A new Got Milk? campaign wants to reward moms. Moms that excel as the family’s ‘Chief Health Officer’ can win $100,000 just in time for Mother’s Day.

Mothers have always had a lot on their plates — from carpool queen to coach, counselor to chef. It’s all been part of a day’s work. However, with the growing concerns over childhood obesity and inadequate nutrition, many moms have taken on yet another important role — that of Chief Health Officer for the family.

In most households, moms are the nutritional gatekeeper and largely determine what foods and beverages their families consume. This “job description” has become increasingly important with the country’s rising rate of childhood obesity, which has tripled in the last 30 years. To recognize this vital role, America’s milk processors are joining forces with the American Academy of Pediatrics (AAP) and the U.S. Department of Agriculture’s Project M.O.M. to salute moms nationwide for helping to keep their families healthy and fit.