INDIANAPOLIS, Ind. — From the Pop Warner leagues to the pros, the message is: Winners drink milk. And Indiana dairy is promoting milk and dairy products as the winning beverage for all ages, with programs such as “Fuel Up to Play 60” and “Refuel with Chocolate Milk.”

Promoting milk and dairy products is a year-round job for Jenni Purcell, MS, RD, CD. She is director of communications for American Dairy Assoc. of Indiana, Inc. and Dairy & Nutrition Council, Inc. Divisions of Milk Promotion Services of Indiana, Inc. (MPSI). She oversees programs educating consumers, educators and health professionals about the nutrition in dairy and facts about dairy farming.

“We do several promotions throughout the year with the Indiana State Fair, June Dairy Month and the Indianapolis 500,” said Purcell. “Our ‘Every Single Day’ campaign helps the public learn about dairy farming and the good nutrition news about milk and dairy products.”

She added since MPSI works with Dairy Management, Inc., it has the opportunity to work with different states and regions. “We get to share ideas and programs,” she said. “We work together as a federation and carry out a Unified Marketing Plan, which we call the UMP.”

One of the programs that has been highly successful at the national level was work with restaurant chains several years ago to provide consumers a better milk offering when, where and how they wanted it. This led to the introduction of white and flavored milk in plastic bottles at foodservice.

Today, more than 70,000 restaurants now offer milk in plastic bottles, including McDonald’s, Burger King, Wendy’s, and Sonic Drive-In.

Another project is “Making a Dairy Destination” at some restaurants such as McDonald’s. “We actually have dairy and food scientists on staff at McDonald’s corporate headquarters to help develop dairy-based menu items,” Purcell said.

Dairy promotion boards across the country are also engaged in a battle against childhood obesity through by improving nutrition and physical activity with their national-wide Fuel Up to Play 60 program. Fuel Up to Play 60 partners dairy councils with the National Football League to promote nutrition and dairy’s role in schools.

“Public health leaders are looking at new ways to provide healthier food offerings,” Purcell said. “Fuel Up to Play 60 helps by introducing dairy in breakfast and after-school snack offerings, and in formulations.

“In Indiana, students from 1,614 private and public schools are actively engaged in Fuel Up To Play 60. This program is unique in that it engages students directly to take the lead in helping make their schools and communities healthier.”

Purcell added they are also looking at ways to give a new look to school milk. “Schools are very important for dairy consumption and education. The experiences children have with milk at school impact 100 percent of future consumption. In Indiana we help schools with grants for milk coolers and vending machines.”

The “New Look of School Milk” is part of Fuel Up to Play 60 (in more than 70,000 schools nationwide), which identifies and implements programs to incorporate dairy and other nutrient-rich foods in multiple ways in the nation’s schools. But the challenge is finding volunteers with the time to lead these programs.

“We are working with school districts and processors to offer milk in plastic bottles at our nation’s schools,” she said. “Currently, 10,000 schools offer milk in plastic bottles on the school meal line.”

School districts are also adding milk machines. “Some processors help provide the machines and MPSI also provides financial assistance for vending machines,” Purcell said. “We have helped place over 100 vending machines across the state. Currently, schools can apply for grants from us to obtain vending machines.”

The common goal is to provide a nutritious, wholesome product to Hoosier children. “Our surveys show milk consumption has increased,” Purcell said. Teachers, kids and parents are in favor the vending machines. It makes a healthy snack available for school visitors, too.”

While some groups are suggesting flavored milk has as much sugar as soft drinks, Purcell and dairy promotion boards across the country are constantly working to educate parents and school officials on facts about the nutritional value of milk and dairy products.

“A cup of the fat-free flavored milk averages about 130 calories, 40 calories more than plain milk,” she said. “Studies have shown that when flavored milk is removed, that (children) do not choose white milk in its place. And if they do choose white milk, they do not necessarily drink it.”

The Innovation Center for U.S. Dairy recently produced a comprehensive plan to address challenges with flavored milk in schools. “I know that reformulated, flavored milks coming from the processors contain 38 percent less than traditional flavored milks and are well liked by the students,” Purcell said.

She said a Flavored Milk Toolkit was launched in August to provide dairy promotion boards, school nutrition directors and industry partners with useful, actionable information including social media tips, facts supporting the sugar reduction by processors and nutrition facts supporting childhood milk consumption.

Purcell added that drinkable yogurt is popular in schools, and yogurt in general is gaining in popularity. Another project showing promise is the formulation of lactose-free milk.

She said roughly 52 million adults avoid milk and other dairy products because of a real or perceived lactose intolerance.

“If we can bring these people back to dairy by developing lactose-free milk and dairy products, we could grow consumption by two billion pounds of milk per year,” she said.

Purcell explained dairy promotion boards are also working on ways to grow and maintain consumer confidence in dairy, with training and tools for dairy farmers.

Websites such as www.dairyfarming today.org is a place for people to learn more about modern dairy farming.

For more information about milk, dairy products and dairy promotion efforts in Indiana, go to www.winnersdrink milk.com