First UltraPure(TM) Milk Line Launched by New York City's Largest Milk Supplier

First UltraPure(TM) Milk Line Launched by New York City's Largest Milk Supplier

New Milk Category Offers Benefits of UltraPure Without an UltraPremium Price

JAMAICA, N.Y., Aug. 2 /PRNewswire/ -- As more and more consumers reach for organic milk for its health benefits and to help combat the routine use of antibiotics and growth hormones used on cows, increased demand has pushed prices of organic milk out of many consumers' reach. For consumers who want ultra-pure milk without having to pay the ultra-premium price, a new option has emerged with Mountainside Farms UltraPure(TM) milk, an affiliate of Elmhurst Dairy, Inc., New York City's largest milk supplier. Mountainside Farms UltraPure(TM) milk is available in Whole, 2% Reduced Fat, 1% Lowfat and Fat Free at select leading grocery stores such as Gristede's, Food Emporium, A&P, Foodtown, D'Agostino and Associated Supermarkets in New York and New Jersey.

Mountainside Farms UltraPure(TM) milk represents an exciting new category that bridges the gap between conventional milk and organic milk. Combining environmentally friendly business practices with the use of innovative UltraPure(TM) technology in the processing stage, Mountainside Farms is able to produce purer, better tasting milk that is free of hormones and antibiotics, with improved shelf life. The new milk is available at a retail price of approximately $2.49 per half gallon.

"Our customers have been telling us that they want access to many of the qualities that organic milk provides, but didn't want to pay the $4 to $5 charge per half gallon. UltraPure(TM) gives them many of the same health benefits at a cost that's closer to that of conventional milk," said Cyrus Schwartz, president of Mountainside Farms and fifth generation member of the Schwartz family who founded Elmhurst.

The milk is produced at Mountainside Farms' Roxbury, NY facility in the Catskill Mountains near the headwaters of the Delaware River, an area that supplies much of New York City's drinking water. Every drop of Mountainside Farms UltraPure(TM) milk comes from approximately 120 individual family farms located throughout upstate New York from the Catskills to the foothills of the Adirondacks. As part of that community, Mountainside Farms upholds stricter environmental standards than any other milk plant in the country.

To ensure the freshest and purest milk, Mountainside Farms tests all of its milk for the presence of the six antibiotics most commonly used on dairy cows, surpassing the mandatory testing required by state and federal regulations by 20 percent. In addition, Mountainside Farms requires certifications from all of its dairy farmers to ensure no growth hormones are used, i.e. rBST (artificial bovine growth hormone). Most unique is the company's advanced bacterial centrifuge and filtration equipment not found in conventional milk processing. This system allows Mountainside Farms to remove 90 to 95 percent of bacteria normally present in the milk prior to pasteurization. The process, unique to Mountainside Farms, ensures purer and better tasting milk that the company has trademarked as UltraPure(TM).

While an unopened container of conventional milk maintains a refrigerator shelf life of eight to 10 days, Mountainside Farms UltraPure(TM) milk contains fewer bacteria and offers a shelf life of 16 to 17 days. The new milk will continue rolling out to select leading grocery stores in New York, New Jersey and Connecticut throughout the summer and fall of 2006.

About Elmhurst Dairy, Inc.

For more than 100 years, Jamaica, New York-based Elmhurst Dairy has been developing wholesome, nutritious and great tasting dairy products founded upon the company's passion for excellence, commitment to innovation, and respect for the environment in which its employees and suppliers work and live. Elmhurst Dairy's family of companies includes Steuben Foods, Dora's Naturals and Mountainside Farms. For more information about Mountainside Farms, visit www.mountainsidefarms.com. For more information about Elmhurst Dairy, visit www.elmhurstdairy.com or call 866.NYC.MILK.

CONTACT:
Catherine Sarreal
Steinreich Communications
(201) 498-1600

Source: Mountainside Farms

CONTACT: Catherine Sarreal of Steinreich Communications,
+1-201-498-1600, for Mountainside Farms

Web site: http://www.mountainsidefarms.com/
http://www.elmhurstdairy.com/

-------
Profile: intent