Milking it for all it is worth...

MediaPost Publications Dairy Industry Backs First Lady's 'Let's Move' Effort 03/01/2010: "'The program recommends small changes that add up,' reads the ad. 'We were glad to hear that one of those changes includes drinking fat-free milk. Milk has nine essential nutrients to help kids be healthy. Eating right, drinking milk and being active for at least 60 minutes a day can help kids maintain a healthy weight. That's why we encourage kids to 'fuel up to play 60.''

The first lady's program dovetails with Milk PEP's 2010 marketing focus, which is to help moms give their kids enough nutrition via milk, Kadison says. 'We just wanted to thank [Michelle Obama] and salute her as well as moms across the country,' she says."