FOR IMMEDIATE RELEASE CONTACT: COMMUNICATIONS MANAGER 916.263.3560 commngr(###)dairycouncilofca.org

Sacramento CA, March 22, 2005 - Dairy Council of California was honored by the Sacramento Public Relations Association for its achievements in consumer communications.

With over 200 entries by many top public relation firms, Dairy Council received a gold award for its mealsmatter.org "Healthy Lunches for Back-to-School" campaign and an honorable mention award for its "85th Anniversary" self-promotion campaign respectively.

"We are thrilled to be honored for the second year in a row for our outstanding communication programs," said Peggy Biltz, Dairy Council CEO. "Our staff works hard to develop creative, innovative and successful campaigns that inform key audiences of the healthful benefits of milk and dairy foods as part of the total diet. The awards are well deserved."

A gold award went to Dairy Council for its back-to-school campaign that included marketing, public relations and promotional strategies to raise awareness of mealsmatter.org and secure new users to register for ongoing communications from the Dairy Council. The theme, "Healthy Lunches for Back-to-School," served as an anchor for the site's content, newsletter, special marketing promotions, and a media campaign. During the 6-week campaign (August 9th - September 19th) there were 113,749 visits to the site, and 1,961 new registrations.

Dairy Council received an honorable mention for its "85th Anniversary" campaign, which included advertisements in education and health journals, creation of a logo, and other promotion strategies. The goal of this campaign was to thank Dairy Council's customers for their continued support and to demonstrate the unyielding credibility of Dairy Council programs.

The Sacramento Public Relations Society annually awards organizations and agencies that have achieved excellence in communication efforts in the Sacramento area.

Meals Matter is sponsored by Dairy Council and allows users to search for recipes, receive customized meal planning and nutrition tools, create shopping lists and more.

Dairy Council of California has been providing nutrition education programs to schools and health professionals for over 85 years. Available in both Spanish and English, Dairy Council's programs encourage healthy food choices from all food groups and daily physical activity. For more information, visit www.dairycouncilofca.org.

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Dairy Council of California develops nutrition education programs that are easy to use and meet the unique needs of students at different grade levels. Making healthy food choices from all food groups and including physical activity are the foundation for life long health and wellness. Our programs are scientifically sound and tested to ensure behavior change. Healthy Eating Made Easier.

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