School Milk Success Stories 102 nd ODI Conference April 10, 2013, - - PowerPoint PPT Presentation

School Milk Success Stories

102nd ODI Conference April 10, 2013, Salem Conference Center

School Milk

• Background
• OR and WA Experiences
• Panel with Audience Q and A

– School Nutrition – Processors

School Teams

Oregon Dairy Council/ Oregon Dairy Products Commission

Anne Goetze, RD, LD Director of Nutrition Affairs Crista Hawkins, RD, LD Manager of School Nutrition and Programs Cara Seger, MEd Fuel Up to Play 60 Coordinator

School Teams

Washington State Dairy Council/ Washington Dairy Products Commission

Debra French, RD, CD Executive Director Cara Nichols, RD, CD School Program Manager

The Wellness Impact

Improved nutrition, daily breakfast and increased physical activity can lead to improved academic performance

Child Health and Nutrition

Focus on obesity

– USDA 2010 Dietary Guidelines for Americans – New school meal patterns

Child Health and Nutrition

Focus on obesity

– Pending “Competitive Foods” Regulations

Child Health and Nutrition

Focus on obesity

• reducing added sugar and sugar-

sweetened beverages

Child Health and Nutrition

The good news:

• Milk is recommended

The challenge

• Environment for flavored milk

White milk grew 2.5%, or nearly 3.5 MM gallons, but could not offset the losses across all flavors. Flavors declined 8.5 MM gallons, as schools reduced their offerings. Chocolate declined 5.9 MM gallons, compared to losing 2 MM per year in each of the prior two years.

’08-’09 ’09-’10 ’10-’11 ‘11-’12 Change Flavor Gallons % Mix Gallons % Mix Gallons % Mix Gallons % Mix Gallons % YA White 139.1 29.6 132.0 28.7% 139.8 30.6% 143.3 31.7% +3.5 +2.5% Chocolate 288.6 61.4 286.6 62.3 284.3 62.2 278.4 61.6

• 5.9
• 2.1

Strawberry 32.9 7.0 35.0 7.6 27.0 5.9 25.3 5.6

• 1.7
• 6.3

All Other 9.4 2.0 6.4 1.4 5.9 1.3 5.0 1.1

• 0.9
• 15.3

470 100 460 100 457 100 452 100

• 5.0
• 1.1%

MM MM MM

2011-12 Summary: School Milk Declined 1.1%

MM MM

Source: Processor based projection

Collectively, across 29 Pilot school districts nationwide, total milk sales (in 8oz units) were down -2.6%.

# Milk analysis includes an additional

• ne (1) district which provided Milk

Sales for all requested time periods; no ADP data was provided. Since the impact of the new regulations on milk sales is the primary objective of the evaluation study, this district was included here, resulting in a total of 29. A Serving Day is defined as a day of school where Milk, Breakfast, and/or Lunch is made available to students.

Milk Unit Sales Down Slightly vs. Year Ago

2 Month Total of Milk Units Sold provided by District contact and S/R

Oregon School Milk Sales

Reports from top three districts – Overall food costs are up – Participation is down, ave. 4% – Milk sales steady – Cost differential could be consideration in continuing to

• ffer flavored milk

Oregon School Milk Sales

Reports from processors – Holding steady vs. last year – Some districts returning chocolate milk to menu

Oregon School Environment

• ODE Child Nutrition Program
• Parents and community

activists

• Health professionals
• Public health advocates

Oregon School Environment

Retail vs. school

• Lack of understanding about special

formulation for school chocolate milk.

• Most think same as retail.

Oregon School Environment

Processors have responded

– Innovation – Fat Free chocolate

• 130-150 Calories
• Added sugar as low as

10 grams

• GREAT TASTE

Oregon School Environment

Wellness is promoted and rewarded!

• ODE Wellness Awards
• USDA Healthier US School Challenge
• SNAP-Ed program
• Oregon Farm to School program

School Wellness Programming

Fuel Up to Play 60

• in-school nutrition and physical activity

program that's making wellness part of the game plan in schools

The Kids Have Spoken

Taste test with Fuel Up to Play 60 student leaders – 14 students – Aged 10-12 – 11 of 14 usually drink chocolate milk at school

The Kids Have Spoken

• Kids prefer chocolate milk

at school

• New formulations are

well accepted

• Kids don’t like unflavored

milk at school

The Kids Have Spoken

Given the opportunity to compare, they did!

Rating Scale: 1= Like it and 5=Love it!

Findings not scientifically significant due to small sample size. Reporting bias observed, though represented typically cafeteria environment where kids freely voice their opinions of foods.

CHOCOLATE A B C D Average rating (1-5) 4.6 3.6 2.4 3.8

The Kids Have Spoken

Chocolate Milk Tasting The highest rated brand contained:

– higher amount of total calories (150 kcal) – higher amount of total sodium (210mg) – lowest amount of total sugar (21g)

The second-highest rated brand contained:

– lower amount of calories (130 kcal) – intermediate amount of sugar (22g) – lower amount of sodium (190mg)

The Kids Have Spoken

Chocolate Milk Tasting Comments:

• These kids really like

chocolate milk!

• Comments ranged from

“perfect” to “too watery”

The Kids Have Spoken

Given the opportunity to compare, they did!

Rating Scale: 1= Like it and 5=Love it!

Findings not scientifically significant due to small sample size. Reporting bias observed, though represented typical cafeteria environment where kids freely voice their opinions of foods.

UNFLAVORED A B C D Average rating (1-5) 2.3 3.3 3.1 3.2

The Kids Have Spoken

Unflavored Milk Tasting Comments:

• These kids do not choose unflavored milk.
• Comments ranged from “perfect”

to “tastes like cardboard”

The Kids Have Spoken

• Overall comments are

VERY positive

• New formulas are well

accepted by kids in school setting

Success and Opportunities

• Culinary Trainings
• Breakfast
• More education
• Community advocacy
• Stay true to

moderation!