KickStart Breakfast (entry on behalf of Fonterra Ltd and Sanitarium Ltd)

This Entry has been submitted.

KickStart Breakfast (entry on behalf of Fonterra Ltd and Sanitarium Ltd)

New Zealand
Organization type: 
for profit
Budget: 
$500,000 - $1 million
Project Summary
Elevator Pitch

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

KickStart Breakfast (KSB) is a national New Zealand initiative offered to decile 1-4 schools (1000 schools in low socio-economic areas; 40% of all NZ schools) that provides children who would otherwise start the day on an empty stomach with a healthy breakfast 1-2 days a week.

About Project

Problem: What problem is this project trying to address?

KickStart Breakfast addresses a nationwide food insecurity issue; The New Zealand Poverty Action Group reported that 10% of children start the day hungry (CPAG), 2005). Research shows: • 1 in 5 New Zealand families, equating to 200,000 of New Zealand’s 1million youth (under 18), are living in poverty • 100,000 New Zealand households experience low food security. Food insecurity has been shown to have a detrimental effect on children’s physical and psychological health and development (The New Zealand Poverty Action Group (CPAG), 2005). The need for initiatives was supported by a CPAG report recommending breakfast initiatives in low-decile schools: “Improve access of children to better nutrition, including making breakfast in schools available unconditionally to all children decile 1, 2 and 3 schools.” We knew the proven nutrition of our Anchor Mega Milk and Sanitarium’s Weet-Bix could benefit the wellbeing of New Zealand children, and set out start a breakfast initiative.
About You
Organization:
Fonterra Co-operative Group
Visit website
Section 1: About You
First Name

Sarah

Last Name

Risell

Organization

Fonterra Co-operative Group

Country
Section 2: About Your Organization
Organization Name

Fonterra Co-operative Group

Organization Phone

09 349000

Organization Address

9 Princes St, Auckland

Organization Country
Your idea
Country your work focuses on
Innovation
What makes your idea unique?

Corporate Partnership
KSB is a 50/50 partnership between Fonterra, NZ’s leading dairy company, and the Sanitarium Health Food Company, NZ’s foremost breakfast cereal company. It’s the largest breakfast initiative in NZ, and the only one to be fully supported and funded by corporate organisations.

Community partnership model
KSB follows a community partnership model where Fonterra provides the milk,Sanitarium provides the cereal, and each school community is responsible for delivering this to students and overseeing aspects such as provision of bowls and utensils. As such, monies invested are focused on the critical aspect of food rather than logistical challenges, maximising resources, allowing more schools to come on board.

Reach
Its scale is unprecedented with weekly deliveries reaching over 300 schools (nearly 1 in 3 of the schools offered) in the first year and a combined investment level of NZ$750k (US$550K) and growing.

We estimate:
 We feed up to 11,000 students between once to twice a week
 Provide over 20,000 breakfasts every week of term in areas where schools tell us children arrive hungry.
 By end 2010, we estimate that 500 schools will be involved.

Children learn first-hand
KSB aims to allow children to experience first-hand how much better they feel starting the day on a full stomach and it’s hoped they will choose to make breakfast part of their daily routine. By only running KSB 1-2 days a week, we encourage children to replicate their new breakfast routine at home for themselves and their siblings the rest of the week.

Educating and empowering children to make healthy decisions is vital to the success of the programme. In doing so, KSB is neither taking over parental responsibility, nor placing it on the school system.

Do you have a patent for this idea?

Impact
What impact have you had?

Uptake
Uptake has been phenomenal. KSB was rolled out to 100 schools in term 1 2009, but this number jumped to 200 by term 2, and is now just over 300. Enthusiasm spread as schools communicated with one another about the benefits and new schools self-referred. Similarly, NGOs, community members and government agencies referred schools in need, driving uptake.

Feedback
We spoke with 276 KSB co-ordinators and principals to get their thoughts on the programme and ideas on how we could improve it. Feedback was extraordinary. Schools validated that behaviour was significantly improved for the entire day.

Quotes:
‘The children are more focused, their attention span has increased and their general behaviour has improved.’ Dana Turnbull, Deputy Principal, East Gore Primary School

‘It’s great to promote healthy eating. Our breakfast mornings are family occasions and the students are loving it.’ Emily Hargreaves, Principal, Waihi East School

‘The teachers have noticed that the children coming to class after having breakfast are certainly a lot happier with themselves and are able to concentrate on their class work a lot better.’ Lynette Braithwaite, Office Manager, Mountview School, Taupo

Nutrition: ‘Children are healthier. Less school sores.’

Social: ‘It’s like teamwork. Children help put the chairs away. It feels like a family.’
‘It’s inclusive; all children. Share responsibility; older look after younger; teaches manners and routine.’

Education: ‘Children are much calmer and able to learn.’
‘Less schoolyard fights on KSB days.’

Community: ‘Children without food at home are nourished and have a safe place.’

Actions

Milk in Schools trial June 2000
In June 2008, we conducted a trial of 30 decile 1 (lowest socio economic rating) schools based on a community partnership model. Following terrific feedback and confirmation that the model worked, we invited Sanitarium to help create a broader initiative that could be rolled-out nationally. The KSB identity was created and the initiative offered to all decile 1-4 schools (1000 in total) for the start of term 1, 2009.

We then established communication channels and connected with schools via websites www.kickstartbreakfast.co.nz and newsletters.

Results

 30% of decile 1-4 schools opted in for the start of term 3; We plan to grow the programme to 500 schools in 2010 to meet increasing demand.

 KSB feeds up to 11,000 students between once to twice a week, providing 20,000 breakfasts every week of term.

 Teachers validate that behaviour is much improved on KSB days (see Impact section above for quotes)

What will it take for your project to be successful over the next three years? Please address each year separately, if possible.

2009-2012
 An annual financial investment of NZ$750K (US$550K) is guaranteed for three years (2009-2011) to meet growing demand with an estimated 500 schools involved in 2010.

 Deepen engagement with school communities through targeted communications (website, newsletter), competitions and regular feedback via comments and surveys.

 Deepen the connection through the KickStart Ambassador, world champion discus thrower Beatrice Faumuina - also a UN Goodwill Ambassador and much loved New Zealand celebrity.

 Collect quantitative data to assess the programme’s effectiveness.

What would prevent your project from being a success?

We have been engaged in conversations with the Ministry of Health about funding for existing breakfast initiatives, as well as the introduction of a national government-run breakfast programme. As there is only a small likelihood the Ministry would introduce a government programme, we are working together to achieve the best possible outcome for schools.

With financial investment guaranteed and assured, the only possible factor would be if individual schools faced difficulties managing the programme; however, the likelihood of this is extremely low as we have spoken to all 300 schools and have a clear understanding of the value they place on the programme and their success in managing it to date.

How many people will your project serve annually?

More than 10,000

What is the average monthly household income in your target community, in US Dollars?

$1000 - 4000

Does your project seek to have an impact on public policy?

Yes

Sustainability
What stage is your project in?

Operating for 1‐5 years

In what country?
Is your initiative connected to an established organization?

Yes

If yes, provide organization name.

New Zealand Healthy Association, Trading as Sanitarium Health Food Company

How long has this organization been operating?

More than 5 years

Does your organization have a Board of Directors or an Advisory Board?

Yes

Does your organization have any non-monetary partnerships with NGOs?

No

Does your organization have any non-monetary partnerships with businesses?

No

Does your organization have any non-monetary partnerships with government?

Yes

Please tell us more about how these partnerships are critical to the success of your innovation.

KSB engaged the ambassadorial role of all relevant youth NGOs and a government network via the New Zealand Ministry of Health. This has driven awareness of the programme at a government level and these agencies have also referred schools in need to the initiative.

Our partnership with Sanitarium allows KSB to draw on each company’s world-leading food technology and marketing expertise as well as national distribution networks to deliver the programme. On a nutritional level, Sanitarium’s Weet-Bix which is 97% wholegrain, is a natural complement for Fonterra’s Anchor Mega Milk, together delivering a breakfast high in protein, carbohydrates and vitamin D which support growth in children.

What are the three most important actions needed to grow your initiative or organization?

Continued investment
With 30% of schools onboard, KSB’s level of investment is currently over NZ$750k (US$550K) per annum in costs alone. It’s estimated that in 2010, 500 schools will be involved. Neither Fonterra nor Sanitarium had budgeted for this level of involvement, both have made a commitment to provide additional funding.

Continued efficiency
To address the growing demand we have had to be innovative in how we operate, subsequently developing an online database through our website www.kickstartbreakfast.co.nz This site also allows schools to update their product requirements and club details and for new schools to register their interest to join KSB. This has significantly reduced KSB’s administrative load. We are continually identifying ways to reduce our distribution costs; all to ensure we are maximizing our investment to reach more schools.

Deepen engagement with schools
We have initiated a two-way dialogue with schools through websites, newsletters and 276 phone interviews. As we have put time into talking to our schools, we believe we understand their needs and are equipped to meet them as they arise. For example, time-poor teachers have told us they are more than willing to participate in KSB competitions, but activities need to be straightforward and easy to implement. We have kept this in mind while developing our communications programme for next year.

The Story
What was the defining moment that led you to this innovation?

Fonterra is a young company that formed in 2001. The business evolved when several small companies 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. It was important that initiatives give back to all New Zealanders at a local level in both urban and rural communities, and experts were consulted on how best to do this.

Through research, we saw a real need in the youth nutrition sector. As mentioned above, we discovered that 10% of New Zealand children start the day on an empty stomach. We recognised the importance of educating children that eating breakfast makes a difference to their day and chose this philosophy to drive an 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 cereal; a natural complement to Anchor Mega Milk. Together, we established the KSB programme as a means to deliver these products to New Zealand children who would otherwise start the on an empty stomach.

Tell us about the social innovator behind this idea.

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

As lead marketers for their respective companies, Sarah and Mark were looking for CSR opportunities that met a real social need; sustainable opportunities with a long term commitment, and initiatives that naturally fit with Fonterra and Sanitarium’s key premise of promoting health and nutrition. It was also important to find a cause that gave back to, and supported, New Zealand’s “grass roots” communities while at the same time having national reach.

They recognised that collaborating on an initiative would strengthen the reach and depth of a programme and therefore formed the KSB partnership. This partnership merits the ability of two companies - who are strong competitors in some FMCG categories - to work together. KSB signifies Fonterra and Sanitarium’s commitment to both community and wellbeing, and is part of each company’s wider CSR programme.

How did you first hear about Changemakers?

Through another organization or company

If through another, please provide the name of the organization or company

Jude Mannion, Project Consultant, The Robin Hood Foundation.