Marketing Project on Flavoredmilk

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					           Welcome!


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• Looking for presentation slides, resources, or CEU
  forms? Visit www.schoolnutrition.org/flavoredmilk
Keep Flavored Milk from Dropping Out of School
            The Impact on Student Milk Consumption & Nutrient
               Intakes from Eliminating Flavored Milk in Schools



               Research Study Funded by:




                                                        August 25, 2010
                        Study Funded by MilkPEP


    The Milk Processor Education Program (MilkPEP)
                   Washington, D.C.,
is funded by the nation’s milk processors, who are committed to increasing fluid milk
consumption. The MilkPEP Board runs the national Milk Mustache “got milk?” Campaign, a
multi-faceted campaign designed to educate consumers about the health benefits of milk.

For more information, go to www.milkdelivers.org - For Milk Processors: www.milkpep.org

The tagline “got milk”® was created for the California Milk Processor Board by Goodby
Silverstein & Partners, and is licensed by the national milk processor and dairy producer
groups.


The study was made possible through the funding support of MilkPEP. MilkPEP approved the
project work plan and received periodic process updates, but in no way influenced the design,
sample selection, analysis, or interpretation of the study’s results.




                                               3
                                   Expert Panel




         Julie Buric                  Doug Adams                     Linda Stoll
   Vice President of Marketing            President           Executive Director of Food &
Milk Processor Education Program   Prime Consulting Group           Nutrition Services
            (MilkPEP)                                       Jefferson County School District
                                                                   (Golden, Colorado)




                                              4
     Keep Flavored Milk from Dropping Out of School

Webinar Objectives
• Share results of new in-school study that shows a dramatic decline in milk
  consumption and student nutrient intake when flavors are reduced or
  eliminated from lunchroom.
• Learn how to communicate the results of the study with key stakeholders
  in the school nutrition community – parents, school boards, and other
  school executives.
• Offer free tools and messaging to help you clearly articulate the benefits of
  low-fat or fat-free flavored milk and address questions about its place on
  the menu.




                                        5
                               Agenda

 Introductions ………………………………………………………………………………… Julie Buric
                                                          Vice President of Marketing
                                         Milk Processor Education Program (MilkPEP)


 Study Design & Results:
  Impact on Milk Consumption & Nutrient Delivery ………………..…… Doug Adams
                                                                          President
                                                        Prime Consulting Group, Inc.


 How Nutrition Directors Can Use This Study ……………………….. Linda Stoll, MPH
                                                    Executive Director of Foodservice
                                                        Jefferson County Schools, CO


 General Q & A from Audience ………………………..………………………… Doug & Linda




                                     6
                Backdrop – Milk in Schools Today
Average student uses 3.7 milks per week, down 2.1% from last year.
First year-over-year decline since the Annual Survey was initiated 5 years ago.

               4.6
                  -3.4%
                                                                   3.7
                                                                     -2.1%
                                         2.9
                                              -2.0%




          Elementary                Secondary                All Students
The average student has 6.17 meals at school each week.
Milk is used in 61% of breakfasts and lunches (foodservice and ‘brown bag’).

                                          7
School Milk is Lower in Fat than the General Market

The average milk serving in school has a full 1% lower fat content than milk served
at home.


                                                    0.2%                 0.5%
                            Whole                               5.5%

            29.5%           2%              25.0%
                            1%
                            Fat Free                          56.8%
                                                                              94%
            36.8%
                                            67.9%                           Fat Free
                                                                             or 1%
            15.5%
                                                              37.3%
            18.2%
                                            6.9%
            All Milk                        White             Flavored
                                                    Schools
                                            1.19%              0.7%
            1.85%        AVG FAT LEVEL               0.84%




                                        8
     Calories Have Declined Over the Last 4 Years
Average Calories per 8oz Serving


                        '06-'07                             165.8
          Flavored
              Milk
                        '09-'10                   154.0    -11.8 Calories (-7.1%)




                        '06-'07                149.9
          White &
     Flavored Milk
                        '09-'10    140.0       -9.9 Calories (-6.7%)




                                           9
                                Study Objective
The objective of this MilkPEP study was to:
 quantify the impact on milk consumption
  and nutrient intake from changing the
  availability of flavored milk in schools. The
  study measured consumption in schools
  that independently decided to eliminate
  flavored milk:
     • completely – all days of the week.
     • certain days of the week, with only
       white milk offered the remaining days
       of the week.                                                                 Project Plan
                                                             II
                                                                    MEASURE
                                                                  CONSUMPTION
 understand the reasons and attitudes
                                                    I
  for limiting or eliminating flavors.
                                                                               IV              V
                                                 RECRUIT                           MODEL            REPORT
                                              STAKEHOLDERS                      IMPLICATIONS       FINDINGS
 model the implications on delivery
  of nutrients to students and cost as                       III
                                                                    SURVEY
  it relates to the National School                                ATTITUDES
  Lunch Program.

                                               10
Consumption Measurement: Sample Recruiting & Training

To accurately measure actual consumption, the quantity of milk used needed to be
adjusted by the amount of milk discarded (wasted) at the end of the meal. This study
included milk waste measurement under varying test and control conditions.

Prime recruited a sample of schools from districts that had independently decided to
eliminate flavored milk (on certain days of the week or complete elimination).
  • 58 sample schools from 7 districts completed the waste measurement protocol
    an average of 12 days per school, yielding nearly 700 measurement days.
  • 18 control schools, where no change in flavor availability occurred, also followed
    the waste measurement protocol (211 measurement day observations).

  • The measurement was spread out from October through December 2009.

  • Schools were trained in person by Prime and used the same measurement
    process/tools.

  • Schools were compensated to offset the extra work involved ($500 per school).


                                          12
           Consumption Measurement: Background

Prime reviewed consumption studies conducted over the past two decades before
selecting this study’s methodology. During this research we:

• found three different approaches referred to as “plate waste surveys”:
    1. Actual weighing of discarded food.
    2. Grading of plates by trained observers (usually 5-6 point scale).
    3. Interviewing children after they finished lunch.

• concluded #2 & #3 would not be effective for milk. A trained
  observer could not see the remaining milk in a carton, and we
  did not think children would accurately communicate how
  much milk they actually drank.

• picked #1 – actual weighing of the discarded milk.

The measurement protocol was written and tested in a school
  prior to implementation.



                                          14
                                         Milk Waste Measurement Process
                                                                                                                                                                                                   Fax to 847.945.1177
                          MILK WASTE STUDY PROCESS GUIDELINES                                                                                    FLAVORED MILK FAX-BACK FORM

Staffing Requirement                                                                                                  NAME:

One staff person to monitor during entire lunch period.                                                               DISTRICT:
                                                                               Pour Out
                                                                               Your Milk                              SCHOOL:
Materials                                                                        Here
                                                                                                                      PHONE:
   1. 5 gallon bucket (provided buckets w/ increments on side).
   2. Make a sign for bucket or wall – “Pour Out Your Milk Here”.
   3. Milk waste fax-back form (provided on back of page).                                               MEASUREMENT DATE                                             DAY OF WEEK (Circle 1) M            T   W   TH     F

                                                                                                                                          (Circle 1)      Hot               Average              Cold
Procedure                                                                                                WEATHER CONDITIONS
                                                                                                                                          (Circle 1)      Sunny             Cloudy               Rainy
Before Breakfast/ Lunch Service Begins

      Have area set up near waste/ recycling bins for collection of leftover milk from student’s        MAIN BREAKFAST ENTREES
       cartons/ bottles. A separate collection bucket should be near each trash area.
      Make a sign to put on buckets or hang on wall over bucket – “Pour Out Your Milk Here”.            MAIN LUNCH ENTREES
      Only use the 5 gallon buckets we provided.                                                        (List in Popularity Order)
      Complete the top section of the Milk waste fax-back form (back of page).
                                                                                                         TOTAL MILKS USED TODAY                          White
During Breakfast/ Lunch Service
                                                                                                                                                         Chocolate
      A staff person should monitor the students emptying milk cartons into the 5 gallon
       buckets. Collection will be from 8-10 oz. milk containers only. (Any unopened milks               NO. OF UNOPENED MILKS THROWN AWAY                                (No need to open and dump milk in bucket)
       being discarded, need to be tabulated and reported on back of page). No other
       beverages should be poured into the bucket.
                                                                                                                      Please mark the line below that corresponds to the level of milk in the bucket(s).
      For large schools, the milk collection bucket may need to be emptied multiple times.
       Always record the milk level before emptying the contents, and then return the bucket
       to continue collection.                                                                             Total Breakfast _______ Liters            +       Total Lunch _______ Liters              =    TODAY’S TOTAL
                                                                                                           Bucket 1       Bucket 2     Bucket 3            Bucket 1       Bucket 2      Bucket 3
                                                                                                                                                                                                           MILK WASTE
After Breakfast/ Lunch Service                                                                           13 Liter       13 Liter      13 Liter           13 Liter       13 Liter       13 Liter            ________ Liters
                                                                                                         12 Liter       12 Liter      12 Liter           12 Liter       12 Liter       12 Liter

      At the end of a lunch period, record the milk level by reading the increment marking on           11 Liter       11 Liter      11 Liter           11 Liter       11 Liter       11 Liter

       the bucket. Record information on Milk fax-back form.                                             10 Liter       10 Liter      10 Liter           10 Liter       10 Liter       10 Liter


      Empty the milk bucket, rinse out and place in secure location for next measurement day.            9 Liter        9 Liter       9 Liter            9 Liter        9 Liter        9 Liter

                                                                                                          8 Liter        8 Liter       8 Liter            8 Liter        8 Liter        8 Liter
      Fax completed Milk fax-back form to 847.945.1177 on the measurement day.
                                                                                                          7 Liter        7 Liter       7 Liter            7 Liter        7 Liter        7 Liter
      Save all copies of your Milk fax-back forms until the study is complete.
                                                                                                          6 Liter        6 Liter       6 Liter            6 Liter        6 Liter        6 Liter

                                                                                                          5 Liter        5 Liter       5 Liter            5 Liter        5 Liter        5 Liter




                                                                                                    15
                          Milk Consumption Beliefs
  The “I   Think/ I Believe” hypothesis voiced by many curtailing flavors.

                            LEVEL OF MILK CONSUMPTION



                            Initial
                              Drop
 Initially most offer
   a hypothesis of
 “I Think/ I Believe                                 That Recovers Over Time
there will be an …”


        Flavors Offered      Flavors Dropped                Presumed Path
                                                             of White Only

     The study sought to replace the “I Think/ I Believe” hypothesis with
  reproducible facts from actual experience through controlled measurement.


                                               16
        Executive Summary: Consumption Dropped 35%
Elementary student milk consumption
dropped an average of 35% when flavors                                                   % Change in Average Daily Milk
                                                                                                per Student 1
were not offered.
                                                                                 Usage/ Shipments                  Consumption


The schools and milk suppliers saw a 23%
                                                                                         -23%
drop in the amount of milk used. What they
                                                                                                                     -35%
could not see, unless they measured the
waste, was that more milk was thrown away2
when only white milk was offered.
                                                                                           Average Daily Consumption
                                                                                               per Student in Oz.
Taken together, the fewer milks selected and
higher waste level resulted in a 35% decline
in actual consumption.                                                                    6.0
                                                                                                                      3.9

On average, students’ actual consumption                                           Flavors Offered                  White Only

fell to less than 4 ounces per day (per milk
drinker) when only white milk was offered.
                1 Usage & Consumption Measurement in a Sample of 51 Elementary Schools from 7 Districts.
                  While the middle school sample was too small to report separately, the decline was comparable.
                2 Waste rose from 24.5% (flavors and white) to 36.1% (white only).


                                                                17
                             All Districts (and All 58 Schools)
                            Experienced Consumption Decline
Each of the districts in the study experienced declines in milk consumption when flavors
were not available. The smallest decline was 18%, while two districts experienced a
43% decline.
                                                           % Change in Milk 1                 Free/ Reduced          No. of Days per
                                                                                                  Rate of              Week that
                                                         Usage              Consumption         Measured              Flavors were
                                                                                                 Schools 3            Not Offered
                                      A                   -16%                 -25%                   65%                     1
                                      B                   -27                  -35                    56                      1
                                      C                   -16                  -43                    50                      2
        Participating
                                      D                   -18                  -29                    64                      4
          Districts
                                      E                   -22                  -43                    15                      4
                                      F                   -16                 -18 2                   22                      5
                                      G                   -30                 -39 2                   45                      5
                        STUDY AVERAGE                    -23%                 -35%



           1   Comparing “flavor days” with “white only” days. Usage is the number of milks taken by students. Consumption
               represents the amount actually consumed (usage less waste).
           2   Consumption change was measured against control schools.
           3   Free/Reduced rate represents the percent of students who qualify for federal financial support for meals at school.

                                                                       18
Milk Usage & Consumption in the Average Sample School

                       Average Day in Sample Elementary School
When FLAVORED & WHITE milk were offered:

  333 units of milk were used,      680 oz (Equiv to 85 units)    meaning 248 units of
                                       were wasted,               milk were consumed.




When only WHITE milk was offered:
   255 units of milk were used,      736 oz (Equiv to 92 units)   meaning 163 units of
                                        were wasted,              milk were consumed.
         Change -23%
                                                                     Change -35%



                                                 19
           Milk Consumption Beliefs vs. Study Findings
                 Milk consumption dropped more than projected and
                     has not recovered for the districts in Year 2.

                                     LEVEL OF MILK CONSUMPTION


 Initially most offer              INITIAL
   a hypothesis of                    DROP
  “I Think/I Believe                                                    THAT RECOVERS OVER TIME
there will be an …”
                Flavors Offered         Flavors Dropped/                                       Presumed Path
                                            Restricted
             % Change in Consumption
                                                 Initial Change (Yr. 1) -31%               Ongoing Change (Yr.2) -37%
                                   Sample
                                   Districts      A         B         C     F                   D      E*         G **
           Study Results
           Don’t Support
          the Hypothesis                                                                               * Add Flavors Back
                                                    Restrict Flavors       Eliminate Flavors
                                                                                                      ** No Change




                                                        20
 Other Studies & Nutrition Directors Support Findings

The study findings are corroborated by two other districts that conducted their
own flavor elimination tests. These districts measured milk usage, not net consumption.

Nationwide survey of School                   Change (%) in Usage from Flavor Elimination
Nutrition Directors (SND)                                                    MilkPEP Study
conducted as part of the study        2 Independent Studies         Lowest   Average     Highest

found roughly 20% of districts         -26%                          -16%     -23%
                                                                                         -30%
had removed a secondary
                                                   -60%
flavor over the past two years.


Nutrition Directors cite added sugar and nutrition perception concerns in 60% of the
cases. The Directors, in most cases, have not tracked milk usage or consumption to
know the impact on nutrient consumption.

The survey also found 93% of Nutrition Directors do not support efforts to curtail or
eliminate flavored milk. Most cite flavored milk as crucial for students to receive many
essential nutrients.

                                              21
     Executive Summary: Consumption Dropped 35%

When flavors were not offered, elementary student milk consumption dropped an
average of 35%.

                             % Change in Average Daily Milk
                                     per Student


                          Usage/ Shipments       Consumption


                                -23%
                                -23%
                                                   -35%
                                                    -35%



The consumption at the average school went from:

          248 to 163 servings of milk each day, a drop of 85 servings.




                                        22
            Nutrient Impact Evaluation Background

The nutrient impact was calculated by comparing
the nutrients actually consumed by students
under the “flavors offered” vs. the “white only”
conditions.


The change in nutrient consumption took into
account students who were flavored milk
drinkers and:
   • converted to white and drank the same
     amount.
   • converted to white and drank less.
   • did not convert to white milk.


We analyzed the average daily net effect per student from these changes.




                                          23
       Eliminating Flavored Milk Negatively Impacts
          School Children’s Daily Nutrient Intake
                                   (Average per Student per Day)

               Essential Nutrients                                          Nutrients
                 to Be Replaced                                              to Limit
            Calcium          -72.5 mg                           Calories                       58.8
            Vitamin D         -26.0 IU                          Sugars1                      10.3 g
            Vitamin A        -133.8 IU                          Total Fat                       .7 g
            Phosphorus       -76.4 mg                           Saturated Fat                   .4 g
            Potassium       -130.6 mg                                           1   Natural and added

  DAILY     Protein              -2.1 g
CHANGE IN
            Magnesium           -50 mg
NUTRITION                                                   Nutrient loss from reduction
 IMPACT     Vitamin B12        -0.1 mg                       of 85 servings of milk from
            Vitamin C          -1.2 mg
            Riboflavin         -0.1 mg
                                                           248 equiv. servings (flavors + white)
                                                                         to
            Iron               -0.4 mg
                                                             163 equiv. servings (all white)
            Thiamin                  NC
            Niacin             -0.1 mg


                           Source: Prime Consulting Analysis & USDA-NNDSR

                                                 24
               Replacing the Lost Shortfall Nutrients

The Nutrient Modeling Team developed combinations of foods to replace the shortfall
nutrients, making an effort to select foods commonly served in schools.

The team created food bundles that replaced the lost nutrients without re-planning the
entire meal pattern. We focused on nutrients identified as “shortfall nutrients” in U.S.
children’s diets by the 2005 Dietary Guidelines for Americans Advisory Committee—
calcium, potassium, vitamin D, and magnesium.

In addition to those four “shortfall nutrients,” we also calculated the degree of
replacement achieved for phosphorus, vitamin A, and protein.

The team computed the add back in “nutrients to limit”—total fat, saturated fat,
calories, and sugars.

Each food and bundle was priced using actual prices paid by one of the participating
districts.



                                             25
Replacing Milk’s Essential Shortfall Nutrients is Difficult

The essential shortfall nutrients lost from the elimination of flavors are substantial and
are not easily replaced by other foods.

                                                        Weekly Amounts per Student
School menus are planned on a weekly basis.                Essential Nutrients to be Replaced
The table lists the shortfall nutrients that
                                                                         Unit of          Amount
need to be replaced if flavored milk is                                  Measure      to be Replaced

eliminated.                                          Vitamin D             IU             130
                                                     Calcium               mg             363
                                                     Potassium             mg             653
       Nutrient loss from reduction                  Magnesium             mg              50
        of 85 servings of milk from                  Phosphorus            mg             382
      248 equiv. servings (flavors + white)          Vitamin A             IU             668
                    to                               Protein                g             10.6
        163 equiv. servings (all white)




                                              26
       Tradeoff Decision: Nutrients vs. Sugars & Calories

The tradeoff evaluates the loss of important shortfall nutrients, compared to
eliminating 10 grams of sugars and 59 calories.




        Essential     Calories -
        Nutrients      Sugar           Cost




If a school eliminates flavors, alternative foods should be added that deliver the lost
essential nutrients without adding back sugars. The School Nutrition Director will
need to weigh which food (flavored milk or alternative) provides the best nutrient
package at the most reasonable cost.

                                           27
          Foods Commonly Served for Key Nutrients
                                                                   (in addition to Milk)
The Nutrient Modeling Team evaluated nearly two dozen                   VITAMIN D
individual foods and numerous combinations to replace the        Fortified OJ
missing nutrients, selecting from foods commonly served in
                                                                 Tuna
schools. In line with school menu planning, their focus was
to replace the nutrients ‘over the course of a week’ without
                                                                        CALCIUM
re-planning the entire menu pattern.
                                                                 Fortified OJ
                                                                 Cheese (Cheddar, Mozz.)
      MAGNESIUM               VITAMIN A              POTASSIUM
                                                                 Yogurt
Baked Beans             Carrots                Fortified OJ
Peanut Butter           Sweet Potato           Baked Beans           PHOSPHORUS

Spinach                 Spinach                Sweet Potato      Baked Beans
Banana                  Broccoli               Yogurt            Sunflower Seed Butter

Edamame                 Cantaloupe             Banana            Spinach
Cod                     Cheddar Cheese         Edamame           Cheese
Sunflower Seed Butter   Egg                    Cod               Yogurt


                                          28
Replacement Foods for Flavored Milk: Can they get the job done?

                                                       Start of Bundle #1
    1 cup Orange Juice fortified with vitamin D and calcium




                                Amount         Value of                                                           Value of
                                  to be      Replacement   + Over /                                Amount Not   Replacement   + Over /
                  UOM 1         Replaced        Foods      - Under-                                 to Exceed      Foods      - Under-

ø    Protein       g                10.6            1.7         -8.9               Calories           294          117         -174
ø    Vitamin D    mcg                 3.6           3.5          -.1               Sugar             51.3 g        20.7       -30.6
     Vitamin D     IU                130            137            7               Total Fat         3.5 g          .3         -3.2
     Calcium       mg                363            500         137                Saturated Fat     2.0 g         .04        -1.96
ø    Potassium     mg                653            443        -210
ø    Magnesium     mg                  50            27         -23
     Phosphorus    mg                382            117        -265
                                                                               ø The cost of Orange Juice is $.378, more
ø
                                                                                 than the cost of 1.4 servings of flavored
ø    Vitamin A    RAE                197              5        -192
                                                                                 milk.
ø    Vitamin A     IU                668            105        -563
                       1   Unit of Measure

                                                           Net Positive    ø Net Negative
                                                                          29
Replacement Foods for Flavored Milk: Can they get the job done?

                                                            Bundle #1
2 ounces skim Mozzarella Cheese sticks, 1 cup Orange Juice fortified with vitamin D
and calcium, and baked Sweet Potato Wedges.



                             Amount         Value of                                                            Value of
                               to be      Replacement   + Over /                                 Amount Not   Replacement   + Over /
               UOM 1         Replaced        Foods      - Under-                                  to Exceed      Foods      - Under-
  Protein       g                10.6           17.7          7.1           ø    Calories           294          366          72
  Vitamin D     IU                130            143          13                 Sugar             51.3 g        34.0       -17.3
  Calcium       mg                363            987         624            ø    Total Fat         3.5 g         9.5          6.0
  Potassium     mg                653          1,033         380            ø    Saturated Fat     2.0 g         5.8          3.8
  Magnesium     mg                  50            68          18
  Phosphorus    mg                382            441          59
                                                                            ø   Cost Impact per 100 Students .. $62.33 per week
  Vitamin A     IU                668        22,286      21,618
                                                                                                                $2,244 per year
                    1   Unit of Measure




                                                        Net Positive    ø Net Negative
                                                                       30
Replacement Foods for Flavored Milk: Can they get the job done?

                                                            Bundle #2
2 ounces Cheddar Cheese, 1 medium Egg,
1 cup Orange Juice fortified with vitamin D and calcium, and ½ cup of diced Cantaloupe.



                             Amount         Value of                                                            Value of
                               to be      Replacement   + Over /                                 Amount Not   Replacement   + Over /
               UOM 1         Replaced        Foods      - Under-                                  to Exceed      Foods      - Under-
  Protein       g                10.6             22        11.4            ø    Calories           294          435         141
  Vitamin D     IU                130            173          43                 Sugar             51.3 g        27.5       -23.8
  Calcium       mg                363            938         575            ø    Total Fat         3.5 g         23.6        20.1
  Potassium     mg                653            766         113            ø    Saturated Fat     2.0 g         13.4        11.4
  Magnesium     mg                  50            57            7
  Phosphorus    mg                382            503         121
                                                                            ø   Cost Impact per 100 Students .. $93.43 per week
  Vitamin A     IU                668          3,525      2,857
                                                                                                                $3,363 per year
                    1   Unit of Measure




                                                        Net Positive    ø Net Negative
                                                                       31
Replacement Foods for Flavored Milk: Can they get the job done?

                                                            Bundle #3
3 ounces Tuna light canned in water and drained, 1 ounce Cheddar Cheese, 6 ounce
low-fat Yogurt With Fruit, and ½ cup of frozen cooked Carrots.
Bundle 3 does not include a beverage.


                             Amount         Value of                                                           Value of
                               to be      Replacement   + Over /                                Amount Not   Replacement   + Over /
               UOM 1         Replaced        Foods      - Under-                                 to Exceed      Foods      - Under-
  Protein       g                10.6           36.6        26.0            ø   Calories           294          413         119
  Vitamin D     IU                130            160          30                Sugar             51.3 g        35.5       -15.8
  Calcium       mg                363            497         134            ø   Total Fat         3.5 g         12.4         8.9
  Potassium     mg                653            701          48            ø   Saturated Fat     2.0 g         7.5          5.5
  Magnesium     mg                  50            65          15
  Phosphorus    mg                382            502         120
  Vitamin A     IU                668        12,750      12,082
                                                                            ø Cost Impact per 100 Students . $127.33 per week
                                                                                                               $4,584 per year
                    1   Unit of Measure




                                                        Net Positive    ø Net Negative
                                                                       32
Replacement Foods for Flavored Milk: Can they get the job done?

                                                            Bundle #4
1 cup Orange Juice fortified with vitamin D and calcium, 2 ounces Tuna light canned in
water and drained, ½ cup Edamame frozen prepared, and ½ cup Spinach cooked from
frozen.


                             Amount         Value of                                                            Value of
                               to be      Replacement   + Over /                                 Amount Not   Replacement   + Over /
               UOM 1         Replaced        Foods      - Under-                                  to Exceed      Foods      - Under-
  Protein       g                10.6           27.3        16.7            ø    Calories           294          310          16
  Vitamin D     IU                130            239         109                 Sugar             51.3 g        22.9       -28.4
  Calcium       mg                363            677         314            ø    Total Fat         3.5 g         5.6          2.1
  Potassium     mg                653          1,334         681            ø    Saturated Fat     2.0 g         4.2          2.2
  Magnesium     mg                  50           219         169
  Phosphorus    mg                382            390            8
                                                                            ø   Cost Impact per 100 Students .. $98.63 per week
  Vitamin A     IU                668        11,595      10,927
                                                                                                                $3,551 per year
                    1   Unit of Measure




                                                        Net Positive    ø Net Negative
                                                                       33
                  Replacement Foods Conclusion

Nearly two dozen foods commonly served in schools were evaluated in an effort to
replace milk’s essential nutrients. Each scenario, or food bundle:

  • required 3-4 food items to replace milk’s essential nutrients.
  • added back more calories and fat than were being reduced.
  • added back roughly half of the sugar, netting a savings of only 15-28 grams per
    week.
  • cost an incremental $2,200-$4,600 annually per 100 students.

The team concluded that if a school eliminates flavored milk, they should re-plan the
entire menu pattern to assure it delivers the essential nutrients that are lost due to
reduced milk consumption. Minor changes or single food supplementation of the core
menu offering does not deliver the required nutrition.




                                           34
                               Agenda

 Introductions ………………………………………………………………………………… Julie Buric
                                                       Vice President of Marketing
                                     Milk Processors Education Program (MilkPEP)


 Study Design & Results:
  Impact on Milk Consumption & Nutrient Delivery ………………..…… Doug Adams
                                                                       President
                                                     Prime Consulting Group, Inc.


 How Nutrition Directors Can Use This Study ……………………….. Linda Stoll, MPH
                                                 Executive Director of Foodservice
                                                     Jefferson County Schools, CO


 General Q & A from Audience ………………………..………………………… Doug & Linda




                                    35
                    Jefferson County, Colorado



• Largest district in Colorado

• 157 schools

• 85,000 students

• 26% Free/Reduced




                                 36
   Formulate Your Nutritional Goal for Student Meals



 Jeffco’s goal is “To provide nutritious, high quality, cost effective meals that
  provide students with healthy choices for developing positive lifestyle decision-
  making.”

 Publish this goal everywhere you possibly can – it will be part of my signature line
  on e-mails this coming year

 Anytime someone reads something about Food Services, they see that providing
  students with healthy choices is part of our department’s goal.

 Be sure that ALL employees know and buy into the goal.




                                           37
         Have Your Message Ready – Be Proactive

When confronted with the inescapable – “all the sugar in flavored milks is causing
obesity, hyperactivity, etc.” or “chocolate milk is no more than soda-pop in
drag…” – don’t be forced to use the defensive posture.


              Have your proactive statements ready …

 “We have worked closely with our dairy to
   have flavored milks reformulated. They
now contain NO high fructose corn syrup and
  conform with the Alliance for a Healthier                 “Research has
 Generation’s recommendations of no more                  shown that when
      than 150 calories per 8 ounces.”               flavored milk is available,
                                                      children drink more milk
                                                       overall and have better
                                                            quality diets.”



                                         38
               Low-Fat or Fat-Free Milk?

Use it as a promotional phrase of what is great about your program.


         “Our students have the choice of at least 4 fresh
             fruits and vegetables with every meal.”



              “Our students are served only whole grain
                     bread and bread products.”



            “Our students have the choice of low-fat or
         fat-free white or flavored milk with every meal.”




                                39
Tools Available to Help You Use the Study Learnings
  All Audiences



                                                                Study Resources
                                                                    & Video
                                                                  Available at:
                                                               www.milkdelivers.org
         12 Page Brochure          2-sided Fact Sheet
         on Flavored Milk                                      For more on School
                                                                   Meals visit:
Healthcare and District Administration Professionals
                                                                www.traytalk.org




                                        SNA Webinar
     2-sided Executive Summary   Presentation/Study Findings


                                         40
       Using the Study with

The Executive Summary provides a topline review of the science-based results in
the study.


                                     Talking points/tips for talking with
                                     Health Professionals:

                                     • Provide a copy of the Executive Summary

                                     • Follow up conversation to emphasize:
                                        - nutrients lost from a child’s diet when
                                          flavored milk is eliminated.
                                        - tradeoff between nutrients and
                                          calories.
                                        - difficulty in replacing the essential
                                          nutrients.
                                        - cost implications.



                                       41
Using the Study with
School Superintendents & Boards of Education have Two Overriding Focuses:
                Student Achievement & Financial Stability




                                              Focus on financial impact of
                                          attempting to replace nutrients lost
                                         when flavored milks are eliminated …
                                             Point to “would be compelled
                                                to re-plan their menus”.
                                    42
            Using the Study with

 Parents want us to provide what they believe is best for their children.



                                This brochure presents essential facts in a
                                colorful, easy-to-understand format:
                                  • The nutrient crisis many of our students are
                                    in.
                                  • The important nutrients contained in all milk
                                    products.
                                  • The impact of replacing the nutrients lost
                                    when flavored milk is eliminated from their
                                    child’s lunch.



A valuable tool at registration, back-to-school nights, and PTA gatherings.


                                   43
Tools Available to Help You Use the Study Learnings
  All Audiences



                                                                Study Resources
                                                                    & Video
                                                                  Available at:
                                                               www.milkdelivers.org
         12 Page Brochure          2-sided Fact Sheet
         on Flavored Milk                                      For more on School
                                                                   Meals visit:
Healthcare and District Administration Professionals
                                                                www.traytalk.org




                                        SNA Webinar
     2-sided Executive Summary   Presentation/Study Findings


                                         44
                 Thank You



• Slides, CEU information, and resources available
  at www.schoolnutrition.org/flavoredmilk
• MilkPEP school resources available at
  www. milkdelivers.org
• Archive available by August 27
• Look for the evaluation to come via email

				
DOCUMENT INFO
Description: Marketing Project on Flavoredmilk document sample