Dairy Farmers and the Super Bowl: Creating a Legacy

Published on Wed, 02/22/2017 - 1:00pm

Dairy Farmers and the Super Bowl: Creating a Legacy

By Alexandra Larson, Registered Dietitian, Midwest Dairy Association

When you think about marketing surrounding a Super Bowl, it’s likely your first thoughts are of the ultra-expensive advertisements. Dairy farmers aren’t buying any of those ads these days, but the Super Bowl is certainly on the list of opportunities to spread the word about dairy.
At this year’s Super Bowl in Texas, a student from Kansas had the experience of a lifetime. She was the National Football League’s (NFL) Play 60 Super Kid, and her path to the honor was provided by dairy farmers.
Sophie, a middle school student from Olathe, Kansas, was active in Fuel Up to Play 60, the dairy checkoff’s partnership with the NFL to help kids eat healthy, including dairy, and be active 60 minutes each day. She joined her school’s student team, became a State Student Ambassador, entered the Super Kid contest – and won! She spent time at the Super Bowl interviewing players, was featured on Good Morning America and spoke at an NFL Womens’ Summit during the event.
Fuel Up to Play 60, through the support of dairy farmers, is developing young leaders and lifelong dairy consumers like Sophie all over the country.
Fast forward to plans for the Super Bowl in Minnesota in 2018. Midwest Dairy Association is working closely with the Minnesota Super Bowl Host Committee (MSBHC) to provide a legacy that will last far beyond the big game next February. Dairy farmers have contributed to the committee’s Legacy Fund, which is awarding Super School Breakfast grants to schools in 52 communities across Minnesota leading up to Super Bowl LII.  
The funds will help make sure the Super Bowl positively impacts kids, helping them build healthy habits that include consuming dairy. Milk is offered with every school breakfast, and often cheese or yogurt is included as well. Breakfast is good for students, and for dairy farmers.
The Food Action Research Council (FRAC) reports that more than 140,000 students in Minnesota who are eligible for free and reduced school meals take advantage of lunch, but not breakfast programs. While the dairy checkoff has been working to expand breakfast as part of its Fuel Up to Play 60 program, this new initiative with the MSBHC will help to provide equipment and materials to help schools serve breakfast outside the cafeteria.
Allowing students to take breakfast to their class increases participation and helps remove the stigma associated with students reporting to the cafeteria to receive a free or reduced meal. Students who participate in school breakfast also show improved attendance, behavior and decreased tardiness.  
Want to learn more about this great program? Visit www.mnsuperbowl.com and follow @mnsuperbowl2018 on Facebook, Twitter, Instagram and Snapchat. And when next year’s Super Bowl rolls around, know that dairy was indeed an important part of the big event.

Alexandra Larson is a registered and licensed dietitian with a masters degree, who serves as a health and wellness program manager for Midwest Dairy Association, which manages the dairy checkoff for 10 Midwest states. She is based in Rochester, Minnesota.