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Dairy Farmers of Ontario begins ice cream awareness campaign

Mississauga-based Dairy Farmers of Ontario has begun a public awareness campaign called "I Scream for Ice Cream" to highlight the difference between ice cream made from dairy products and frozen desserts made from other ingredients. The campaign includes newspaper advertising in the province and a publicity campaign based on the results of a survey that found 83% of respondents considered it important for ice cream to be made from milk. "Some manufacturers have switched to vegetable oils and created look-alikes of our favourite ice cream brands labeled 'frozen desserts,'" said Peter Gould, general manager of the organization. "That's why dairy farmers are urging consumers to look for 'ice cream' on the label to make sure they are the real McCoy and not frozen dessert. Consumers tell us they feel deceived when they think they've bought ice cream and they find out they've actually been sold something that's closer to frozen margarine." The ads direct readers to a website at <> for more information.

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