New Shamrock Farms Product Line is Arizona's Solution to Calcium Crisis in Americans' Diets

Arizona's dairy joins national "got milk?" campaign to help moms "Pour 100% More" in 2011

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Jan 11, 2011, 02:15 ET

PHOENIX, Jan. 11, 2011 /PRNewswire/ -- With nine out of 10 Americans falling short of key nutrients in their diets, Shamrock Farms is introducing a new Calcium Plus milk line that provides 100% more calcium per 8-oz serving than regular milk – making it easier for families to get the calcium they need and close the calcium nutrient gap in their diets. What's more, it also naturally delivers nine essential nutrients in every glass, and is the No. 1 source of two other key nutrients Americans need – vitamin D and potassium.

Shamrock Farms new milk line launch coincides with the National Milk Mustache "got milk?" Campaign encouraging families to "Pour One More." The new program has pledged to give away 1 million servings of milk across the country to help raise awareness of the importance of milk. Phoenix is one of the main stops in this national tour, visiting the Phoenix Zoo on Monday, Jan. 17, where Shamrock Farms will be sampling its new Calcium Plus milk, showing consumers how, with this product, they can actually pour 100% more calcium in every serving.

In support of the Pour One More Campaign, the first 10,000 people through February 2011 who "Like" Shamrock Farms on Facebook will earn one 8-oz serving of Shamrock Farms milk for St. Mary's Food Bank helping to feed Arizonans. Additionally, families can make the commitment to Pour 100% More online at shamrockfarms.net to be entered to win a year-supply of Calcium Plus milk and receive FREE Farm Tour passes.

Shamrock Farms developed the innovative Calcium Plus milk line to help the 90 percent of Americans not currently meeting their nutrient requirements. The nutrient gap was uncovered in a recent study, "What America's Missing," which also revealed that Americans consume only 52 percent of the recommended amount of milk/milk products – meaning most children and adults need to double their milk intake to meet daily recommendations. Overall, 85 percent of Americans fall short of daily milk recommendations – which is the single greatest source of calcium, potassium and vitamin D in the American diet.

"Americans are struggling to obtain the critical nutrients they need to live a healthy life, resulting in higher levels of obesity and a myriad of health concerns. Shamrock Farms Calcium Plus milk directly addresses America's nutrient concerns, making it easy for adults and children alike to obtain their daily recommended value of calcium," said Tina Shepard, nutritionist, registered dietitian and educator.

Calcium is so critically under-consumed by the general public in both children and adults, that the USDA has listed it as a substantial public health concern in its recent report:

More than 90 percent of (or nine out of 10) preteen girls (ages 9-13) and 70 percent of (or seven out of 10) preteen boys do not meet current calcium recommendation
Nearly nine out of 10 teenage girls (91%) and almost seven out of 10 teenage boys (69%) (ages 14-18) don't meet daily calcium recommendations.
Close to nine out of 10 women (88%) and six out of 10 men (63%), ages 19 and up, fail to meet their daily calcium recommendations.

"In addition to the nutritional concern, our research shows that consumers want and need a great tasting calcium fortified milk," said Sandy Kelly, director of marketing for Shamrock Farms. "We also found through our research that providing this product in a family size container was critical. Extra calcium combined with our 96-oz Smart Fit bottle provides Moms with a great way to get their families the calcium they need."

Shamrock Farms Calcium Plus milk line comes in many varieties including whole, 2% reduced fat, and fat free white milk, 1% lowfat chocolate milk, and 2% reduced fat and fat free Lactose Free milk – all in the 96-oz. Smart Fit Bottle, designed by ergonomic experts to be easy to carry, pour and store. Shamrock Farms Calcium Plus milk is available regionally at all major retailers. Visit www.shamrockfarms.net for money-saving coupons.

About Shamrock Farms

Shamrock Farms, one of the largest family-owned and -operated dairies in the U.S., produces and distributes traditional and organic farm-fresh milk, as well as whipping cream, sour cream, cottage cheese, ice cream and frozen novelties. Shamrock Farms, which has its own farm hosting both a traditional and organic herd totaling more than 10,000 cows, is a division of Shamrock Foods Company, a family-owned and -operated business founded in 1922 in Tucson, Ariz. For more information, visit www.shamrockfarms.net.

SOURCE Shamrock Farms