Launching of Me and My Milk Advocacy of Birch Tree Fortified

Kofi Annan of the Kofi Annan Foundation, which promotes better global governance and works to strengthen the capacities of people and countries toward a fairer and more peaceful world, once said: “Knowledge is power. Information is liberating. Education is the premise of progress, in every society, in every family.”

When we hear the word education, we often think of school as the key institution. School is where children spend most of their time, and it is where the foundation of healthy habits is formed and nurtured.

But education is not only about taking care of the mind, it is also about caring for the body. We need to ensure holistic education that prepares students with both a healthy mind and a strong body to face today’s world. It is not only about academic success, but also about equipping children with the tools to navigate life and maintain overall well-being.

A healthy mind and body are two of the greatest gifts we can give a child.

This is why Birch Tree Fortified and the Department of Education partnered for an advocacy called Me and My Milk by Birch Tree Fortified and the Department of Education, which encourages kids to drink milk both at home and in school.

I witnessed the formal launch of this partnership at the Bulwagan ng Karunungan, Department of Education Complex in Pasig City. The event was graced by Department of Education officials led by Undersecretary Dina Ocampo.

I remember how my mother used to bring us to the supermarket to buy Birch Tree milk because it was both good-tasting and affordable. Back then, I was not fond of sugary drinks or caffeine, and coffee culture was not as widespread as it is today.

In the Philippines, milk consumption remains relatively low compared to our Asian neighbors. I am grateful that through this advocacy, people will once again be reminded of the importance of milk consumption. It encourages parents like me to ensure that children consume at least two glasses of milk a day.

Milk is for everyone whether young or young at heart. It should be a household staple, as it is rich in essential nutrients that support growth and development, such as calcium for bone strength and protein for muscle growth.

Century Pacific Food, Inc. developed Birch Tree Fortified, which contains the goodness of milk and is further enriched with Fibroboost, a unique combination of nutrients such as zinc, iron, vitamin C, and fiber, which helps the body absorb up to 18% more calcium.

This collaboration aims to support teachers in educating both children and parents about the benefits of regular milk consumption. Beyond awareness, the program also seeks to make learning fun and engaging for children, helping establish healthy lifelong habits and contributing to the development of a stronger nation.

Initially, the advocacy will be implemented in the following regions:

National Capital Region (NCR)

Region III (Central Luzon)

Region IV-A (CALABARZON)

Region I (Ilocos Region)

Educational materials will be provided to support teachers, parents, and students. Programs will include a 360-degree learning approach, from school-based activities to home reinforcement. They will also conduct School Visit Interventions (SVI), where students participate in activities such as Milk Hour, including the distribution of free Birch Tree milk.

Richard Yap was also introduced as the new endorser of Birch Tree Fortified. He shared, “I encourage all parents to start your kids young with milk drinking. Now there’s New Birch Tree Fortified Milk. It tastes great and is affordable. Nutrition is made accessible with this new product.”

I can honestly say that, as a mother, I sometimes fall short in making sure my children always receive the best. It is not that I love them any less, but like many parents, I juggle so many things at once. Motherhood is not simple at all.

This advocacy has helped me focus on what truly matters, my children. I will make sure that milk drinking becomes part of their daily routine. It is important for kids to start early in getting proper nutrition from the food and drinks they consume.

Let’s make it a healthy habit at home.

Birch Tree Fortified is now available in leading supermarkets, groceries, and market stalls nationwide.

For more updates, visit http://www.centurypacific.com.ph/