Building Life Long Consumers

Dairy producers have a long, proud commitment to childhood nutrition and health. It is because of this that improving the school milk experience for the nation’s 55 million school children is the most important priority of dairy checkoff. This is especially important, as these youth are building their future life-long dairy consumption habits now.

New Look of School Milk is Mooo-ving Forward

Research has shown that by simply switching to flavored milk in plastic re-sealable containers (New Look of School Milk), milk sales will increase sometimes as much as 30 or 35%. 

Checkoff Launches Child Nutrition and Fitness Initiative CNFI

The dairy checkoff Child Nutrition and Fitness Initiative (CNFI) aims to directly improve the health and wellness of our nation’s youth – many of whom are overweight and undernourished. Dairy producers, who have made a long-standing investment in children’s health and nutrition, initiated CNFI to encourage fitness and good nutrition, including dairy, among our nation’s children and young adults. Locally, ADADC has partnered with the Newark, New Jersey school district to launch the CNFI program.

Building Lifelong Dairy Consumers at Breakfast

The benefits children receive from eating a nutritious breakfast, including dairy, are numerous and well documented. In fact, recent studies have shown that by eating a healthy breakfast, students get better test scores, increase their concentration and attendance, and even decrease disciplinary problems.

Because many parents find it hard to get their children to eat a nutritious meal first thing in the morning, dairy checkoff partnered with schools to offer a healthy breakfast, including dairy, in their cafeterias. However, many children don’t eat in the cafeteria, as they are too busy socializing or affected by the potential social stigma that the program is meant for low-income students. In order to capture those breakfast skippers from all socio-economic levels, dairy checkoff developed the Expanding Breakfast program.

These unique ways, listed below, increases participation by providing service for children who arrive late or who prefer to socialize while enjoying their morning meal.

Promoting Dairy as Part of Summer Meal Plan

During the school year, nutritious meals (including dairy) are available through the National School Lunch and School Breakfast Programs. But those programs end when school ends for the summer. The U.S. Department of Agriculture’s Summer Food Service Program (SFSP) helps fill the hunger gap by offering summer meals to kids.

This program, just like all other child nutrition programs, has milk as a mandated component.  ADADC partnered with SFSP by conducting activities to bring awareness about the program to help increase participation

Cold Milk Program

Dairy farmers work hard to ensure that they produce the highest quality of milk. ADADC staff spends a tremendous amount of time working with schools to make sure milk is served at its optimal temperature. When ADADC first began monitoring milk temperatures in 1995, more than 40-percent of participating schools in the marketing area reported milk temperatures over 40.5 degrees. Now, with more than 4,000 schools participating, less than 10-percent of schools report such problems with warm milk.

Video Produced to Promote the New Look of School Milk

A New Look of School Milk promotion video was produced in 2008 that featured Food Service Directors, students and teachers talking about how much they like the New Look of School Milk program. Throughout the year - and in the future - the video will be featured at various New Look of School Milk promotional events, as well as being shown on a one-on-one basis to help encourage other schools to make the switch.

 Check out this New Look of School Milk Video

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