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Minister Smith Welcomes EU Approval for New NDC 'Milk In Action' Campaign

Brendan Smith T.D., Minister for Agriculture, Fisheries and Food has expressed his delight that a new three year milk promotion campaign to promote the nutritional benefits and consumption of dairy produce milk co-ordinated by the National Dairy Council (NDC), will be approved for EU co-funding. Funding from Irish industry at 30% (€145,000 a year approximately) was a prerequisite to EU co-financing and the Department will contribute up to €100,000 a year (20%).

The 'Milk in Action' programme will commence in April 2010 and aims through linkage with sport to increase milk consumption by young people in particular. The programme will also inform women of the nutritional benefits of milk and milk products, in particular cheese and yoghurt, in the battle against osteoporosis. 

The Minister said that this initiative was timely as studies show that 43% of Irish teenage girls and 23% of Irish teenage boys do not have enough calcium intake in their diet and that 23% of Irish women do not have sufficient calcium intake in their diets.

Minister Smith complimented the National Dairy Council (NDC) and its Chief Executive Ms Helen Brophy, who had drafted the proposal in co-operation with partners in Northern Ireland, England and Wales, and who will be responsible for overall management of the project. 


This campaign is being implemented under EU Council Regulation 501/2008 on funding promotion and information programmes for agricultural products in the European Union.  Programmes are funded 50% by the EU, 30% by the trade organisation and 20% by the Member State and are submitted by trade organisations representative of the sector being promoted. The NDC Milk in Action Programme will receive, over 3 years,  €728,470 funding from the EU, matched by funding of €437,082 raised by the industry in Ireland and €291,388 from the Department of Agriculture, Fisheries & Food.

Date Released: 30 December 2009