Issues/Crisis Management
About Issues/Crisis Management
Protecting Dairy’s Image
The dairy checkoff program uses around-the-clock staff to manage a wide-ranging issues network to counter activists and respond to media and consumer questions to maintain and build the good reputation of dairy among consumers.
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Working with National Milk Producers Federation, U.S. Dairy Export Council® and International Dairy Foods Association, the dairy checkoff leads the development and implementation of a comprehensive plan for managing issues and preparing for potential crises.
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Each year, hundreds of state and regional checkoff staffs participate in drills to further refine plans and identify needs that may have arisen since the original development in the event of a crisis that could impact dairy consumption.
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Additionally, the checkoff manages the
www.dairyresponse.com Web site that works to communicate the safety of milk and dairy products to the public. In the event of an industry-wide crisis, this site is updated with urgent news and information.
Protecting Dairy's Image
The dairy checkoff program works hard every day promoting dairy and dairy ingredients. It also works hard behind the scenes to help protect and defend the public image of dairy producers and the dairy industry.
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The National Dairy Council®, the nutrition research and education arm of the dairy checkoff program, provided important nutrition research and scientific expertise to the Dietary Guidelines Advisory Committee. This research was used in crafting the 2005 Dietary Guidelines and food guidance system, which increased the dairy recommendation from two to three servings of dairy a day to a solid three servings of low-fat or fat-free dairy products a day.
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The checkoff educates consumers and media on the strong scientific research that supports the health benefits of including dairy in a daily diet. These efforts work to minimize anti-dairy, special-interest group claims by educating the media and other key leaders when misinformation is presented.
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NDC provides materials to the 250,000 health professionals who belong to the American Academy of Family Physicians, the American Academy of Pediatrics, the American Dietetic Association, and the National Medical Association.