News

Football Association of Ireland & National Dairy Council Launch Schools Programme

Partners In Dairy - Naturally

(Monday, June 23rd 2008) The Football Association of Ireland (FAI) today announced a new partnership programme with the National Dairy Council (NDC) to promote the School Milk & Dairy Programme through the Eircom League of Ireland's network of Club Promotions Officers.

With the help of the FAI's club promotions officers, the NDC is aiming to re-develop the existing School Milk Scheme by establishing a relationship with school children through soccer. The FAI has already been involved for many years in tackling childhood obesity by promoting a healthy and balanced diet for young people. Today's partnership with the NDC's School Milk & Dairy Programme is a natural progression of this work and will ensure that young students appreciate the importance of dairy products as part of such a diet.

Launching the partnership, Helen Brophy, Chief Executive of the National Dairy Council said; "The existing School Milk Scheme has built a relationship with Ireland's schools and school childrenover the last 25 years. Ireland has changed greatly over this time, but nutrition issues have become more important than ever. Many more children are now suffering from obesity than before while, for others, an obsession with body image leads them to avoid foods like dairy that they mistakenly believe to be fattening. The combined national network of our dairy co-op members and FAI Club Promotions Officers working together will provide us with the ideal opportunity to educate our young people on the benefits of this wholesome, natural product that can play such an important role in their health and wellbeing included in their daily diet.”

Welcoming today's announcement, John Delaney the FAI's Chief Executive said:
"We recognise that one of the keys to sporting success is ensuring that our young people are enjoying a healthy and balanced diet. Our Eircom League of Ireland partnership with the National Dairy Council will highlight the benefits of dairy products in a healthy, balanced diet. Using the medium of soccer, we look forward to assisting the NDC in promoting that important nutritional message".

The initiative is set to begin in September on a phased basis with local club promotions officers co-ordinating activities between clubs, dairies and schools. The first clubs are Sligo Rovers, Finn Harps, Limerick 37, St Patrick's Athletic and Monaghan United through their respective local dairies, Connacht Gold, Donegal Creameries, Kerry Group, Glanbia and Town of Monaghan, in partnership with local schools.

The aim of this programme is to increase the 85,000 students around the country participating in the School Milk Scheme by between 35-50%.  In achieving this increase in participation it is projected that milk consumption can increase from the current 3.7M litres up to a potential of 5.5M litres.

Ends

Editors Notes

National Dairy Council

Established in 1964, the mission of the National Dairy Council (NDC) is to support Irish dairy farmers by driving the positive position and consumption of milk and dairy products through integrated marketing and communications programmes based on informed scientific evidence. 

Football Association of Ireland

The Football Association of Ireland is the governing body of football in the Republic of Ireland. Today, over 180 000 people play football in Irish football clubs and schools and many more people are involved as coaches, officials and volunteers. The role of the Association is to promote, foster and develop this activity.

The FAI controls the activities of all Ireland's international football teams and is affiliated to Fédération Internationale de Football Association (FIFA). Through its own affiliated bodies the FAI also organises all domestic competitions from the Eircom League and FAI Ford Cup to the FAI Schools' 6-a-side competition.

The FAI is also active in the training and education of players, coaches and officials and aims to develop better facilities and support services for all those involved in the game.

For further information please contact:

NDC
Helen Brophy
National Dairy Council
Tel: 01 645 3273
Mob: 087 222 1113

FAI
Peter Sherrard
Football Association of Ireland
Tel: 01 899 9393
Mob: 086 048 5812

Joanne Coffey
Keating & Associates
Tel: 01 6620 345
Mob: 086 830 3438