A ‘Lax’ Story About Chocolate Milk
Guest Post by, Beth Coffey-Curle
If you would have told me that cartoons of chocolate milk could bond a team, create a cheer, and put a positive spin on a lost game, I would probably have smiled and moved on. It did, it does, and the energy created by the efforts on behalf of our local lacrosse high school teams by the Northern Nevada Dairymen, the Nevada Dairy Council and Model Dairy is amazing.
Last summer, I had the opportunity to see first hand how the Northern Nevada Dairymen invest in our local community, especially if the activity was centered around children. I approached them during the winter to see if there was any willingness to associate with my children’s high school lacrosse teams. Lacrosse is the fastest growing sport across the country, and it is taking off in leaps and bounds here locally in Northern NV. Still recognized as a club activity and not a varsity sport, the parents raise finances to fund all of the high school club’s expenses including field rental, uniforms, game referees, and game balls. The Northern Nevada Dairymen responded to our request with an offer to provide post-game chocolate milk for the athletes. My initial reaction was “what a nice treat,” but a bit of education later, I learned that chocolate milk is the new “recovery” drink. Put down the sugary energy drinks, welcome back milk!
If picking up 350 cartoons of milk to cover the first four home games – all played over three days time – was comical, finding refrigeration space for it all was down right hilarious. Some went into coolers with ice, others shared space in my husband’s beer frige and still more was stacked on top of kegs in the beer cooler. (My husband is a zymologist!) I headed to the first game with 150 cartoons of TruMoo split between two rolling ice chests. The head boys’ coach knew what was stashed in the coolers but nothing was said to the boys. When I was asked if I had enough milk to cover both teams, I replied “I have milk for Africa. Model Dairy has me covered!”
In a very physical game, the Galena Boys team beat the North Tahoe Boys team 12-2. At the end of the game, I opened each cooler that was positioned behind the team’s bench and offered the boys a drink. Their faces lit up, and I got out of the way. The boys were grabbing and tossing cartoons to each other like baseballs. The smiles on their faces were perfect. One older boy, who I recognized as the goalie from last season walked up to me. He had graduated and was home from college on spring break. He asked very politely, almost shyly, if there was milk available for a team alumni. I smiled and said I was pretty sure there was milk for returning players.
I walked over the North Tahoe bench and all the boys all came over to thank me. Before they left the field, I offered one of the straggling players another cartoon. He said he’d already had had 5 them. I said “Well, it’s a long drive home, let’s make it six,” his smile would have lit a room. On their way off the field, one young Truckee player walked over to me and said “We lost today and that was bad but the chocolate milk made it all right again.” These kids are teenagers – each one feels the pressure to have the coolest clothes, listen to the hottest music, and have seen the latest instagram post but push all of that aside, they’re still just our kids and a simple gesture like chocolate milk can turn their day around fast.
By the third game, the boys’ head coach said, “You know Beth, there’s something to this post-game chocolate milk. They’re too young to have a beer together after the game but to watch them post-game bond over cartoons of milk is something to see.” I knew the Northern Nevada Dairymen and Model Dairy had hit one out of the park when in a post game team huddle, the team chant was led off with “TruMoo! TruMoo! TruMoo!”
Blog post author Beth Coffey-Curle is a mom in Northern Nevada, she says, “there is a new success story for every game!”
For the past 3 years, The Northern Nevada Dairymen have partnered with the Nevada Interscholastic Activities Association to name chocolate milk the official beverage of high school sports.