Surf's Up With GOT MILK?

SAN CLEMENTE, CA, May 27 (MARKET WIRE) --
This weekend, young surfers will ride the waves California-style as they
compete in the WSA Prime Surf Series in Oceanside. The fierce competition
features some of the best amateur boy and girl surfers under 18 statewide
competing for slots in the U.S. Surfing Championship. The California Milk
Processor Board, creator of GOT MILK? and a sponsor of the WSA Prime Surf
Series competition, will have its street team on hand to give away milk
and GOT MILK? swag while educating teenagers about the health benefits of
drinking milk.

"These young surfers need the right fuel to stay competitive," says Steve
James, executive director of the CMPB. "Energy drinks and sodas are full
of empty calories and are no substitute to the 'wonder tonic' to keep kids
strong and healthy, especially during fierce competition."

Once on dry land, the surfers will replenish themselves with chocolate
milk, which studies show competes effectively with commercial sports
drinks because it has the right combination of proteins and carbohydrates
necessary for muscle recovery after exercise(1). The study in the 2006
International Journal of Sports Nutrition and Exercise Metabolism proves
that chocolate milk is the superior drink for young athletes who
participate in physical activities such as surfing.

The GOT MILK? street team will have a booth at the Oceanside Harbor North
Jetty along Harbor Drive South on Saturday, May 30th from 9 a.m. - 4 p.m.,
giving away chocolate milk and GOT MILK? swag. Surf enthusiasts will also
get a chance to play the new White Gold(R) "Thrashteurizer" video game,
which can be played on Facebook and or as an application in mobile phones.
White Gold (www.whitegoldiswhitegold.com) is the faux rock band that
professes its love and devotion to milk. The high scorers of the video
game will also win cool prizes.

For more information on the WSA Prime Surf Series Presented by GOT MILK?
event, visit www.gotmilk.com.

(1) Karp, J. International Journal of Sport Nutrition and Exercise
Metabolism, 2006; (16: 78-91). "Nutrition and athletic performance --
Position of the American Dietetic Association, Dietitians of Canada, and
the American College of Sports Medicine."

About the WSA Prime Surf Series

The PacSun WSA Prime Surf Series presented by GOT MILK? is the highest
level of amateur junior surfing in the country. The top under 18 year old
surfers compete in a format that mirrors International Surfing Association
(ISA) and Association of Surfing Professionals (ASP) competition with
certified judges judging to international judging criteria, 4 person - 20
minute heats, computer scoring and professional announcing. Surfers are
competing for slots in the SIMA Surfing America USA Surfing Championships
presented by Verizon Wireless at the Huntington Beach Pier, August 25 -
30, 2009 and for slots on the PacSun Surfing America USA Surf Team that
will compete internationally next spring. WSA Prime is a California 501
(c) 3 Non-profit corporation dedicated to promoting and preserving the
sport of surfing through fun, family oriented surf competitions. For more
information on the WSA Prime, please visit www.WSAPrime.org

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 www.gotmilk.com and
www.tomaleche.com. The CMPB is funded by all California milk processors
and administered by the California Department of Food and Agriculture.

Copyright 2009, Market Wire, All rights reserved.

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