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3-A-Day of Dairy Campaign Receives Top Honors

Rosemont, Ill., October 4, 2004 - In its first year, the 3-A-Day of Dairy campaign has won a trio of awards:

• Awarded the 2004 American Dietetic Association (ADA) President's Circle Nutrition Education Award for positively impacting public health
• Named winner of the 2003 Holmes Report Silver Superior Achievement in Branding and Reputation (SABRE), a coveted award in the public relations industry, for its strategic approach and breakthrough thinking
• Recognized by the 2004 National Health Information Awards with a merit in the magazine advertisement category for its "Healthy Weight with Dairy" advertorial

"These awards are meaningful because they confirm 3-A-Day of Dairy is a high-quality nutrition-based marketing and education program," said Ann Marie Krautheim, MA, RD, vice president of nutrition and health promotion at the National Dairy Council. "This program is motivating Americans to enjoy three servings of the milk, yogurt or cheese each day for better health."

Today, 50 supermarket chains and 60 manufacturers participate in the 3-A-Day of Dairy program and more than one billion packages of milk, cheese and yogurt carry the 3-A-Day of Dairy logo. This logo helps consumers identify high calcium (at least 20% DV) and high protein (at least 10% DV) dairy foods in the supermarket. From January 2003 to June 2004, awareness of the campaign among moms increased to 46 percent. In addition, the campaign's healthy-eating messages are reaching kids through more than 45 nutrition education grants awarded to programs that help kids adopt healthy eating and physical activity habits to achieve a healthy weight.

"We commend the National Dairy Council for developing a campaign to educate Americans on the importance of a healthy diet," said Susan Laramee, RD, MS, FADA, president of ADA. "Collaborative programs such as 3-A-Day of Dairy greatly expand the reach of nutrition education messages to the public."
This fall, consumers will hear more about the positive link between dairy consumption and weight loss. A recent study published in Obesity Research showed that people on a reduced calorie diet who consumed 3 servings of milk, cheese or yogurt each day lost significantly more weight and more body fat than those who just cut calories while consuming little or no dairy. For more information on the 3-A-Day of Dairy program, visit www.3aday.org <http://www.3aday.org>.

The 3-A-Day of Dairy nutrition-based marketing and consumer education campaign was launched by the American Dairy Association/National Dairy Council (ADA/NDC) in January 2003. 3-A-Day of Dairy is supported by integrated marketing efforts including retail promotions, public relations, online marketing and advertising. The ADA/NDC is managed by Dairy Management Inc., the nonprofit domestic and international marketing, planning and management organization for U.S.-produced dairy products on behalf of America's dairy farmers. The 3-A-Day logo is a mark owned by Dairy Management

Nicole Stahr RD, LD
Consumer Communications Manager
Midwest Dairy Association
515-965-4624/800-406-6455

For More Information:
Nicole Stahr RD. LD
515-991-5409

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