3-A-Day for Dairy campaign kicks into high gear

On Monday, the "3-A-Day for Dairy" campaign started the first ever "3-A-Day Week." The campaign, developed with dairy checkoff funds, was designed to help address the nation's calcium crisis and increase milk, cheese and yogurt consumption to three servings a day for everyone. It is just one step in a long-term national campaign.

The multi-faceted program includes nutrition education, advertising, retail and public relations and partnerships with manufacturers, and retailers across the country. In fact, more than 30 retailers, in all 50 states are supporting the 3-A-Day campaign. Some, including Kroger and Ahold started 3-A-Day promotions in their stores before the March kickoff.

In addition, manufacturers are on board to place 3-A-Day logos on 1 billion qualified milk, cheese and yogurt packages. To qualify for the logo, a serving size of the product must contain at least 20 percent of the daily value for calcium as indicated by the Nutrition Facts label. Fortified dairy products must meet the 20 percent daily value for calcium rule and contain at least 10 percent of the daily value of calcium before fortification.

The national 3-A-Day program is a call to action for Americans to start consuming three servings of dairy each and every day, says Kevin Burkum, senior vice president of retail marketing for Dairy Management Inc., which manages the national dairy checkoff. According to USDA data most Americans consume about half of the recommended two to three servings of dairy products needed. The result is a growing calcium crisis that this campaign addresses.

Dairy producers can learn more about dairy checkoff-funded 3-A-Day promotion efforts and receive a 3-A-Day baseball cap by visiting: www.dairycheckoff.com

Dairy Management Inc.