June 11, 1998
(Forest Resources and Agrifoods)

Annual Grant presentation to Newfoundland and Labrador School Milk Foundation takes place with students at Vanier Elementary School

Children at Vanier Elementary School enjoyed a glass of milk as they watched Kevin Aylward, minister responsible for agrifoods, present a cheque for $200,000 to Dr. James Hearn, chairman of the board for the Newfoundland and Labrador School Milk Foundation. ZAP, the mascot of the foundation was on hand to entertain the children and provide messages about the benefits of drinking milk. Aylward commended the Newfoundland and Labrador School Milk Foundation for their efforts in promoting health and nutrition by providing this program to over 100,000 Newfoundland and Labrador school children on a daily basis.

"I am very pleased that the department can continue to contribute towards increasing the availability and affordability of milk for students in the province's schools," said Minister Aylward. "This reduced price level is only possible as a result of the heavy subsidization that is being provided by the dairy producers (valued at $500,000), and the dairy processors (valued at $500,000)."

Dr. Hearn said he is pleased that the unique partnership, between the dairy farmers, the dairy processors, and the Government of Newfoundland and Labrador, will be continuing for the 1998-99 school year. This cooperation results in a subsidy arrangement that makes school milk available to students at about 40 per cent the usual market price.

The School Milk Program has been received with tremendous enthusiasm and support by students, teachers, health professionals, and parents across Newfoundland and Labrador since its inception in 1991. The statistical results indicate the huge success of the program as milk consumption by students has increased by 1,035 per cent since the program was initiated.

This year, the School Milk Program operated in 394 schools across Newfoundland and Labrador, and reached over 97,000 students daily. The Newfoundland and Labrador School Milk Foundation has exciting plans in place for the 1998-99 school year and is hoping to once again see an increase in the 25,000 units of milk which are sold in Newfoundland's school system each and every school day. This province is one of only three provinces in Canada where the retail price of school milk to students is fixed.

Contact:

David Head, Executive Director,
Newfoundland and Labrador School Milk Foundation,
(709) 364-2776
e-mail: nfschoolmilk@thezone.net
Web Site: schoolmilk.nf.ca
David Wells, Communications
Department of Forest Resources and Agrifoods
(709) 729-6183

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BACKGROUNDER

NEWFOUNDLAND AND LABRADOR SCHOOL MILK PROGRAM

• Prior to the program being launched, school milk consumption totaled only 90,000 litres. In 1997-98 school milk consumption is once again over one million litres, representing an increase of over 1,035 per cent.

• Prior to the program being launched, milk was only available in 74 per cent of the province's schools. In 1997-98 milk was available in 92 per cent of the province's schools.

• Prior to the program being launched, milk was only available to 60 per cent of the province's students. In 1997-98 milk was available to 96 per cent of the province's students.

• Prior to the program, the price for milk in schools was at the regular retail prices, which currently stand at approximately $1.05/250ml. However, due to the program, students are able to take advantage of milk prices which are heavily subsidized. The current student price is 404/250ml, representing a savings of over 60 per cent.

• Prior to the program, the total litres of milk consumed per student during the school year was 1.181 litres. In 1997-98 per student consumption was 11.42 litres, representing an increase of over 868 per cent.

• Newfoundland currently has the second lowest school price for chocolate milk in Canada, and the fourth lowest for white milk.

NEWFOUNDLAND & LABRADOR SCHOOL MILK FOUNDATION

655 TOPSAIL ROAD
ST. JOHN'S, NF
A1E 2E3

OVERVIEW

The Newfoundland and Labrador School Milk Foundation was established in 1991 with a mandate to "increase the consumption of milk amongst school aged children throughout Newfoundland and Labrador."

This mandate was embraced because of concern by parents, educators, health professionals, dairy farmers and milk processors, that Newfoundland's milk consumption rate was just half of the national average. Indeed, the 1985 Queen's University Research Paper: Canada's Health Attitudes and Behaviours Study indicated that Newfoundland students had the lowest rate of milk consumption in the country, (and the highest rate of junk food consumption).

The Newfoundland and Labrador School Milk Foundation has an independent board of directors, consisting of representatives from the dairy farmers, the dairy processors, The Newfoundland and Labrador School Boards Association, the Consumers' Association of Canada, and the Government of Newfoundland and Labrador.

In October 1991, the Newfoundland & Labrador School Milk Foundation launched a provincial School Milk Program. The objectives of this program are to:

1. Increase the availability of milk throughout Newfoundland and Labrador schools;

2. Increase the affordability of milk in all schools, so that cost does not become the reason for not drinking milk;

3. Educate students, teachers, parents and the general public about the nutritional value of milk and, the importance of it for a healthy lifestyle;

4. Develop and implement interesting and educational campaigns to promote milk consumption in all schools;

5. Create a life long milk drinking habit amongst children across the province.

These initiatives require considerable financial investment by the foundation. Increasing availability requires refrigeration and the servicing of small volume customers in some rather remote locations. To make milk truly affordable in a desperate economic climate requires greater than a 50 per cent reduction in the wholesale price. Incentive and educational promotion, although expensive are deemed necessary in order to affect a life long change in dietary habits.

The financial support for the program is provided by the dairy farmers of Newfoundland, the two processors - Brookfield Dairy Group and Central Dairies, as well as the Government of Newfoundland and Labrador. Financial support is also provided by the Newfoundland Milk Marketing Board, Canadian Air Cargo, and a few other private companies.

The School Milk Program has been received with tremendous enthusiasm and support all across Newfoundland and Labrador. This program has received many favourable comments from students, teachers, health professionals, and parents.

The statistical results indicate the huge success of the program, after only four years of operation. The volume of milk sold in all schools across Newfoundland and Labrador prior to the program being launched was 90,000 litres a year. This has now increased to over one million litres a year. In 1997-98 the School Milk Program is operating in 394 schools across Newfoundland & Labrador, (92 per cent of all provincial schools), and there are over 97,000 students registered in the program, (96 per cent of all students in the province).

The Newfoundland and Labrador School Milk Foundation has exciting plans in place for the 1998-99 school year and is hoping to once again see an increase in the 25,000 units of milk which are sold in Newfoundland's school system each and every school day.

Contact:

David Head
Executive Director
Newfoundland and Labrador School Milk Foundation
655 Topsail Rd.
St. John's, NF
A1E 2E3
Tel. (709) 364 - 2776
Fax. (709) 364 - 8364
E-mail: nfschoolmilk@thezone.net
Web Site: schoolmilk.nf.ca

1998 06 11 11:00 a.m.