ICOS Irish Cooperative Organisation Society Ltd'

1
ICOS Irish Co-operative Organisation
Society Ltd.

• School Milk Scheme
• - Research Among School Children and School
  Principals
• Presentation to the National Dairy Council
• 30th July 2003

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ICOS Irish Co-operative Organisation
Society Ltd.

• Research was undertaken to explore and evaluate
  attitudes and reactions to the School Milk Scheme
  amongst Head Teachers and pupils.
• Scheme is subsidised by the EU and the Department
  of Agriculture
• Lack of uptake of scheme and a reduction in the
  numbers of pupils participating has been
  identified.
• More specifically the research focussed on
• Awareness and perceptions of the Scheme amongst
  principals and pupils
• Attitudes towards the School Milk Scheme
• Key barriers and drivers associated with it
• Why pupils in eligible schools are not
  participating
• Pupils drinks repertoire and consumption
  behaviour
• Alternative options and offerings for the Scheme
• Ways to increase appeal of Scheme

3
ICOS Irish Co-operative Organisation
Society Ltd.

• To evaluate current attitudes to the School Milk
  Scheme and explore potential for development of
  the programme
• Two key audiences were identified for this
  research
• Primary and Post Primary Head Teachers availing
  of the School Milk Scheme and those who are
  eligible for the scheme but are not participating
• Primary and Post Primary pupils attending schools
  eligible for the School Milk Scheme
• A qualitative research methodology was adopted
  given the exploratory nature of the research
  objectives.
• 10 face-to-face in-depth interviews were
  conducted with Head Teachers and 8 mini-groups
  with pupils

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ICOS Irish Co-operative Organisation
Society Ltd.

• A series of 5 face-to-face depth interviews with
  Primary School Principals and 5 face-to-face
  depth interviews with Post Primary School
  Principals.
• Primary School Head Teachers
• Depth Gender Location Date/ Moderator School
  Milk Scheme
• Boys Dublin 13th June SH Participant
• Girls Cork 18th June SH Non-Participant
• Mixed Mullingar 13th June OTM Non-Participant
• Mixed Galway 20th June SH Participant
• Mixed Dublin 19th June SH Non-Participant
• Secondary School Head Teachers
• Depth Gender Location Date/ Moderator School
  Milk Scheme
• Girls Dublin 19th June OTN Non-Participant
• Boys Cork 18th June SH Participant
• Mixed Mullingar 13th June OTM Non-Participant
• Mixed Galway 20th June Non-Participant
• 10 Mixed Dublin 20th June OTM Participant

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ICOS Irish Co-operative Organisation
Society Ltd.

• A series of 4 focus mini-groups with Primary
  Pupils and 4 mini-groups with Post Primary Pupils
• Primary School Pupils
• Group Gender Age Location Date/ Moderator School
  Milk Scheme
• Boys 8-9 Dublin 19th June OTM Participant
• Girls 10-11 Cork 17th June SH Participant
• Mixed 8-9 Mullingar 13th June OTM Participant
• Mixed 10-11 Galway 19th June SH Participant
• Post Primary School Pupils
• Group Gender Age Location Date/ Moderator School
  Milk Scheme
• Girls 14-15 Dublin 30th June OTM Participant
• Boys 12-13 Cork 19th June SH Participant
• Mixed 14-15 Mullingar 13th June OTM Participant
• 8 Mixed 12-13 Galway 19th June SH Participant

6
ICOS Irish Co-operative Organisation
Society Ltd.

• Other recruitment criteria
• All pupils to be non-rejecters of Milk
• Pupils to be weekly drinkers of Milk
• All pupils to attend schools which participate in
  the school milk scheme
• None to have attended focus groups in the past 12
  months. 
• Logistics
• Moderators Sarah Hargaden and Orla Murphy
• Dates 12th June 7th July 2003
• Locations Dublin, Cork, Galway and Westmeath.

7
ICOS Irish Co-operative Organisation
Society Ltd.

• School Childrens Feedback
• Principles Feedback
• Summary
• 360o Assessment of School Milk Scheme