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A glass of milk a day keeps the doctor away. (Fresh Talk).

The old adage, "an apple a day keeps the doctor away" was perhaps the precursor to the produce industry's 5-A-Day program, which encourages consumers to eat five or more servings of fruits and vegetables per day. Now, a similar campaign has reached the dairy industry. In an effort to increase dairy consumption among Americans, Dairy Management Inc. (DMI), based in Rosemont, Ill., is introducing its new Dairy Checkoff "3-A-Day" program. Emphasizing USDA's Food Guide Pyramid, which recommends three dairy servings daily, the 3-A-Day program will be launched in January 2003 as a multiyear marketing and education program.

"3-A-Day" is an industry-wide initiative bringing together dairy manufacturers, retailers and health professionals to help drive consumers to purchase more calcium-rich milk, cheese and yogurt," says Tom Gallagher, CEO of DMI.

A colorful 3-A-Day logo will be incorporated on dairy product packaging (as long as the product meets DMI's criteria), as well as in retail promotional materials. Adds Paul Rovey, an industry dairy producer and DMI vice chairman, "Industry partners can easily make use of a ready-made logo that gives consumers a clear call to action: eat three servings of dairy products a day for stronger bones."
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Author:McLaughlin, Molly
Publication:Grocery Headquarters
Geographic Code:1USA
Date:Dec 1, 2002
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