The FAI & League of Ireland have formed a new partnership with the National Dairy Council (NDC) to promote the School Milk & Dairy Programme through the League of Ireland's network of Club Promotions Officers.
With the help of the FAI's club promotions officers, the NDC is aiming to re-develop the existing School Milk Scheme by establishing a relationship with school children through soccer. The FAI has already been involved for many years in tackling childhood obesity by promoting a healthy and balanced diet for young people. Today's partnership with the NDC's School Milk & Dairy Programme is a natural progression of this work and will ensure that young students appreciate the importance of dairy products as part of such a diet.

Launching the partnership, Helen Brophy, Chief Executive of the National Dairy Council said; "The existing School Milk Scheme has built a relationship with Ireland's schools and school childrenover the last 25 years. Ireland has changed greatly over this time, but nutrition issues have become more important than ever. Many more children are now suffering from obesity than before while, for others, an obsession with body image leads them to avoid foods like dairy that they mistakenly believe to be fattening. The combined national network of our dairy co-op members and FAI Club Promotions Officers working together will provide us with the ideal opportunity to educate our young people on the benefits of this wholesome, natural product that can play such an important role in their health and wellbeing included in their daily diet.”

Welcoming the announcement, John Delaney the FAI's Chief Executive said:

"We recognise that one of the keys to sporting success is ensuring that our young people are enjoying a healthy and balanced diet. Our League of Ireland partnership with the National Dairy Council will highlight the benefits of dairy products in a healthy, balanced diet. Using the medium of soccer, we look forward to assisting the NDC in promoting that important nutritional message".

The initiative began in September on a phased basis with local club promotions officers co-ordinating activities between clubs, dairies and schools. The first clubs involved were Sligo Rovers, Finn Harps, Limerick 37, St Patrick's Athletic and Monaghan United through their respective local dairies, Connacht Gold, Donegal Creameries, Kerry Group, Glanbia and Town of Monaghan, in partnership with local schools.

The aim of this programme is to increase the 85,000 students around the country participating in the School Milk Scheme by between 35-50%. In achieving this increase in participation it is projected that milk consumption can increase from the current 3.7M litres up to a potential of 5.5M litres.