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Cartons help 'nourish noggins'

In August, children’s book publisher and distributor Scholastic Inc. will begin a “Milk for Bones, Books for Brains...It’s Udderly Brilliant” program with school foodservice directors and dairy processors throughout the United States.
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The program involves the use of creative educational messages flexo-printed in one color into the side panels of 8-oz paperboard milk cartons from International Paper.

Aimed at “nourishing the noggins” of pre-kindergarten to secondary school students the August 2003 - June 2004 National School Milk Program will encourage learning reading and health awareness through milk consumption. Twelve different side panels will include well-known Scholastic “properties” such as Goosebumps Ricky Ricotta and McGrowl. Printed copy will direct students to visit www.scholastic.com/readit&#44 for educational activities and fun. At the site teachers can register to win a box of Scholastic books valued at $250 each month and find lesson plans and classroom activity ideas.

“It gives us a wonderful opportunity to reach millions of children about the importance of reading and to introduce them to some of our newest and most exciting properties” says Jennifer Pasanen vice president of marketing for New York NY-based Scholastic. Previous IP milk carton side-panel educational programs included one for Binney & Smith’s Crayola crayons (see packworld.com/go/c078.

The cartons are produced at IP’s Beverage Packaging converting facilities in Framingham MA Turlock CA and Kalamazoo MI using Fortress Liquid Packaging Board from IP’s bleached board mill in Pine Bluff AR. Board structural details and thicknesses were considered proprietary. —JB

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