Got S'milk? School Milk Foundation unveils new look
Milk sold at schools throughout Newfoundland and Labrador is getting a makeover and a new moniker.
The new S'milk branded cartons were launched at a special event at Goulds Elementary School on Wednesday, which coincided with World School Milk Day.
"We called it S'milk, which i guess is short for school milk or super milk," said Wayne Simmons, chair of the School Milk Foundation of Newfoundland and Labrador.
"We wanted to do a rebrand, we hadn't done one in 10 years."
The event was attended by several politicians, but it was Buddy the Puffin and Juno award-winning The Swinging Belles that were the crowd favourites among the students.
"The excitement here today was unbelievable and I hope it continues and hopefully we'll see more kids drink more milk," said Simmons.
Program a way to 'give back'
The School Milk Foundation of Newfoundland and Labrador program operates in 241 schools and the organization says it reaches about 95% of the province's students from K-12.
A 250ml carton of milk sells for 55 cents and a 500ml carton sells for $1.10 — both of which are below regular retail price.
"It's a way for dairy farmers to contribute and give back to the students," said Simmons.
Local matters
Crosbie WIlliams, vice-chair of the Dairy Farmers of NL, said there is no guesswork involved when it comes to where the milk is produced.
"All the milk production in this province is certainly local," said Williams.
"To have a local industry like this, a sustainable, viable industry, is extremely important."
