U.S. Department of Agriculture is teaming up with the National Football League (NFL) and the nation’s dairy farmers to promote good nutrition and fitness in the nation’s schools.

This week, Agriculture Secretary Tom Vilsack met with NFL Commissioner Roger Goodell and Thomas Gallagher, chief executive of Dairy Management, Inc., which runs the National Dairy Research and Promotion Program. The NFL and DMI are launching Fuel Up to Play 60, an innovative nutrition and fitness program based on the Dietary Guidelines for Americans, in some 60,000 schools this fall. The social marketing program empowers students to assume leadership in being more active and eating more healthy foods.

“National Dairy Council is honored to work together with USDA and the NFL on Fuel Up to Play 60,” said Gallagher. “Child nutrition, particularly in schools, has been a cornerstone of National Dairy Council for nearly a century. This program centers on youth taking the lead in changing the school environment through increasing opportunities for eating healthier and getting more physical activity.”

The campaign will inspire kids to “fuel up” with the nutrient-rich foods they often lack—fruits, vegetables, whole grains, and low- or no-fat dairy products—and “get up and play” with 60 minutes of daily physical activity. Student teams will evaluate their school’s “wellness” and choose the healthy eating and physical activity programs on which the school will focus.