Schools in the Hancock Place School District in St. Louis, MO had been using celebrity banners and got milk? clings to promote milk to students. Recently, Food Service Director Robin Sutton, has increased the district's efforts, by implementing changes to this year's summer session in order to increase both milk consumption and participation in the schools' breakfast programs.
The 2009 Summer Session ran from June 15 – July 9 and breakfast was offered free to every student. Administrators encouraged students upon arrival to go to the cafeteria before class, and milk was offered with every breakfast. In just this short time frame, average daily milk consumption went up by 87 units a day and overall participation increased from an average of 25% to a 55% participation level.
After reviewing the results of the free breakfast program, Hancock Place School District has decided to start the Breakfast Free program in its schools at the start of the new school year. Once the program begins, Sutton expects milk consumption to increase by 515 units a day.
