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Fuel Greatness Milk and Breakfast Campaign Launches Today

21:11PM Mar 03, 2015

Source: Dairy Management, Inc.

Fuel Up to Play 60, the nation’s largest in-school health and wellness program, will launch “Fuel Greatness” to grow awareness about the importance of school breakfast to students and school leaders.

The effort aims to elevate the conversation around good nutrition and physical activity with a focus on increasing participation and access to breakfast – including dairy – to ensure students begin their day with the fuel they need. Fuel Greatness is being done during National School Breakfast Week (March 2-6) and will include nationwide school events conducted by local dairy checkoff staffs.

Fuel Up to Play 60 – which was founded by America’s dairy farmers (through their checkoff investment) and the NFL and in collaboration with the USDA – has contributed significantly to overall breakfast expansion in schools. More than 2 million more students participating in the program are eating breakfast since 2010. Average daily participation at breakfast increased during this time from 23 percent to 27 percent among Fuel Up to Play 60 schools.

“Starting the day off right by eating breakfast with nutritious foods such as dairy is crucial for students, but we know that many are not eating this important meal,” said Paul Rovey, Arizona dairy farmer and chair of Dairy Management Inc. ™, which manages the national dairy checkoff. “Fuel Greatness helps remind all of us about the importance of breakfast to students’ success.”

Research shows that improved nutrition, including daily breakfast, and increased physical activity can lead to improved academic performance. Eating breakfast at school can help kids be more attentive, behave better and achieve higher test scores¹, but millions of kids are skipping it.² No Kid Hungry’s annual “Hunger in Our Schools” report identified that 76 percent of educators say students come to school hungry.

The Food Research and Action Center’s (FRAC) School Breakfast Scorecard noted that 13.2 million children ate school breakfast during the 2013-14 school year. While participation is increasing, traditional breakfast programs often encounter challenges such as scheduling restrictions and cafeteria capacity.

Fuel Up to Play 60 plays a key role in helping schools improve or expand their breakfast programs by placing an emphasis on alternative options. Schools can apply for funds that can be used to purchase items such as coolers, carts, insulated bags or Grab and Go kiosks.

Visit to learn more or join the conversation on Twitter, Facebook and Instagram using #FuelGreatness.




About Fuel Up to Play 60

Fuel Up to Play 60 is an in-school nutrition and physical activity program launched by National Football League (NFL) and National Dairy Council (NDC), which was founded by America’s dairy farmers, in collaboration with the U.S. Department of Agriculture (USDA). The program encourages youth to consume nutrient-rich foods (low-fat and fat-free dairy, fruits, vegetables and whole grains) and achieve at least 60 minutes of physical activity every day. As a result of the program, last year more than 13 million students made better food choices by selecting nutritious options like low-fat and fat-free dairy products, fruits, vegetables and whole grains. Additionally, nearly 16 million students are getting more physically active during the school day. Fuel Up to Play 60 is designed to engage and empower youth to take action for their own health by implementing long-term, positive changes for themselves and their schools. Customizable and non-prescriptive program components are grounded in research with youth, including tools and resources, in-school promotional materials, a website and student contests. Visit to learn more.


About National Dairy Council

National Dairy Council (NDC), the non-profit organization funded by the national dairy checkoff program, is committed to nutrition education and research-based communications. NDC provides science-based nutrition information to, and in collaboration with, a variety of stakeholders committed to fostering a healthier nation, including health professionals, educators, school nutrition directors, academia, industry, consumers and media. Established in 1915, NDC comprises a staff of registered dietitians and nutrition research and communications experts across the country. NDC has taken a leadership role in promoting child health and wellness through programs such as Fuel Up to Play 60. Developed by NDC and the National Football League (NFL), Fuel Up to Play 60 encourages youth to consume nutrient-rich foods and achieve at least 60 minutes of physical activity every day. For more information,