With the return to classes, the Got Milk? campaign resumes it Breakfast Challenge in 21 California school districts

Now that it’s back-to-school time, the California Milk Processor Board, or CMPB, creator of the Got Milk? campaign, announced an association with 21 California school districts to resume its annual Breakfast Challenge to promote the idea of drinking milk at breakfast every day in school cafeterias.According to the California Department of Education, more than 600,000 students took part in the School Breakfast Program in the state last year. As this year’s challenge, the school in each district with the greatest participation in breakfast with milk will win $3,000 to cover students’ activities, for a total of $63,000 statewide.”Students who eat school breakfast do better in class. They miss fewer school days than students who don’t eat breakfast” says State Superintendent of Public Instruction Tom Torlakson. “Research and common sense tell us that better attendance and grades make teens more likely to graduate from high school and go on to college and careers”.”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 CMPB Executive Director Steve James. “The competition creates an incentive and rewards them for their positive eating habits”.For more information about the Got Milk? Breakfast Challenge, visit Got Milk?