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Dr. Marianne WalshIFA National Milk Rally

25th October 2016

Nutrition, reputation and dealing with the anti-dairy messaging

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Overview

• The value of milk - a nutrition perspective

• The anti-dairy messaging (challenges facing consumption)

• Positive reputation work

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The value of dairy

• Rich nutritional composition

• Health across the life-stages

• Sports nutrition

• Dairy alternatives

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ProteinMagnesium

Phosphorous

Fat

Niacin

Carbohydrate

Vitamin D

Vitamin A

Calcium

Thiamine

Iodine

Riboflavin

Folate

Vitamin B6Vitamin B12

Potassium

Iron

Zinc

Selenium

Nutrition and composition

Saturated fat

Bio-active peptides

Sodium

Biotin

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Life-stage nutrition

Development of bones and teeth……………………………………………Calcium, phosphorusNormal growth………………………………………………………………………..ProteinCognitive function…………………………………………………………………..IodineImmune function, reduction of fatigue……………………………………Vitamins B2 and B12Muscle growth and maintenance……………………………………………Protein and calciumMaintenance of normal blood pressure………………………………….Potassium

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DoH Dietary Guidelines

3 servings per day5 servings for those aged 9 – 18 years

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25 year old 65 year old

Healthy Bone

Sarcopenia

Osteoporosis

Healthy Muscle

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25 year old 65 year old

Healthy Bone Osteoporosis

Frailty, increased risk of falls and fractures, loss of independence, reduced quality of life –

greater social and economic burden

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Osteoporosis & Sarcopenia

• 25 % of over 64s have sarcopenia

• ~300,000 osteoporosis

Janssen et al. J Am Geriatr Soc. 2004;52:80-85

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Dairy: a health solution

A rich nutrient matrix that accommodate healthy bones and muscles

Affordable, convenient and versatile – easy to incorporate into diet of older people

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A rich nutrient matrix that accommodate healthy bones and muscles

Dietitians and GPs

Affordable, convenient and versatile – easy to incorporate into diet of older people

Dairy: a health solution

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Dairy Education

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Sports Nutrition

Nutrition: Good recovery

Fitness Training

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Milk: Nature’s Sports Drink

Calcium

Phosphorus

3. Repair

Proteinwhey and casein

Iodine

Vitamin B2

Potassium

Vitamin B12

1. Rehydrate

Fluid and Electrolytes

The 3 R’s of Recovery

2. Refuel

Carbohydratelactose

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GAA Conference Jan 2016 x 800

Cycling Ireland Seminar x 80

RCSI Sports Science x 250

White Flag Awards x 100

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GAA Conference Jan 2016 x 800

Cycling Ireland Seminar x 80

RCSI Sports Science x 250

White Flag Awards x 100

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The ‘Free from’ trend

‘Healthy option’ Fridge space, price, origin….

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Macronutrient Comparison

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Micronutrient Comparison

Note: Some brands of cow’s milk are fortified with additional nutrients; vitamin D, iron and folic acid. However we carried out this comparison with an unfortified low-fat milk.

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Overview

• The value of milk - a nutrition perspective

• The anti-dairy messaging (challenges facing consumption)

• Positive reputation work

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Should humans drink the milk of another species?

Most adults are lactose intolerant?

Milk contains hormones and antibiotics?

Milk contains sugar?

Milk causes mucus & worsens asthma?

Processing destroys the nutrients in milk?

Milk is fattening?

Milk is linked to cancer?

Why are calves removed from their mothers?

Milk cause acne or eczema?

Dairy cows are mistreated?

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Animal Welfare

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NDC Action: HPs

2500 General Practitioners

750 Registered Dietitians

250 Nutritional Scientists

250 Sports Scientists and Physios

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NDC Action: Consumers

Promoted using Twitter – 254 downloads

• Journalists • Food-bloggers • Media friendly health professionals• Key opinion leaders on twitter

Public Events: Healthfest, Ploughing

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THE IRISH TIMES

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Radio Interviews

141,000 listeners (JNLR Figures)

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• Drink Almond Milk

• Hormones and growth factors in dairy stimulate tumour growth

• Milk does not help to prevent bone fractures

• Research shows that it increases mortality

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Overview

• The value of milk - a nutrition perspective

• The anti-dairy messaging (challenges facing consumption)

• Positive reputation work

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NDC Research

• Sports Nutrition Research

- DCU project (Recovery)

- UL project (Rehydration)

- New Project – Carlow IT (Recovery)

• Dairy and Healthy Aging

- TUDA project (TCD & St. James’)

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Milk & Hydration

Skimmed MilkCarbohydrate-electrolyte sports drinkWater

2 % Dehydration

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Milk & Hydration

• Interview with the Researcher (Suzanne Seerey)

“New Study indicates Milk is more hydrating

than Water after exercise”

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TUDA Study: healthy ageing

5,186 adults 60 + years

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TUDA Study: healthy ageing

5,186 adults 60 + years

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Key findings – paper 1

Recommended: 3/day

Reaching:1.16 /day

• Those with higher dairy intakes showed a much better micronutrient status (blood results)

• Paper accepted: Journal of Nutrition Health and Ageing

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Key findings – paper 2

• People that consumed more dairy were not fatter (BMI)

• Bone density was up to 3.6 % higher among those with the highest yogurt intakes compared to those with the lowest

• Higher yogurt intake decreased the odds of being characterized as having osteoporosis

Paper 2 – In Review (The Journal of Bone and Mineral Research)

Paper 3 – Cardiovascular Health

……………………………publicity

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187 Questions

Nutrition 55

Quality &Safety 16

Environment & Sustainability 20

Dairy Products 45

Animal Welfare 16

Health 35

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Reputation App

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1. Nutrition (55)

Composition

Vitamins & Minerals

Protein

Carbohydrate (Sugar)

Fat

Dietary Recommendations

Lifestage Nutrition

Exclusion Diets

Sports Nutrition

Health

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2. Health (35)Allergy

Lactose Intolerance

Osteoporosis

Sarcopenia

Body Weight

Mucus, Asthma & Allergic Rhinitis

Eczema

Acne

Cancer

Type 2 Diabetes

Cardiovascular Health

Cholesterol

Exclusion Diets

Nutrition

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3. Quality & Safety (16)

Pasteurisation

Antibiotics

Hormones

Pesticides

Additives

Packaging

Governance

Somatic Cell Count

Pus

Animal Welfare

GMOs

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4. Animal Welfare (16)

Feeding

Hormones

Antibiotics

Milking Schedule

Animal Health

Wellbeing

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5. Environment & Sustainability (20)

Carbon Footprint & Pollution

Water Conservation

Farming Methods

Sustainable Food Production

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6. Dairy Products (45)

Dietary Recommendations

Milk

Yogurt

Cheese

Butter

Cream

Other Products

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“Let us not take liquid milk for granted”

This work aims to encourage the consumption of Irish milk and to promote its value to consumers and stakeholders

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Thank You