EU Approval For 'Milk In Action' Campaign

IRELAND - A new three year milk promotion campaign to promote the nutritional benefits and consumption of dairy produce milk co-ordinated by the National Dairy Council (NDC), will be approved for EU co-funding.
calendar icon 31 December 2009
clock icon 1 minute read

Funding from Irish industry at 30 per cent (€145,000 a year approximately) was a prerequisite to EU co-financing and the Department will contribute up to €100,000 a year (20 per cent) announced the Minister of Agriculture, Brendan Smith.

The 'Milk in Action' programme will commence in April 2010 and aims through linkage with sport to increase milk consumption by young people in particular. The programme will also inform women of the nutritional benefits of milk and milk products, in particular cheese and yoghurt, in the battle against osteoporosis.

The Minister said that this initiative was timely as studies show that 43 per cent of Irish teenage girls and 23 per cent of Irish teenage boys do not have enough calcium intake in their diet and that 23 per cent of Irish women do not have sufficient calcium intake in their diets.

Minister Smith complimented the National Dairy Council (NDC) and its Chief Executive Ms Helen Brophy, who had drafted the proposal in co-operation with partners in Northern Ireland, England and Wales, and who will be responsible for overall management of the project.

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