The California Milk Processor Board -- the group that created the Got Milk? campaign -- has launched a contest to increase school-breakfast participation in the state. Last year, 14 schools participated, and this year 21 are on board. "Research has shown that students who eat school breakfast are late or absent from school less often, have greater gains in standardized test scores and [have] improvements in math, reading and vocabulary scores," a school district nutrition specialist Ksenia Koudriachova said.

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