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American Dairy Association
& Dairy Council, Inc.
CHECKOFF UPDATE
January 2010
SCHOOLS:
• ADADC Hosts National “Fuel Up to Play 60” Celebration At a New York City School
Childhood obesity has become a crisis for America’s youth, many of whom are overweight
and
undernourished. Dairy producers, who have made a long-standing investment in children
through their
checkoff investment, are leaders in the effort to address this troubling trend and ensure kids
have access
to the nutritious foods they need, such as dairy. Recently, dairy checkoff, the National Football
League
(NFL), and the U.S. Department of Agriculture (USDA) partnered to launch a new child
nutrition and
fitness program called “Fuel Up to Play 60.” The program aims to inspire youth to adopt
healthier
behaviors, such as choosing more nutritious foods (including dairy), along with committing to
60
minutes of physical activity every day, and encouraging their friends to do the same.
In January, ADADC hosted a national celebration of the formalization of an historic agreement
between
dairy checkoff, the NFL and USDA. At the event, held at a public school in New York City, DMI
CEO
Tom Gallagher was joined by USDA Secretary Tom Vilsack and NFL Commissioner Roger
Goodell to
announce the joint initiative to the media and the public. They were joined by NFL players and
several
hundred students showcasing the activities associated with the program.
“ADADC is pleased we were able to help host this celebration of the Fuel Up to Play 60
program in the
nation’s largest and most influential school district”, state ADADC CEO Rick Naczi. “It is an
outstanding tribute to ADADC’s long-standing relationship with New York City schools”
COMMUNICATIONS:
• ADADC Makes World’s Largest Hot Chocolate
Hot chocolate is a traditional way to warm up after an afternoon of ice skating, but a cup
recently
unveiled by the American Dairy Association and Dairy Council Inc (ADADC) was big enough
to serve
some ten-thousand chilly skaters. The giant hot beverage weighed in at about 4180 pounds,
and was
made of nearly 500 gallons of Farmland Dairies’ Really, Really Good 1% Chocolate Milk, plus
about
100 pounds of marshmallows.
“To get attention in the country’s largest media market, you have to think big, “according to
Public
Relations Specialist Brenda Beltram. “So when we started thinking about the best way to
draw attention
to milk as a source of vitamin D during the winter months, we decided we would create the
Worlds’
Largest Hot Chocolate at the ice skating rink at Bryant Park.”
The previous Guinness world record for the largest cup of hot chocolate was set by the
Serendipity
Three Restaurant with a four gallon hot chocolate. The noteworthy drink made the news not
only in the
metro New York area, on WNBC and WPIX television stations but on national media outlets
such as
NBC’s “Early Today”, the Weather Channel, and USA Today. Even TV stations in more
temperate
climates such as Hawaii picked up the whimsical story. New York State Dairy Princesses
were on hand
to distribute cups of hot chocolate to skaters and receive a proclamation from the New York
City’s
Mayor’s office.
REFUEL WITH CHOCOLATE MILK:
• ADADC Partners NYS Public High School Athletic Association to Make Chocolate Milk the
Association’s Official Recovery Drink
Recent studies have shown that plain chocolate milk may be as good–or better–than
traditional sports
drinks at helping athletes recover from strenuous exercise. To help encourage the
consumption of
chocolate milk, ADADC partnered with the New York State Public High School Athletic
Association
(NYSPHSAA) to make chocolate milk the Associations office recovery drink! As part of this
partnership, “refuel with chocolate milk” was recently featured at the NYS football
championship
games. Here, participating teams were treated to chocolate milk following their game as part
of the
“Refuel With Chocolate Milk” campaign. In addition, lucky fans received “Got Chocolate Milk” t-
shirts
and 3-A-Day mini footballs following each score.
ADADC:
• ADADC, Inc. Plans 2010 Annual Meeting
American Dairy Association and Dairy Council, Inc. will hold their Annual Meeting on
Wednesday,
February 17th at the Holiday Inn, Liverpool. The meeting will begin at 8 AM and will discuss
2009’s
programs successes and financials. The meeting will also discuss how your checkoff
dollars will be used
in 2010. If you would like to attend the Annual Meeting, please contact ADADC at 315-472-
9143.
DAIRY PRINCESS:
• ADADC to Host 47th New York State Dairy Princess Pageant
In conjunction with the Annual Meeting, ADADC will host the 47th New York State Dairy
Princess
Pageant on the evening of Tuesday, February 16th. With over 30 county princesses eligible to
compete, it
will be a great year for dairy promotion. If you would like to attend the pageant please contact
ADADC
at 315-472-9143.
IMPORTANT DATES
EVENT DATE LOCATION TIME
PA Farm Show January 10 - 17 Harrisburg, PA ALL DAY
DMS YC Conference January 29 - 31 Rochester, NY ALL DAY
PA Dairy Summit February 3-4 Lancaster Host Resort, Lancaster PA ALL DAY
National FFA Week February 14 - 20
NYS Dairy Princess Pageant February 16 Holiday Inn, Liverpool, NY
ADADC Annual Meeting February 17 Holiday Inn, Liverpool, NY
NY Farm Show February 25 - 27 State Fairgrounds, Syracuse, NY ALL DAY
Taste of New York Legislative Reception March 1 Empire State Plaza, Albany NY 5PM
Should you have questions regarding any of the aforementioned information or would like to
add an event on the
calendar, please contact Rick Naczi or Melissa Osgood at (315) 472-9143.