News
NEW NDC “MILK IN ACTION” CAMPAIGN TO PROMOTE CONSUMPTION OF
MILK AND MILK PRODUCTS (CHEESE & YOGURT)
A new three year campaign to promote the nutritional benefits and consumption of dairy and to be co-ordinated by the National Dairy Council (NDC), has been approved for EU co-funding. A prerequisite to the EU co-financing was that the industry in the Republic of Ireland, through NDC members, will fund 30% of the campaign costs. A further 20% of funding is coming from the Member State and 50% from the EU.
The new “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 yogurt, in the battle against osteoporosis.
The announcement has been welcomed by Mr Brendan Smith T.D., Minister for Agriculture, Fisheries and Food. Minister Smith complimented the NDC and its Chief Executive Helen Brophy, who prepared the proposal and submission for funding in co-operation with partners in Northern Ireland, England and Wales; and who will be responsible for overall management of the project.
The multimedia Milk in Action campaign will range from advertising or printed information guides to target the 11-20 year age group in particular and specific target groups such as women aged 20-35 years. The three year campaign will include seminars throughout the country targeting women in particular on the subject of osteoporosis, engagement with health and fitness specialists, regional workshops with a focus on sports and fitness, web content and on-line promotions.
“The new Milk in Action campaign will complement the existing NDC programmes which are in place as part of our strategic plan, ranging from the School Milk & Dairy Programme to our nutritional and healthcare work and projects such as the ‘Farmed in the Republic of Ireland’ packaging mark or the NDC Quality Milk Awards.” explains Helen Brophy, NDC Chief Executive.
“The additional funding for the Milk in Action campaign will help us to expand our efforts to drive the consumption of milk and dairy products, in critical and very targeted areas.”
The NDC Milk in Action campaign will receive, over 3 years, €728,470 funding from the EU; matched by funding of €291,388 from the Department of Agriculture, Fisheries & Food (approximately €100,000 a year); and, over three years, €437,082 raised by the industry through NDC members in the Republic of Ireland.