmer Weaver, John Weaver, Logan Weaver, Nelson Weaver, Thomas Weaver and Dawn Wright were all involved. Even the previous generation to run the feed mill — Ken and Sandy Sensenig — came out to watch.

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The Sensenigs and their employees are happy to be part of something that blesses others, to see it multiplied, to see people appreciate whole milk, and to know what their customer dairy farm families produce is in demand. These efforts are uplifting and make a difference.
More links to stories on this and other efforts:

 

Good news about milk is spreading rapidly

Milk Baleboard message reaches over 1 million people in first 7 days online (www.97milk.com, @97milk on facebook, @97milk1 on twitter)

By Sherry Bunting, Farmshine, March 1, 2019

RICHLAND, Pa. – It has taken off with overwhelming response on social media, and consumers reading and sharing the posts from “97 Milk” are expressing their surprise at how much they are learning about the goodness of milk while farmers are enthused to have a vehicle of grassroots promotion that sticks to the basics — promoting the healthy wholesomeness of dairy and helping consumers make informed choices about milk.

The big news this week is that the 97milk.com website and its corresponding facebook (@97milk) and twitter (@97milk1) accounts, have been very active, very quickly since launching last Friday evening, Feb. 22. Facebook, alone, had reached 1.2 million people by midnight Wednesday, just six days after launching.

What is 97 Milk, you ask?

Last week’s Farmshine had a feature story on page 19 about the launch of the website www.97milk.com as a grassroots offshoot of the Milk Baleboards that are popping up on farms and business properties across the countryside.

Those round bales painted with the message: Drink Local Whole Milk – 97% Fat Free were the idea of Richland, Pennsylvania dairy farmer Nelson Troutman. We have been following the development of his idea in the pages of Farmshine since Nelson made his first Milk Baleboard, pictured on our January 4, 2019 cover.

In fact, Nelson reports as of Wednesday morning, nearly two months after he made his first Milk Baleboard, he has made 26 — including one that was delivered to Farmshine on Feb. 27. He has delivered to many farms and businesses.

In addition, Dale Zimmerman of Zimhaven Holsteins in East Earl, made Milk Baleboards for his farm as well as for Shady Maple Smorgasbord just down the road. And other farmers are joining in.

Nelson continues to receive phone calls and has become somewhat famous in his community, attracting shoppers when he visits the grocery store in his home town.

“No one. Not one person, has said to me that, yes, they knew milk is virtually 97% fat free. No one, not young, nor old, nor in between,” Nelson stated in a follow up email with Farmshine early Wednesday morning, Feb. 27. “Since the bales and the website, I had people say to me that when their kids were small, the doctor told them to drink 2% milk, and now the kids are grown, and they were still drinking 2% milk — until this information came out. Now, they tell me they are drinking whole milk.

“This is all 100% education,” Nelson relates.

This overwhelming response has gone to the next level with the online presence that began Feb. 22 through a website, facebook page, instagram and twitter account for 97 Milk as the educational effort of grassroots dairy farmers. Through social media, the good news is spreading well beyond the Lebanon, Lancaster and Berks County region of Pennsylvania where the first Milk Baleboards were made and placed by Nelson on farms and businesses in the area.

How can this be?

Judging by the facebook page, there is an obvious consumer thirst for milk knowledge and an obvious farmer passion to deliver knowledge simply — without the dietary politics.

Within the first 72 hours, the @97milk facebook page had over 1000 likes and had reached over 100,000 people with the good news that whole milk is virtually 97% fat free.

Over the next 36 hours by mid-morning on Wed., Feb. 27 — not quite five days after launch — the facebook page had nearly 1,650 likes and follows, and the informational posts had reached a whopping 700,000 people. (By Thursday, Feb. 28, less than 7 days after launch, the page had over 2000 likes and had reached 1.2 million people.)

Even more important, these posts had — in less than 7 days — “engaged” nearly 100,000 people via likes, comments and shares of the educational information posted on the page. This does not include those who downloaded the informational images and shared them without sharing directly from the facebook page!

A post over the weekend (see image) illustrated the essential nutrients in milk and its composition as a hydrating beverage made up of 88% water, 5% carbohydrate, 3.5% protein and 3.25% fat, showing the long list of essential nutrients by their percentages of daily recommended values. This illustrative glass of milk reached nearly 100,000 facebook users by Wednesday morning and had engaged over 7,000 in likes, comments and shares.


Consumers are thirsty for knowledge about milk. Here is one simple example of how 97 Milk keeps the good news going. This visual facebook message was posted Wed., Feb. 27, reaching 3,300 people with nearly 300 interactions within its first three hours. Facebook image from @97milk

Another post that explained the fat percentages of milk had reached 45,000 people with 3200 interactions.

Another post giving comparisons of Real Whole Milk, 1% Real Milk, Soy, Almond and Coconut beverage reached over 17,000 people with over 1700 interactions within 24 hours.

And another post sharing the good news that all milk is tested free of antibiotics reached a whopping 608,000 facebook users and resulted in over 44,000 interactions, including over 9,000 direct shares!

Meanwhile, the posts have brought in questions and discussion in the form of public comments on the facebook page and in the form of questions sent by private message. In fact, these interactions are coming from far and wide — local, national, even international.

On Tuesday morning, the 97 Milk facebook page posted this explanation of why the Milk Baleboards have expanded to online 97 Milk communications:

“97 Milk was created to be a voice for our local dairy farmers. This is a place where people can get information on nutritious dairy products. It’s a place where farmers can tell their story, a place where our community can get information on how to support local dairy farms. There is so much confusing information regarding dairy, and there are always two sides to every story. 97 Milk tells the story of the many farms that love and care for their cows, the passion that many dairy farmers have, the many proven research-based facts on milk nutrition. This is our side that our community deserves to hear.”

The website is mentioned on every post, and it is a simple place to direct people who see the Milk Baleboards and the social media posts and want to learn more of the basics about Real Whole Milk.

Planned in the coming weeks are posts for social media that continue to provide bite-sized fact nuggets about milk, including how to learn where milk was bottled, why milk protein is called a complete protein, quotes from farmers about why they love what they do, and other inspirations. Check it out.

If you have a Milk Baleboard on your property, or have seen one displayed, please let us know the location (agrite@ptd.net) in order to help create a map of how the good news is spreading by these grassroots efforts.

If you would like a Milk Baleboard, check out last week’s page 19 feature story giving tips from Nelson on how to make one, and contact Nelson at 717. 821.1484 or Bernie Morrissey at 717.951.1774.

Jordan Zimmerman of East Earl is making and selling bumper stickers through the Lancaster County Holstein Association, and Morrissey has ordered magnetic signs.

To learn more about the online efforts, and to help spread the good news, check out the website at 97milk.com, facebook page @97milk and twitter account @97milk1.


Nelson Troutman of Richland, Pa. has made 26 Milk Baleboards for other farms and businesses in the area. Two weeks ago, he began painting them in his shop with the 97milk.com website! Photo by Sherry Bunting

‘Milk Baleboards’ are a ‘thing’, with a website!

Producers unite to send clear message to policymakers and consumers, website takes it to the next level.

Nelson Troutman (above) is a dairy farmer. He has made 20 Milk Baleboards and offers these DIY Tips with illustrations at the end of this story.

By Sherry Bunting, from Farmshine, Friday, Feb. 22, 2019

RICHLAND, Pa. — Nelson Troutman has been making the ‘Milk Baleboards’ since January. The Berks/Lebanon County dairy farmer came up with the idea after the Pennsylvania Milk Marketing Board listening session in December.

“It’s very important that the bales all have the same message: ‘Drink Local Whole MILK — 97% FAT-FREE.’ Don’t try to get funny with it. You could take the ‘local’ off and just focus on the ‘whole milk,’ but mainly to have impact, we want the bales to have the same message,” he said while painting bales in his shop during my visit last Saturday morning to the farm where he and his wife Mary live and which is now rented to a young couple for their dairy herd.

He still farms the land he has lived on his entire life, and he makes the feed for that herd and his son’s herd nearby. (In fact his daughter in law Renee wrote about whole milk recently, with a historical twist!)

Nelson has made 20 Milk Baleboards so far (check out his DIY tips at the end of this story). And he has seen new ones pop up from others following suit.

He has had 10 phone calls from fellow farmers as far away as New York, and has talked to so many more at meetings — out and about. He tells them: “Put a bale out… unless you are satisfied with your milk price.”

Did he think it would take off like it has? “No I didn’t,” he says. But he’s glad to see others joining in and hopes to see it catch on even more.

Retired agribusinessman Bernie Morrissey of Robesonia has been doing all he can to get other agribusinesses to put them out. In addition to Morrissey Insurance having one on their property along Rte 272 north of Ephrata, the Milk Baleboards are popping up along other main routes like 23, 322, and 422, to name a few.

“Our advertising checkoff dollars just didn’t seem to be doing a very good job these past 10 years. They have been promoting fat free and low-fat 1% milk and the fat free yogurt — not much whole milk,” Nelson relates.

“After the listening session with the PMMB, some of us were talking. We thought it was time to do something different, something like letting consumers know whole milk is 97% fat free,” he said further. “We didn’t come up with a plan that day. We were thinking about a billboard, but that was far too expensive. We thought about portable signs.”

Then over the weekend after that December meeting, he looked around. “I thought to myself that I already have the perfect thing: A wrapped hay bale! So, I painted one. I set it in the pasture at our crossroad. We farmers have silos, wagons, barns and sheds we can paint signs on.”

Lots of feedback has come in, and it seemed no one knew whole milk was 97% fat free. Some said “why are we drinking 2% milk, when whole milk tastes so much better?”

Nelson observes that young and older people said they never thought about how much fat or nutrition is in milk. “It seems so sad how people are misled by our checkoff dollars, our doctors and medical people — and our federal dietary guidelines committee.”

He admits that people are easily confused. To be sure, the bales are attracting attention, leading to questions.

While it started out as a way to send a clear and unified message to consumers and especially policymakers, Nelson said the information is so surprising to people that it offers educational opportunities.

That’s why R&J Dairy Consulting invited Nelson and Bernie to a meeting of dairy farmers last Friday to see what could be done to use this teachable moment.

The group decided to purchase a website domain — 97MILK.com, and direct people there to learn more: What is whole milk? How does it compare? What is Real Milk, Local Milk?

The website can help unite these efforts, and bring additional excitement to the project. For example, at the meeting organized by R&J Consulting, their marketing manager Jackie Behr said when she asked peers what questions they have about milk, she ended up with a whole list.

“Let’s use this opportunity to educate consumers and help them make a good choice,” she said. The group decided to start out with key simple answers to frequent questions. Many businesses and people are pulling together in various ways that it is impossible to name them all here. That will come in a future Milk Baleboard update.

Jackie at R&J, with some help from others, got the website 97milk.com up and running within seven days. This includes a facebook page @97Milk, so check it all out!

Want to make a Milk Baleboard? Here are Nelson’s DIY tips:


1) Keep the message the same: Drink Local Whole MILK — 97% FAT FREE (or now that there is a website, omit ‘Drink’ on a Round Bale and put the website 97MILK.com top or bottom.)

2) Get the right paint! Rustoleum Ultra Cover 2X paint and primer.

3) Use the small foam brushes and buy extra. This paint doesn’t wash out, so they can’t be re-used. Foam brushes can be turned for thick or thin letters.

4) Wear gloves, this paint will be with you a while if you don’t.

5) Before painting, sketch out a guide with a pen.

6) 97% is the largest and in making the percent-sign, put the circles parallel to each other and the slanted line in between to keep it straight.

7) Find the middle and that’s where the “I” in Milk goes, then build on that.

8) Letters are placed every 2.5 inches for “Local Whole,” and adjust others accordingly.

9) Spray paint onto foam brush, then apply to bale in strokes from the bottom to the top of each letter.

10) Alternate between colors (Blue/Red or Black/Red).

11) Make the letters broader and thicker for the word MILK, in all capital letters.

12) Follow your guide and use paint to even things out as you go.

13) Paint will dry faster and better, with fewer runs (in winter) if painting in sunshine or with a heater running in the shop.

14) Sit them on a pallet for better visibility on property you have along roads and set back from intersections.