News

Trapattoni, Tánaiste & Minister for Education Give Support to NDC Pilot School Milk Programme

(17 October 2008) The National Dairy Council has just completed the roll-out of a pilot programme to test a new approach to promoting the School Milk Scheme. The pilot programmes were launched in Counties Dublin, Monaghan, Donegal, Sligo and Limerick.

The NDC initiative sees the introduction of an innovative partnership between the NDC and the Football Association of Ireland which provides a combined focus on nutrition and the role of milk as part of a balanced diet; and on exercise as part of a balanced and healthy lifestyle.

The unique partnership will see Club Promotion Officers from eircom League of Ireland clubs developing a network with dairy co-op members in each region. Football Club officers will be involved in visits to a selection of schools which will include soccer player visits with real sporting engagement and discussions on exercise and sports performance. Classes will also have presentations by Club Promotion Officers on the benefits of dairy consumption, within the context of a healthy and balanced diet, based on the nutritional expertise of the National Dairy Council.

The co-ops and clubs in the 5 “pilot” counties are:

• Limerick – Limerick 37 Football Club working with Dawn Dairies and the NDC
• Dublin – St. Patrick’s Athletic F.C working with Glanbia and the NDC
• Donegal – Finn Harps F.C. working with Donegal Creameries and the NDC
• Sligo – Sligo Rovers F.C. working with Connacht Gold Co-op and the NDC
• Monaghan – Monaghan United F.C. working with Town of Monaghan Co-op and the NDC

The pilot phase is expected to run from October to December 2008 and will then be reviewed and assessed in the context of the feasibility of expanding the promotional programme nationwide.

Trapattoni – Balanced Diet is important to fitness and sporting success

Speaking at the launch of the Limerick school milk pilot programme, Republic of Ireland Senior Team Manager Giovanni Trapattoni said "We need calcium for strong bones and we need to have a good balanced diet to be healthy and stay healthy. Some children don’t get enough calcium and the best way to address that is through dairy products" said Mr Trapattoni.

"This school milk programme is exciting for us in the FAI because through League of Ireland Clubs and the medium of football we can really talk to school children about how important exercise is and how much fun it can be. We hope more school children will see how attractive milk is as a drink. A healthy and balanced diet is so important to physical fitness and sporting success."

Helen Brophy, Chief Executive of the National Dairy Council, explains that the School Milk Scheme itself has operated in Ireland for just over 26 years, making milk available to school children at a discounted price.

However Ireland has traditionally tended to lag a bit behind Europe in terms of performance in the School Milk Scheme. As an example of more recent figures, the School Milk Scheme in Ireland accounts for an estimated 0.8% of total national consumption whereas – for example - in Finland, it accounts for 5% of national consumption.

The number of Irish schools that participate in the programme has more or less remained constant (ref 1). However there has been a significant fall off in participation by pupils in the scheme (ref 2).

In simple terms, the market place has become very competitive with the newer and heavily advertised products such as soft drinks, isotonic drinks, fruit juices, mineral water etc. In 2003 the Obesity Taskforce report estimated that 37% of Irish children drink fizzy drinks at least once daily in the 10 to 17 age group.

2,360 schools with approximately 85,000 pupils are currently participating in Ireland’s School Milk Scheme. As part of its current 5 year strategy, The National Dairy Council is aiming to increase participation in the Irish School Milk Scheme by 30% before 2012 by increasing pupil participation at primary level and also introducing more secondary schools to the programme.

Commitment & Encouragement Needed

“The School Milk Scheme needs strong Government support and, with a lot of logistics, demands serious commitment from dairies in Ireland as well as the NDC,” says Helen Brophy.”“However, the School Milk Scheme has a new and significant relevance, in terms of influencing dietary habits and thereby helping alleviate the obesity epidemic, which is facing Irish society.”

“Children and teenagers need all the encouragement they can get to switch to healthier snacking habits and to get back to the basics of the Food Pyramid with more regularly balanced diets,” says Helen Brophy. “The School Milk Programme provides an opportunity to build awareness from childhood and through the teenage years, of the importance of dairy as part of a balanced diet and healthy lifestyle.”

Support for the Concept

The concept of the pilot programmes has already been welcomed by the Minister for Education and also the Tanaiste.
An Tánaiste & Minister for Enterprise, Trade and Employment Mary Coughlan T.D., has complimented the National Dairy Council and the Football Association of Ireland for spearheading a partnership she described as innovative and which “oozes potential and could and should provide tangible health and nutritional benefits for our young people.”
Take a Fresh Look at the School Milk Scheme.

Speaking in Dublin at a briefing about the project at the start of October 2008, Minister for Education & Science Batt O'Keeffe TD said. “I would like to wish the National Dairy Council and the Football Association of Ireland every success with the programme. It’s an important and innovative programme which encourages children to drink milk whose nutritional content helps to maintain bone and dental health and assists in the prevention of osteoporosis in later years. I would encourage schools, school principals and parents to take a fresh look at the School Milk Scheme and I encourage them to try to get involved.”

For further information contact:
- For NDC Antonina Ni Dhuinn, Progress Communications Tel 01-2766117 nina@progresspr.ie
- For FAI Eoghan Rice, FAI Tel 01-8999557 eoghan.rice@fai.ie