Dairy Checkoff Update

from the American Dairy Association and Dairy Council, Inc.

*for more information on the Dairy Checkoff, go to www.adadc.com*

September 2009

COMMUNICATIONS:

Dairy Partners with DASH Diet


Today’s economy may be enough to raise anyone’s blood pressure; however, certain groups
are more prone to hypertension. In fact, according to the CDC (Center for Disease Control),
35% of African Americans have hypertension. Those who have high blood pressure have a
higher chance of suffering a stroke and developing heart disease. Most startling, though, is
the fact that hypertension is developing at a younger age. To help get the message regarding
a healthy diet—including three servings of dairy each day—to this particular demographic, the
American Dairy Association and Dairy Council recently partnered with Chef Lindsey Williams,
grandson of the famous Sylvia Woods and owner of Sylvia’s Soul Food restaurant in Harlem,
to share simple recipes combining nutrient-rich foods that have been proven to help lower
blood pressure. The DASH (Dietary Approaches to Stop Hypertension) diet eating plan has
been proven to lower blood pressure in studies sponsored by the National Institutes of
Health.

QUICK-SERVE RESTAURANTS:

Dairy Farmers Partner with Domino’s Pizza®


Pizza sales have declined in recent years; some restaurant chains that were once pizza-
centric are expanding into non-pizza categories. In response, dairy checkoff has begun an
overall effort to increase pizza sales in both the short and long term, as part of a
comprehensive effort to increase cheese sales, as outlined in the dairy checkoff business
plan. Currently, America’s dairy producers—through their investment in dairy checkoff—are
working to help reinvigorate the pizza category and increase sales for pizza products
containing more cheese through a partnership with Domino’s Pizza®, who recently
introduced a line of high-quality specialty pizzas that will use up to 40 percent more cheese.
The potential additional cheese sales for these pizzas total more than 10 million pounds of
cheese annually, using more than 100 million additional pounds of milk.

RETAIL:


Checkoff Partners with Tops Grocery Stores


To help ensure milk is where, when, and how consumers want it, ADADC has partnered with
Tops grocery stores and Upstate-Niagara Cooperative throughout WNY to place over twenty
single-serve milk coolers at either the checkout area or in the take-out deli area. The single-
serve coolers—placed where non-dairy drinks are usually located—offer consumers an easy
grab-and-go way to help get their 3-A-DayTM of Dairy. Even though the coolers have been in
place for just a few months, sales are increasing by 60%. With this kind of success, Tops is
considering continuing the partnership by placing coolers in every store throughout the
region.

SCHOOLS:


Schools Selected to Participate in the Enhanced Fuel Up to Play 60 Program


To help battle the nation’s obesity crisis in our youth, dairy checkoff has teamed up with the
NFL to promote the “Fuel up the Play 60” program. The goal of the program is to improve the
overall wellness of the students via developing healthy eating programs and physical fitness
programs. Several schools throughout the region have been selected to participate in an
enhanced version of the program. These schools (Newark, NJ: 15 Schools; Wilkes-Barre, PA:
10 Schools; along with Buffalo and Rochester, NY: 15 Schools) will have the opportunity to
train with local NFL players.