Fonterra's announcement of a trial of a Milk for Kiwis scheme in Northland schools next year is a welcome one.
However, it should also be viewed for what it really is - a worthwhile gesture, certainly, but one which also has the potential for plenty of positive publicity and public relationsmileage for Fonterra.
Certainly, from Fonterra's perspective, there's no harm in more people being exposed to milk at an early age.
Nevertheless, perhaps this time the plaudits Fonterra are widely receiving as a result of this move are well-deserved.
Next year's trial is expected to involve 110 schools and 14,000 children. If successful, it will be followed by a nationwide rollout.
It's something of a blast from the past, following the initial introduction of milk in schools in 1937, which ran for 30 years before being stopped because of concerns about cost and questions around the health benefits of milk.
But now it's back, albeit in a slightly truncated form, and it comes at a time when milk is becoming viewed as an increasingly precious commodity.
A survey commissioned by Consumer NZ this year found 91 per cent of the 1000 people surveyed felt they were paying a high price for milk.
But the potential health and social benefits of the scheme are also highly worthy of consideration.
It's no secret this country faces a significant issue around child poverty, and many of our youngsters are not getting a proper breakfast.
It's been debated and dissected as part of the recent election campaign, and yet we appear no closer to actually coming up with a resolution. Milk in schools won't fix it either.
However, what it will do is make a difference to some of those kids who aren't getting their nutritional needs met at the start of the day. It's a start and is deserving of acknowledgment.
We can only hope the Northland trial proves positive enough that Fonterra proceeds with plans to roll out the programme nationally, and that it inspires the Government and social agencies to take a hard look at what can be done around child poverty. That would be a win-win for all concerned.
