The science-based program demonstrates that it is unnecessary for lactose-intolerant patients to restrict or exclude dairy from their diets. It also states that consuming lactose in limited amounts at a time and with other foods yields few symptoms, as does choosing dairy products such as yogurt and cheese.

Participation has far exceeded our expectations. Since May 2015, 1,051 medical practitioners from across Canada have taken the course. Not only have we exceeded our enrollment estimates, but participants indicated the program has changed the way they will treat patients who are lactose intolerant.

Pre- and post-test surveys indicate participants are less likely to recommend eliminating dairy products from the diets of patients with lactose intolerance after taking the course.

Before the program, 23 percent of participants said they would very likely recommend eliminating milk products to a lactose-intolerant patient. After the course, that figure fell to below 4 percent.

This is great news for the dairy industry, as more physicians now feel comfortable supporting a healthy diet that includes dairy for a group of people who have long been told to stay away from it.

The continuing education program was created in partnership with MDBriefcase, an organization specializing in free online accreditation learning programs for physicians, medical students, residents and nurse practitioners. It will run for a total of one year.

Recharge with Milk back in 2016 with new tagline

There is a lot in store for Dairy Farmers of Canada’s 2016 Recharge with Milk (RwM) campaign, which will continue to reinforce the positioning of chocolate milk as an excellent post-workout recovery beverage.

It will also continue to encourage physically active Canadians to consume chocolate milk to improve their performance.

This year’s campaign will revolve around the tagline “Beat every sunrise,” which focuses on the idea of challenging yourself every day. It will be supported with multiple components, including out-of-home advertising, a retail program and social media activities.

The main thrust of the campaign will be its retail component, with a presence in selected Shoppers Drug Mart and Loblaws stores in Ontario and Atlantic Canada. A partnership with those banners’ reward programs will also be integrated.

This year’s RwM campaign will also sponsor 23 events, including the Recharge with Milk Triathlon Series in Ontario and five marathons in Ontario, Nova Scotia, New Brunswick and Prince Edward Island.

In addition, the campaign will be involved in partnerships with the Greater Toronto Hockey League, mountain bike racing, basketball championship and the Canfitpro fitness trade show in Ontario.

Activation activities during those events allow us to meet with active consumers, explain and demonstrate the benefits of chocolate milk and, ultimately, help increase sales.  PD

Founded in 1934, Dairy Farmers of Canada (DFC) is the national organization that defends the interests of Canadian dairy farmers and strives to create favourable conditions for the Canadian dairy industry.

Working within the context of the supply management system, DFC promotes safe, high quality, sustainable and nutritious Canadian dairy products made from 100% Canadian milk through various marketing, nutrition, policy and lobbying initiatives.

Driven by a strong sense of community and pride, DFC and Canadian dairy farmers actively support a number of local and national activities. Visit dairyfarmers.ca for more information.

PHOTO: Photo provided by Dairy Farmers of Canada.