As a new school year gets underway, one of the industry’s most impactful checkoff programs is launching an improved platform to better meet the nutritional and educational needs of the country’s next generation.

Students are back to school and whole milk might be next. For more than a decade, whole milk has been absent from cafeterias participating in the National School Lunch Program and School Breakfast Program, stemming from concern over its higher fat content compared to reduced-fat options.

The results of a checkoff-initiated smoothie program pilot showed increased consumption of milk and yogurt and will be offered to more schools this fall.

It takes a surround-sound approach to protect and enhance dairy’s relevancy with youth and their parents in these ever-changing times. The checkoff is answering with a fresh approach.