Sharjah: Authorities launched a two-month campaign on Sunday to boost the consumption of milk in Sharjah and to raise the importance of healthy eating habits.
"Our mission here is to raise the awareness of healthy eating habits, especially in schools where breakfast is served that should include milk and dairy products," said Shaikh Mohammad Bin Saqr Al Qasimi, Assistant Undersecretary and Director of Sharjah Medical District.
The campaign, held under the slogan, "Goodness of Dairy," was launched with the collaboration of Sharjah Education Zone, Sharjah Municipality and the dairy cooperative Friesland Campina.
The campaign will continue throughout the emirate through social media outlets until World Milk Day on June 1.
"We did not want to only have a one day celebration and instead chose to have a longer campaign to educate families and help them rediscover milk and its nutrients," said Sumeet Mathur, Regional Marketing Director, Friesland Campina Middle East, speaking alongside Sunday's symposium.
The symposium highlighted the microbiological functions within milk and the role of bacterial fauna in supporting a healthy digestive and immune system.
Milk and its derivative products are a rich source of dietary calcium but also provides protein, phosphorous, as well as vitamins A and D. While milk on overall benefits the body, negative side effects are caused due mainly to over consumption of milk products beyond the recommended daily allowance of three to eight ounces (0.08 to 0.2 litres) of milk. For adults, three cups of dairy products are recommended are recommended per day.
Not including milk in your diet can lead to a shortage of calcium, vitamin D, riboflavin and protein.
Dr Hashim Al Nuaimi, director of the department of consumer protection, Ministry of Commerce, explained that there are 20 dairy plants registered with the ministry and 16 per cent of those plants are located in Sharjah.
He further noted that production has increased from 100.2 thousand tonnes per year in 2007 to approximately 175 thousand tonnes per year in 2011.
"Despite the high production, the industry is facing challenges and one of them includes the lack of available water because each cow needs up to 100 litres of water a day," Dr Al Nuaimi said.
