Milk moustaches to mad cows

diseases.

'We are looking for an agency to handle new marketplace challenges

facing the industry,' said Jean Ragalie, DMI's EVP of public and

industry relations, in a statement.

DMI has retained consultant Jerry Swerling to handle the search.

Swerling emphasized that the new agency is not intended to replace any

of the existing PR relationships, including BSMG, which handles the milk

mustache ads.

There has been a ramping up of media coverage of food-related issues in

recent months, stemming in part from the outbreak of foot-and-mouth

disease in the UK, other parts of Europe and, separately, in

Argentina.

Concern about mad cow disease is on the rise as well, even though it has

not yet occurred in the US. Last week, a Department of Commerce

subcommittee heard testimony from the food industries and scientists

about protecting the nation's food supply.