School Milk List is a service of FAO’s Trade and Markets Division
Dear Michael
World Milk Day, FAO
On behalf of the Japanese dairy sector, I write this through the Japanese National Committee of International Dairy Federation.
The Japanese dairy sector has participated in the ‘World Milk Day’ as proposed by FAO since 2007 and positioned the day as one of our pillar activities in consumer communications of dairy industry in Japan. Some of the key features during the month of June include:
1. Local dairy farmers visiting Governors of each prefectural government to give them milk samples that we consider are indispensable for the growth of children.
2. Picture drawing contests being held to depict milk as heroes or heroines
3. Nutritionists visiting local primary schools to give lectures on milk
In addition, a group of scientists and researchers on milk and dairy industry got together to hold ‘Academic Forum’ in Tokyo.
Despite of the above mentioned activities, the mass media is not very active in reporting about milk probably because milk is too familiar commodity to them. As a result, the recognition of the ‘World Milk Day’ among the people of Japan remains around 15 %, unfortunately.
Under the circumstance, we will carry out similar activities this year as we have done in the pat but this time we wish to make it special by appealing contents including:
1. It is critical that many countries produce their own fresh milk in a sustainable manner given the imperative situation of food and nutrition for the coming future.
2. Milk is very important food for not only the people of Japan but for the growth and nutrition of all children in the world, particularly other Asian and African nations. The FAO advocates the World Milk Day to celebrate 1st June to be linked with individual activities in each country.
3. Likewise in Japan, we make sure that children will be well educated in understanding issues surrounding food and nutrition to be connected with the World Milk Day as proposed by FAO and its importance as we publicize it through the media as widely as possible.
To make it successful, we would like to request you that you at FAO Headquarters could contact the Liaison Office in Japan (FAOLOJA) to get the Japanese media focus more on the World Milk Day as we do the same in a more positive manner.
We sincerely look forward to your support and cooperation and hearing from any positive advice regarding your successful contact with your office in Japan soon.
Yours sincerely,
Hirofumi Maeda
Senior Managing Director
J-milk (Japan Dairy Association)
From: FAO-Dairy-Outlook
Sent: Tuesday, March 10, 2015 6:36 PM
Subject: 2015: World Milk Day and World School Milk Day
Dairy Outlook is a service of FAO’s Trade and Markets Division
Dear Members,
As we move into the year, I would like to remind everyone to mark World Milk Day (1 June) and World School Milk Day (30 September) in their diaries.
Remember, it’s up to you to decide what type of celebration you wish to hold – this could be anything from a Press Release to a national event.
In order to get some inspiration, details of previous years’ events are contained at:
15th World Milk Day, 1 June
http://www.fao.org/economic/est/est-commodities/dairy/school-milk/15th-world-milk-day/en/
16th World School Milk Day, 30 September
http://www.fao.org/economic/est/est-commodities/dairy/school-milk/en/
As you will see, these Days have been around for fifteen years – so children who participated in the first school milk days would now be young adults. Therefore, new ideas to bring spontaneity and excitement are always welcome.
Also, once you have planned a celebration, we would be very happy to hear about it, so that we can publicise it via the e-network and provide inspiration to others.
Looking forward to hearing from you!
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