- Email: [email protected]
Benefits of the National Dairy Council to the Dairy Processing Industry
Benefits of the National Dairy Council to the Dairy Processing Industry GREGORY
D. MILLER, TAB FORGAC, and DAVID P E E R National Dairy Council@ OHare International Center 10255 West Higgins Road Suite 900 Rosemont, IL 60018-5616
ABSTRACT
healthy diet to make them more receptive to the message dairy processors are sending about their specific products. Perhaps the most important role of the NDC is to serve as a national leader in nutrition education and research, as well as to serve as a spokesperson on issues related to diet, health, and nutrition-issues that in the public eye are growing in importance and in controversy. As a leader in nutrition education and research, NDC is involved in seven key activi-
The National Dairy Council@ and its affiliated units have had a vital role in presenting the nutritional qualities of US dairy products to a variety of audiences. Established in 1915, National Dairy Council has been the segment of the dairy industry that initiates and administers nutrition research, implements cutting-edge educational programs, and communicates about the nutritional merits of dairy products to educators, health professionals, consumers, and other important groups. The grassroots structure of National Dairy Council allows it to communicate these important messages at both the national and local levels. (Key words: nutrition, research, education, d a q )
ties:
Abbreviation key: NDC = National Dairy Council@'.
Since 1915, the National Dairy Council@
(NDC)has been the branch of the dairy industry that initiates and administers research, implements cutting-edge educational programs on nutrition, and communicates about dajl nutrition to educators, health professionals, consumers, and other important groups. The unique grassroots structure of NDC, with 21 member units across most of the country, allows it to extend messages from the national level to reach all local audiences. This outreach helps further the goal of educating consumers about the role of dairy products in a
Received June 16. 1993. Accepted October 25, 1993. 1994 J Dairy Sci 77:1929-1932
1929
1. Management of nutrition research projects for the dairy industry. Specifically, NDC contracts with the National Dairy Promotion and Research Board to administer nutrition research projects it has funded. The NDC has established a strong working relationship with the National Dairy Promotion and Research Board. 2. Maintenance and supply of up-to-date information on food nutrition research to processors, consumers, educators, health professionals, and other interested groups. 3. Provision of testimony on nutrition and health issues when requested by FDA, USDA,Congress, or other organizations. 4. Interpretation of science for new product promotion and positioning. 5. Enhancement of the image of dauy products in the marketplace while protecting the industry from attacks on products related to nutrition and health through its strong issues management process. 6. Building coalitions by establishing ties and participating with key scientific organizations to stay abreast of new developments and communicating them to the scientific community.
1930
MILLER ET AL
7. Development and distribution of cuttingedge programs in nutrition education that incorporate the latest research information for educators, health professionals, and consumers. Each of these areas constitutes an important part of the NDC. The first important mission of the NDC is to manage nutrition research projects for the dairy industry. The NDC provides a coordinated program of nutrition research services, which is market dnven, strategically planned, scientifically based, technically balanced, results oriented, and innovative. Approximately 50 projects are ongoing this year. Some of the most important topics are described. The effects of diet, particularly dairy products, on bone density of various groups, such as pregnant and lactating women, older men, and rapidly growing girls, is an important and timely topic. Research supported by daq farmers has provided ample evidence for the role of daq products in a healthy diet directed toward the prevention of osteoporosis. Another area of concern is cancer prevention; the role of dairy product components in influencing cancer development is examined. For example, sphingolipids, a type of fat found in dairy foods, may help prevent colon cancer. Also, new evidence is developing that shows that dairy components such as calcium may reduce colon and breast cancers. Research also is being conducted to predict an individual’s blood lipid response to changes in dietary fat and cholesterol. Other research areas include interactions between dairy product consumption and saliva in protecting against tooth decay, the use of dauy products to manage blood sugar of adult-onset diabetics, examination of the ability of lactose-deficient people to adapt to consuming increasing quantities of lactose, and, finally, research to examine how dairy products may help school performance of students in second, third, and fourth grades. In a second activity, results of this research, together with intensive monitoring activity, are used by NDC to establish an industry database of information. This database helps to track trends in nutrition and health that may impact the dairy industry. The NDC has become a reliable information source on nutrition for Journal of Dairy Science Vol. 77, No. 7, 1994
health professionals, the general media and consumers, and for dairy industry groups, such as producers and processors. Its research-based emphasis also allows NDC to maintain the credibility needed to interact with government agencies that regulate the food industry. Over the past year, for example, NDC has testified to the FDA on defining “healthy” in a way that is supported by sound nutritional principles and that provides more marketing opportunities for dairy products. The NDC also has offered testimony to the National Academy of Sciences on setting new Recommended Dietary Allowances (RDAs) for calcium and has served as a scientific adviser to the Office of Technology Assessment on the prevention and treatment of osteoporosis. A fourth NDC activity involves interpretation of science for new product promotion. The NDC reviews the results of scientific research through the published literature and through participation in meetings to monitor what scientists are finding out about linkages between major health issues and dairy products. When the information is positive and some consensus on the issue has been reached, NDC tries to take advantage of that information in promotional and communication efforts. And, happily, much of the current information is coming out positively. For example, adequate intakes of daq product nutrients, such as calcium, have been shown to reduce the risk of hypertension, osteoporosis, and colon cancer. In a fifth activity, NDC is involved in protecting the industry against attacks on diury products. And today, there seem to be plenty of them. Even though the vast majority are unfounded, dairy professionals and groups must always keep in mind that, with any consumer product, perception is just as important, if not more important, than reality. So, when an advocacy group or an individual crusades against milk products, the d a q industry must put itself “on the firing line” when appropriate. The results of research that shows how dairy products are an essential part of a healthy diet for Americans must be used in defense of the dairy industry. The sixth NDC activity is participation in and support of key research groups and scientific symposia. The NDC has sponsored symposia on diet and health issues at meetings of
SYMPOSIUM:BENEFITS OF NATIONAL. ASSOCIATIONS
the Institute of Food Technologists, the American Dietetic Association, and the American Institute of Nutrition. These symposia help communicate key messages to other professionals about the role of dairy products in a healthy diet. Through such participation in areas of scientific research, the NDC is able to keep up with current research results. Just as important, NDC also can develop and maintain relationships within the scientific community that become key to maintaining credibility in the midst of a media crisis. The seventh key activity is nutrition education. The NDC has had a long history of providing nutrition education programs to key leader groups. For example, the first Dairy Council Digest (1) was published in 1929 on the topic, “Butter: A Protective Food.” Dairy Council Digest has been published six times a year since then to interpret the research on a topic of relevance to the d a q industry. The nutrition education programs of the NDC are used in classrooms across the country to help build lifelong values for dairy products among the nation’s youth. One example is its “Food . . . Your Choice” program that has been used in over 200,000classrooms for the last 7 yr. The NDC is now involved in extending its nutrition messages to young children in schools in two other ways: first, through developing a new nutrition education program for elementary school teachers, and, second, through an effort to increase participation in the National School Breakfast Program. Building on the success of “Food. . . Your Choice,” NDC will unveil a new program for primary and intermediate elementary students on the importance of snacking to children’s overall nutritional status. “Nutrition . . . It’s Elementary” is a program targeted for teachers to involve students in activities that build and reinforce positive attitudes toward milk and milk products as part of a healthful diet. Kids not only learn, but they also enjoy what they learn. “Nutrition. . . It’s Elementary” is based on extensive research with over 300 teachers across the country. Teachers said that they wanted a program that focused on snacking-because kids have control of their snacks. We teach kids that snacks from the five food groups are good for their health (3). For example, once children learned
1931
that chocolate milk, pudding, and cheese are nutritious foods, the number of luds accepting it as a “healthy” snack increased from 13% pretest to a whopping 68% posttest! I think most processors would like to have those kind of acceptance numbers for their products! This program was launched in August, and penetration into schools is expected to be great through grassroots network of local Dairy Council units. The NDC is dedicated to educating children. They also are working toward getting children “ready to learn”. Many children come to school hungry. There are many reasons for this other than economic factors. With dual working parents, single parent homes, and other lifestyle factors, some children do not eat breakfast at home. Some are not hungry when they wake up; others do not want to eat what is available. Some do not have food available at home. No matter what the reasons, NDC supports the school breakfast program-for those kids who do not or cannot get breakfast at home. The school breakfast program provides a nutritious meal to kids at all income levels (meals are available free or for a reduced price, depending on family circumstances).Each breakfast follows a required meal pattern, which includes a serving of fruit or vegetable, two servings of grain products, and two servings of meat or meat alternate or one meat and one grain serving and a carton of milk. Studies have shown that children who eat breakfast score better on standard achievement tests and have reduced tardiness and absenteeism. School breakfast ensures that children get a nutritious breakfast. Many meals eaten at home or on the run consist of less nutritious foods. The NDC and the local D q Councils are working with school food service personnel, principals, teachers, administrators, and parents to increase participation in the school breakfast program. The NDC is working toward changing the public perception of the school breakfast program from a “welfare” program to a program for all children. Finally, NDC plays a very successful part in helping consumers of all ages understand the concept of variety-eating a variety of foods from each food group every day. The NDC Guide to Good Eating (2) was first introduced Journal of Dairy Science Vol. 77, No. 7, 1994
1932
MILLER ET AL.
in the 1950s. and the latest, 6th edition, was released in November 1992. In the first 4 mo of 1993, over 2.5 million copies were distributed to consumers by health professionals and educators. In July 1993, the guide to good eating for children, entitled Eat the Five Food Group Way (3), was introduced. Developed for children and tested with teachers and children, this publication should be as much a success as the NDC adult guide, Guide to Good Eating. (2), All NDC programs are based on the latest scientific research, and each program is tested with the target audience for understanding and acceptance. The staff at NDC are proud of their record of programs that build lifelong values for dairy products as part of healthful diets.
Journal of Dairy Science Vol. 77, No. 7, 1994
The NDC appreciates the deep and longstanding relationship with the scientific and educational community. Those relationships need to continue to succeed. Research and science form the basis for promotion and education programs. It is the ongoing commitment of the NDC to learn the facts about dairy products and then to communicate them to consumers, health professionals, educators, and other audiences that will keep the dairy industry strong well into the next century. REFERENCES 1 National Dauy Council@. 1929. Butter: a protective
food. Dairy Counc. Dig. l(1):l. 2 National Dairy Council. 1992. Guide to Good Eating. 6th ed. Natl. Dauy Counc., Rosernont, IL. 3National Dairy Council. 1993. Eat the Five Food Group Way. Natl. Dairy Counc., Rosernont, IL.
D. MILLER, TAB FORGAC, and DAVID P E E R National Dairy Council@ OHare International Center 10255 West Higgins Road Suite 900 Rosemont, IL 60018-5616
ABSTRACT
healthy diet to make them more receptive to the message dairy processors are sending about their specific products. Perhaps the most important role of the NDC is to serve as a national leader in nutrition education and research, as well as to serve as a spokesperson on issues related to diet, health, and nutrition-issues that in the public eye are growing in importance and in controversy. As a leader in nutrition education and research, NDC is involved in seven key activi-
The National Dairy Council@ and its affiliated units have had a vital role in presenting the nutritional qualities of US dairy products to a variety of audiences. Established in 1915, National Dairy Council has been the segment of the dairy industry that initiates and administers nutrition research, implements cutting-edge educational programs, and communicates about the nutritional merits of dairy products to educators, health professionals, consumers, and other important groups. The grassroots structure of National Dairy Council allows it to communicate these important messages at both the national and local levels. (Key words: nutrition, research, education, d a q )
ties:
Abbreviation key: NDC = National Dairy Council@'.
Since 1915, the National Dairy Council@
(NDC)has been the branch of the dairy industry that initiates and administers research, implements cutting-edge educational programs on nutrition, and communicates about dajl nutrition to educators, health professionals, consumers, and other important groups. The unique grassroots structure of NDC, with 21 member units across most of the country, allows it to extend messages from the national level to reach all local audiences. This outreach helps further the goal of educating consumers about the role of dairy products in a
Received June 16. 1993. Accepted October 25, 1993. 1994 J Dairy Sci 77:1929-1932
1929
1. Management of nutrition research projects for the dairy industry. Specifically, NDC contracts with the National Dairy Promotion and Research Board to administer nutrition research projects it has funded. The NDC has established a strong working relationship with the National Dairy Promotion and Research Board. 2. Maintenance and supply of up-to-date information on food nutrition research to processors, consumers, educators, health professionals, and other interested groups. 3. Provision of testimony on nutrition and health issues when requested by FDA, USDA,Congress, or other organizations. 4. Interpretation of science for new product promotion and positioning. 5. Enhancement of the image of dauy products in the marketplace while protecting the industry from attacks on products related to nutrition and health through its strong issues management process. 6. Building coalitions by establishing ties and participating with key scientific organizations to stay abreast of new developments and communicating them to the scientific community.
1930
MILLER ET AL
7. Development and distribution of cuttingedge programs in nutrition education that incorporate the latest research information for educators, health professionals, and consumers. Each of these areas constitutes an important part of the NDC. The first important mission of the NDC is to manage nutrition research projects for the dairy industry. The NDC provides a coordinated program of nutrition research services, which is market dnven, strategically planned, scientifically based, technically balanced, results oriented, and innovative. Approximately 50 projects are ongoing this year. Some of the most important topics are described. The effects of diet, particularly dairy products, on bone density of various groups, such as pregnant and lactating women, older men, and rapidly growing girls, is an important and timely topic. Research supported by daq farmers has provided ample evidence for the role of daq products in a healthy diet directed toward the prevention of osteoporosis. Another area of concern is cancer prevention; the role of dairy product components in influencing cancer development is examined. For example, sphingolipids, a type of fat found in dairy foods, may help prevent colon cancer. Also, new evidence is developing that shows that dairy components such as calcium may reduce colon and breast cancers. Research also is being conducted to predict an individual’s blood lipid response to changes in dietary fat and cholesterol. Other research areas include interactions between dairy product consumption and saliva in protecting against tooth decay, the use of dauy products to manage blood sugar of adult-onset diabetics, examination of the ability of lactose-deficient people to adapt to consuming increasing quantities of lactose, and, finally, research to examine how dairy products may help school performance of students in second, third, and fourth grades. In a second activity, results of this research, together with intensive monitoring activity, are used by NDC to establish an industry database of information. This database helps to track trends in nutrition and health that may impact the dairy industry. The NDC has become a reliable information source on nutrition for Journal of Dairy Science Vol. 77, No. 7, 1994
health professionals, the general media and consumers, and for dairy industry groups, such as producers and processors. Its research-based emphasis also allows NDC to maintain the credibility needed to interact with government agencies that regulate the food industry. Over the past year, for example, NDC has testified to the FDA on defining “healthy” in a way that is supported by sound nutritional principles and that provides more marketing opportunities for dairy products. The NDC also has offered testimony to the National Academy of Sciences on setting new Recommended Dietary Allowances (RDAs) for calcium and has served as a scientific adviser to the Office of Technology Assessment on the prevention and treatment of osteoporosis. A fourth NDC activity involves interpretation of science for new product promotion. The NDC reviews the results of scientific research through the published literature and through participation in meetings to monitor what scientists are finding out about linkages between major health issues and dairy products. When the information is positive and some consensus on the issue has been reached, NDC tries to take advantage of that information in promotional and communication efforts. And, happily, much of the current information is coming out positively. For example, adequate intakes of daq product nutrients, such as calcium, have been shown to reduce the risk of hypertension, osteoporosis, and colon cancer. In a fifth activity, NDC is involved in protecting the industry against attacks on diury products. And today, there seem to be plenty of them. Even though the vast majority are unfounded, dairy professionals and groups must always keep in mind that, with any consumer product, perception is just as important, if not more important, than reality. So, when an advocacy group or an individual crusades against milk products, the d a q industry must put itself “on the firing line” when appropriate. The results of research that shows how dairy products are an essential part of a healthy diet for Americans must be used in defense of the dairy industry. The sixth NDC activity is participation in and support of key research groups and scientific symposia. The NDC has sponsored symposia on diet and health issues at meetings of
SYMPOSIUM:BENEFITS OF NATIONAL. ASSOCIATIONS
the Institute of Food Technologists, the American Dietetic Association, and the American Institute of Nutrition. These symposia help communicate key messages to other professionals about the role of dairy products in a healthy diet. Through such participation in areas of scientific research, the NDC is able to keep up with current research results. Just as important, NDC also can develop and maintain relationships within the scientific community that become key to maintaining credibility in the midst of a media crisis. The seventh key activity is nutrition education. The NDC has had a long history of providing nutrition education programs to key leader groups. For example, the first Dairy Council Digest (1) was published in 1929 on the topic, “Butter: A Protective Food.” Dairy Council Digest has been published six times a year since then to interpret the research on a topic of relevance to the d a q industry. The nutrition education programs of the NDC are used in classrooms across the country to help build lifelong values for dairy products among the nation’s youth. One example is its “Food . . . Your Choice” program that has been used in over 200,000classrooms for the last 7 yr. The NDC is now involved in extending its nutrition messages to young children in schools in two other ways: first, through developing a new nutrition education program for elementary school teachers, and, second, through an effort to increase participation in the National School Breakfast Program. Building on the success of “Food. . . Your Choice,” NDC will unveil a new program for primary and intermediate elementary students on the importance of snacking to children’s overall nutritional status. “Nutrition . . . It’s Elementary” is a program targeted for teachers to involve students in activities that build and reinforce positive attitudes toward milk and milk products as part of a healthful diet. Kids not only learn, but they also enjoy what they learn. “Nutrition. . . It’s Elementary” is based on extensive research with over 300 teachers across the country. Teachers said that they wanted a program that focused on snacking-because kids have control of their snacks. We teach kids that snacks from the five food groups are good for their health (3). For example, once children learned
1931
that chocolate milk, pudding, and cheese are nutritious foods, the number of luds accepting it as a “healthy” snack increased from 13% pretest to a whopping 68% posttest! I think most processors would like to have those kind of acceptance numbers for their products! This program was launched in August, and penetration into schools is expected to be great through grassroots network of local Dairy Council units. The NDC is dedicated to educating children. They also are working toward getting children “ready to learn”. Many children come to school hungry. There are many reasons for this other than economic factors. With dual working parents, single parent homes, and other lifestyle factors, some children do not eat breakfast at home. Some are not hungry when they wake up; others do not want to eat what is available. Some do not have food available at home. No matter what the reasons, NDC supports the school breakfast program-for those kids who do not or cannot get breakfast at home. The school breakfast program provides a nutritious meal to kids at all income levels (meals are available free or for a reduced price, depending on family circumstances).Each breakfast follows a required meal pattern, which includes a serving of fruit or vegetable, two servings of grain products, and two servings of meat or meat alternate or one meat and one grain serving and a carton of milk. Studies have shown that children who eat breakfast score better on standard achievement tests and have reduced tardiness and absenteeism. School breakfast ensures that children get a nutritious breakfast. Many meals eaten at home or on the run consist of less nutritious foods. The NDC and the local D q Councils are working with school food service personnel, principals, teachers, administrators, and parents to increase participation in the school breakfast program. The NDC is working toward changing the public perception of the school breakfast program from a “welfare” program to a program for all children. Finally, NDC plays a very successful part in helping consumers of all ages understand the concept of variety-eating a variety of foods from each food group every day. The NDC Guide to Good Eating (2) was first introduced Journal of Dairy Science Vol. 77, No. 7, 1994
1932
MILLER ET AL.
in the 1950s. and the latest, 6th edition, was released in November 1992. In the first 4 mo of 1993, over 2.5 million copies were distributed to consumers by health professionals and educators. In July 1993, the guide to good eating for children, entitled Eat the Five Food Group Way (3), was introduced. Developed for children and tested with teachers and children, this publication should be as much a success as the NDC adult guide, Guide to Good Eating. (2), All NDC programs are based on the latest scientific research, and each program is tested with the target audience for understanding and acceptance. The staff at NDC are proud of their record of programs that build lifelong values for dairy products as part of healthful diets.
Journal of Dairy Science Vol. 77, No. 7, 1994
The NDC appreciates the deep and longstanding relationship with the scientific and educational community. Those relationships need to continue to succeed. Research and science form the basis for promotion and education programs. It is the ongoing commitment of the NDC to learn the facts about dairy products and then to communicate them to consumers, health professionals, educators, and other audiences that will keep the dairy industry strong well into the next century. REFERENCES 1 National Dauy Council@. 1929. Butter: a protective
food. Dairy Counc. Dig. l(1):l. 2 National Dairy Council. 1992. Guide to Good Eating. 6th ed. Natl. Dauy Counc., Rosernont, IL. 3National Dairy Council. 1993. Eat the Five Food Group Way. Natl. Dairy Counc., Rosernont, IL.