We all know that some administrators enthusiastically support School Breakfast and others adamantly oppose it.  But what are the backgrounds, beliefs, and perceptions that help them decide whether to support breakfast or not?  And, more importantly, how can we influence those perceptions?  This session presents insights from our ground-breaking research study of attitudes toward school breakfast among board members, superintendents, principals, and teachers in Ohio.  We conducted focus groups, phone interviews, and surveys among these important constituencies and devised a series of key findings and recommendations for smoothing the way for a new breakfast program, expanding a program into new schools, or simply solidifying support for an existing program.  This is by far the most comprehensive study of its kind ever done and now you can use the knowledge we gleaned to get breakfast to more kids in your state or district.