School milk promotional campaign gets £50,000 boost

DAIRY UK has got £50,000 worth of funding from the European Union to promote milk consumption in primary schools this year.
The Rural Payments Agency has confirmed that Dairy UK, which is working with the Milk Development Council,  will be awarded the cash from the EU Internal Market Promotions budget to help finance the promotion of liquid milk.
Schools action packs, information on the nutritional benefits of milk and “Fitness Friday” packs will go to over 10,000 primary schools

Thousands of copies of a Teacher’s Guide to Health and Fitness will also be sent out.
School Milk Week 2005, to be held during the week commencing Oct 10, will act as a focal point for promotional activities during the campaign.
Dairy UK has previously co-ordinated two EU-funded school milk promotions in 2003 and 2004, which have generated over 6,000 new school milk drinkers, or over 1 million new serving opportunities per annum.