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    Kroger to Adopt 3-A-Day Messaging in New Dairy Campaign

    CINCINNATI - The Kroger Co. is launching a marketing campaign to educate customers about the nutritional benefits of eating more dairy foods. Kroger will feature 3-A-Day messaging, which is part of an ongoing integrated marketing/education program by the American Dairy Association/National Dairy Council.

    CINCINNATI - The Kroger Co. on Friday said it is launching a marketing campaign to educate customers about the nutritional benefits of eating more dairy foods. Kroger will feature 3-A-Day messaging, which is part of an ongoing integrated marketing/education program by the American Dairy Association/National Dairy Council, throughout the year in "Fresh ... for Life" advertising, in-store signage and targeted promotions.

    A key element of Kroger's campaign, titled "Fresh ... for Life," encourages families to eat at least three servings of calcium-rich milk, cheese or yogurt a day to build stronger bones and healthier bodies.

    According to the USDA, most kids don't get enough calcium in their daily diets. Nearly nine out of 10 teenage girls and seven out of 10 teenage boys fail to get the recommended amount of calcium in their daily diets. The USDA recommends at least three servings of milk, cheese or yogurt each day.

    The "Fresh ... for Life" campaign also highlights the selection of fresh dairy products available at Kroger's more than 2,400 stores, as well as its long history in dairy manufacturing. Kroger opened its first dairy manufacturing plant in 1928 and began shipping fresh dairy products to its stores. Seventy-five years later, Kroger ranks as one of America's largest dairy manufacturers, with 15 dairies, three ice cream plants and two cheese facilities.

    "There's no question that a lot of Americans are interested in eating healthier and learning how to take better care of themselves. The 'Fresh ... for Life' campaign will remind our customers that adding more calcium to their diets offers significant nutritional benefits," said Bruce Macaulay, Kroger's group VP of grocery merchandising. "It will also position our store dairies as a convenient source for the freshest dairy products."

    The backers of the 5 A Day for Better Health program, which advocates produce consumption, is at odds with the dairy industry over the new 3-A-Day for Stronger Bones campaign, the Atlanta Journal and Constitution reported last week.

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