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FAO-School-Milk <[log in to unmask]>
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Date:
Fri, 16 Oct 2015 16:02:12 +0200
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The School Milk list is a service of FAO's  Trade and Markets Division<http://www.fao.org/economic/est/est-commodities/dairy/en/>

School Milk Day Events Help Bridge the Market and Knowledge Gaps on Dairy Products
[cid:image001.png@01D104E2.E15A8160]<http://www.cnfa.org/feed/rss/>
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[cid:image005.jpg@01D1082C.042E6E30]Posted on 25th February, 2014 | By Cnfa<http://www.cnfa.org/author/cnfa>
[cid:image004.jpg@01D104E2.E15A8160]
At 19 liters per annum per capita, Ethiopia's annual milk consumption is about half the African average of 40 liters, and well below the world average of 105 liters. Considering that Ethiopia has the largest cattle herd in Africa and 80% of rural Ethiopians depend on agriculture for their livelihood, this number is shockingly low.
USAID's Agricultural Growth Program-Livestock Market Development (AGP-LMD) project, a flagship Feed the Future program, conducted 14 school milk days in November and December 2013 in its four operational regions in Ethiopia. The campaign educated a total of 24,500 students, teachers, parents, and other community members in rural towns and villages on the nutritional benefits of drinking pasteurized or boiled milk. Brochures, posters, educational guides, T-shirts, and mass media were used as tools to create awareness and educate participants how long milk must be boiled to be safe and how much milk children should drink every day. The program primarily targeted students, who were actively involved in presenting dramas, songs, drawings and different entertaining and educational activities on the importance of using milk and its products as part of a healthy, nutritious, and balanced diet.
As an approach to promote quality milk production and marketing, participants were introduced to a variety of dairy products processed in the country such as pasteurized milk, cheese and yogurt. These products were made available by various dairy processors in the country. Asmamau Taffesse, one of the dairy products suppliers in the Southern region of Ethiopia, said that the event provided an unexpected new channel for advertising his products. "Before I used to pay the local radio station to promote my products," noted Asmamau. "The school milk day event took me one step further in marketing my products since I was able to display, demonstrate and speak about them."
But the benefits of hosting school milk days didn't just serve as a platform for dairy producers to sell their products. For Mamitu Hailegebriel, one of the mothers who participated at an event found it a learning experience that would motivate her family and community to use dairy products in better ways. Fanaye Andarge, a teacher who actively collaborated in organizing the event in the school where she teaches, believes that what the students learned on the school milk days should not be limited to an annual event. To make an impact it needs to be part of the schools' curriculum. "In our school there is a subject known as integrated science," noted Fanaye. "Under this subject, I will continue teaching the students what they were taught today."
Aiming to contribute towards the Ethiopian government's Agricultural Growth Program, the school milk day events were hosted in conjunction during the World School Milk Day season. The events, which were the first of their kind in most regions, reinforces the goals of LMD which also advances President Obama's Feed the Future initiative. An increase in consumption of local dairy products by the next generation of Ethiopians will not only improve their nutrition but also advance the country's economic development.
http://www.cnfa.org/resource/school-milk-day-events-help-bridge-the-market-and-knowledge-gaps-on-dairy-products/



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