Why Fonterra accepted defeat in the dairy aisle
OPINION: Fonterra's sale of its consumer dairy business to Lactalis is a clear sign of the co-operative’s failure to compete in the branded consumer market.
More than 1100 schools, representing about 191,000 kids, have registered their interest in the nationwide programme which will provide free milk to primary-aged children every school day. This is on top of the more than 110 schools already participating in Northland.
Fonterra Group general manager global cooperative social responsibility Carly Robinson says the number of schools getting in contact has been growing by the day.
"It's great to see such a strong appetite for Fonterra Milk for Schools throughout New Zealand and as the programme rolls out this will mean that more Kiwi kids will get the chance to drink a healthy, nutritious product while they're at school each day," she says.
"So far, expressions of interest have come from a range of schools across all deciles from throughout the country."
One of the first schools to log on to the Fonterra Milk for Schools website when the nationwide rollout was announced in December was Howick Primary.
Howick Primary principal Leyette Callister says while she knows the programme won't start rolling out in Auckland until the end of the year she still wanted to put her hand up straight away.
"I think it's fantastic that Fonterra is running this programme. Dairy is really important for kids and it's the perfect substitute for unhealthy, sugary snacks which have become so popular. I'm looking forward to working with Fonterra to make it a part of our school day," she says.
"I've already had a parent get in touch asking me to take up the free school milk programme and it was great to say that I expressed interest the day it was announced."
In the North Island 784 schools have expressed interest, representing around 143,000 children, and the South Island has attracted interest from 347 schools, equal to around 47,000 eligible milk drinkers.
"Because Fonterra Milk for Schools is such a big undertaking, we're asking primary schools to register their interest to help us determine the potential uptake," says Ms Robinson.
"As we roll out the programme in each region we will then send application information to those schools that have been in contact with us."
Fonterra Milk for Schools starts in Southland towards the end of Term 1 with Christchurch following a few weeks after. It's expected by the end of Term 1 2014 all schools who want to take part in the programme will have access to milk every school day.
