The rule bans any school policies or procedures that attempt to restrict the sale or marketing of fluid milk in a la carte lines, vending machines and concession stands at school-sponsored events.
The International Dairy Foods Association and the National Milk Producers Federation worked together five years ago to have Congress include the ‘anytime, anywhere’ provision in the 2004 Child Nutrition Act. The USDA issued an interim final rule in November 2005 to carry out the provision. Before that, milk processors’ efforts to offer milk to students beyond the cafeteria lunch line were often hindered by school contracts with soft drink companies. These contracts included exclusivity clauses that restricted sales and marketing of milk, as well as other beverages.
“IDFA applauds USDA for finalising the rule prohibiting restrictions on milk sales in schools,” said Michelle Matto, IDFA assistant director of nutrition and labelling. “By eliminating restrictions on when or where milk can be sold, schools can encourage students to drink more milk and consume more of milk’s essential nutrients.”
The final rule amends the interim rule without changes and will become effective on 4 September 2009.
© FoodBev Media Ltd 2020
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