Got Milk? Invites Latinos to 'Drink Well. Live Well' | Adweek Got Milk? Invites Latinos to 'Drink Well. Live Well' | Adweek
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Got Milk? Invites Latinos to 'Drink Well. Live Well'

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Got Vitamin D? The Milk Processor Education Program (MilkPEP) plans on asking Hispanic consumers this very question. As part of its new outreach, the organization has dubbed spring "Vitamin D season."

MilkPep is looking educate the Latin population about the importance the nutrient via an online push as well as the traveling "Drink Well. Live Well. Tour" promotion.

Registered dietitian Su-Nui Escobar has been tapped to educate consumers about the benefits of the vitamin D which can be absorbed from the sun. Escobar is labeling milk "liquid sunshine."

"Its alarming to see so many people fail to get enough vitamin D," Escobar said in a statement. "Now more than ever we're learning about the health risks linked to vitamin D deficiency."

As part of the "Vitamin D Season" effort, consumers can access Web sites in both English and Spanish to obtain more information on the vitamin's benefits (www.whymilk.com and www.eligeleche.com, respectively).

The "Drink Well. Live Well" tour will travel coast-to-coast. The tour passed through Dallas, Texas recently, hosting free events to encourage local residents to live well by incorporating milk into their diet. The California Milk Processing Board spend at $3 million in 2008, per Nielsen.