Campaign Visits Cleveland to Rally Residents to Eat Right, Move More and

                              Milk Their Diets



    CLEVELAND, Aug. 8 /EMWNews/ -- The last decade can be defined by the

ups and downs of different fad diets -- which seem to go in and out of

fashion like shoulder pads and hemlines. Yet, long-term success has been

slim. Two out of three Americans -- including 24 percent of Cleveland

residents



    -- remain overweight or obese.



    A new campaign crossing the country, the Campaign for Healthy Weight,

is rallying Americans behind the healthy weight cause, not just the

political candidates, and urging people to think more about their "health"

instead of simply a number on the scale. Studies indicate that small,

specific changes in physical activity and calorie intake can make a big

difference. And, people who maintain a healthy weight are less likely to be

at risk for weight-related health conditions, such as heart disease. The

Campaign will make its stop in Cleveland on August 10, 2008 to urge local

residents to change their "diet" mindset and elect a new attitude.



    Weighing in on the American Diet



    A new report called "Weighing in on the American Diet," found that the

number of adults who say they are on a diet has steadily decreased over the

past decade. The study, conducted by The NPD Group in collaboration with

the Milk Processor Education Program, found the majority of Americans say

they are on a diet for their health and their weight; 68 percent say

"feeling healthier" is why they're dieting.



    People who are watching their weight, however, are making less than

optimal beverage choices. Coffee, soft drinks, teas and juices are most

likely filling their glasses and cups with milk being the fifth most

frequently consumed beverage -- only 14 percent of all beverage occasions.

Including milk on the menu appears to make a positive difference, though.

The report found that adult dieters who made drinking lowfat or fat free

milk a daily habit were more likely to have a healthy body mass index (BMI)

with better quality diets richer in essential nutrients and were less

likely to feel deprived compared to dieters who didn't -- findings which

are in line with previous scientific studies.



    Milk supplies two nutrients that along with physical activity are

especially important when cutting calories -- calcium to prevent bone loss

and protein to help build muscle mass. Studies suggest that drinking the

recommended three glasses of lowfat or fat free milk a day along with a

healthy diet can help maintain a healthy weight. Researchers also have

found that people with higher intakes of milk tend to be leaner and are

less likely to gain excess weight than those who drink little to no milk.



    Milk -- The Beverage with Your Health Interests at Heart



    People who maintain a healthy weight are less likely to be at risk for

weight-related health problems, such as diabetes, heart disease, high blood

pressure and some types of cancer. In addition, some studies have linked

meeting the recommendations for lowfat and fat free milk along with eating

fruits and vegetables to a lower risk for high blood pressure and heart

disease, as part of a heart-healthy diet. The American Heart Association

2007 Guidelines for Preventing Cardiovascular Disease in Women emphasize

eating fresh fruits, vegetables and lowfat milk and milk products.



    Cleveland Residents Pledge to Maintain a Healthy Weight



    As part of milk's proud support for the American Heart Association's

Start! Heart Walks in cities across the country, the Campaign for Healthy

Weight will set up headquarters at walk events nationwide to rally

Americans to eat right, walk more and milk their diets. Participants at the

Cleveland Start! Heart Walk on August 10, 2008, who will already be taking

steps towards a healthier lifestyle, will be able to join thousands of

other Americans who have taken a healthy weight pledge and voted for milk

with their upper lips.



    While at the Start! Heart Walk, visitors can:



    -- Join the Campaign and take the pledge to maintain a healthy weight

in a healthy way with milk



    -- Sample heart-healthy lowfat or fat free milk from local dairy

processors



    -- Speak with a local registered dietitian who can explain how simple,

lifelong steps can help maintain a healthy weight and a healthy heart



    -- Take the Campaign for Healthy Weight Quiz to see how their weight

management habits compare to those of their fellow Americans



    -- Take a souvenir Milk Mustache photo and receive a complimentary

two-week Curves membership to help them to continue to be active



    -- Enter for a chance to win a FREE trip to the 2009 AHA Start! Heart

Walk in Hilo, Hawaii



    To learn more about the Campaign for Healthy Weight and the findings

from the Weighing in on the American Diet report, log onto

http://www.whymilk.com. Here visitors can take the healthy weight pledge,

get tips on how to maintain a healthy weight and prevent unhealthy weight

gain and find out if their beverage choices may be derailing their efforts.



    The Milk Processor Education Program (MilkPEP), Washington, D.C., is

funded by the nation's milk processors, who are committed to increasing

fluid milk consumption. The MilkPEP Board runs the national Milk Mustache

"got milk?" Campaign, a multi-faceted campaign designed to educate

consumers about the health benefits of milk. For more information, go to

http://www.whymilk.com. The tagline "got milk?"(R) was created for the

California Milk Processor Board by Goodby Silverstein & Partners and is

licensed by the national milk processor and dairy producer groups.