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Checkoff partnership with Newsweek leads to ‘Back-to-School’ guidebooks

Published on 03 September 2010

A partnership between dairy producers, through the checkoff-funded National Dairy Council and Newsweek, has led to the distribution of more than 1 million copies of the “How to Build a Healthy Kid” back-to-school guidebook.

Multiple copies of the guidebook, developed and produced by Newsweek at no additional cost to dairy producers, will be included in information being distributed to more than 60,000 schools participating in NDC’s Fuel Up to Play 60 (FUTP60) program this fall. FUTP60 is a collaborative in-school effort with the National Football League that encourages the consumption and availability of nutrient-rich foods, including low-fat and fat-free dairy, along with 60 minutes of daily physical activity.



National and local dairy checkoff organizations will use remaining copies of the guidebook as a tool to help engage additional partners and resources among health professionals, local school officials, and community leaders. FUTP60 is heavily emphasized in the guidebook, which includes strong messages of support from USDA Secretary Tom Vilsack and former Surgeon General David Satcher. NDC provided:
• FUTP60 success stories that showcase nutrition and physical activity;
• A health and nutrition advertorial that highlights the benefits of flavored milk, supported by leading health professional organizations; and
• A pledge of support for school-based initiatives such as FUTP60 from various health and nutrition organizations, including the American Dietetic Association, American Academy of Pediatrics, American Association of Family Physicians, and School Nutrition Association.

“This guidebook is unprecedented for the dairy checkoff in gaining third-party support for our in-school program,” said Paul Rovey, Arizona dairy producer and chair of Dairy Management Inc., which manages the national dairy checkoff. “Working with Newsweek to produce a high-quality educational tool speaks volumes about the acceptance and impact of Fuel Up to Play 60. This effort will make a difference in the lives of students, while reinforcing a positive view of dairy through credible, independent sources.”

—From DMI news release