"They didn't have to do it. People have accused them of being cynical about it – but they have come from the right motives," says Chris Farrelly, of Manaia Health PHO, based in Northland where the Milk for Schools scheme will kick off next month.
He hopes Fonterra's move will prompt others to help with children's nutrition.
"As a country we really need to acknowledge Fonterra for what they have done."
At Fonterra Brands New Zealand's (FBNZ) Takanini site, the first Fonterra Milk for Schools packs make their way down the production line last week and into the coolstore to wait for their ride to school.
FBNZ business manager beverages, Craig Irwin, say the production run has been much anticipated by the team.
"We often have new products on the line, but they never create as much excitement as the Anchor packs' debut has. Fonterra Milk for Schools is an incredible initiative and we're all honoured to be involved," Irwin says.
So far 81 Northland primary schools have signed up for the scheme scheduled to kick off on March 19.
"Milk is a fundamental building block of good health and I'm thrilled that we're doing what we can to make it a part of our kids' diets," says Irwin.
Farrelly says Northland has 133 primary schools, and he expects virtually all of them to be signed up by the end of the month. Fonterra is now installing refrigerators into the schools which is a "huge logistical thing on their part".
Fonterra will be monitoring the Northland pilot over the first three terms to establish how to best introduce Milk for Schools to primary schools nationwide and iron out practical details such as getting the milk to schools, serving it cool and recycling the packaging.
Farrelly says research shows children are drinking less milk
"Parents or families replacing by cheaper fizzy drink substitute," he says.
Nutritionists said this was affecting learning in schools – "which is why the free milk in schools rather than the free milk in homes", says Farrelly.
"If they were eating a rounded balanced diet in vegetables and what have you... but when that's not there – we have got milk, it's easily available, it can be given every day. Its (nutritional) value increases dramatically when other foods are not available."
Studies show 25% of our children are living in poverty and many to to school without breakfast and many don't have lunch, Farrelly says.
"Milk is not the salvation ... but given we are a milk producing country we can start with that."
To find out more or register a school go to www.fonterramilkforschools.com.
