REAL Logo to Promote US Made Dairy Products

US - The National Milk Producers Federation (NMPF) will now manage the licensing and use of the REAL® Seal, an iconic and recognisable product logo used in the food industry.
calendar icon 30 March 2012
clock icon 2 minute read

Effective March 15, 2012, the management of the REAL® Seal programme was transferred from the United Dairy Industry Association to NMPF. This change was the result of an agreement between the two organisations that the transfer was the best opportunity to place a renewed emphasis on highlighting the importance and value of American-made dairy foods.

“The REAL® Seal was created more than 30 years ago to help consumers distinguish between real and artificial cheeses, as the pizza category was really taking off,” said Jerry Kozak, President and CEO of NMPF.

“Today, a generation later, we still see a need to differentiate American-made dairy products from imports, and real dairy foods from those made with soy or rice or even hemp. Our management of this labelling programme will benefit consumers, as well as the farmers who have a direct stake in how their milk is marketed.”

One of NMPF’s primary missions “is protecting the integrity and overall value of US dairy products. NMPF has expertise in food labeling requirements and the regulatory process affecting dairy product standards,” Mr Kozak noted. “With NMPF’s link to dairy producers and its dedication to protecting dairy product integrity, NMPF will be able to provide valuable insight that will allow for growth of the programme,” he said.

While the programme will not undergo any immediate changes, Mr Kozak said the process has begun to determine how to make the REAL® Seal an even more effective marketing tool for dairy product manufacturers, dairy product processors, food processors and food service providers.

“Consumers continue to express an interest in food quality and integrity, through the choices they make at grocery stores and restaurants,” Mr Kozak said. “Labelling is an integral part of creating and maintaining a dialogue with them.”

As a result of this change in management, “the programme will now strive to educate new generations of dairy consumers about the significance of the REAL® Seal, revitalising the brand and talking to them about the good taste, nutritional value, and wholesomeness associated with dairy foods and dairy food ingredients made from milk produced in the United States,” he said.

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