FROM BOX TO BOTTLE: The New Look of School Milk

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FROM BOX TO BOTTLEThe New Look of School Milk

• Peggy H. Lee, SFNS
• Director of Food Services
• Chesapeake Public Schools

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Why Fix School Milk?

• Recoup 10 years of lost milk consumption among 6
  to 17 year-olds

Milk Consumption 1991- 2001
Gallons per Capita
1.9 gallons or 7.5
Source Beverage Marketing Corp. DMI SIP
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Test Design

• Year-long study (2001-2002 school year)
• Two control and seven test panels
• Milk sales data
• School meal participation
• Milk plate waste
• Three waves of student surveys (attitudes
  behaviors

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Enhancements

• Fixing the Product Packaging
• Improving Milk Merchandising
• Expanding Milk Presence

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Test Markets

• 12 markets
• 146 schools
• 100,000 students

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City of Chesapeake

• Part of Hampton Roads (HR) Region
• HR is 27th Largest Metro area in country
• Over 1.5 Million residents
• Next to Worlds Largest Natural Harbor and
  Largest Naval Base
• Chesapeakes population - 207,500

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Chesapeake Public Schools

• 39,000 Student Enrollment
• 48 Schools and Centers
• 6 Senior High
• 11 Middle
• 28 Elementary
• 3 Special Centers

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Food Services

• 19,500 Lunches Served Daily
• 4,400 Breakfasts Served Daily
• 9400 Afterschool Snacks Annually
• 33,300 Summer Meals Served

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• 11 Million Annual Budget
• 400 Employees
• 25 Free and Reduced Eligibility
• 1.30/1.40 Lunch Prices
• .80 Breakfast Price

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Why Participate?

• Crazy????
• Improved nutrition
• Improved perception of school meals
• Opportunity to find answers
• Free equipment!

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Pilot Schools

• Deep Creek High
• Oscar Smith High
• Deep Creek Middle
• Great Bridge Middle
• Western Branch High

• Indian River Middle
• Oscar Smith Middle
• Carver Intermediate
• Georgetown Primary

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Data Comparison
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Total Change in Milk Consumed
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June 2002 Bid Pricing
Paper Carton Price Per Ounce 1 White
.01975 (.158) 1
Chocolate .019875 (.159) 1 Strawberry
.019875 (.159)
Plastic Bottle Price Per Ounce .026875
(.215) .026875 (.215) .026875 (.215)
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Do We Continue?

• Tested 10 oz. plastic bottles 2002-03
• Students drank more milk
• Increased sales
• Some storage issues

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..we need to do something different. Weve
gone from glass bottles to wax paper coated
cartons and used them for years. Our consumers
have changed, and this is a wake up call for all
of us.
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New for 2003-04

• 10 oz. plastic for ALL secondary schools
• New commercial packaging on plastic 10 oz.
  bottles
• Retail
• Connection

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2003-04

• Considered RFP rather than bid
• 8 oz. paper for elementary schools
• Expand vending machines in high and middle
  schools
• Offer 1 white, chocolate and strawberry
• Expand flavor choices, if available

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First Wave Schools Sustained a 15 Unit Increase
for Three Years!
15 vs. YA
NLSM Implemented
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June 2004 Bid Pricing
8 oz. Plastic Bottle 1 White
.215 1 Chocolate .218 1 Strawberry
.221
10 oz. Plastic Bottle .223 .228
.233
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New for 2004-05

• Request for Information to vendors
• 10 oz. plastic for secondary schools
• 8 oz. plastic for elementary schools
• Vending machines continued in high and middle
  schools
• Offer 1 white, chocolate and strawberry
• Improve milk merchandising on serving lines

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AFTER
BEFORE
Hickory High School
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BEFORE
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Bottom Line

• School meals are healthier
• Improved nutrition for students
• Increased meal participation
• Improved perception of school meals
• Enhances milks ability to compete in the school
  environment
• Generates incremental revenue with a la carte and
  vending funds

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School Milk Success Formula
Plastic Packaging Served Ice-Cold in Lots of
Flavors High Visibility Displays (everywhere)
Increased Milk Consumption And NSLP Participation
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FOR MORE INFO

• Peggy H. Lee
• leepha_at_cps.k12.va.us
• 757-547-1470