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Milk is One Beverage Kansas City Can't Afford to Keep Off the Grocery List
Date:12/15/2008

KANSAS CITY, Mo., Dec. 15 /PRNewswire/ -- With rising food costs, many families are economizing on groceries but one thing they should not cut back on is nutrition. At about 25 cents per 8-ounce glass, on a gallon basis, milk offers more nutrients per penny than almost any other beverage option in the supermarket -- proving key vitamins and minerals like calcium and vitamin D that are important for the entire family. To ensure moms don't cut milk from their grocery lists, the National got milk? Campaign is shining the spotlight on milk's nutritional and economic value by providing new tools to help Kansas City'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 one can 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 nine essential nutrients, including calcium, vitamin A, vitamin D, protein and potassium. Other beverages fall short on nutrients and can cost up to seven times the amount of one serving of milk.

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

Nutritionist Dr. Keith Ayoob, author of "The Uncle Sam Diet," which outlines a healthy eating style for families based on the 2005 Dietary Guidelines for Americans, notes that milk remains one of the best ways boost calcium and vitamin D and ensure a family's diet is nutritious and balanced during these hard economic times.

"It's important not to skimp on the three glasses of lowfat or fat free milk that the Dietary Guidelines for Americans recommend each day," says Ayoob. "Milk is one of the most economical sources of protein and an extremely cost-efficient source of calcium. It's simply one of the most nutrient-rich beverages you can buy."

Priceless Nutrition and Grocery Shopping Resources on whymilk.com

Now more than ever consumers should focus on the economic and nutritional value of the foods and beverages filling their grocery carts to make sure they're getting the most for their money. New tools on whymilk.com about the value 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 a gallon basis, milk is a bargain with a number of liquid assets inside. Compare the volume and nutritional value of a quarter's worth of a variety of beverages.

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

-- Savvy Grocery Shopping Cart: Learn ways to feed a family for less by navigating 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 is the latest celebrity to join the famed Milk Mustache campaign, this time to help families invest in their health. Though Orman advises her fans to never borrow, she knows a good value when she sees it and quickly agreed to lend her upper lip to the campaign. Her Milk Mustache ad debuted September 29 in USA Today.

"In today's economy it's vital to put family first," says Orman. "Though food costs are up, there still are ways to feed your family well for less. One thing you can't afford to be without is milk because it's packed with nutrients to help make you strong and healthy so you can be wealthy. Milk is one of the most nutritious investments you can make for your family in the grocery 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 always pays off. That's why I drink lowfat milk. Even at today's prices, an 8-ounce glass of milk only costs about a quarter, which is a great value when you consider that milk is one of the most nutrient-rich items in your grocery cart(1). So drink up. You can't afford not to."

The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation's milk processors, who are committed to increasing fluid milk consumption. The MilkPEP Board runs the national Milk Mustache "got milk?" Campaign, a multi-faceted campaign designed to educate consumers about the health benefits of milk. For more information, go to http://www.whymilk.com. The tagline "got milk?"(R) was created for the California Milk Processor Board by Goodby Silverstein & Partners and is licensed 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.


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SOURCE The Milk Processor Education Program
Copyright©2008 PR Newswire.
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