checkoff The following update is provided by Dairy Management Inc.™ (DMI), which manages the national dairy checkoff program on behalf of America’s dairy producers and dairy importers. DMI is the domestic and international planning and management organization responsible for increasing sales of and demand WATCH for dairy products and ingredients. Fuel Up to Play 60 scores during Super Bowl event Dairy producers’ commitment getting at least 60 minutes of to children’s health and wellness physical activity each day. scored big during the nine-day NFL NFL alumni players Howie Experience that preceded Super Bowl Long and Kurt Warner conducted XLVI in Indianapolis. media interviews that focused on e checkoff -funded Fuel Up FUTP60. Long appeared on “Fox & to Play 60 (FUTP60) program, a Friends,” which has an estimated partnership with the NFL and with audience of 817,000 viewers. additional support through USDA, is Visitors to the booth had active in more than 70,000 schools their picture taken with images of across the U.S. to help combat various NFL players using “green childhood obesity. screen” technology. Also, more At the 2012 NFL Experience, than 15,000 images were loaded more than 265,000 NFL – and onto a website for consumers dairy – fans stopped by the FUTP60- to later download and share via themed booth. e NFL Experience, social networking outlets, including held annually before the Super Bowl, Twitter and Facebook. serves as the league’s interactive Since 2005, national and “theme park” that includes local dairy checkoff staff s have participatory games, displays, participated in the annual NFL entertainment and other attractions. Experience. Milk Promotion Services On the web NFL players serving as FUTP60 of Indiana (MPSI) assisted at this Fuel Up to Play 60 program ambassadors conducted year’s event and helped arrange 17 interactive clinics at the booth. for more than 10,000 samples of Visit www.fueluptoplay60.com and see how the program is motivating students to get e players, including stars such as pizza-fl avored Borden string cheese involved in creating healthier schools Reggie Wayne and Dwight Freeney and 738 half-gallons of Prairie Farms of the Indianapolis Colts and Alex chocolate milk. Smith of the San Francisco 49ers, Several Indiana producers were Local dairy checkoff organizations spoke to children about proper on site to speak with consumers Visit http://www.dairycheckoff.com/LocalCheckoff/Pages/LocalCheckoff.aspx to contact nutrition – including dairy – and about dairy farming. PD your local state and regional dairy checkoff organization DaSilveira Southwest, Inc.

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16 Progressive Dairyman Issue 4 • March 1, 2012

Progressive Dairyman Progressive 17 2012 1, March • 4 Issue

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RIGHT: RIGHT: Indiana dairy producer producer dairy Indiana

minutes of physical activity every day. day. every activity physical of minutes ANSWER: e dairy checkoff has been a part of the NFL Experience

to develop programs that promote healthy eating and getting 60 60 getting and eating healthy promote that programs develop to since 2005. Each year, Dairy Management Inc. works with state and

including dairy, through FUTP 60. The program engages students students engages program The 60. FUTP through dairy, including regional staff s to reach consumers attending the event with dairy-focused

sign a pledge board to show their commitment to better nutrition, nutrition, better to commitment their show to board pledge a sign information and programs, such as Fuel Up to Play 60. Dairy producers,

during the NFL Experience. Indiana producer Joyce Hill had students students had Hill Joyce producer Indiana Experience. NFL the during through the National Dairy Council®, launched FUTP 60 in 2009. e

LEFT: LEFT: Several Indiana dairy producers assisted at the FUTP 60 booth booth 60 FUTP the at assisted producers dairy Indiana Several program helps protect dairy’s “freedom to operate” in our nation’s schools by

engaging health professionals, school offi cials and other thought leaders to

advance dairy’s role as part of a healthy and nutritious diet.

How long has the dairy checkoff been involved with the NFL Experience? NFL the with involved been checkoff dairy the has long How

Test your answer your Test Local spotlight Local