It’s probably no surprise that the Midwest Dairy Association wants you to boost your dairy intake. What might surprise you, however, is that DMA wants you to pledge to consume three servings of dairy products every day.

DMA launched its “Dairy 3 for Me” pledge last month, citing concerns that many Americans aren’t getting the USDA-recommended daily amount of low-fat or fat-free dairy foods. So far, more than 400 people have taken the pledge, including at least two news anchors and one child—the latter being MDA Dietitian Stephanie Cundith’s son Topher.

A three-times-a-day habit is both healthy and fiscally responsible for consumers, MDA says.

“Dairy’s nutrition, versatility, as well at its affordability—an eight-ounce glass of milk costs, on average, only 25 cents—are all motivating factors in taking the Dairy 3 for Me pledge,” Cundith said in a news release. “Not only is upholding a commitment to get three servings of dairy every day important to our health, but it can be easy to do and easy on a grocery shopper’s budget.”

The drive to get Americans to fill their glasses with more cow’s milk comes at a time when the industry is facing stiff competition from alternatives such as soy and almond milk. Indeed, last month the Plant Based Foods Association launched to represent manufacturers of these and other plant-based products in Washington, DC.

Interested in taking the dairy pledge? Hop on to the Midwest Dairy Association website.

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