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California Milk Board partners up with Surfing America..


Industry News

California Milk Processor Board Signs on as Official Beverage of Surfing America and the PacSun USA Surf Team

Surfersvillage Global Surf News
, 15 December, 2009 : - -  San Juan Capistrano -- Surfing America is pleased to announce the addition of the California Milk Processor Board (CMPB), creators of GOT MILK?, as the Official Beverage Sponsor of Surfing America and the PacSun USA Surf Team. 

Already the presenting sponsor of the Surfing America Prime Surf Series for the best under 18 year old surfers in the nation, CMPB has committed additional funds to support all of Surfing America's programs including the Surfing America USA Championships presented by Verizon Wireless, the Surfing America Prime Series, and the PacSun USA Surf Team. "Milk and Surfing America are a perfect fit", says Surfing America Executive Director, Mike Gerard.  "What could be more wholesome and healthy for young surfers than milk?"
California Milk Processor Board Executive Director, Steve James, agrees. "We are pleased to be associated with an excellent program like Surfing America," said James.  "We see these amazing young athletes as the perfect advocates for milk.  We have always had the mothers in our court encouraging milk consumption, but we want the teens to choose milk when they go to a restaurant, the school cafeteria or a convenience store. 

Milk builds strong bones and muscles that give these young surfers the strength and endurance they need to compete at the Surfing America level.  Plus, according to a recent Surfing Magazine article, drinking milk raises your "Core Score"!"
"Words cannot express how excited we are to have the CMPB's support," added Gerard, "Milk makes perfect sense as a partner for Surfing America because it aligns directly with our values and with what Surfing America represents.  Surfing America has just expanded its nutritional and physical training program for athletes on the PacSun USA Surf Team--and the inclusion of GOT MILK? further underscores our commitment to the health and wellness of our young American athletes."

"Milk contains protein and minerals that help muscles rebuild after physical activity," said Surfing America's Nutrition and Fitness Program Director, Kevyn Dean MSPT, OCS.  "And milk remains the best way to get your daily bone-building dose of calcium.  Having GOT MILK? involved is great!  And we look forward to embracing all opportunities to promote the benefits of milk through our programming."

About the CMPB: The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California.  Awareness of GOT MILK? is over 90% nationally and it is considered one of the most important and successful campaigns in history.  GOT MILK? is a federally registered trademark that has been licensed by the national dairy boards since 1995.  The CMPB's Spanish-language campaign began in 1994 using the tagline "Familia, Amor y Leche" (Family, Love and Milk). 

The TOMA LECHE (Drink Milk) campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences.  GOT MILK? gifts and recipes can be viewed at and  The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.  For more information on the CMPB go to
About Surfing America, Inc.: Surfing America is the ISA-recognized National Governing Body for Surfing in the United States. The International Surfing Association (ISA) is recognized by the International Olympic Committee (IOC) as the sport's World Governing Authority.
Created by the Surf Industry Manufacturers Association (SIMA) to develop the sport from the ground up, Surfing America is an IRS recognized 501(c) 3 charitable organization and an industry-wide initiative. Key projects include: improving competition standards, hosting national championship events, and selecting and fielding the official United States Surf Team to compete internationally.  With its primary emphasis on youth development, Surfing America is a critical element to successfully growing the sport, and business, of surfing on a global basis.
All donations made to Surfing America are tax deductible to the fullest extent allowed by the law. Donation checks should be made payable to: Surfing America, 33157 Camino Capistrano Suite B San Juan Capistrano, CA 92675. End of year tax receipts are sent to every individual donor of more than $250. For donations under $250, a cancelled check or credit card statement is sufficient evidence for IRS purposes. Surfing America will send a tax receipt to any donor who requests one.

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Mike Gerard

Industry - Surfersvillage


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