Family Living
Focus
by
Sandra
Parker Hall j
Clinton County
Cooperative Exte-si
It’s Time to Get Moving!
What kind of shape are you
Can you do the same things
you did as a teenager and not be
out of breath?
Some of us can and some of
us need rest and oxygen before
we can go any further. Our
lifestyles vary, but we all need
physical activity at every stage
of life. According to a report from
the Surgeon General moderate
physical exercise can lead to a
longer, healthier life.
Regular physical activity is
an important tool that can help
prevent or reduce the risks of
some of the leading causes of ill
ness and death in the United
States. These include heart dis
ease, diabetes, high blood pres
sure, and colon cancer. Physical
activity has also been shown to
reduce feelings of depression
and anxiety, help control weight,
help build and maintain healthy
bones, muscles and joints.
Staying physically active helps
us stay strong and better able to
move without falling.
Unfortunately, most of us
no n’t get enough exercise
Consider these facts:
•Sixty percent of American
adults do not exercise on a regu
lar basis.
•Twenty-five percent of
adults are not active at all.
•Nearly half of the young
people ages 12 to 21 are not vig
orously active on a regular basis.
•Inactivity increases with
age and is more common among
women than among men.
As more of us go to work at
sedentary jobs and spend leisure
time channel surfing, getting
enough physical activity
becomes a bigger problem
Exercise can come in many
forms and it doesn’t have to be
strenuous to improve our health.
Individuals of all ages can bene
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fit from a moderate amount of
physical activity. You can
improve your health whether
you exercise in longer sessions of
moderately intense activity
(such as 30 minutes of brisk
walking) or in shorter sessions
of more strenuous activity (such
as 15 to 20 minutes of jogging).
Of course, you can get even
greater health benefits if you
increase your level of physical
activity. Be careful not to overdo
it. If you have been inactive for a
while, check with your doctor
before taking up a new exercise.
If you are planning to start a
new activity program, keep the
following in mind.
•Always talk to your doctor
before beginning any exercise
program. If you have a chronic
health problem, such as hyper
tension, heart disease, diabetes,
obesity or if you are at risk for
any of these diseases, it is espe
cially important that you speak
with your doctor before begin
ning.
•Men over age 40 and women
over age 50 should visit their
doctqr and get checked for heart
disease before beginning a pro
gram of vigorous activity.
•If you are sedentary and
want to begin exercising, start
with short sessions of five to ten
minutes and gradually build up
to longer sessions.
• Remember the best way to
stick to an exercise program is
by making it fun.. Try a variety
of activities, and include family
and friends in your plans
Finally, don’t be discouraged.
Whether we realize it or not we
are often exercising when doing
jobs or chores around the home.
Some examples of moderate
exercise follow:
•washing windows or floors
for 45 to 60 minutes
• gardening for 30 to 45 min
utes
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717-354-2613 Fax: 717-355-9170
CONESTOGA
Buildings Inc.
Total Milk
PITTSBURGH Since the
dairy checkoff began in 1984,
America’s dairy farmers have
sold approximately 200 billion
more pounds of total milk that
the United States Department
of Agriculture (USDA) projected
for sales without the checkoff,
according to recently released
USDA figures.
Cindy Weimer, spokesperson
of the Pennsylvania Dairy
Promotion Program (PDPP)
says dairy consumption has
risen in part because dairy
farmers agreed to fund a nation
wide generic promotion pro
gram. But, Weimer cautions, the
key to continued success in
expanding dairy sales is moving
away from addressing con
sumers “generically.” It takes
precision marketing that targets
specific consumers and coordi
nates promotion efforts to grow
sales today.
Part of that precision comes
from a highly integrated, unified
effort. “National, state and
regional dairy organizations and
others in the dairy industry are
working together in unprece
dented ways on unified
research, development and pro
motion to deliver the right prod
ucts, packages and messages to
consumers,” says Weimer.
In addition, extensive
research was done to ensure
that checkoff dollars are used
effectively and efficiently to
deliver appropriate promotion
messages to the right consumer
•wheeling yourself m a
wheelchair for 30 to 40 minutes
•walking two miles in 40
minutes '
•running IV2 miles in 15
minutes
•bicycling five miles in 30
minutes
•pushing a stroller IV2 miles
in 30 minutes
•raking leaves for 30 min-
utes
•shoveling snow for 15 min-
utes
•swimming laps for 20 min-
utes
How many similar activities
do you do? Give yourself a pat on
the back and be sure to keep
moving.
Sales Exceed
audiences, Weimer said. The
most extensive consumer study
in dairy’s history revealed two
market segments with the most
potential for growth young
milk drinkers and certain
cheese customers.
Dairy farmer-funded promo
tions reaching young milk
drinkers and consumers who
cook with cneese or simply crave
cheese are being coordinated at
all levels national, state and
regional. “We know our market
ing efforts have much more
impact if we are all speaking
with one clear voice and reach
ing our consumers repeatedly
with consistent messages,”
Weimer says.
The dairy checkoff is working
hand-in-hand with dairy proces
sor-funded promotions. By
meshing the dairy farmer-fund
ed “got milk®” marketing cam
paign, which targets children,
with the Milk Processor
Education Program (MiIkPEP)
“milk mustache” campaign,
aimed at teens and adults, all
target audiences are reached
more effectively, Weimer says.
This coordination puts a
record $lBl million into the
1998 campaign alone, with the
ultimate goal of increasing fluid
milk consumption by 4%, or 2.2
billion pounds by the year 2000.
The increased efficiencies of
joining forces on fluid milk
allowed an additional $2l mil
lion to be earmarked for the new
“Behold the power of Cheese™”
campaign. This provided a sub
stantial 40% increase in nation
al farmer-funded cheese market
ing efforts. The goal is an
increase in annual cheese con
sumption from the current 28.6
pounds to 31 pounds per person
by the year 2000.
• In addition to precision mar
keting efforts, even the research
at all six national dairy centers
is fine tuned and results are
focused on projects that will
encourage Americans to con-
Lancaster Farming, Saturday, July 11 1998-815
Projection
sume more dairy and dairy
based products
“Our farmer-funded research
plan is designed to meet the
needs of consumers and help the
food industry in order to build
demand,” Wenner says “Were
working on projects that will
have the greatest marketplace
impact, such as developing new
milk-based beverages and
improving the taste and texture
of reduced-fat cheeses ”
Research findings also are
used in dairy farmer-funded
education programs, which pro
mote the importance of dairy as
the preferred source of calcium
in American diets Recent
results continue to emphasize
the role of dairy in preventing
osteoporosis and indicate that
dairy products may play a role
in reducing hypertension
“Clearly, the checkoff is work
ing to increase demand for dairy
products,” says Weimer “But
the checkoff program can and
will work even better. By pre
cision targeting consumers and
coordinating the dairy indus
try’s research, development and
promotion programs, we hope to
increase dairy sales at an even
faster rate.”
Pennsylvania Dairy
Promotion Program contracts
with the American Dairy
Association & Dairy Council
Mid East to work closely with
Dairy Management Inc. IM , the
national check planning and
management organization, to
implement diary promotion and
research programs nationwide
ADADC Mid East is the local
planning and management orga
nization, funded by dairy farmer
dollars, responsible for increas
ing demand for U.S produced
dairy products on behalf of
America's dairy farmers
To learn more about dairy
farmer-funded efforts, contact
the Pennsylvania Dairy
Promotion Program at 814/498-
2058; cweimer@dnnk-milk.com