NEW YORK -- USDA has joined a campaign to fight and defeat childhood obesity in cooperation with the National Football League, 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 during 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, officials said.
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.
"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 U.S. 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, on Jan. 15 at a New York City public school to support and promote the initiative.
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 four 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, the organizations said.
The program taps the power of the NFL and its teams, players and physical activity programming to add recognition and value for students, officials noted. The 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," Goodell said. "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 added. "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."
More information can be obtained at http://www.FuelUpToPlay60.com.
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