Planes, trains and automobiles; all aboard for new challenges, great opportunities - dairy food companies' new markets

Dairy Foods,  June, 1989  by Donna Crothers

Tags: Amtrak, cheese, food, Manufacturing

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Planes, Trains and Automobiles

By land, air or sea--which is the way for you to go? In the comic movie "Planes, Trains and Automobiles," Steve Martin and John Candy found that each mode of transportation had its pitfalls.

And dairy foods companies that are mapping out new markets also will find that planes, trains and automobiles--as well as cruise ships and even space shuttles--offer a unique set of demands and challenges.

If you'd like to see your ice cream leaving on a jet plane, you'd better offer it in individual portions.

On the other hand, chefs aboard Amtrak do have time to dish out ice cream; their problem is keeping it frozen.

If you'd like to see your milk on the high seas, remember cruise ships often are at sea for at least two weeks at a time.

But for the savvy dairy marketer there are unique marketing opportunities. After all, there are few other instances where one has such a large and captive audience.

"The airlines are a powerful marketing opportunity," says Joanne Biltekoff, vice president of Elan Foods Inc. of Buffalo, N.Y. On Valentine's Day, Joanne and husband James donated individual servings of strawberry Elan Premium Frozen Yogurt to passengers aboard transcontinental United Airlines flights. The promotion noted that Elan is "kinder to the heart" than ice cream because it has half the calories and 80 percent less fat.

The westbound flights offered a good opportunity for Elan to groom consumers in western markets where the product is being introduced, notes Joanne. Not only do airline passengers represent "a captive audience," she adds, but "the discerning consumer has time to spend with our product...reading the nutritional information."

Foodservice personnel for the transportation industry are reading nutrition information, too. "There seems to be a comeback to products that are natural, products that are fresh...and that means a definite comeback for dairy products," says Tim Soufan, executive chef for Sky Chefs, a catering service used by many major airlines.

United Airlines recently switched from using nondairy coffee creamer to offering milk from a pitcher for coffee-drinking passengers when flight time allows it, says Kurt Lackner, director of food and beverages for United. "Most dairy products are perceived as healthful," notes Lackner.

Yogurt is finding its way onto more breakfast trays as health-conscious airline passengers eschew the traditional, high-cholesterol bacon and eggs. "We're seeing an increase in yogurt as a breakfast food," usually offered in 6- or 8-ounce cups with fruit and cereal, says Linda Blake, registered dietician with Dobbs International Inc., a large airline catering company.

The predilection for wholesome foods means that natural cheeses--a staple of airline meals and snacks--are overwhelmingly preferred over imitations. Natural cheeses "have a better connotation of quality," says Blake.

Even on cruise lines, where elaborate meals are part of the package and passengers are more inclined to splurge, there's a move to more healthful foods. Winston Reid, corporate executive chef for Royal Caribbean Cruise Lines of Miami, says he is looking at some of the premium ice milks that offer "lower fat but better flavor."

Ice cream has presented a real problem for airlines. Always looking for foods with universal appeal, airline food directors know ice cream fits the bill. "The single most popular dessert that Delta serves is the ice cream sundae," notes Jim Lundy, manager of public relations at Delta Airlines--but that's a treat you'll enjoy only in first class. Flight attendants don't have the time to scoop ice cream and toppings for a couple hundred tourist-class passengers.

But airlines and Amtrak are working with dairy foods companies to figure out how to offer ice cream on a more widespread basis.

On June 1, Amtrak began testing ice cream on four routes, according to Harold C. Kabel, director of food and beverages. Problems in keeping the product cold enough in train-generated freezers had eliminated use of ice cream, says Kabel, but Amtrak plans to use a product with lower milkfat that can withstand higher freezer temperatures.

United Airlines is working with Haagen-Dazs, according to Lackner, to offer ice cream in tourist class within the year. A problem to overcome, says Lackner, is "we really don't have a good way to keep it frozen." Although dry ice can be used, it often freezes the product too hard.

Sky Chefs is working with another company to develop a pre-made ice cream sundae that can be used in tourist class, says Tim Soufan. Ice cream novelties also are an alternative. United Airlines has used Hood Ice Cream Sandwiches and American Airlines recently tested Betty Crocker Brownie Sundaes, as well as Blue Bell Creameries ice cream. Airlines tend to steer away from novelties with a stick that could be hazardous in turbulence.

While tastes and trends in food are important in selecting transportation fare, practically has to be a big consideration.