The dairy checkoff is shifting the focus of its 13th year of Fuel Up to Play 60 — a school wellness program that partners with the NFL. The new strategy aims to bring together more partners to support dairy’s role in youth wellness and to improve youth wellness and education on the contributions of America’s dairy farmers.
This school year, the checkoff is shifting the “Fuel Up” platform, expanding opportunities to access dairy with other nutritious foods, and engaging youth in healthy eating and food production.
“This is our opportunity to reinforce dairy’s support for greater access to nutrition in cafeterias and classrooms but do it in new and more effective ways,” said Barbara O’Brien, CEO and president of DMI. “Fuel Up to Play 60 helped secure the reputation and legacy of dairy farmers for being champions of youth wellness, but the school environment has changed dramatically in the last few years. We need to think differently to protect farmers’ ability to deliver long-term value to children and in schools.”
On top of introducing new learning resources, including dairy-focused STEM curriculums, Fuel Up will be working with schools and partners to increase access to milk and other products, expand meal participation, and find ways to educate students on how nutrition plays an important role in nutrition and academic achievement.
O’Brien said dairy’s strong place in schools is driven through the state and regional network, which has had longtime relationships with educators, administrators, school food service leaders and others.
“While milk’s nutrition is universal, schools are local and look different across the country, which is why relationships are so crucial,” O’Brien said. “Instead of working through a singular school program, we are building a multi-partner, more flexible model that allows farmers to connect with the next generation, whether it’s a big city district far from agriculture or a small rural one.”
Since its debut, Fuel Up to Play 60 grew its presence in more than 73,000 schools nationwide, reaching at least 40 million students. The program has inspired millions of participants to team with community leaders, parents, other educators and students to build strong school environments. The program often incorporated dairy farmers at school visits to help bridge the connection to the true source of food.
Pennsylvania dairy farmer and DMI Chair Marilyn Hershey was among the farmers who worked closely with the program but understands the need for a strategic shift.
“We talk a lot about evolving and modernizing the checkoff and this is one way we’re doing that,” Hershey said. “Fuel Up to Play 60 and our partnership with the NFL met the needs of thousands of schools nationwide for many years, however, it’s important to recognize times have changed.
“A multi-partner approach through Fuel Up will better position us to meet the ever-changing needs of our communities while ensuring we have the opportunity to build healthy schools and thriving kids.”
