So. The Elementary School Milk Program (AHEM: Chocolate Milk MARKETING CAMPAIGN, because their sales go way down without the inclusion of said chocolate milk), is getting rather brazen and authoritative this year.

Did You Know?

“Chocolate milk has no more sugar than ‘100% Fruit Juice!”  This is the whole ‘Milk in Schools’ slogan slapped across pamphlets that went home with most public, elementary aged school kids this week. I’m just gonna tweak that nifty little tag-line a bit for a minute here. Amuse me. Come along for the ride. “Chocolate milk has the same (if not more) amount of sugar as ‘100% Fruit Juice!” There. Much better. Let’s break this whole juice is healthy concept down first. It’s not just soda that is full of sugar. Juice can be just as high in sugar as soda. Even the ‘100% fruit juice’ labelled ones, with no extra sugar added. Fruit juice contains no fibre, and the small amounts of vitamins and antioxidants in even the 100 % pure fruit juices do not make up for the large amount of natural sugar content. Read that article linked within. It’s a gooder.  I tried to find the chocolate milk pamphlet online to link to, no dice. All I could find was the more generalized (perhaps LESS CONTROVERSIAL, ahem) milk in schools brochure. But as you can see from my picture above – they are blatantly promoting chocolate milk all on its own.

The Truth About Marketing

Unfortunately, food and beverage manufacturers aren’t always honest about what is in their products, keep in mind. The fact is, the fruit juice you find at the supermarket may not be what you think it is… even if it’s labelled as “100% pure” and “not from concentrate. There are 30 grams of sugar in flavoured milk (chocolate, strawberry). Flavoured milk also has other ingredients you won’t find in the plain stuff such as colours, flavours, artificial sweeteners, which definitely don’t make it more nutritious. Yes, chocolate milk is damn tasty and I prefer to give it to my kids occasionally as a treat. It’s not being given to them every single day as a healthy food choice.

About 1 in 3 North American children are overweight or obese, according to the Centers for Disease Control and Prevention. This is the first generation of kids who are expected to live a shorter life than their parents. By 2050, 1out of every 3 North Americans will have diabetes at the rate we’re going. This is a fundamental problem that no one is talking about. I’m paying attention and not listening to everything being marketed to me as touted being healthy for my kids and we’re teaching our kids about food brands and labels and how what they see on all of the food being marketed towards THEM aren’t honest. With this pamphlet coming home from school, we had to have another talk about chocolate milk being a TREAT, not an everyday healthy drink to consume like the advertising and slogan on the pamphlet would have their sponge-like little minds believe.

So I don’t mind having these talks with my kids. I believe that kids are being told some of the biggest lies they will ever hear in their lives by government and the food industry. It kind of boggles my mind though that we’re the ones who get strange looks at the grocery store say for example, when one on my kids pipes up asking, “look, mama, these gummies say they have vitamins and 100% fruit juice in them! That’s MARKETING right mama?! Is that true?” We’ve taught them to question marketing and to know that they are being sold lies. If we did not teach them this, they would believe what they’re seeing and reading. Kids are so trusting and innocent in this way. Just as we teach them about ‘stranger danger’, we teach them about sneaky marketing. You can think we’re zealots or go overboard with the whole healthy food consumption thing, all that you want. The stats don’t lie. MARKETING DOES. Especially advertising geared towards children. Take for example the chart that I’m looking at right now on my dining room table. It compares the nutrients of white milk and chocolate milk VS. “100 % apple and orange juice.” They list them all, calcium, vitamins D, A and C, including protein, fat and carb content. They don’t say that most of those ‘nutrients’  are injected into the milk and are synthetic. They very conveniently leave out the Bovine growth hormone content that is given to cows in the U.S. to make them mature faster and produce more milk, or the inhumane treatment that happens to cows on non-grass fed dairy farms everywhere.

Canada … Ontario, Get With The Times!

The biggest thing they’ve left out of that pretty little chart? THE SUGAR CONTENT in flavoured milk or 100% fruit juices. How convenient. Kind of sneaky in fact. We as a society are ready to analyze and question what we’re being sold in other areas of our consumption (clothes, cars, houses, etc.) We doubt, we question, we can see when we’re trying to be bamboozled. We do the research to make sure the product we’re buying is legit. Why on EARTH wouldn’t we do that when it comes to the FOOD THAT WE EAT?!

Look, I get it. Milk in schools is an easy, accessible way to help children get trough their day. So let us leave it at that, with plain old milk leaving the flavoured ones out. If the excuse is that kids are more inclined to drink chocolate milk over the plain, well yea! Of course they are. When we give them that choice. When we give them that power over their own nutrition. It’s up to us as parents to begin at home with these teachings.

Advocates like celebrity chef Jamie Oliver and his Food Foundation movement, have stood by his Flavoured Milk campaign. His message is clear: the more sugar we consume, the more we tend to want. If even milk has added sugar, what doesn’t? Part of getting everyone to better eating is getting everyone familiar with more wholesome, less-processed foods. Milk closer to nature is a better choice than milk with added sugar and colourings and flavourings. Every eating occasion is an opportunity to promote health or oppose it. If schools take a lead role in promoting health, there will still be much work to do outside of schools, but school then becomes an important part of the solution, rather than contributing to the problem.

And I agree. Adding flavourings and sugar to milk offers no nutritional benefit. The harm of the sweetened dairy products, besides the added calories, is that the palate changes so that the drive for sweetness increases. No matter what Oliver’s critics might say. Speaking of which, his flavoured milk campaign is SO 2011. He’s since moved on to lunches that are served in schools and food education for kids, parents and teachers alike.

Socioeconomic and Demographic Accessibility

The hardcore truth of the matter is that some kids go to school without being fed breakfast. Or, if they have been fed breakfast, it was a bunch of sugary crap. Every single day. (Again, I’m talking about consistency here, not the occasional treat). And much the same continues throughout their day when they pull out snacks and lunch. Very little whole-food based food with REAL (not synthetic) vitamin, mineral, antioxidant and protein value. So milk is a simple, accessible (cost effective) choice for many families to jump on board with to supply their kids with at least SOME nutritional food value to keep going throughout their day. I personally know that most of the vitamins touted to be in milk are not naturally sourced. As in they’re synthetic forms of those vitamins and ADDED into milk to make it more marketable. A one stop shop to get a whole fleet of vitamins, minerals and food supplements: vitamin’s A, B6, D, B12, calcium, protein, riboflavin, niacin, phosphorous zinc. Healthy carbs and fats. (Questionable, i.e.: skim vs. regular, whole milk vs. 2%, organic vs. regular, etc.)

I realise that our family comes from a place of privilege wherein we (by working our butts off to be able to afford whole foods) can provide our kids a nutrient dense diet every day. There are several reasons that we view this as a high priority in our budget, which stem from cultural beliefs surrounding food and water being sacred, being medicine; core values and health issues that my husband and I have. The truth is that there are a plethora of other ways for even low-income families to feed their kids simple, whole-food based meals and snacks that provide all of the nutrients that milk and flavoured milk are advertised as having. But knowing and understanding this takes LEARNING and education for parents too. Which is why some North American schools have stopped including flavoured milks in the milk programs and have workshops and book informative public speakers to come in and provide hands-on learning tools about how to feed their families on a budget, exposing truths about sugar and industry marketing.

My reasons for writing this post aren’t just to rant and rave. I’m hoping to generate online discourse and proposing that parents who are interested in tackling this issue, DO SO. It is much easier to turn a blind eye to the horrifying statistics on childhood obesity and diabetes and continue on as we were. Buying the hype. At what cost? We need to rally together, support one another, regardless of socio-economic and demographic barriers. Start up a movement in your school. Research speakers and workshop options. Put together your own presentation and make a call-to-action with your school’s principal to present at your next School Council meeting. Share your knowledge with other parents and students in an approachable, helpful way. Make suggested alternatives to flavoured milk easy, price friendly and accessible. Be the motivation. Igniting community awareness and interest in a convenient manner is key. We can’t just TELL parents they’re doing something wrong. How pompous, right? In essence, they aren’t. We’re all doing the best we can with what we have. With what we’ve been taught sold.

When industry partners up with the government (the Elementary School Program for example, or say – the Canadian Food Guide, which is a whole other bucket of worms, but take a comparitive look at our food guide compared to the Brazilian Food Guide ), the thought of challenging that strong-hold of power is overwhelming. I get it. Writing this post took me nearly two hours and I have many more (hours) ahead of me if I hope to get chocolate milk sales banned from my kids’ school and help other parents and kids understand why this is a GOOD THING. No, I don’t have lots of time on my hands. I work full-time too. We all have the same 24 hours in a day. We all have our own daily intricacies, problems and issues to deal with.

Don’t Just Take My Word For It …

Sugar, in and of itself has become a widespread, controversial subject. Please watch the documentary “Fed Up”. It’s a highly (scientific and evidence based) researched (albeit disturbing) look at sugar as the INDUSTRY it really is. Placing private profit ahead of public health. Watch the trailer below.

Learn more, know more.

What You Can Do

➵ Be friendly. DON’T BE PREACHY. Make it fun. Perhaps start off with signing up to have your school celebrate Food Revolution Day 2016 and use The Flavoured Milk campaign a springboard for small steps.
➵ Print and share the easy to read PDFs from Jamie Oliver’s Food Foundation, Toolkits for Change under “Flavoured Milk.’ There are 3 sections (The Facts, Find Support and Create a Campaign.) Email my post to begin, if you want, to your school council members and principal. Post it on FB and tag your neighbours, your friends, etc. Find your allies at the school and join together.
➵ Contact your school council chair, your principal, your ministry of education (where the campaign comes from). This might be considered causing a ruckus depending on where you’re at demographically. I guess you need to be comfortable with that. Or be okay with being uncomfortable. I’m going to be communicating with my kids’ school council that I’m already a part of and the principal to make my own presentation.
➵ If you can get your school’s principal and council members on board, call an info night session for all parents to attend and hand out the resources linked above, put them on a overhead and use them as talking points to all parents in attendance. Better yet, make a mini, easy to digest power point presentation using these resources to accompany it. Send the printables home with the kids too, just like that chocolate milk pamphlet was. They may not be printed in colour on fancy heavy weight gloss paper, and that’s okay.
➵ Contact ME to use and modify my power point presentation (coming soon!). Sign up for my newsletter to find out when. Or simply use Jamie Oliver’s resources to create your own, that’s what I will be doing, he makes it easy.

This may be one small thing that you do – in eliminating flavoured milk being sold at your kids’ school. With the power to invoke long-term change; in how parents and kids know about and understand nutrition, how neighbourhoods and school districts to come together as a village, recognizing the importance of food education and diet-related diseases that we are facing with this generation.