Charleston Daily Mail:
The Wall Street Journal recently reported that 29 million children, mostly from low income families, eat federally funded lunch in school. But only 9 million eat school breakfast.
For New York entrepreneur Gary Davis, those 20 million unserved breakfasts meant opportunity. What if he could get those 20 million children to eat breakfast?
Davis‘ company, East Side Entrees, was already a player in the school-lunch program, supplying products like SpongeBob SquarePants milk and Batman cheese pizza. Now, he hopes to bring in $100 million in the 2006-2007 school year alone selling Breakfast Breaks - ready-made boxes of processed juice, crackers, and cereal, made by the likes of General Mills - to school districts nationwide. To do so, he’s lined up a formidable phalanx of anti-hunger NGOs, lobbyists, and industry groups to promote his product.
Davis launched his product at the beginning of last school year. By the end of the school year, he was selling 3 million of the boxed breakfasts a month at places around the country. Other big companies are jumping on the boxed breakfast bandwagon.
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