SOURCE: California Milk Processor Board - GOT MILK?

California Milk Processor Board - GOT MILK?

August 17, 2009 12:01 ET

It Pays to Drink Milk With Breakfast

GOT MILK? Awards Thousands of Dollars in High School Breakfast Challenges

SAN CLEMENTE, CA--(Marketwire - August 17, 2009) - California teens will head back to school this fall ready to face myriad academic challenges -- challenges made all the more difficult by the fact that too many of them go to school without the most essential tool to keep them alert: breakfast. The Food Research Action Center's (FRAC) Child Nutrition Fact Sheet titled "Breakfast for Learning"(1) shows "the most important meal of the day" is key to academic success. Just in time for back-to-school, the California Milk Processor Board (CMPB) -- the creator of GOT MILK? -- challenges selected high school districts across the Golden State to increase breakfast consumption with milk. The schools with the greatest breakfast participation in each market could win $2500 for student activities.

"No child should enter the classroom with an empty stomach," says Jack O'Connell, State Superintendent of Public Instruction, who supports the campaign. "Studies show that skipping breakfast puts young people at an academic disadvantage because they do not have the nourishment necessary to perform well in school. I applaud GOT MILK? for challenging high school students to start the school year right with the most important meal of the day."

GOT MILK? hopes to increase breakfast consumption among teens because administrators say it's been difficult to get this group to start the day off right with a healthy meal. They either don't want to wake up early to eat or they would rather hang out with friends before school. With the GOT MILK? breakfast challenge, school districts like Sacramento, Fresno and Palm Springs as well as select schools in Southern California have the opportunity to increase breakfast participation in school during a three-week period at the beginning of the school year. The schools in each market with the greatest improvement in breakfast participation from last school year win $2500.

Nutritionists say a well-balanced breakfast includes protein-rich foods, fresh fruits, whole grains and low fat or nonfat dairy like milk. Starting the day off with a healthy meal, health experts say, also prevents young people from snacking on fatty, high-calorie snacks, which in the long run could curb the growing problem of childhood obesity.

"The stakes are high," says Steve James, executive director of the CMPB. "We want young people to get the nourishment necessary to do well in school and we also want to reward them for their efforts. We hope that the monetary prize could be an important incentive for teens to change and improve their eating habits, especially during these tough economic times for schools."

On a personal level, GOT MILK? also challenges California teens ages 13 to 18 to participate in its "Back to Basics with GOT MILK?" breakfast video contest for an opportunity to win a Mac Book, an iPod Touch or iPod Shuffle. From Aug. 17 to Oct. 16, 2009, teens can submit video entries no longer than two minutes in length explaining why breakfast with milk is important for their health and academic performance. They must download an entry form on www.gotmilk.com and submit it with their video entry via the following:

Email: contest@gotmilk.com  (limit 8 MB)

Mail:  Back to Basics with GOT MILK? Breakfast Video Contest

       c/o RL Public Relations
       11835 W. Olympic Blvd., Suite 1155E
       Los Angeles, CA 90064

For complete contest rules and to learn more about other health benefits of drinking milk for strong bones, muscles, teeth, hair and nails, visit www.gotmilk.com.

About the CMPB

The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. Awareness of GOT MILK? is over 90% nationally and it is considered one of the most important and successful campaigns in history. GOT MILK? is a federally registered trademark that has been licensed by the national dairy boards since 1995. The CMPB's Spanish-language campaign began in 1994 using the tagline "Familia, Amor y Leche" (Family, Love and Milk). The TOMA LECHE (Drink Milk) campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences. GOT MILK? gifts and recipes can be viewed at www.gotmilk.com and www.tomaleche.com. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.

(1) "Breakfast for Learning." Child Nutrition Fact Sheet. Food Research & Action Center. Web. http://www.frac.org/pdf/breakfastforlearning.PDF.