The Interprofessional Organization that encompasses the entire Spanish dairy sector, Inlac, has presented on 14th June a campaign aimed at improving the knowledge and perception of dairy products, whose consumption, despite being essential elements for a balanced diet, it does not at present reach the necessary amounts for a correct feeding. Through rigorous information, which bases its messages on the work of a Scientific Committee composed of experts of recognized prestige, this initiative seeks to promote among the Spanish population the intake of at least three dairy a day, and has the support the EU and MAPAMA.
Under the premise that there is a milk suitable for each age and person, the campaign “Say yes to at least 3 dairy a day”, orchestrated by Inlac, aims to encourage the presence of milk and dairy products in the diet of Spanish, within the framework of healthy eating habits. Thus, as explained by the President of Inlac, José Armando Tellado, over the next two years, under the “Program for the promotion of milk and dairy products in the framework of appropriate dietary practices” will be put launched a series of actions aimed at achieving the main objective of the campaign, “Say YES to at least 3 dairy a day”, within an active life and a healthy and balanced diet.
The decline in dairy intake, along with other changes in the consumption habits of the population, are directly related to European public health
As the EU has reflected in its White Paper, “over the last three decades there has been a marked increase in overweight and obesity in the EU population, especially in children, whose estimated prevalence of overweight is 30% in 2006. This situation points to the gradual deterioration in the quality of food and the scarce physical activity of the population of the EU as a whole, which is why a future increase in chronic diseases is expected. In the long term, this trend will reduce life expectancy and, in many cases, the quality of life in the EU. ”
In order to counteract this worrying situation, the Inlac campaign seeks the recovery of an adequate consumption of milk and milk products, through the transfer to consumers of verified information about their properties, always within a healthy lifestyle habits and accompanied by an increase in physical exercise. To this end, a specific scientific committee has been formed, composed of experts from the disciplines in which milk and dairy products have much to contribute:
Ángel Gil (Chairman of the Committee and Professor of the Department of Biochemistry and Molecular Biology II at the University of Granada).
Rosa María Ortega (PhD in Pharmacy and Professor of Nutrition at the Universidad Complutense de Madrid).
Manuela Juárez (Doctor in Chemistry, professor “ad honorem” of the CSIC).
Nancy Babio Sánchez (Dietista, Professor of Nutrition and Metabolism at Rovira i Virgili University).
Rosaura Leis (Coordinator of the Pediatric Gastroenterology and Nutrition Unit of the Hospital Clínico de Santiago (CHUS), professor of Pediatrics at the USC).
Federico Cuesta (Specialist in Geriatrics at Hospital Clínico San Carlos, professor at the Universidad Complutense de Madrid).
Pilar Matía (PhD specialist in Endocrinology and Nutrition at Hospital Clínico San Carlos).
Marisa López (Doctor in Medicine, specialist in Family and Community Medicine and expert in Nutrition and Dietetic Planning).
The work and experience of this Scientific Committee is the basis on which communication is built, which is developed around three main areas of argument:
Properties of milk and milk products by their content in:
- Minerals (calcium, potassium, magnesium, zinc and phosphorus)
Benefits of milk and milk products for groups that need them especially:
- Sportsmen, for the importance of vitamins.
- Children / adolescents, favoring good growth and development.
- Adults, for their contribution to a balanced diet.
- Women, for their benefits in key moments such as pregnancy, breastfeeding and menopause.
- Third age, for its ease of consumption and chewing and supply of high-value protein.
Recovery of consumption moments traditionally associated with milk and dairy products:
- Breakfast, energy needed for the day.
- Sport, a natural hydration.
- Snack, back to the tradition and alternative to the industrial bakery.
The campaign, in detail
Through this European program, created to promote the consumption of milk and dairy products, within the framework of appropriate dietary practices, communication tools are developed to facilitate the dissemination of their messages to consumers. Thus, this campaign has presence in magazines like lifestyle, nutrition, health or society; Will also be disseminated through spots that can be seen online and in movie theaters, in successive waves during the next two years. In parallel, an important commitment to the online environment translates the information about these products to the virtual environment. To this end, the ad hoc format is adapted to the main message: “Say yes to at least 3 dairy products per day, to an active life, to a healthy and balanced diet”, for dissemination through the main social networks, Which will also create specific communities.
Together with the presence in the media, the program contemplates the creation of spaces that favor direct contact with citizens in general and with strategically relevant targets in particular. For the former, Healthy Meetings are created, an opportunity to listen first hand to the members of the Scientific Committee. During the first year, these meetings take place in the cities of Barcelona, Malaga and Santiago de Compostela.
The program includes special actions aimed at groups that stand out for their ability to prescribe and generate consumption trends: professionals in the health field, such as doctors or midwives
Through the “Program for the promotion of milk and dairy products within the framework of appropriate dietary practices”, Inlac and the European Commission, with the support of the Ministry of Agriculture and Fisheries, Food and Environment, give a solid response to the need to increase the presence of these products in the day to day of the Spanish citizens.