USDA
JOINS NATIONAL DAIRY COUNCIL AND NFL IN A
PUBLIC–PRIVATE
PARTNERSHIP TO IMPROVE HEALTH AND WELLNESS IN AMERICA’S SCHOOLS
Fuel
Up to Play 60 Campaign Unites Government, Health Professionals,
Industry
and Educators to Defeat Childhood Obesity
(NEW
YORK) January 15, 2010
– The U.S. Department of Agriculture (USDA) has joined a campaign to fight and
defeat childhood obesity in cooperation with the NFL, National Dairy Council,
multiple health organizations and several major corporations. The campaign,
known as Fuel Up to Play 60, is funded with an initial private sector financial
commitment of $250 million over five years by America’s Dairy Farmers. Funding
is expected to grow as government, business, communities and families join this
effort to improve nutrient-rich food choices and achieve 60 minutes of physical
activity each day among children. More than 58,000, or 60 percent, of the
nation’s 96,000 private and public schools are currently enrolled in Fuel Up
to Play 60.
It
is possible that today’s children could become the first American generation
with a shorter life expectancy than their parents.[1]
One-third of American children are overweight or obese.[2]
The obesity prevalence is about three to four times that of just one generation
ago, according to the Centers for Disease Control and Prevention.2,[3]
“Today
is a significant milestone in the fight against childhood obesity because this
unprecedented partnership will help educate our youth about steps they can and
should take to lead healthy lives,” said Agriculture Secretary Tom Vilsack.
“Increasing access to more nutrient-rich foods and physical activity in
America’s schools is no simple task, and will require the combined effort of
private and public interests. Partnerships like these, combined with a strong
reauthorization of the Child Nutrition Programs, can make a significant
difference in our battle against childhood obesity.”
Vilsack
joined Roger Goodell, NFL Commissioner, and Tom Gallagher, CEO of Dairy
Management Inc., the managing organization for National Dairy Council, at a New
York City public school to support and promote the initiative. Other speakers
included: Eric Goldstein, Chief Executive Officer, Nutrition and Transportation,
New York City Department of Education; Dr. David Satcher, Action for Healthy
Kids founding chair and 16th U.S. Surgeon General; and Maurice
Jones-Drew, #32 running back for the Jacksonville Jaguars. Also attending the
event were leaders from Action for Healthy Kids, American Academy of Family
Physicians, American Academy of Pediatrics, American Dietetic Association,
National Hispanic Medical Association, National Medical Association and School
Nutrition Association, and hundreds of students from Central Park East Middle
School in New York City.
As
an initial step, these partners will work together to promote and expand Fuel Up
to Play 60. Based on the 2005 Dietary Guidelines for Americans, the program
empowers students in grades 4 through 10 to engage their peers to “fuel up”
with nutrient-rich foods they often lack – particularly low-fat and fat-free
milk and milk products, fruits, vegetables and whole grains – and “get up
and play” with 60 minutes of daily physical activity. Components, developed
for and by youth – such as program curriculum, in-school promotional
materials, a Web site and youth social media partnerships – are customizable
and non-prescriptive. The program’s design allows youth and schools to
determine which tools and resources best help schools meet local youth wellness
goals and school wellness policies. Partner-supported school grants will help
schools make long-term healthy changes.
Fuel
Up to Play 60 also gives leaders in health, business, government and communities
nationwide the opportunity to be a part of a movement that relies on
participation, collaboration and action by youth and adults to help develop and
maintain healthy habits to last a lifetime.
The
program taps the power of the NFL and its teams, players and physical activity
programming to add recognition and value for students. National Dairy
Council’s trusted school relationships are crucial in sustaining the program.
All 32 NFL teams are participating in the program through local dairy councils
and schools in their respective markets.
“The
National Football League is strongly committed to helping the next generation of
youth achieve healthier lifestyles. In 2007, we launched NFL PLAY 60 to
encourage kids to get active and play 60 minutes a day. We are excited that Fuel
Up to Play 60 extends that message to include healthy eating,” said NFL
Commissioner Roger Goodell. “Through Fuel Up to Play 60, we want young people
to discover that healthy habits can be both fun and empowering.”
"For
nearly 100 years, child nutrition research and education has been a major
commitment for dairy farm families and a cornerstone of National Dairy
Council,” Gallagher said. “Fuel Up to Play 60 realizes our commitment to
child health and sustaining the future. It will continue to expand in the coming
years through bold leadership and new partnerships with organizations and
industry leaders that no single organization could achieve alone.”
By
giving students both a voice and a valuable role in shaping the future of
their generation, National Dairy Council, the NFL and USDA are providing
concrete opportunities for children to lead real change in the fight against
childhood obesity. Fuel Up to Play 60 also gives leaders in health, business,
government and communities nationwide an opportunity to be a part of a movement
that relies on participation, collaboration and action by youth and adults alike
to help youth develop and maintain healthy habits to last a lifetime.
Player
participation for the event was scheduled by NFL Players. More information
about Fuel Up to Play 60 is available at FuelUpToPlay60.com.
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