4th International School Milk Conference

Spier, Stellenbosch, South Africa

5.-8. November 2006

Danish Dairy Board• ThecentralorganisationoftheDanishdairyindustry

Purposes

• Topromotethecommoncommercialinterests oftheDanishdairyindustryinDenmarkand abroad

• TosafeguardtheinterestsofDanishmilkpro- ducersinrelationtonationalandinternational policies,includingEUpolicies

• TheDanishDairyBoardadministratestheschool milkschemeinDenmark

The role of industry-critical succes factors in establishing and maintaining a school milk scheme

Milk loyalty• It’snotmoderntodrinkmilk•Whenyougrowup,youskipmilk

5

4

3

2

1

4 8 12 20 25 30 35 35 40 45 50 Age

Average contumption

per week

Must drink milk

Milk OK

Milk not necessary

Grown-ups do not have to drink milk

Source: GFK

Attitude:

Milk loyalty• Studentsdropschoolmilkasearlyas3rd and5thgrade• Schoolmilk-pointofdeparture

30.000

25.000

20.000

15.000

10.000

5.000

0

6 7 8 9 10 11 12 13 14 15 16 Age

2

1

Kind

erga

rten

grad

e 1

grad

e 2

grad

e 3

grad

e 4

grad

e 5

grad

e 6

grad

e 7

grad

e 8

grad

e 9

grad

e 10

Increase total enrolment in the school milk programme

Decrease upper level

fall-off percentages

Critical phase

Pupils

• Exaggeratedfearoffatamonggirls• Childrenrebelagainsttheirparents’wishforthem todrinkmilk• Teenagersdropmilkatastageintheirliveswhen theirneedforcalciumisatitsgreatest• Boysreplacemilkwithsugar-sweeteneddrinks, girlsswitchtodrinkingwateronly

• Milkischildish• Schoolmilkplaysaparadoxicalrole• Milkhasastrongpositionathome,weakoutside

School milk – a shortcut to a higher level of nutrition

• Childrenspendlongerperiodsoutsidehome• Schoolsmustdedicatemoreminutestolunch breaks• Schoolboardandmanagementmustfocuson theissue

• Minimizingtheworkloadisakeyfactorforthe DanishDairyBoard• Trainingprogrammesforkeypersonsatschools• Schoolmilkwillcomeunderpressureinthefuture

• Manystakeholdersinvolved• Conflictsbetweenshort-termandlong-term strategies• Schoolmilkhasastrongposition,butwecan’t takeitforgrantedinthefuture

• DietaryInformationProject• Targeteddialoguewiththepoliticalsystem• Partnershipprojects

Distribution, packaging and innovation

• 40millionunitsin2006• TheDanishSchoolMilkSchemeconsistsof 30localmilkwholesalers• Dailydeliveriesor2-3deliverieseachweek

• Newtypeoffreshmilkproduct• Demandforlow-fatproducts• Implementedintheschoolmilkschemein2003• Introduceda250mlTetratopin2003

• Thepreferenceforproductswithlowerfatand sugarisincreasing• Organicmilkisbecomingmorepopular – 39%ofschoolmilkisorganic – Lowfatproductsrepresentmorethan88% oftotalsales – 6%chooseflavouredschoolmilk

• Don’tpresentmilkassmart,young,cool,andtrendy.Thatwouldappearuntrust worthy–likealie.

• Thehighstatusofmilkinthehomeshouldbenurturedandreinforcedsothatit doesnoterode.

• Milkcanandshouldberevitalisedamongyoungertargetgroups.Thisshould takeplaceonmilk’sowntermsandnotbasedonaclaimofcoolness.

• Activatingchildrenandyoungpeopleinanactiveinterpretationofmilkremains avalidandwisedecisionbecauseincludingtheyoungpeopleasco-producers ofmilk’snarrativeandsignificanceremainsimportant.

Don’tDo

• Don’tde-emphasizethehealthmessages.Theycontinuetoconstitutethebasic perceptionsofmilk.

• Don’tsettleforcommunicatingthatmilkishealthybecausehealthbyitselfisan emptyterm.

• Itmaybeappropriatetoorchestrateatargetedcommunicationeffortaimedat younggirls/women,focusingonthefactthatmilkisnotnecessarilyfattening.

Don’t

Do

• Keepmilkremovedfromzoneswhereitsice-colddeliverycannotbe guaranteed.Negativemilkexperiencesarecostly.

• Logisticaleffortsinthecold-chainandamongusers,includingvisual reproductionoftheice-cold.

• Schoolmilkshouldbeenhancedwithregardtotheeffectivityofthecold-chain. Anenhancementofthecommitment-creatingeffortinrelationtotheperson responsibleforthemilkisagood,pro-activeinvestment.

Don’t

Do