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16/04/04 - Stars Support Stilton And NOS Campaign

TARA LEADS CAST OF CELEBS CAMPAIGNING FOR OSTEOPOROSIS AWARENESS

Tara Palmer Tomkinson is joining a host of British celebrities in pledging her support for this summer’s new campaign to raise awareness of osteoporosis in the UK.

The campaign has been initiated by the Stilton Cheese Makers Association (SCMA) and jointly funded by the Milk Development Council (MDC). It is fronted by a number of British stars including Helen Mirren and Stephen Fry and aims to raise awareness of the National Osteoporosis Society (NOS) with 12 new summertime recipes and serving suggestions presenting Stilton in fresh, light and accessible ways. Each celebrity has chosen their own personal favourite meal from the new summer recipe collection to support the joint initiative.

Celebrities taking part in the campaign include Tara Palmer Tomkinson, Helen Mirren, Honor Blackman, Stephen Fry, Nigel Havers, Terry Wogan, Gary Rhodes, June Whitfield, Melinda Messenger, Deborah Bull, Susan Hampshire, Nerys Hughes, Lizzie Webb, Lynn Faulds Wood, Trudie Goodwin, James Martin, Dame Mary Peters, Eamonn Holmes and Philippa Forester.

Nigel White, spokesman for the SCMA, explains the partnership: “We are always keen to promote the versatility of Stilton as a high quality food product whilst at the same time raising awareness of the health benefits of cheese. We hope the recipes will encourage people to be more adventurous with Stilton and also educate people about this debilitating condition.”

Trevor Reid, communication and fund-raising manager at the NOS, comments: “Much of our work is aimed at raising awareness of osteoporosis and this partnership with the SMCA will help us reach new and important audiences.

“One in three women and one in twelve men over the age of 50 will develop osteoporosis. Without treatment, it can cause painful and disabling fractures, particularly in the wrist, hip and spine. Foods high in calcium, such as Stilton, can play an important role in the fight against osteoporosis.

"A small piece of Stilton (1 oz or 30 grams) contains about one seventh of the average recommended daily intake of calcium for an adult. Nutritionists recommend three dairy portions a day, so your Stilton plus a 150 gram pot of yogurt and half of pint of semi skimmed milk on your breakfast cereal and in tea and coffee throughout the day will give you all the calcium you need.

“We are delighted that so many well known people are supporting us in this very important campaign.”

Tara Palmer Tomkinson explains why she was so keen to take part: “Osteoporosis is a serious condition which is often overlooked. It can affect anyone of any age, but through exercise and diet many of the symptoms of this illness can be greatly reduced. The partnership of the NOS and a wonderful English product such as Stilton is something I’m very proud to put my name to.”

The Stilton NOS campaign will run throughout 2004 and will include the production of recipe cards, sampling at high profile events and an ongoing media presence.

-ENDS-

For more information please contact:

Rick Guttridge

T: 0161 923 4994  E:stilton@brazenpr.com