KickStart Breakfast

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KickStart Breakfast

New Zealand
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

KickStart Breakfast actively demonstrates that if kids choose to eat a healthy breakfast they'll have the energy to make the most of the school day.

About You
Location
Project Street Address

9 Princess St

Project City

Auckland

Project Province/State
Project Postal/Zip Code

1010

Project Country
Your idea
Year organization founded:

2001

Year initiative began:

2008

Service/activity focus:

Nutrition and exercise

If Service/activity focus is "other" please define in 1-2 words below:
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Innovation
What is your signature innovation, your new idea, in one sentence?

KickStart Breakfast actively demonstrates that if kids choose to eat a healthy breakfast they'll have the energy to make the most of the school day.

Describe what makes your idea unique--different from all others in the field.

Scale
KickStart Breakfast (KSB), a nationwide initiative, is the largest of its kind in NZ and currently involves 22% of all decile* 1-4 schools. By the end of April 2009 the figure will rise to 30%. Every week, Fonterra provides around 40,000 serves (250ml) of Anchor Mega Milk which equates to over 1.5million serves per school year. Sanitarium provides Weet-Bix cereal for the initiative.

Influencing behaviour
The aim of the programme is to create a behavioural shift so that children choose to eat breakfast every day. Through KSB, kids experience first-hand the difference that eating breakfast can make and learn why it’s important.

When designing the initiative, a conscious decision was made to run the programme 1-2 days a week, instead of daily, to give children the opportunity to replicate their new breakfast habits at home during the rest of the week.

*A decile is a measure of the socio-economic environment: 1 being the lowest socio-economic rating, 10 the highest.

Do you have any existing partnerships, and if so, how did you create them?

KSB is a collaborative initiative between Fonterra, Sanitarium (a health food company) and decile 1-4 school communities.

Fonterra
We researched the area of youth nutrition and recognised the need for an educational breakfast initiative. Existing charities operating in this arena were contacted with a view to collaboration; however, as they chose to deliver quite different initiatives, we sought to establish an independent programme.

Sanitarium
Fonterra recognised the need for a nutritional partner and approached Sanitarium who agreed to supply Weet-Bix, the number one cereal in its category. This complemented Fonterra’s premium Anchor Mega Milk, chosen for KSB because it is targeted especially towards children and supplies protein, calcium and vitamin D.

Schools
KSB engaged the ambassadorial role of 29 HEHA (Healthy Eating – Healthy Action) co-ordinators and made the Ministry of Health aware of efforts to ensure schools in need were included. Schools were also contacted.

In which sector do these partners work? (Check all that apply)

Private sector , Public sector (government) .

Impact
Provide one sentence describing your impact/intended impact.

For children to experience the difference eating breakfast has on concentration and energy levels throughout the day and to make breakfast a priority.

Please list any other measures of the impact of your innovation.

Engagement level
Programme uptake exceeded all expectations; 30% of schools have opted in for May 2009; 50% more than initially anticipated.

Awareness
-The NZ Ministry of Health (MOH), Ministry of Social Development, and local District Health Boards are all aware of the initiative.
-HEHA (a MOH programme) co-ordinators nationwide are in touch with KSB and have recommended schools to the programme.
-HEHA wishes to partner in a study assessing the effect of KSB.
-Fonterra and Sanitarium staff are behind the programme and have proactively identified schools in need.
-Independent press has increased public awareness.

Feedback
-Feedback has been extraordinary. Schools have validated that behaviour is significantly improved for the entire day; “…on breakfast club mornings the kids are more involved in learning activities throughout the day – it is encouraging to see.” (C. Margison, School Principal, Auckland)

-Anecdotally, teachers report fewer fights on KSB days.

Is there a policy intervention element to your innovation?

Not directly, however, the initiative emphasises health promotion and empowers kids to make wise nutritional choices; tenets supported by the NZ MOH, Ministry of Social Development, and Local District Health Boards.

The Child Poverty Action Group (CPAG), an independent body, recommends breakfast initiatives in low decile schools:
“Improve access of children to better nutrition, including making breakfast in schools available unconditionally to all children in all decile 1, 2 and 3 schools."

How many people does your innovation serve or plan to serve? Exactly who will benefit from your innovation?

KSB was offered to 1000 decile 1-4 schools. The initiative targets the social statistic that 1 in 5 NZ families, including 200,000 of NZ’s 1million youth (under 18), live in poverty. Children, parents, teachers and schools directly benefit from the KSB initiative.

The number of schools joining KSB continues to increase. As more NZ households experience low food security, and as awareness of the programme grows, it is expected that over 40% of decile 1-4 schools may choose to join.

What is the key decision that you are trying to influence through your innovation/design?

We want children to choose to eat breakfast everyday of the week.

KSB only runs 1-2 days a week, as the focus is to encourage good breakfast habits and teach kids a breakfast pattern they can replicate at home the rest of the week, and continue later in life:
“Give a man a fish and you feed him for a day; teach a man to fish and you feed him for a lifetime”

What have you learned about how people respond to your innovation/design?

The high percentage of schools opting into the KSB initiative highlights a tangible needs gap that was previously unmet by government or social services.

Initial feedback from teachers was that some children and their parents were reluctant to participate because of the stigma that can apply to poor kids arriving at school hungry. This was managed by focussing on the educational component of the KSB programme and by applying an upbeat, fun campaign.

Sustainability
How is your initiative financed (or how do you expect your initiative will be financed)?

Fonterra and Sanitarium have wholly funded the KSB initiative to date, meeting the cost to supply milk and cereal to all schools involved (see figures above).

KSB follows a community partnership model which is more financially sustainable than a fully sponsored initiative, allowing KSB to be rolled out to an increasing number of schools. Under this model Fonterra and Sanitarium provide food while each school community takes responsibility for preparing and delivering this to students. As such, monies invested can be focused on the critical aspect of food rather than logistical challenges.

Financing source
Annual budget

Undisclosed.

Annual revenue generated

Fonterra revenue 2007/2008: $19,512 NZD millions
Sanitarium revenue: undisclosed

Number of staff (full-time, part-time, volunteers)

Fonterra: 16,000 globally

What are the main financial barriers, and how do you plan to address them?

The main financial barrier is the cost to provide product (Anchor Mega Milk and Weet-bix) to the growing number of schools.

As the recession deepens we find there is growing demand for the programme and we are looking at ways to bring more schools on board, e.g. through government assistance, helping schools apply for grants, and fundraising.

Aside from financial sustainability, how do you plan to grow and scale the initiative?

KSB will be scaled to meet demand as schools sign up to the programme. The initiative has already grown from a trial where Fonterra supplied 3% of target schools with milk in June 2008, to its current position where Fonterra and Sanitarium supply the milk and cereal needs of 30% of these schools.

Further growth is also expected as schools are referred to the programme via HEHA, New Zealand Red Cross, and as Sanitarium and Fonterra staff and shareholders continue to identify schools in need.

The Story
What was the motivation or defining moment that led to the creation of this innovation? Tell the story.

Fonterra is a young company that formed in 2001. The business evolved when several small companies, previously overseen by a government dairy board, united as a single commercial entity. With this shift came a growing sense of ‘what we stand for’ as a company and a desire to contribute to the community.

A corporate social responsibility framework was set up and a sponsorship committee created. As one of New Zealand’s largest companies, Fonterra touches urban and rural communities across the country. It was important that initiatives give back to all New Zealanders at a grass roots level. Experts were consulted on how best to do this.

Through research, we saw a real need in the youth nutrition sector, discovering that 10% of New Zealand children start the day on an empty stomach. We recognised the importance of educating them that eating breakfast makes a difference to their day and chose this philosophy to drive an initiative. We knew that the proven nutrition of our products, particularly Anchor Mega Milk, could benefit the wellbeing of these children, and chose to make this product available within a breakfast initiative.

We sought a partner who shared our philosophy and commitment. Sanitarium, one of NZ’s major health food companies, agreed to come on board and supply Weet-Bix; a great nutritional complement to Anchor Mega Milk. Together, we established the KickStart Breakfast programme as a means to deliver these products to the NZ kids who need them most.

Please name and provide a personal bio of the social innovator behind this initiative.

The social innovators behind KSB are Sarah Risell, Fonterra’s Corporate Brand Manager and Mark Roper, Sanitarium’s Marketing Director.

Sarah and Mark have been vocal supporters of corporate social initiatives within their respective businesses and recognise that through community partnerships such as KickStart Breakfast, “doing good is good for business.”

At what stage is this initiative?

Implemented with replication and scale-up.

What resources would you need to take your initiative to the next stage?

Marketing/communication resource to deepen engagement with kids and schools:
- The KSB website, live in May 2009, will promote competitions that complement the school curriculum e.g. using digital media, kids can make their own KSB TV ad.

Administrative:
-Online database system to streamline administration e.g. ordering milk, cereal, signing up new schools.

Financial:
- Additional financial resource to meet the product cost to supply more NZ schools.

How did you hear about this contest and what is your main incentive to participate? (Confidential)

We looked for a way to bring KSB to the attention of a wider audience while at the same time gauging the strength of this initiative against others in the global corporate community.

We consulted experts in the area of corporate social responsibility (CSR) who recommended the Changemakers organisation, and in particular the Designing for Better Health competition, as an ideal way to do this.