Through their checkoff program, America’s dairy producers are reminding consumers about dairy’s role in weight loss, specifically around the abdominal region, with the launch of the 3-A-Day™ of Dairy “Real People, Real Results” promotion. The timing aims to build on the upcoming “swimsuit season” as a compelling reason for the public to meet weight-loss goals. The promotion kicked off this month and highlights weight-loss success stories with testimonials from successful dieters who included three servings of dairy a day in their plans. The promotion also works with key partners, including People magazine, WebMD® and Pillsbury Bake-Off®.

The April 11 issue of People magazine included a “Real People, Real Results” insert sponsored by 3-A-Day of Dairy. Consumers who buy one each of milk, cheese and yogurt during a shopping trip will receive a free reprint available at 6,500 in-store displays nationwide. Additionally, 15,000 joint 3-A-Day of Dairy and Yoplait® yogurt sampling events will be held across the country where consumers can receive a free recipe card featuring a dieter’s success story using dairy products. New national television and print 3-A-Day of Dairy ads will appear in the top 100 media markets, and in People, Family Circle, Woman’s Day and other national magazines. New dairy-focused information will be added to WebMD.com, focusing on “Skinny Foods for the Summer.” Content will include 3-A-Day of Dairy recipes, exercise tips from professional trainers and menu plans to help moms incorporate dairy and other nutrient-rich foods in their daily meal planning. The national dairy checkoff is managed by Rosemont, Ill.-based Dairy Management Inc. For more information about this and other dairy checkoff programs, contact Jennifer Wing at (847) 627-3225 or jenniferw@rosedmi.com.

The 2005 Macaroni and Cheese Recipe Contest, sponsored by Tillamook Cheese and McCormick & Schmick’s Seafood Restaurants, will give individuals the opportunity to submit their unique homemade macaroni and cheese recipes. Final cook-off events will take place in San Jose, Calif.; Denver; Dallas; and Phoenix. Three finalists will be selected in each city, and will compete in front of local celebrity judges and culinary experts in a cook-off at their local McCormick & Schmick’s Seafood Restaurant.

Finalists will be chosen based on unique use of ingredients, taste and overall creativity. At the final cook-off events, entrants will prepare their recipe from scratch with the assistance of McCormick & Schmick’s chefs, which will then be sampled by the local judges and experts. The winner in each city will receive a $1,000 check, 25 pounds of Tillamook® cheese and an “unveiling” of their recipe at their local McCormick & Schmick’s location. Finalists will receive 15 pounds of Tillamook cheese and a $75 McCormick & Schmick’s gift certificate. All winners will be featured on the contest Web site. Deadlines for recipe submissions vary depending on location. For more information about the contest, visit www.tillamookcheese.com or call (866) 5-RECIPE.

Rosa’s Original Horchata was featured this month among several traditional Mexican products on the Food Network’s popular program, “Unwrapped.”  As Rosa’s Original made its national television debut on the April 4  “South of the Border” episode, viewers were treated to a behind-the-scenes look at the development and manufacturing of the company’s three Rosa’s Original flavors. The product can now be found on the shelves of major grocery stores, convenience stores, national chain retailers and local mercados. The episode informed loyal Rosa’s Original customers about what it takes to produce the beverage outside of a restaurant setting. Additionally, the debut informed horchata lovers that their favorite drink is now available in local grocery stores, the company says.

Purity Dairies, Nashville, Tenn., has introduced 0% Plus fat-free milk, the latest addition to the company’s milk product line. The new skim milk delivers all the calcium and vitamins of whole milk plus healthy acidophilus and bifidum (AB), said to aid in digestion. Purity says doctors recommend the company’s AB milk products because they replenish the body of natural microflora that are destroyed by processed foods and antibiotics, and because they provide additional health benefits not found in regular milk.

Purity has enlisted the help of Matt Lindahl and his “Milk Jug Band” to put a fresh face on 0% Plus. Lindahl captured third place in last summer’s “Nashville Star” competition and the hearts of audiences across America. Most recognized for his red hat, overalls and washboard, Lindahl is said to have “put the fun back into country music” after his performances on the USA Network show. Although Lindahl traded his red cap for a navy blue Purity cap designed especially for him, he still appears with his washboard in the multimedia ad campaign. “We wanted to have fun with the new ad campaign for 0% Plus, and Matt is a perfect fit for Purity,” says Bill Seymour, creative director for DS&D Marketing. “He stood out from the crowd on ‘Nashville Star.’ He’s the guy you remember from last season, even if you only saw it one time. That kind of uniqueness is what we wanted for Purity’s ad campaign.”

Purity returns to television for the first time in several years with three spots featuring Lindahl, his band and upbeat bluegrass music with the common theme of “great fresh taste.”