Everywhere you look today — on television, in print ads, on billboards — food companies are making claims on the health benefits of their products. You may have seen the claims that Cheerios may help reduce cholesterol, or Tropicana's claim that the folic acid in orange juice will reduce the risks of birth defects. How can manufacturers of naturally healthy dairy products best play the health claim game?

A group of industry experts will discuss which claims are most compelling for milk, cheese and cultured products, and how dairy companies can work within FDA and FTC's regulations to better market their products.

Schedule of Events

7:30am	Registration
8:00am–8:15am	Welcome & Introduction Speaker: Cary Frye Vice President, Regulatory Affairs International Dairy Foods Association
8:15am–8:45am	The Competitive Environment — What Claims are Other Foods and Beverages Making? Other food and beverages are getting exposure for fortifying their products with those nutrients naturally contained in dairy products. In this session we'll not only look how dairy's competitors are marketing and formulating their products but you will hear from a panel of dairy industry leaders on how to market the nutritional and health benefits of dairy products. Speaker: Cary Frye Vice President, Regulatory Affairs International Dairy Foods Association
8:45am–9:45am	The Consumer Environment — What Claims Do Consumers Find Compelling? Why do consumers chose the food they do? Find out which claims are most compelling to today's consumer from IFIC's "Food for Thought IV" report analyzing news and consumer trends on diet, nutrition and food safety. Speaker: Wendy Reinhardt Manager, Health Communications International Food Information Council
9:45am–10:00am	Break
10:00am–11:40am	Types of Claims This session will provide a regulatory overview view of the types of claims allowed by the FDA and what claims you can make for your dairy products. Health Claims Structure/Function Claims Nutrient Content Claims Food versus Dietary Supplement Organic and rBST/Hormone Free Labeling Speaker: Elizabeth Campbell Senior Consultant (Formerly Chief of FDA' Office of Food Labeling) AAC Consulting
11:40am–12:00pm	FDA Guidance for Labeling Milk from Cows Not Treated with rBST and USDA's Organic Program Recently the FDA sent enforcement notices to dairies related to improper label statement of "hormone free" and "no hormones." Learn the latest on FDA's guidance to properly label milk from cows not treated with rBST. We will also review the USDA's National Organic Program and how these labeling terms "100 % Organic", "Organic", and "Made with Organic Ingredients" can be used for dairy foods. Speaker: Michelle Albee Matto Manger Regulatory Affairs International Dairy Foods Association
12:00pm–1:00pm	Group Luncheon
1:00pm–2:00pm	Communicating the Benefits of Dairy Products — What Can We Say and How? Learn the restrictions and reach of the Food and Drug Administration and the Federal Trade Commission. On the Package or on the Shelf In Advertising In Public Relations We will review examples from MilkPEP's advertising and public relations campaigns that have successfully been use to sell the good-for-you benefits of milk. Will also examine the health claims and public relations materials of the new campaign-"Healthy with Dairy". Speaker: Todd Woodward Senior Vice President Webber Shandwick Elizabeth Campbell Senior Consultant (Formerly Chief of FDA' Office of Food Labeling) AAC Consulting
2:00pm–2:30pm	Healthy Weight with Dairy Learn about the latest about a new campaign launched by America's Dairy Farmers & Processors to tout the benefits of dairy foods as part of a healthy and effective weight loss plan. This session will examine claims, public relations materials and a new processor education kit about the "Healthy Weight with Dairy" campaign. Speaker: Victor Zaborsky Senior Manger, Marketing and Communications International Dairy Foods Association
2:30pm–2:45pm	Break
2:45pm–3:30pm	New FDA Environment for Claims FDA has recently released new guidelines for qualified health claims. Learn how the regulatory environment changes will open up new opportunities to tout the benefits of dairy's nutrient package. Free Speech Qualified Health Claims Speaker: Sarah Taylor Attorney Covington & Burling
3:30pm–4:15pm	Emerging Research on the Health Benefits of Dairy: Future Opportunities for Claims Hypertension Weight Loss Speaker: Doug DiRienzo Vice President, Nutrition Research National Dairy Council/Dairy Management Inc.
4:15pm–5:00pm	Making a Healthy Pitch Find out what plans are underway for new approvals for dairy health claims and how you can capitalize on existing claims Speaker: Cary Frye Vice President, Regulatory Affairs International Dairy Foods Association

HOW TO REGISTER
IDFA's A Health Pitch Workshop is priced at only $495 for IDFA members, $695 for nonmembers. There are four easy ways to register:

• Click here to register online!

• Click here to print a registration form (.pdf) to mail or fax to IDFA.
  Mailing Address: IDFA, 1250 H St, NW, Suite 900, Washington, DC, 20005
  Fax: (202) 331-7820

Questions? Contact Tanika Manning at (202) 220-3557, tmanning@idfa.org.

As soon as we receive your payment and registration you will receive your complimentary registration form for Worldwide Food Expo, the dairy event of the year. Worldwide Food Expo, the largest food technology event in the Western Hemisphere, features one million square feet of exhibit space and over 60 educational sessions. For more information on Expo, visit www.worldwidefeood.com.

HOTEL INFORMATION
IDFA's A Healthy Pitch Workshop will be held at the Chicago Hilton & Towers, the IDFA headquarters hotel for Worldwide Food Expo. Please make your hotel reservations on your complimentary Expo registration form.

For more information, please contact Tanika Manning at (202) 220-3557 or tmanning@idfa.org.