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NDC and DMI immediately engaged with MMS to help them create, launch, market and oversee Fuel Up to Play 60, which is now the largest school wellness program in the country. The program encourages students to get 60 minutes of physical activity every day and schools to make changes to increase access to and consumption of nutrient-rich foods, including low-fat and fat-free dairy, whole grains, and fruits and vegetables.

What we did.
  • Played a key role in the design and strategy of the pilot of the program.
  • Served as a strategic and execution partner working on the program.
  • Created tools and resources for educators and students, including the “Playbook,” best-in-class action strategies for creating change in schools.
  • Facilitated and managed micro-grants, available to help participating schools jump-start environmental change.
  • Evolved the program’s content delivery method to support educators during COVID-19 and remote/hybrid learning by creating Google Slides for educators to use.
  • Created School Market Access (SMA), a proprietary customer relationship management, funds administration and data analysis system. SMA allows DMI to better track and manage relationships, programs and activities in schools nationwide, and allows their local dairy council affiliates to track dairy participation goals in schools.
“MMS has been a trusted partner on Fuel Up to Play 60 since its inception. We rely on their education market expertise to guide our work in schools.”
Dottie Ryan, Vice President, Fuel Up to Play 60
  • More than 73,000 schools across the country are enrolled in Fuel Up to Play 60, which according to the research is helping to make healthy changes.
  • More than $33 million has been awarded to nearly 8,000 schools via Funds for Fuel Up to Play 60, allowing schools to purchase equipment to improve access to school meals, for example.
  • SMA provides DMI and local dairy councils access to real-time data in nearly 13,000 school districts and 100,000 school buildings across the United States.

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