Lottery, Instant Scratchie Cards (4 joined in a strip), 'Finders Keepers'/ 'Dynomite'/ Fresh New South Wales Schools Milk, cardboard, designed by Peter Windred for Milk Marketing (New South Wales) Pty. Limited, Australia, 1998
These items are part of a comprehensive collection of materials relating to the reintroduction of schools' milk in New South Wales following a twenty yearhiatus between 1974 and 1994. It represents the full set of Fresh New South Wales Schools' Milk material available in 1998, an important moment in the program's development as the Sydney metropolitan area became involved, and coverage extended to 550,000 children in 1800 schools statewide. It includes packaging, promotional material, and information kits for parents and teachers.
The provision of milk to school children has a long history in New South Wales. From the beginning of the twentieth century kindergarten, infants and primary school children received free milk to improve their nutrition and general health. Between 1951 and 1973 the Commonwealth Schools' Free Milk Scheme provided one third of a pint of whole milk per day to primary school children throughout Australia. The scheme ceased in 1973 because of escalating costs,resistance from teachers who felt that the distribution of milk was not their responsibility, and evidence that the protein and calcium deficiencies that had prompted the introduction of the scheme no longer existed.
In 1994 the New South Wales dairy industry decided to reintroduce the idea of schools' milk, citing a decline in general milk consumption, concern about the eating habits of children (particularly vitamin A, riboflavin and calcium intake) and the implications of those habits for the health care system as a whole, especially in relation to osteoporosis. The Fresh New South Wales Schools' Milk Program, co-ordinated by Milk Marketing (New South Wales) Pty. Limited, was piloted in the Illawarra in February 1994, and then progressively extended throughout the state.
The new scheme differered from the old in that milk was no longer free but subsidised by the milk industry through levies and other contributions. Schools were also supplied with refrigeration if required. Milk in plain white and three flavours was distributed in 250mL cartons at a recommended retail price of 40 cents for plain and 65 cents for flavoured. The different regions of New South Wales were supplied by different milk processors, and each processor created a different brand name (Yummo, Funny Bones, Mighty Cool, Dynomite) for their milk. All brands appeared under the Fresh New South Wales Schools' Milk trademark, which was promoted extensively using television advertising and a 'Milk - Cool for Schools' internet site.
Designed by Peter Windred for Milk Marketing (New South Wales) Pty. Limited.
Made for Milk Marketing (New South Wales) Pty. Limited.
Manufactured for use in 1998.
Made to be distributed as a promotional prize to school children.
Donated to the Powerhouse Museum unused by Milk Marketing (New South Wales) Pty. Limited.