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Dairy Checkoff Update - January 2013

January 2013



A periodic report for dairy media demonstrating how Dairy Management Inc.™ (DMI) and affiliated state and regional promotion organizations work to increase demand for and sales of dairy products and ingredients through the programs of the American Dairy Association® and National Dairy Council®. DMI also has established affiliate organizations, including the U.S. Dairy Export Council®, Innovation Center for U.S. Dairy® and the Dairy Research Institute®. For more information about these and other dairy checkoff programs, please contact Jennifer Wing at (847) 627-3225 or jennifer.wing@rosedmi.com.


Fuel Up to Play 60, Processors Team Up on ‘Breakfast Blitz’ Program

Rosemont, Ill. – Fuel Up to Play 60 – the in-school nutrition and physical activity program created by the National Dairy Council® and National Football League® – is teaming with dairy processors to give students greater access to a healthy breakfast including dairy.


As part of the “Breakfast Blitz,” the national Milk Mustache “got milk?®” Campaign will provide $250,000 to enhance breakfast opportunities in schools that implement Fuel Up to Play 60. Consumers can vote at www.MilkMustache.comto help direct $1,000 grants to local schools when they purchase milk through Feb. 17.


Fuel Up to Play 60, established to address childhood obesity through healthy eating and physical activity, is in more than 73,000 schools. The Breakfast Blitz encourages students to eat nutritious foods such as dairy. Studies show that students who eat breakfast have better scores on math, reading and standardized tests and have fewer absences.


“A dairy-friendly breakfast helps start the day for students,” said Paul Rovey, Arizona dairy producer and chair of Dairy Management Inc.™, which manages the national dairy checkoff. “The Breakfast Blitz helps students who aren’t getting enough to eat at home receive the necessary nutrients to be at their best in the classroom.”


To help kick off the Breakfast Blitz, New York Giants wide receiver Victor Cruz conducted media interviews across the country and posted promotional comments on Facebook and Twitter.


To learn more about Fuel Up to Play 60, visit www.fueluptoplay60.comor “like” the program’s Facebookpage.



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About Fuel Up to Play 60

Fuel Up to Play 60 is an in-school nutrition and physical activity program launched by National Dairy Council (NDC) and National Football League (NFL), with additional partnership support from U.S. Department of Agriculture (USDA). The program encourages youth to consume nutrient-dense foods (low-fat and fat-free dairy, fruits, vegetables and whole grains) and achieve at least 60 minutes of physical activity every day.


Fuel Up to Play 60 is designed to engage and empower youth to take action for their health by implementing long-term, positive changes for themselves and their schools. Customizable and non-prescriptive program components are grounded in research with youth, including tools and resources, in-school promotional materials, a website and student challenges. Fuel Up to Play 60 is further supported by several health and nutrition organizations: Action for Healthy Kids, American Academy of Family Physicians, American Academy of Pediatrics, Academy of Nutrition and Dietetics Association/Foundation, National Hispanic Medical Association, National Medical Association and School Nutrition Association. Visit FuelUpToPlay60.comto learn more.


About the National Milk Mustache "got milk?"® Campaign

The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation's milk processors, who are committed to increasing fluid milk consumption. The MilkPEP Board runs the National Milk Mustache "got milk?"® Campaign, a multi-faceted campaign designed to educate consumers about the health benefits of milk. The Breakfast Project was created to help make over America’s mornings. It’s a movement to celebrate breakfast and encourage healthier choices like milk in the morning. The Breakfast Project aims to demonstrate the value of a good breakfast for all, and inspire more Americans to start their day with a healthy breakfast that includes milk. For more information, go to www.milkmustache.com or Facebook.com/MilkMustache. Deutsch, A Lowe and Partners Company, is the creative agency for the National Milk Mustache "got milk?®" Campaign.