Winter 2002
Dairy Image...Building Trust
During 2002, UDIM's Dairy Image Program continued to build trust and confidence in the safety and healthfulness of dairy foods.
Media Outreach
UDIM keeps the medical/health media informed of new research relating to the health benefits of dairy foods, both on a regular basis and in the event of breaking news. By the end of 2002, six Breaking News Alerts and six Bimonthly News Alerts will have been distributed to the medical/health print and broadcast media. Stories included undiagnosed osteoporosis, the nutrition contributions of flavored milk, and dairy's role in reducing the risk of insulin resistance syndrome and colon cancer. Two media campaigns were implemented this year as well: childhood obesity in the spring and "Tailgate Touchdowns: Nutrition Scores Big" in the fall in coordination with UDIM's Cheese Food Publicity Program.
UDIM also stands ready to protect the image of dairy products. The Grand Rapids Press and the Penasee Globe (Wayland) interviewed staff for articles on PETA's "got sick kids?" billboard campaign. The information provided by UDIM helped to set the record straight by reminding readers that PETA's nutrition advise is not in line with current government guidelines or the recommendations of reputable health and nutrition groups. The bottom line: Parents should get their family's nutrition advice from reputable health professionals.
Health Professional/Medical Outreach
Health professionals trust in and depend on the current, science-based nutrition information and education materials developed by the Dairy Council to educate and counsel their clients and patients. "The Dairy Council! I use your materials all the time— they're wonderful!" is often heard at health professional meetings and conferences. To promote these resources, UDIM staff manages local coalition building, speaker sponsorships, conference exhibits, presentations, and advertorial placements in health professional newsletters.
The year kicked off with the Calcium Summit II Web cast at Michigan State University where representatives from 44 health organizations and government groups signed on as "Coalition Participants" to help combat the childhood calcium crisis. The event was covered by WILX-TV in Lansing and was mentioned on FOX 47 in Lansing, with a audience reach totaling nearly 172,000.
The Calcium Summit forged an even stronger working relationship with the Michigan Public Health Institute's (MPHI) Osteoporosis Project which has led to UDIM's sponsorship of two Better Bones, Brighter Futures osteoporosis prevention trainings for health professionals. Better Bones, Brighter Futures is a four-hour training presented by a physician, nurse practitioner, registered dietitian, and a registered physical therapist. The participants receive a "kit" consisting of a PowerPoint presentation, reference materials, sample marketing materials, and a wide range of other supporting materials including Dairy Council nutrition education materials. Once trained, health professionals are able to implement the osteoporosis prevention education program in the community.
UDIM also partnered with MPHI to develop and present Healthy Bones for a Lifetime to Michigan Department of Education's Physical Education Leadership Workgroups and members of the Michigan Association of Health, Physical Education, Recreation and Dance. Healthy Bones for a Lifetime focuses on osteoporosis prevention beginning in childhood with an emphasis on nutrition and physical activity and is co-presented by a physician and a UDIM registered dietitian.
UDIM's services and materials were visible at several health professional conferences this year. Conference participants had the opportunity to visit with a UDIM registered dietitian and take home samples of nutrition education materials and resources at the following conferences: Michigan Chapter of the American Academy of Pediatrics, Michigan Academy of Family Physicians, Michigan Nurses Association, Michigan Chapter of the National Association of Pediatric Nurses and Practitioners, Michigan Dietetic Association, and Michigan State University Food and Nutrition Conference.
The health benefits of dairy foods were highlighted at the Michigan Dietetic Association Annual Conference and the Michigan State University Food and Nutrition Conference through speaker sponsorships. Michael Zemel, Ph.D., Professor and Chair of the Department of Nutrition at the University of Tennessee, presented his research on dairy calcium's ability to increase fat metabolism and help control body weight. Robert Murray, M.D., pediatric gastroenterologist with Children's Hospital in Columbus, presented "Childhood Nutrition: Challenges and Opportunities," emphasizing the need to limit juice and soft drink consumption and the importance of dairy foods in school food service programs and family meals.
22nd Annual Dairy Product Promotion Seminar
Food, fun and laughter are just some the things the 2003 Dairy Product Promotion Seminar attendees have to look forward to. The timely theme for Seminar is "Dairy Healthy Lifestyles" and some of the topics addressed will be: preventing childhood overweight; current nutrition issues affecting children and schools; dairy myths and facts; accepting change with a sense of humor; and healthy dairy snacks.
At the 2002 Seminar, attendees received a local promotion kit complete with sampling supplies and prizes. This was extremely popular and was an extension of a national flavored milk retail program. By conducting numerous promotions across the state, consumers received more information on the health benefits of dairy straight from producers. In 2003 we will once again present Michigan dairy producers with an opportunity to extend national programs locally.
The Dairy Product Promotion Seminar is a great opportunity for Michigan dairy producers to gain valuable tools and knowledge to conduct unique dairy promotions and to share promotion ideas. We are striving to reach a record number of dairy producers this year and we hope you will join us February 27-28, 2003 at the Sheraton Hotel in Lansing, Michigan.
Details and registration forms can be found on our web site or feel free to contact Jessica Thompson with questions at 1-800-241-MILK.
VENDING MACHINES MOVE MILK
Remember when the only beverage available in schools was supplied by the drinking fountain? Those days are long gone. Especially for Michigan students who now buy milk from new state-of-the-art milk vending machines. Through the United Dairy Industry of Michigan (UDIM) over 200 schools enthusiastically participated in a discount price milk vending machine program.
"Not only do the milk vending machines allow kids to purchase milk as their thirst dictates…it also gives them choice of flavors," says Ken Reich, UDIM Retail Marketing Manager." "We anticipate the demand for milk in plastic pints to continue growing as the program gains more and more momentum."
"Milk vending continues to enjoy a high level of interest from Michigan school foodservice personnel as well as from the dairy farming community," states Nick Bellows, UDIM CEO. "Together, we have created a wave of excitement about flavored milk among our teen target audience and strengthened our position in the healthy school feeding environment."
As schools inquire daily about vending programs the plans for future promotions are in progress. Thirsty students can look forward to continued UDIM milk vending programs in 2003.
The Healthy Schools Summit:
MICHIGAN’S ROLE
The Michigan's Action for Healthy Kids Coalition met during the Healthy Schools Summit to begin development of an action plan designed to improve child nutrition and fitness in Michigan schools. Nineteen representatives from state agencies, universities, private businesses, foundations, health professional organizations, teachers, and UDIM staff will form the core of the Michigan State Action Coalition. Other interested parties who were unable to attend the Summit will also participate. One goal is to get everyone working in the areas of child nutrition and fitness to collaborate, not duplicate efforts.
Work sessions during the Summit allowed the Coalition to review a profile of Michigan statistics including health behaviors and risks, school food programs and hunger, legislation (information about statutes pertaining to nutrition and fitness), policies on food and physical education/activity in schools, and standards and assessment for curriculum. The Coalition will complete assessment worksheets to help determine the direction of the action plan with regard to Michigan's specific needs.
UDIM involvement with this coalition is just one more way that your check off dollars help ensure dairy products and dairy nutrition information remain mainstream in school classroom and feeding programs.
"Everyone came away from the Summit full of enthusiasm for this project," said Donna Hensey, Manager of Nutrition Marketing Programs. "Healthy students are better able to develop and learn and become part of a healthy community. That's what this project is all about."
UDIM Customer Service
Providing promotional materials for dairy producers
UDIM's customer service department is a great place to find fun, educational items to enhance your dairy promotions. Our "got milk?" and "Ahh, the power of Cheese" materials parallel the national plan and provide a nice touch to farm tours, fairs and other dairy related events. Promotional items are geared towards our target audience, moms and kids, and can be obtained by calling our customer service department toll free at 1-800-241-MILK.
Cheese Sampler
2002 has been a busy year for cheese public relations. The year began with publicity efforts surrounding the winter Olympics and played off of the recurring popularity of fondue. The program slated fondue as a warm, comforting food to serve while entertaining during Olympic-themed parties.
February kicked-off the "America's Greatest Cheese Lover Contest." Contest information and recipes were featured in newspapers around the state, including The Detroit News. The dairy industry searched the country to find someone who simply loves cheese and had a great story to tell. While the grand prizewinner was not from Michigan, we did boast two impressive cheese aficionados complete with delicious recipes. One of the local winners was from Bay City and Jessica M. Thompson, cheese food publicist for UDIM, had the pleasure of meeting with the winner and the food editor at the Bay City Times. The meeting resulted in a full-page article featuring cheese lovers' recipes and positive messages about dairy.
This summer cheese lovers were encouraged to think outside of the cheesecake box and "Discover Cheese for Dessert." This program alerted cheese lovers to a new trend of incorporating cheese in dessert dishes and serving cheese flights for dessert. Cheese was presented as the perfect complement to a picnic or special event.
However we all know that cheese is the perfect food for every season. In August a mailing was sent to food editors and medical/health reporters on tailgating with dairy foods. The mailing contained game day recipes that yield delicious nutrient-packed dairy dishes with an abundance of flavor on game day. The Macomb Daily featured an extensive article on tailgating complete with the dairy friendly tips and recipes.
As autumn days turned a bit cooler, it was time to provide Michigan media with tips for giving the gift of cheese during the holidays. Americans love to purchase cheese, purchasing more than at any other time of the year. To add a local touch, the information included the results of the 2002 Michigan State Fair Dairy Foods Competition, featuring Michigan cheesemakers. A guide to purchasing cheese online was also included along with tips for creating homemade cheese gifts for holiday parties and entertaining.
It has been an exciting year for cheese food publicity and 2003 promises to deliver fresh ideas and unique recipes for cheese lovers nationwide!
Flavored Milk, Kids and the Calcium Crisis
MYTH: When it comes to nutrition, flavored milk doesn't make the grade for kids.
FACT: Quite the contrary, children who drink flavored milk consume more milk and have higher calcium intakes without increasing their fat and added sugar intake according to new research published in the Journal of the American Dietetic Association. Considering that many children and most adolescents fail to meet current calcium recommendations, flavored milk such as chocolate and strawberry is a tasty, nutritious way to help ensure that today's youth get the calcium their growing bodies need.
Researchers evaluated data from USDA's 1994-96 and 1998 Continuing Survey of Food Intakes of Individuals (CSFII) to determine the typical beverage intake of 3,888 school-aged children and adolescents (5 to 17 year olds). The results show that children who drink flavored milk consume fewer nutrient-void soft drinks and fewer fruit drinks (those containing less than 10% fruit juice) than children who don't drink flavored milk.
While many moms and other care providers may be concerned that flavored milk increases children's added sugar intake, this study shows that flavored milk boosts children's overall calcium intake, without increasing their total added sugar intake.
Encouraging flavored milk consumption can help reverse the trend toward soft drink and fruit drink consumption, which are crowding out more nutritious beverages like milk and negatively impacting the quality of children's diets. Initial tests of milk vending machines in middle and high schools support the popularity of flavored milk, particularly chocolate milk, among students.
For more information about flavored milk, visit www.nationaldairycouncil.org, click Health Professionals, Nutrition Library, Relevant Research, and then Flavored Milk in Perspective.
