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NFL-Themed Milk Touches Down in Schools and Retail Grocery Stores
Date:9/19/2007

OVERLAND PARK, Kan., Sept. 19 /PRNewswire-USNewswire/ -- The Midwest Dairy Association has introduced a new Gridiron Milk(TM) branded product line to schools and retail grocery stores for the 2007 NFL season. Omaha, Nebraska- based processor Roberts Dairy Company is distributing the product line in Kansas, Missouri and Nebraska. Gridiron Milk is packaged in 8-ounce plastic resealable containers and features all 32 collective NFL team marks, as well as highlights NFLRush.com, the NFL's interactive website for kids.

(Photo: http://www.newscom.com/cgi-bin/prnh/20070919/DCW001 )

"Kids know milk helps athletes play well. Drinking Gridiron Milk at school and at home is one way kids can get the same nutritional benefits for their own growing bodies," said Lori Lackner, Midwest Dairy Retail Marketing Manager.

Gridiron Milk is available year-round in a variety of flavors, including fat-free, 1 percent and 2 percent white; fat-free and 2 percent chocolate; and fat-free strawberry.

The goal for the Gridiron Milk product line is to increase overall milk sales and consumption.

"Through the marketing efforts of Roberts, Midwest Dairy and the NFL, we are providing a product that incorporates one of the most recognizable and popular sports brands everywhere milk can be or should be offered," said Jon Bebermeyer, Roberts General Sales Manager.

"It is a win-win for all of the parties involved. Participating schools, dairy farmers and Roberts all have a stake in presenting milk in new and innovative ways that are attractive to consumers," said Midwest Dairy CEO Mike Kruger.

Additionally, Midwest Dairy believes Gridiron Milk will help increase the number of schools offering New Look of School Milk, a program that presents milk prominently in attractive plastic containers that appeal to students. Research has shown that kids consume more milk when it is offered cold, in different flavors, and in fun, grab-and-go containers.

"Many kids aren't meeting the daily requirement for calcium, putting them at risk for osteoporosis later in life. Selling Gridiron Milk in schools offers students a nutritious and delicious beverage that's fun to drink. And, one bottle provides almost a third of a student's daily calcium needs," said Stephanie Cundith, Registered Dietitian with Midwest Dairy.

Adorned with the 3-A-Day of Dairy(TM) logo, Gridiron Milk also reminds families to get the Dietary Guidelines for Americans' recommended three daily dairy servings.

For decades, the American Dairy Association/National Dairy Council (ADA/NDC) has teamed up with individual NFL players and coaches to communicate with kids about the benefits of good nutrition and physical activity. The ADA/NDC through Dairy Management Inc. (DMI) formalized that relationship with a four-year sponsorship of the NFL in 2004. Since then, DMI has leveraged its NFL sponsorship through a variety of programs that include retail promotions, public relations, use of league marks, local partnerships with team leagues, and a national school program with the NFL. Midwest Dairy Association, a DMI affiliate, has worked with NFL teams in Kansas City, St. Louis, Chicago and Minneapolis.

"The NFL is thrilled to add another element to our partnership with Dairy Management, Inc. with the introduction of Gridiron Milk. This innovative healthy offering for kids complements very well the NFL's long-term commitment to improving the health and fitness of the next generations," said Peter O'Reilly, NFL Director of Marketing.

Elementary, middle and high schools in Kansas, Missouri and Nebraska are being serviced with the Gridiron Milk product line. Schools that sell Gridiron Milk are eligible for incentives, including promotional items, sweepstakes and scholarship opportunities, as well as participation in dairy display contests.

Consumers in Arkansas, Illinois, Iowa, Kansas, Missouri, Nebraska and Oklahoma can find the product at a variety of locations including retail grocery stores, restaurants, hospitals, as well as in vending machines.

Initially, Midwest Dairy is working with Roberts to distribute the product in the Midwest region. However, if processors in other parts of the country show interest in the product, it is possible that distribution of Gridiron Milk could become more widespread.

Midwest Dairy Association is a nonprofit, farmer-funded organization responsible for increasing demand for dairy products on behalf of dairy farmers in a nine-state region that includes: Minnesota, South Dakota, North Dakota, Iowa, Illinois, Missouri, Kansas, Arkansas and eastern Oklahoma. For more information, visit http://www.midwestdairy.com or http://www.3aday.org.

Dairy Management Inc.(TM) (DMI) is the nonprofit domestic and international planning and management organization responsible for increasing sales of and demand for U.S.-produced dairy products and ingredients on behalf of America's dairy producers. DMI manages the American Dairy Association(R), National Dairy Council(R) and U.S. Dairy Export Council(R).

The 3-A-Day(TM) of Dairy nutrition education and marketing program was launched by the American Dairy Association(R)/National Dairy Council(R) (ADA/NDC) in January 2003. 3-A-Day(TM) of Dairy is supported by integrated marketing efforts including retail promotions, public relations, online marketing and advertising. The 3-A-Day(TM) of Dairy logo is a mark owned by DMI.

Gridiron Milk(TM) is a Registered Trademark of Midwest Dairy Association.

Team names/logos are trademarks of the teams indicated. All other NFL- related trademarks are trademarks of the National Football League.


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SOURCE Midwest Dairy Association
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