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Unleash Your Creativity: USJersey Sustainability Marketing Contest

Contest Submissions Accepted through May 15, 2014

The goal of the USJersey Sustainability Marketing Contest is to find innovative ideas that turn the Jersey sustainability story into marketing action.

Over 40% of milk produced in the United States is made into cheese; total cheese output exceeded 11 billion pounds in 2013—a new record. According to the Innovation Center for U.S. Dairy, on-farm activities of feed production and milk production account for 69% of cheese’s total carbon footprint. Improving the on-farm sustainability of milk used to make cheese is vital to reducing the dairy industry’s carbon footprint.

The Jersey cow produces the most nutrient-dense milk using the fewest natural resources. Research published in the January 2012 issue of Journal of Dairy Science, authored by Judith L. Capper and Roger A. Cady, determined that, when used to make an equal amount of Cheddar cheese, Jersey milk requires 11% less land and 32% less water than average milk. Per unit of cheese yield, the carbon footprint (total CO2-equivalents) using Jersey milk is 20% less than that of Holsteins.

To participate, submit original creative ideas directed at retailers and consumers using any form or combination of media. Awards will be given for up to ten (10) finalists. Entries are due on May 15, 2014.
Contest Rules

Eligibility

The contest is open to legal residents of the 50 United States and the District of Columbia. Entries may be made by individuals, groups, organizations, and companies not professionally employed in an advertising or public relations capacity. Entries will be accepted in two categories:

  • Advertisement
  • Marketing Campaign

Employees of the American Jersey Cattle Association and National All-Jersey Inc. and members of their immediate family (i.e., spouse, mother, father, in-laws, grandmother, grandfather, brother, sister, children and grandchildren) or those living in the same household of Sponsor are not eligible to participate. Contest is subject to all applicable federal, state, and local laws. Void where prohibited.

Entries

The goal is to turn the Jersey sustainability story into marketing action. Entries should incorporate the results of sustainability research. To enter, develop an advertisement or marketing plan with content targeting retailers and/or consumers. Any form or combination of media may be used, and entries may include, but are not limited to, a trademark, logo, slogan, or social media presence.

Single media pieces may be entered in the Advertisement category, while combinations of multiple pieces should be entered as a marketing campaign.

Completed entries must include (1) a written summary of all components, (2) the marketing goal(s) and plan, and (3) any accompanying images or videos. All entry materials must be received by 5:00 p.m. EST on Thursday, May 15, 2014. Entries may be submitted via email to info@usjersey.com or mailed to the attention of USJersey Sustainability Marketing Contest, 6486 E. Main Street, Reynoldsburg, OH 43068. There is no cost to enter. Entries will not be returned.

Materials Must Be Original

Submitted materials must be original, unpublished work and cannot include copyright-protected material other than those provided by USJersey. Entries must not contain any lewd or inappropriate content. Entries may not reference or benefit any company, organization, political party, or brand outside the provided USJersey trademarks and images.

To be eligible, all entries must comply with the following restrictions:

(i) Entered image(s) must be entrant’s own original image, created and shot by entrant; must not have been previously published, released or distributed in any form; must not have been entered into any other drawing or competition nor won any award; and must not infringe the copyright, trademark, privacy, publicity, or other personal or proprietary rights of any person or entity. Modification of an existing image does not count as original for purposes of this Contest.

(ii) Entrant represents they have the express consent of any identifiable persons appearing in the image to their likeness being used, including Sponsor’s right to use the image for any future commercial purpose without restrictions. Upon request, entrant will obtain written consent of any such persons for Sponsor. If any person appearing in the image is under the age of majority in their state of residence, the written consent and signature of a parent or legal guardian is required. The image must not contain any personally identifiable information of any person.

(iii) Excepting those of Sponsor, the image must not contain or reference any names, products or services of any company or entity or any third party trademarks, logos, trade dress or promotion of any brand, product or service.

Trademarks and images provided by USJersey and eligible for use are:

Image submissions should meet the following requirements: In JPEG format (RGB), maximum size of 1000 x 1414 pixels at 72 dpi, horizontal or vertical orientation, limit of 5 MB per image. Finalists will be requested to provide a high resolution image (minimum 300 dpi) in the prescribed size (A2, 4” x 5” portrait or landscape) and color mode (CMYK).

All entries and accompanying materials become property of the American Jersey Cattle Association and National All-Jersey Inc. (AJCA-NAJ) and may or may not be used in future public relations or advertising campaigns. AJCA-NAJ is not responsible for lost, late, misdirected entries or entries not received regardless of cause, or corrupted files. Incomplete entries or entries that do not comply with the stated requirements will be disqualified.

Finalist Selection and Cash Awards

Up to ten (10) finalist entries in both categories will be selected by a qualified committee for receipt of awards. At least one finalist will be selected from each entry category. Finalists in the Advertising category will receive an award of $500. Finalists in the Marketing campaign category will receive $1,500.

The committee will consist of representatives from the dairy producer, advertising/public relations, and USJersey communities. Finalists will be announced at the AJCA-NAJ Annual Meetings, June 26-28, 2014 in Alexandria, Va. Entries not adhering to competition rules will be disqualified. The committee’s decision is final.

About USJersey

USJersey signifies the organizations dedicated to promoting the Jersey breed of cattle in the United States and their dairy farmer members.

The American Jersey Cattle Association, organized in 1868, is the oldest dairy breed recording organization in the U.S. It compiles and maintains animal identification and performance data on Jersey cattle and provides services that support genetic improvement and greater profitability.

Since 1957, National All-Jersey Inc. has provided services that increase the value of and demand for Jersey milk and milk products and Registered Jersey™ cattle and genetics.


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Submit questions or request information.

Peer-Reviewed LCA Science   Journal of Dairy Science

From Study Conclusions:  "The principal objective of this study was to illustrate the potential for environmental impact reduction by changes in performance characteristics, rather than to provide a definitive value for the environmental impact of producing Cheddar cheese from either Jersey or Holstein milk. The current study is a point-in-time comparison ... the directional trends in resource use and environmental impact between populations may be referred to with confidence.

"Producing Cheddar cheese from Jersey milk consumes fewer natural resources and has a lower environmental impact compared with that using milk from Holstein cows. The interaction between improved milk nutrient density and reduced BW demonstrated by the Jersey population overcomes the reduced daily milk yield (compared with Holstein cows), thus reducing resource use and environmental impact per unit of cheese yield. ... As concerns over the environmental impact of livestock production continue to grow, it is crucial to focus on both diluting (milk component yield) and reducing (BW) population maintenance requirements to further reduce natural resource use and the environmental impact of dairy production."  Read the complete study>>

Presentations by Jude Capper

Findings in U.S. standard units>>
Findings in metric units>>

Dairy Industry Reporting, Commentary

Sustainability, Changing Milk Use May Alter US Dairy Herd (Cheese Reporter)
Productivity to Mitigate Environmental Impacts of Cattle (The Cattle Site)
Helping Save the World, One Slice of Cheese at a Time (Hoard's West)

Make Cheese from Jersey Milk (Feedstuffs)
   

Original oil painting by Bonnie L. Mohr commissioned by the American Jersey Cattle Association, 1991. All rights reserved.
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