Participants and spectators at the recent Sixth Annual Tour of America’s Dairyland (ToAD), the largest competitive road cycling series event in the United States, consumed more than 930 gallons of low-fat chocolate milk.
ToAD, which is presented annually by Wisconsin Milk Marketing Board (WMMB), offers 11 straight days of racing in 11 Wisconsin communities. This year’s event, which took place June 19-29, hosted 5,900 racers representing 50 states and 20 different countries.
To help riders refuel after they crossed the finish lines, Dean Foods donated 13,000 cartons of TruMoo™ chocolate milk. In addition, WMMB’s Win With Chocolate Milk team provided cartons to spectators attending the Commonwealth Classic in Downtown Fond du Lac, and the East Tosa Gran Prix in Wauwatosa.
Chocolate milk is a natural fit for the ToAD races since athletes need an ideal ratio of carbohydrates to protein to replenish energy used during exercise and support muscle recovery. Recent studies show chocolate milk naturally provides this winning ratio of nutrients more effectively than most sports drinks – enabling cyclists to work harder in their next workout.
“We are incredibly proud to have had Wisconsin Milk Marketing Board as our presenting sponsor since ToAD’s beginning,” said Executive Director Jack Hirt of Midwest Cycling Series, LLC, the promoter of ToAD. “Racers clamor for chocolate milk the moment their races finish and they have a blast with photos involving mega cheese wheels, June the Dairy Cow and Alice in Dairyland.”
In addition to chocolate milk, more than 600 pounds of Wisconsin Cheese and more than $175,000.00 in cash and prizes was awarded to the racers in 223 podium presentations.
“This year’s event was extremely successful and helped broaden awareness of Wisconsin’s dairy industry and the benefits of refueling with chocolate milk,” said Dave Bavlnka, WMMB vice president of Advertising.
The Wisconsin Milk Marketing Board is a nonprofit organization of dairy producers that promotes the consumption of milk, cheese and other dairy products made in America’s Dairyland.
Source: Wisconsin Milk Marketing Board