Ambitious Cowbell CSR promotes Nutrition Practices in Tanzania

Hatua Jithamini is an edutainment TV program that highlights the challenges primary school children face in their quest for quality education and health in Tanzania. This TV show is sponsored by Promasidor Tanzania Ltd.

Promasidor is taking part in an ambitious nationwide CSR initiative called “HATUA – Jithamini,” a behavior change campaign, that is aired on TV1 Tanzania every Sunday at 5pm. The initiative aims to promote nutrition education across the country.

The program has now reached more than 60,000 children from different schools in Tanzania. More than 12 schools across Dar es Salaam, Mwanza, Mtwara, Iringa, Songea, Kilimanjaro, Tanga, Arusha, Tabora, Lindi, Dodoma and Morogoro with primary-aged school children signed up and participated in this campaign. Promasidor’s Marketing Manager, Mr. Bertin Mushi, said it was great to see so many local schools in Tanzania enthusiastic and ready to participate in the edutainment program.

According to the Mr. Mushi, “Milk is packed with goodness for growing children such as: calcium, phosphorus, magnesium, potassium, vitamins and zinc. Milk also supplies other essential nutrients for growing children, including protein for muscle growth and vitamins like riboflavin that release the energy from food.”

We asked Cowbell team a few questions about their involvement in this campaign.

Why is Cowbell doing this?

Nothing is more important than the health of our kids. We believe Cowbell Milk can make a lasting difference to kids’ health and we’re committed to getting Tanzania kids drinking more milk.

Is Cowbell Milk available to all schools, or just primary schools?

The programme is available to schools with students in class 1 – 6.  We know that children’s primary school years are the formative years of growth and development and we want to give every Tanzanian kid the best nutritional start.

 How long will it take to roll out nationwide?

This program has taken more than 6 months to roll out. This is a huge undertaking and we rolled out region by region – starting in Dar es Salaam and moving up the country over the following months.

Why have you opened the programme to schools from all deciles? Is there a need in high decile schools?

Milk is an important building block for good nutrition for all children. We want all Tanzanian primary-aged children to have access to dairy nutrition every school day at an affordable price.

What about children that are lactose intolerant or have a milk allergy?

This is a voluntary programme for both schools and students. We’re providing schools and parents with information to decide whether their kids participate.

Does long-life milk have the same nutritional benefits as fresh milk?

Cowbell Milk contains the same levels of protein, calcium, phosphorus, potassium and other minerals and fat-soluble vitamins as fresh milk. According to Dietary Guidelines it is recommended school children consume at least two to three servings every day of milk or dairy. Every pack contains at least 1/4 of the daily calcium requirements for children.

RECYCLING What about the waste?

Schools will be asked to empty and collect used packaging, which we will then collect from the schools and recycle.

Background Information

Promasidor is a multi-local that has its roots firmly established in Africa. They produce, distribute and market quality range of products in 31 countries across the continent. Their products are Cowbell Milk, Cowbell Sweet Milk, Onga Mchuzi Mix and Drink-o-Pop juice powder that is, Orange, Cola, Blackcurrant and Pineapple.