School Milk Initiatives in the U.S.School Milk Initiatives in the U.S.

Tami J. Cline, R.D.Tami J. Cline, R.D.

Cline ConsultingCline Consulting

Washington, D.C.Washington, D.C.

Major InitiativesMajor Initiatives

� New Look of School Milk

� St. Louis School Milk Test

� 3-A-Day

� EatSmart-GetMoving

New Look of School MilkNew Look of School Milk

Why Change School Milk?Why Change School Milk?

LongLong--Term Term

Negative Health Negative Health

TrendsTrends

DecliningDeclining

School Milk School Milk

ConsumptionConsumption

Increased Increased

Competitive Competitive

Activity (CSD)Activity (CSD)

in Schoolsin Schools

NonNon--Competitive Competitive

Image ofImage of

School MilkSchool Milk

Declining Milk ConsumptionDeclining Milk Consumption

Source: Beverage Marketing Corp.; DMI; SIP

1.9 gallons or 7.5%

Estimated per capita consumption -- 6 to 17 year olds

24.2

25.2

26.4

27.1

25.0

23.8

26.0 26.0

27.3

22

23

24

25

26

27

28

1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001

Actual

w/o School Decline

Each student who stops drinking milk cost us 1,000 gallons –

schools are the Key to future consumption

School Milk is Big VolumeSchool Milk is Big Volume

60

6 4 3 1

Grocery Schools C-Store Club Rest

Source: DMI channel data; DMI/IRI channel sales converted to appropriate size mix

�� School Channel is 6% of Total School Channel is 6% of Total

MilkMilk

– Second only to grocery channel and 50% larger than C-Store volume.

�� School Milk Dominates Unit School Milk Dominates Unit

VolumeVolume

– Three times the consumer purchase occasions (units)

vs. grocery stores.

0 1,000 2,000 3,000 4,000 5,000 6,000

School

Grocery 1.6 B units/yr

5.3 B units/yr

Study DesignStudy Design

� 100,000 students

� 146 schools

� Conducted in 2001-2002

In addition to attractive plastic bottles,

implemented improvements in:

� Merchandizing

� Additional and Enhanced Flavors

� Handling and Temperature

ResultsResults

37% Increase in Milk Consumption!

18% Increase inMilk Sales

5% Increase inSchool Lunch

Participation

in SecondarySchools

Sustained ResultsSustained Results

� Ashdown, Arkansas:

� Milk Sales Increase 18%

� Breakfast Participation Increase 12%

� Lunch Participation Increase 11%

� South Windsor, Connecticut:

� Milk Volume Increase 25%

� Caribou, Maine:

� Milk Sales Increase 20%

� Milk Volume Increase 43%

� Lunch Participation Increase 8%

More information:

www.nutritionexplorations.org

St. Louis School Milk TestSt. Louis School Milk Test

Design:

� Conducted in 2004

� 165,000 students

� 300 schools

� Paperboard cartons

� Improved graphics

� Improved flavors

� New flavors

� Point of sale materials

� Sampling events

� Promotions

ResultsResults

� 12.2% increase in units/student sold

� Slight increase in meal participation

� Improved chocolate milk and contemporary graphics accounted for 1/3 of growth

� Followed by new flavors, promotions, and

sampling

More information:www.milkdelivers.org

33--AA--Day CampaignDay Campaign

� Focuses on 3 servings

of milk, cheese or

yogurt each day

� Logo appears on

packages in grocery

stores

� Supported by U.S.

Dietary Guidelines

Consumer Campaign now Consumer Campaign now

being extended to schoolsbeing extended to schools

� Backpack brochures

� Messages in nutrition education lessons

� Promotion materials for school cafeterias

More information:

www.3aday.org

Wellness InitiativesWellness Initiatives

� Schools in U.S. required to implement a wellness

policy in 2006

� National Dairy Council partnered with School

Nutrition Association in U.S. to create EatSmart-

GetMoving campaign focusing on health and

wellness of school foodservice professionals

More information:www.eatsmart-getmoving.org

Eat Smart, Get Moving! Program Calendar — This full program outlines specific

dates for reporting.

Individual Tracking Form:

Phase 1 (Aug 1, 2006 — Oct 2, 2006)

Phase 2 (Oct 3, 2006 — Jan 1, 2007)

Phase 3 (Jan 2, 2007 — Apr 30, 2007)

All team members use these forms to track daily nutrition and physical activity

progress toward personal wellness. Print a clean copy every week for individual

team members. This form will change with each phase to reflect current goals.

Group Tracking Form — Team leaders use this tracking form for reporting total

team progress every two-weeks. Remember to enter the actual dates onto the

group tracking form for each two-week period to help you stay organized.

Criteria for "Healthy Meetings" — Teams can earn additional bonus points for

hosting a Healthy Meeting.

Program Overview — Read this document for a general overview of how the Eat

Smart, Get Moving! program works.

Getting Started — Simple steps to lead teams and team leaders

on their journey.

Turnkey Tools on the Webwww.eatsmart-getmoving.org

Thank you!Thank you!