Eat Breakfast, Win Money For Your School

SAN CLEMENTE, Calif., Aug. 12, 2013 /PRNewswire/ -- Back-to-School is right around the corner and kids need all the head-start they can get to stay on top. Recent studies show breakfast is more than just the most important meal of the day; it's a precursor to student success. Research confirms a correlative boost in academic performance for students who start their day off with a nutritious meal[1]. That's why the California Milk Processor Board (CMPB), the creator of GOT MILK?, has partnered with 21 school districts across the Golden State to continue its annual Breakfast Challenge in support of daily breakfast consumption with milk in school cafeterias. According to the California Department of Education, the California School Breakfast Program grew by more than 60,000 student participants last year. For this year's challenge, the campuses with the greatest breakfast participation with milk in each district will win $3,000 towards student activities for a grand total of $63,000 statewide.

(Photo: http://photos.prnewswire.com/prnh/20130812/AQ62783)

"Students who eat school breakfast do better in class. They miss fewer school days than students who don't eat breakfast," says State Superintendent of Public Instruction Tom Torlakson. "Research and common sense tell us that better attendance and grades make teens more likely to graduate from high school and go on to college and careers."

The 21 participating high school districts in the 2013 GOT MILK? Breakfast Challenge include:

• Northern California: Oakland Unified, Sacramento City Unified, Stockton Unified, Modesto City Schools, Lodi Unified, Elk Grove Unified, Sequoia Union and Mount Diablo Unified
• Central California: Fresno Unified, Central Unified and Clovis Unified
• Southern California: Huntington Beach Union, Santa Ana Unified, El Monte Union, Fontana Unified, Riverside Unified, Palm Springs Unified, Coachella Valley Unified, Escondido Union, Sweetwater Union and Vista Unified

During a three-week period at the beginning of the school year, each participating campus aims to increase their breakfast with milk consumption vs. the same time period last year.  At the end of the three weeks, the campus with the greatest increase in breakfast participation in its district will win $3,000. 

"We continue to grow the GOT MILK? Breakfast Challenge year after year because school districts are on board with our message: it's important for teens to start their day right with a nutritious breakfast to fuel their bodies and minds," says Steve James, Executive Director of the CMPB.  "The competition creates an incentive and rewards them for their positive eating habits."

For more information on the GOT MILK? Breakfast Challenge visit: www.gotmilk.com. Follow Got Milk? on Facebook https://www.facebook.com/gotmilk? and Twitter @GotMilk to keep up with this year's challenges and results. For a chance to win goodies, show us what you had for breakfast today via Instagram @OfficialGotMilk hashtag #GotMilkBkfast

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] http://www.nokidhungry.org/pdfs/school-breakfast-white-paper.pdf

SOURCE California Milk Processor Board