Eat Breakfast, Win Cash GOT MILK? to Award $30K to Calif. Public Schools in Back-to-School Breakfast Program

SAN CLEMENTE, Calif., Aug. 8, 2011 /PRNewswire/ -- From innovative models like allowing students to eat at their desks at the start of the school day to alternatives like packaged "grab-n-go" meals, educators are hungry for ways to increase breakfast participation on campus.  Research shows that students who routinely eat a nutritious breakfast perform better on tests, have lower rates of tardiness and absences, and have overall better eating habits. That's why 10 high school districts across the Golden State have partnered with the California Milk Processor Board (CMPB), the creator of GOT MILK?, to increase daily breakfast consumption with dairy milk at school cafeterias.  The campuses with the greatest breakfast participation with milk in each district will win $3,000 towards student activities for a grand total of $30,000 statewide.  In addition, through a photo contest, a California teen will have an opportunity to be featured on a GOT MILK? billboard and to win $1,000 by showing why breakfast with milk is important for health and academic success.

"Good nutrition helps students succeed in the classroom," says State Superintendent of Public Instruction Tom Torlakson.  "Every student needs a healthy breakfast to learn, grow, and stay active."

According to the American Academy of Pediatrics as many as one-third(1) of adolescents skip breakfast regularly, putting them at an academic disadvantage.  Nutritionists say a well-balanced breakfast includes protein-rich foods, fresh fruits, whole grains and low fat or nonfat dairy like milk, which is high in calcium and vitamins. It also prevents young people from snacking on fatty, high-calorie snacks, which in the long run could curb the growing problem of childhood obesity.

To encourage teens to eat a healthy breakfast, GOT MILK? is challenging high school students at Sacramento City Unified, Stockton Unified, Modesto City Schools, Oakland Unified, Fresno Unified, Central Unified, Clovis Unified, Santa Ana Unified, Escondido Union High School District and Palm Springs Unified to increase breakfast participation with milk in school during a three-week period at the beginning of the school year.  The schools in each district with the greatest improvement in breakfast participation compared to the same time period last school year will win $3,000 towards student activities.

"We want to make eating breakfast fun for students," says Steve James, executive director of the CMPB.  "This contest allows rival schools to compete against each other, while instilling the message of proper nutrition with milk.  We want to inspire young people to help form healthy habits for life."

Besides the school breakfast competition, GOT MILK? also challenges California teens ages 13 to 18 to participate in its GOT MILK? Breakfast Billboard Photo Contest for an opportunity to win $1,000 and a chance for their work to be featured on a billboard for a month in their hometown.  From Aug. 22 to Oct. 14, 2011, teens may submit a photo illustrating why breakfast with milk is important for their health and academic performance.  They may download an entry/release form, available at www.gotmilk.com, and submit it with their photo entry via the following:

Email:

contest@gotmilk.com  (limit 8 MB)



Mail:

GOT MILK? Breakfast Billboard Photo Contest


c/o RL Public Relations


11835 W. Olympic Blvd., Suite 1155E


Los Angeles, CA 90064



For more information on the GOT MILK? breakfast challenge, billboard contest and contest rules, please 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) "Healthy Children," May 13, 2011 <http://www.healthychildren.org/English/healthy-living/nutrition/pages/The-Case-for-Eating-Breakfast.aspx?nfstatus=401&nftoken=00000000-0000-0000-0000-000000000000&nfstatusdescription=ERROR%3a+No+local+token>

SOURCE California Milk Processor Board



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http://www.gotmilk.com

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