1. Food, Nutrition and Health Update 2002 1 Mooove to Lowfat or Fat Free Milk: a campaign of the Florida Interagency Food and Nutrition Committee Linda Benjamin Bobroff Food and Nutrition Update 2002

2. Food, Nutrition and Health Update 2002 Overview What is FIFNC? Diet and disease risk Milk consumption patterns Rationale for the Mooove campaign Scope of the campaign Extension’s role

3. Food, Nutrition and Health Update 2002 What is FIFNC? Florida Interagency Food and Nutrition Committee –Long and varied history –State agencies focused on nutrition –Share ideas, expertise, resources –EATT is FIFNC project –Mooove is first FIFNC collaborative educational campaign

4. Food, Nutrition and Health Update 2002 FIFNC Agencies UF IFAS Extension Florida DACS Florida DCF Florida DOE Florida DOEA Florida DOH FDA UF AHEC

5. Food, Nutrition and Health Update 2002 Diet and Disease Risk Obesity Diabetes Cancer Heart disease Stroke Osteoporosis

6. Food, Nutrition and Health Update 2002 Obesity on the Rise CDC, NCHS, NHANES II and NHANES 1999

7. Food, Nutrition and Health Update 2002 Obesity on the Rise in Children CDC, NCHS, NHANES II and NHANES 1999

8. Food, Nutrition and Health Update 2002 Obesity and Health Risks Diabetes High blood cholesterol/Heart disease Hypertension/Stroke Cancer Osteoarthritis Other health risks Surgeon General’s Call to Action, 2001 N Engl J Med 1999;341:1097-1105 Www.hhs.gov/news, 12/13/01 press release Healthy People 2010, Www.health.gov/healthypeople

9. Food, Nutrition and Health Update 2002 Obesity - Special Concerns Disparities in prevalence Concern for children and youth Monetary costs Personal costs Www.hhs.gov/news 12/13/01 press release

10. Food, Nutrition and Health Update 2002 Obesity and Mortality Lifestyle vs body weight? Recent prospective study >1 million adults: –  BMI associated with  mortality –effect of BMI greater among whites –  BMI most predictive of death from CVD –differences in effect related to lifestyle NEJMed 341(15): 1097-1105, 1999

11. Food, Nutrition and Health Update 2002 Healthy People 2010 Goals Reduce child and youth overweight/ obesity to 5% Reduce adult obesity to 15% Healthy People 2010, Www.health.gov/healthypeople

12. Food, Nutrition and Health Update 2002 Diabetes Relation to overweight/obesity Increased incidence “epidemic” Dramatic increase in end-stage renal disease Health care costs $98 billion in 1997 Www.cdc.gov/od/oc/media/pressrel/r0010911.htm Www.cdc.gov/hchs/data/hp2k01.pdf

13. Food, Nutrition and Health Update 2002 Cardiovascular Diseases More than 950,000 deaths annually Heart disease #1, Stroke #3 Trends in obesity portend future rise in premature deaths from CV disease Www.cdc.gov/hchs/data/hp2k01.pdf

14. Food, Nutrition and Health Update 2002 Milk Consumption Patterns Food supply provides 1.6 daily milk/milk product servings Trend toward lower fat milk Increased consumption of cheese, ice cream FoodReview 2000;23:2-14 FoodReview 1998;22:2-12 ERS/USDA Statistical Bulletin 825, 1991

15. Food, Nutrition and Health Update 2002 Milk Consumption Trends

16. Food, Nutrition and Health Update 2002 Milk Consumption Patterns Eating out... –decreased milk consumption –increased consumption of soft drinks Black children drink whole milk Hispanic children not switched Parents beliefs influence milk consumed FoodReview 1998;22:2-12 J Am Diet Assoc 2001;202:464-66. Prev Med 2001;

17. Food, Nutrition and Health Update 2002 Milk in Schools 63% milk in schools is whole or 2% 65% of schools order some lowfat or fat free milk 21% of schools order lowfat and fat free milk School Health Policies and Programs Study 2000, Www.cdc.gov/shpps

18. Food, Nutrition and Health Update 2002 Rationale for Mooove Campaign High-fat milk/milk products major source of fat in American diet Increased use of lowfat milk associated with decreased fat consumption Am J Clin Nutr 1998;67:616-23 Am J Public Health 1994;84:799-806

19. Food, Nutrition and Health Update 2002 Rationale for Mooove Campaign Whole milk major source of saturated fat in children’s diets Substituting lower fat milk reduces saturated fat intake Am J Public Health 1994;84:799-806 Am J Public Health 1992;82:810-815 Am J Clin Nutr 1998;67:616-23

20. Food, Nutrition and Health Update 2002 Rationale for Mooove Campaign Reducing saturated fat intake can decrease diabetes risk. Children maintain micronutrient intake when switched to fat free milk N Engl J Med 2001;344:1343-50 Pediatrics 1997;100:e4, www.pediatrics.org/cgi/content/full/100/3/e4

21. Food, Nutrition and Health Update 2002 Focus of Mooove Campaign GOAL: Promote consumption of lowfat or fat free milk in school children, adults, and elders STRATEGIES: –Educational activities –Media –Product placement

22. Food, Nutrition and Health Update 2002 Mooove Campaign Kit Research paper Professional newsletter article Consumer fact sheet Lesson plans - children, elders Posters with Vaca the cow Activity sheets

23. Food, Nutrition and Health Update 2002 Extension’s Role Committee members prepared research paper, newsletter article, fact sheet, lesson plans County faculty can use lesson plans: –Schools, youth organizations, 4-H –Congregate meal sites –Extension office –Other community sites

24. Food, Nutrition and Health Update 2002 Extension’s Role Have posters visible for Extension clientele (coming soon!) Provide feedback on campaign materials Use evaluation and reporting forms Submit ideas for future Interagency campaigns

37. Food, Nutrition and Health Update 2002 Time Line for Campaign December/January: prepare materials January/February: peer review February: printing and distribution March (National Nutrition Month): Mooove to Lowfat or Fat Free Milk campaign implemented across Florida!

38. Food, Nutrition and Health Update 2002 Time Line for Campaign Mar 02-Feb 03: Campaign implemented June 02-May 03: Evaluations June 03-Aug 03: Data analysis and campaign review July 03-Sept 03: Abstract(s), paper(s) prepared

39. QUESTIONS?