DIETARY GUIDELINES ALLIANCE                                      
                                                                 
                                               Release No.0080.97

                                      Johna Pierce (202) 720-4623
                                      John Webster (202) 418-3139

USDA JOINS WITH THE DIETARY GUIDELINES ALLIANCE TO PROMOTE COMMON-SENSE   
DIETARY ADVICE

     WASHINGTON, Mar. 13, 1997--Agriculture Secretary Dan Glickman today
announced a formal agreement between the Departments of Agriculture and
Health and Human Services and the Dietary Guidelines Alliance to provide
American consumers with practical advice on diet and health.

     The two Departments and the Alliance -- a coalition of food industry,
health organizations, and government agencies -- have signed a memorandum of
understanding agreeing to work together in developing science-based and
consumer-oriented messages to promote the Dietary Guidelines for Americans.

     "Today we are joining with our partners to do with the Dietary
Guidelines what we've done with the Food Guide Pyramid -- make them an
instantly recognizable, useful tool in helping people make healthy choices
in their diets," Glickman said.  "The Pyramid works because it's consumer-friendly.  The Alliance's  It's All About You' campaign follows the
Pyramid's lead."

     The "It's All About You" campaign promotes the Dietary Guidelines
through consumer tested messages and action tips.  It's five themes -- Be
Realistic, Be Adventurous, Be Flexible, Be Sensible, and Be Active --
provide positive, practical advice on using the Dietary Guidelines for a
healthy, active lifestyle.

     The messages and materials developed through the partnership will be
used by health professionals, industry, and government in education,
counseling, and communications initiatives.  To this end, the Alliance has
published "Reaching Consumers With Meaningful Health Messages -- A Handbook
for Nutrition and Food Communicators," which will be distributed through
non-formal community education sessions and will be available through the
World Wide Web later this spring.  

     Alliance members include the American Dietetic Association, the Food
Marketing Institute, the International Food Information Council, the
National Cattlemen's Beef Association, the National Dairy Council, the
National Food Processors Association, the National Pork Producers Council,
the Produce Marketing Association, the Sugar Association, Inc., and the
Wheat Foods Council, in cooperation with Public Voice for Food and Health
Policy; USDA's Center for Nutrition Policy and Promotion and the Cooperative
State Research, Education, and Economics Service; and HHS's Office of
Disease Prevention and Health Promotion, Centers for Disease Control, and
Food and Drug Administration; and the President's Council on Physical
Fitness and Sports.
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Access the USDA Home Page on the World Wide Web at http://www.usda.gov