SAN CLEMENTE, Calif. — Twenty high schools from across California have been crowned "Breakfast Champs" by the California Milk Processor Board (CMPB), the creator of got milk? Nearly 100 schools went head to head in a unique and friendly three-week breakfast competition to see which campus could increase breakfast participation with milk in school compared to the same time period as the year before. The challenge took place during the back-to-school season and each winning school received a check for $3,000.
The got milk? breakfast challenge winners include (listed by key markets):
- Bay Area: Ralph J. Bunche High School, Oakland; Modesto High School, Modesto and College Park High School, Pleasant Hill
- Sacramento: Valley High School, Sacramento; John F. Kennedy High School, Sacramento; Ronald E. McNair High School, Stockton and Edison High School, Stockton
- Fresno: Central West High School, Clovis North High School and Fresno High School
- Los Angeles: Fernando R. Ledesma High School, El Monte; Summit High School, Fontana; Middle College High School, Santa Ana and Edison High School, Huntington Beach
- Riverside: Cathedral City High School, Palm Springs; Indio High School, Palm Desert; Desert Mirage High School, Thermal and Polytechnic High School, Riverside
- San Diego: San Ysidro High School, San Ysidro and Murray High School, Vista
This year 98 California high schools stepped up to the challenge, increasing breakfast participation by up to 80 percent.
"We continue to grow the got milk? Breakfast Challenge year after year because school districts are on board with our message: it's important for teens to start their day right with a nutritious breakfast to fuel their bodies and minds," says Steve James, Executive Director of the CMPB. "The competition creates an incentive and rewards them for their positive eating habits."
Studies show that up to a third of adolescents still skip out on breakfast daily.[1] To deter this growing trend, the CMPB partnered with 22 school districts across the Golden State to increase daily breakfast consumption with milk at school high school cafeterias. The campuses with the greatest breakfast participation with milk in each district won $3,000 towards student activities for a grand total of $60,000 statewide.
About the CMPB
The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. Awareness of got milk? is over 90% nationally and it is considered one of the most important and successful campaigns in history. got milk? is a federally registered trademark that has been licensed by the national dairy boards since 1995. The CMPB's Spanish-language campaign began in 1994 using the tagline "Familia, Amor y Leche" (Family, Love and Milk). The TOMA LECHE (Drink Milk) campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences. Got milk? gifts and recipes can be viewed at www.gotmilk.com and www.tomaleche.com. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.
[1] "Healthy Living: The Case for Eating Breakfast" http://bit.ly/MiBSzf
Source: The California Milk Processor Board
