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Milk is One Beverage Kansas City Can't Afford to Keep Off the Grocery List

Monday, December 15, 2008 General News J E 4
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KANSAS CITY, Mo., Dec. 15 With rising food costs, manyfamilies are economizing on groceries but one thing they should not cut backon is nutrition. At about 25 cents per 8-ounce glass, on a gallon basis, milkoffers more nutrients per penny than almost any other beverage option in thesupermarket -- proving key vitamins and minerals like calcium and vitamin Dthat are important for the entire family. To ensure moms don't cut milk fromtheir grocery lists, the National got milk? Campaign is shining the spotlighton milk's nutritional and economic value by providing new tools to help KansasCity's families maximize their grocery budgets.

Milk's Nutrient Advantage -- The Value of a Quarter

When compared to other beverage options such as soda, sports drinks,enhanced water or even vitamin D and calcium fortified orange juice, not onecan stack up against the nutritional and economic value of a glass of milk.Milk offers the most bang for a quarter, with a full 8-ounce glass of nineessential nutrients, including calcium, vitamin A, vitamin D, protein andpotassium. Other beverages fall short on nutrients and can cost up to seventimes the amount of one serving of milk.

In fact, a new health claim acknowledging the vital role of vitamin Dtogether with calcium for maintaining good bone health and reducing the riskof osteoporosis could soon be appearing on milk cartons. The U.S. Food andDrug Administration approved a health claim that will urge Americans to boosttheir intakes of calcium and vitamin D for bone health, suggesting that"adequate calcium and vitamin D throughout life, as part of a well-balanceddiet, may reduce the risk of osteoporosis."

Nutritionist Dr. Keith Ayoob, author of "The Uncle Sam Diet," whichoutlines a healthy eating style for families based on the 2005 DietaryGuidelines for Americans, notes that milk remains one of the best ways boostcalcium and vitamin D and ensure a family's diet is nutritious and balancedduring these hard economic times.

"It's important not to skimp on the three glasses of lowfat or fat freemilk that the Dietary Guidelines for Americans recommend each day," saysAyoob. "Milk is one of the most economical sources of protein and an extremelycost-efficient source of calcium. It's simply one of the most nutrient-richbeverages you can buy."

Priceless Nutrition and Grocery Shopping Resources on whymilk.com

Now more than ever consumers should focus on the economic and nutritionalvalue of the foods and beverages filling their grocery carts to make surethey're getting the most for their money. New tools on whymilk.com about thevalue of milk and how to maximize household grocery budgets can help:

-- The Value of a Quarter: At about 25 cents per 8-ounce glass, on agallon basis, milk is a bargain with a number of liquid assets inside. Comparethe volume and nutritional value of a quarter's worth of a variety ofbeverages.

-- Milk's Nine Essential Nutrient Assets: Discover the amount of otherbeverages needed to get close to the nutrient-rich package in a single 8-ounceglass of milk.

-- Savvy Grocery Shopping Cart: Learn ways to feed a family for less bynavigating an interactive cart full of nutrient-packed groceries worth $150,and download a savvy shopping tip sheet and grocery list.

Financial Guru Supports Milk's Value

To launch the campaign's efforts, personal finance expert Suze Orman isthe latest celebrity to join the famed Milk Mustache campaign, this time tohelp families invest in their health. Though Orman advises her fans to neverborrow, she knows a good value when she sees it and quickly agreed to lend herupper lip to the campaign. Her Milk Mustache ad debuted September 29 in USAToday.

"In today's economy it's vital to put family first," says Orman. "Thoughfood costs are up, there still are ways to feed your family well for less. Onething you can't afford to be without is milk because it's packed withnutrients to help make you strong and healthy so you can be wealthy. Milk isone of the most nutritious investments you can make for your family in thegrocery store."

Visit whymilk.com to see Orman's new ad and an exclusive,behind-the-scenes view of her got milk? Milk Mustache ad shoot.

Orman's ad copy reads: "Milk your budget. Investing in your health alwayspays off. That's why I drink lowfat milk. Even at today's prices, an 8-ounceglass of milk only costs about a quarter, which is a great value when youconsider that milk is one of the most nutrient-rich items in your grocerycart(1). So drink up. You can't afford not to."

The Milk Processor Education Program (MilkPEP), Washington, D.C., isfunded by the nation's milk processors, who are committed to increasing fluidmilk consumption. The MilkPEP Board runs the national Milk Mustache "gotmilk?" Campaign, a multi-faceted campaign designed to educate consumers aboutthe health benefits of milk. For more information, go tohttp://www.whymilk.com. The tagline "got milk?"(R) was created for theCalifornia Milk Processor Board by Goodby Silverstein & Partners and islicensed by the national milk processor and dairy producer groups.

(1) Based on August 2008 USDA and IRI nationwide grocery surveys for the

average price of a gallon of milk.

SOURCE The Milk Processor Education Program
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