Record field sees action in four-city nationwide Alaska Milk Day event 

Jun 12, 2016
Alaska's famous mascot E-Cow joins participants at the starting line of the Alaska Milk Day in Taguig. Jerome Ascano

THEY ran, they danced the zumba, and they drank milk.

On a Saturday morning in four cities nationwide, an estimated 12,000 participants from four cities around the Philippines took part in the largest ever Alaska Milk Day.

Now on its fourth year, the annual event coincided with the international holding of World Milk Day.

“A new venue was chosen for Metro Manila. We’ve never done it (in McKinley West) before. We’ve done it in Bonifacio Global City and Mall of Asia. This year we decided to do it in a bigger environment kasi lumalaki na and we didn’t want to mess around with the traffic,” Blen Fernando, Alaska Milk Corp. Marketing Director told

Among the other new additions is a 1km run for children with a theme of what they want to be today and in partnership with Disney, which provided some characters and stand-ins on the enclosed course who posed on photo opportunities with the kids.


Similar events were also held in the cities of Cebu, Davao, and for the first time, Naga.

“We also chose Naga (last year was Baguio) because we need to tap other areas in the country where we need other people to understand the importance of milk. You can see every year we either add a new city,” Fernando explained.

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The 5km-3km and 1km run were followed by a zumba session led by accredited instructors on an elevated stage at the expo area. Each finisher was also provided with a loot bag filled with Alaska Milk products.

“We want to remind every family – children, adults, lolas, everyone – that milk is important. That Alaska is a part of their daily life and the way to start the day is by a good breakfast and a part of that should be a glass of milk.”

Aside from milk, the initiative is also a way to encourage people to supplement a healthy diet with an active lifestyle. According to her, they have observed that the cases of obesity among the young are increasing, particularly in urban areas. To combat that is a healthy diet and some form of exercise.


“You also have to remember to be active. Hindi puede nakaupo ka the whole day sa office. You still have to stand up and walk around. It’s best of you have a sport and exercise at least two times a week. Hindi puede kang sedentary lifestyle na nakaharap lang sa computer. Even children in front of a computer or an iPad forget to move around. They should be encouraged to take part in outdoor activities”

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Alaska's famous mascot E-Cow joins participants at the starting line of the Alaska Milk Day in Taguig. Jerome Ascano
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