Archive for Milk Consumption

Why Are Consumers Flocking to Raw Milk?

Is raw milk worth the health risks? Explore why it’s gaining popularity and what dairy farmers should know about this trend.

Summary: The article delves into the increasing popularity of raw milk, despite serious health risks and government warnings. Highlighting recent outbreaks of foodborne illnesses linked to raw milk, it contrasts stringent federal regulations against a patchwork of state laws allowing its sale. Consumer enthusiasm, bolstered by social media and public figures advocating “food freedom,” is driving demand. The piece analyzes the historical impact of pasteurization on milk safety, juxtaposing it with the nutritional claims and perceived benefits championed by raw milk supporters. Additionally, the article explores the economic benefits for farmers and the technological innovations aimed at making raw milk safer for consumption.

  • Growing consumer interest in natural, local farm-sourced foods is driving the popularity of raw milk.
  • Despite government warnings, raw milk sales are legal in more than half of the U.S. states.
  • Recent foodborne illness outbreaks, such as the salmonella incident in California, underscore health risks.
  • Social media and public figures advocating for “food freedom” significantly influence consumer choices.
  • Federal regulations mandate strict controls on interstate raw milk sales, clashing with lenient state laws.
  • Pasteurization has historically enhanced milk safety, though raw milk advocates argue it diminishes nutritional value.
  • Economic benefits for farmers and technological advancements aim to enhance raw milk safety.
raw milk, popularity, health warnings, salmonella epidemic, California, legality, legal sales, pasteurization, milk consumption, harmful germs, milkborne diseases, Dr. Henry L. Coit, public health, health risks, health regulators, FDA, Centers for Disease Control and Prevention, hospitalizations, fatalities, foodborne diseases, interstate sales, vigilance, social media, influencers, Instagram, YouTube, TikTok, adoption, personal health improvements, network, raw milk enthusiasts, nutritional richness, flavor, natural qualities, organic, lightly processed goods, economic impact, small dairy farms, demand, unpasteurized milk, direct farm-to-consumer sales, intermediaries, profit margins

Raw milk is making the news again. Despite strong warnings from health regulators and a big salmonella epidemic in California, more individuals are turning to raw milk. Despite the impending danger of catastrophic foodborne diseases, this spike in popularity begs numerous concerns. Why are more people choosing raw milk? Is it worth the risk? Curious? Concerned? Stay tuned as we explore why raw milk captivates the interest and allegiance of so many people despite the apparent risks.

YearVolume of Raw Milk Sales (Million Gallons)
20195.1
20205.4
20215.9
20226.3
20236.8
2024 (Projected)7.2

The Raw Reality: Why More People Are Choosing Unpasteurized Milk Despite the Risks 

Despite caution and data, raw milk’s appeal is obvious. Have you noticed that more people are talking about it lately? According to the Wall Street Journal, GetRawMilk.com, which helps customers identify local raw milk producers, has seen a significant increase in users. “The site’s creator stated that it garnered 97,000 visitors in May alone,” according to the report [WSJ article link]. There are a lot of individuals interested in raw milk!

Furthermore, the interest in raw milk is more comprehensive than in niche populations. It has piqued the interest of prominent public personalities. For example, presidential candidate Robert F. Kennedy Jr. has expressed his support for what he calls “food freedom.” When questioned about his position on raw milk, a representative for Team Kennedy told the Wall Street Journal, “Mr. Kennedy believes that consumers should be able to decide for themselves what foods to put into their bodies” [WSJ article link].

It’s fascinating to witness this growing trend. While health professionals caution about potential hazards, consumer demand is steadily rising. The raw milk controversy has evolved into a broader discourse about personal choice and rights, as well as the economic impact of the raw milk industry.

Raw Milk Laws: A State-by-State Jigsaw Puzzle 

The legality of raw milk is all over the map, very literally. Did you know that selling raw milk in more than half of the states is entirely legal? California is one of 14 states that sell raw milk alongside other dairy products at retail stores. In 19 states, raw milk may be purchased straight from a farm. Interesting, right? Louisiana made news last month when it became the most recent state to allow on-farm sales.

But it doesn’t stop there. Some states have more innovative alternatives, such as herd-sharing schemes, which have made raw milk legal to buy in six states thus far. Meanwhile, five states allow you to purchase raw milk for your dogs. On the other hand, several states, such as Hawaii, Nevada, Rhode Island, and the District of Columbia, outright prohibit raw milk sales. The role of policymakers in these regulations adds another layer of complexity to the legal status of raw milk.

The patchwork of rules demonstrates how diverse and complex the topic is. Examining how various jurisdictions strike the delicate balance between consumer choice and public health is intriguing. What are your thoughts? Should customers be able to select, even if it means taking risks?

From Tradition to Safety: How Pasteurization Revolutionized Milk Consumption

Before pasteurization, drinking raw milk was the norm rather than the exception. People in the late nineteenth and early twentieth century needed access to contemporary refrigeration and sanitary methods. Milk was often drunk immediately after it was obtained, limiting the time for hazardous germs to proliferate. However, this method was with hazards. Tuberculosis, scarlet fever, and typhoid were all widespread diseases, and raw milk served as a significant vector for these illnesses. Tuberculosis was such a serious health concern that it resulted in several deaths. It is believed that tainted dairy products caused the deaths of around 65,000 individuals during 25 years.

So, why was pasteurization introduced? The solution is in its capacity to contain these fatal epidemics. The procedure, named after Louis Pasteur, involves heating milk to a specified temperature for a given time to destroy hazardous germs. It was a groundbreaking procedure that significantly decreased the number of milkborne diseases. According to historical records, one of the first supporters of pasteurization was Dr. Henry L. Coit, who urged for its wider use to preserve public health. Since then, pasteurization has been the norm, altering dairy safety and drastically reducing illness rates associated with milk intake.

Facing the Cold, Hard Truth: The Health Risks of Raw Milk 

When discussing raw milk, it is critical to acknowledge the facts: the health hazards are genuine and may be severe. Raw dairy contamination has been associated with several foodborne infections, including E. coli, Salmonella, and Campylobacter. The worst salmonella epidemic in a decade, which affected 165 people earlier this year, has been linked to raw milk from a California farm. Such occurrences underscore the potential risks that exist in every unpasteurized cup.

Despite ardent endorsements from raw milk advocates, health regulators and organizations like the FDA have repeatedly advised against its use. The Centers for Disease Control and Prevention (CDC) estimates that raw milk causes 150 hospitalizations and 1-2 yearly fatalities due to foodborne diseases. The FDA’s restriction on interstate sales of raw milk, which has been in force since 1987, emphasizes the need for vigilance. Furthermore, jurisdictions such as California require specific label disclaimers that warn customers about the health dangers of consuming raw milk.

Historical evidence supports these dangers. From 2008 to 2010, raw milk was related to many outbreaks:

  • Four people were ill in Missouri after drinking raw goat milk infected with E. coli O157 H7.
  • Fourteen people became ill in Connecticut.
  • Eight people in Colorado became sick due to Campylobacter and E. coli O157 H7 contamination.

These frequent outbreaks highlight the continuous public health risks presented by raw milk.

In contrast, the PMO (Pasteurized Milk Ordinance) strategy has significantly decreased milkborne illness outbreaks in the United States, from 25% before WWII to less than 1% now. So, although the temptation of raw milk is powerful, it’s essential to consider the possible health and life risks. Consumers can choose but deserve to be fully aware of the hazards.

#RawMilkRevolution: How Social Media is Redefining Dairy Choices 

Social media has become vital for molding public perception; raw milk is no exception. Influencers on platforms such as Instagram, YouTube, and TikTok have significantly contributed to the expanding adoption of raw milk. Their recommendations often include fascinating anecdotes about personal health improvements, which resonate with a large audience.

Doctors and dietitians have always held power in scholarly papers and clinical settings. They utilized social media to express their support for raw milk. These specialists offer credibility typical influencers may need to improve by posting thorough articles on raw milk’s possible advantages, such as enhanced gut health and increased nutritional value.

Lifestyle personalities also have an essential influence. These celebrities often include raw milk in their daily routines, using it in anything from breakfast smoothies to handmade cheese dishes. The easygoing, personable manner in which they offer raw milk makes it seem less contentious and more like a healthy lifestyle choice.

For example, a well-known fitness influencer may share a video comparing raw versus pasteurized milk, emphasizing how the former includes more beneficial enzymes and probiotics. Another option is to do a Q&A session, addressing frequent concerns and sharing personal experiences with the health advantages of raw milk.

However, it is not limited to anecdotal evidence. Influential individuals regularly use scientific findings and expert views to support their assertions. This technique contradicts health professionals’ warnings, providing a supposedly balanced position that appeals to consumers’ need for control over their dietary choices.

What was the result? An ever-expanding network of raw milk enthusiasts who are knowledgeable and secure in their decisions, primarily due to the persuasive power of social media. This trend shows no signs of slowing down as more influencers join the cause, propelled by personal conviction and audience need.

Raw Milk: A Nutrient Powerhouse or a Health Risk? Exploring the Consumer Perspective 

From a consumer standpoint, many raw milk supporters say that the advantages greatly exceed the hazards, providing an entirely different story than official warnings. They cite unpasteurized milk’s nutritious richness, better flavor, and natural qualities as critical factors. Have you ever wondered if pasteurization removes vital nutrients from milk? This is a typical point of disagreement among raw milk enthusiasts.

Supporters think raw milk is a nutritional powerhouse. Sally Fallon Morell, president of the Weston A. Price Foundation, states that “raw milk contains both fat-soluble and water-soluble vitamins, minerals, enzymes, and beneficial bacteria, all of which are destroyed during pasteurization” [source: Weston A. Price Foundation].

Taste is another critical component. Many customers believe raw milk tastes better than pasteurized alternatives. “Once you’ve tried raw milk, going back to pasteurized just feels wrong,” says Judith McGeary, raw milk advocate and Farm and Ranch Freedom Alliance founder. “The flavor is fuller, creamier, and more satisfying” [Farm and Ranch Freedom Alliance]. Have you tried both sorts and seen any difference?

Then there’s the pleasure of ingesting a thing in its most natural form. Raw milk appeals to individuals who value organic and lightly processed goods. Many proponents believe raw milk aligns with a more prominent natural living and health philosophy. “For me, it’s about having a deep connection to what I consume,” says Three Stone Hearth’s co-founder Jessica Prentice. “Raw milk represents trust in the natural process and a connection to the farm where it was produced” [source: Three Stone Hearth].

In an age where food preferences increasingly reflect personal ideals, many people see raw milk drinking as natural, holistic sustenance. Consumer Susan Bell eloquently states, “Choosing raw milk is less about rebelling against regulations and more about embracing a lifestyle that values purity and wholesomeness” [source: GetRawMilk.com].

Small-Scale Gains: How Raw Milk is Boosting Revenues for Dairy Farmers 

Raw milk sales have a significant economic influence on small dairy farms. As demand for unpasteurized milk rises, many farmers are discovering a profitable niche market with much better profit margins than standard pasteurized milk. How does this transformation affect the economic environment for these small-scale operators?

Raw milk is often sold at a premium, sometimes double the cost of ordinary milk. This significant pricing gap may be a game changer for small farmers competing with large-scale dairy businesses. According to studies, a gallon of pasteurized milk costs between $3 and $4, whereas raw milk may cost up to $8 per gallon, depending on location and state restrictions. Imagine tripling your revenue for every gallon sold—it’s no surprise that more farmers are exploring the move.

Furthermore, the direct farm-to-consumer sales approach often used for raw milk avoids intermediaries and related expenses, enhancing the farmer’s profit margins. When customers buy raw milk directly from farms or via herd-sharing programs, producers get a more significant portion of the cash. This stronger producer-consumer connection has the potential to strengthen community relationships and increase customer loyalty, both of which are essential advantages for any small company.

However, the financial rewards have drawbacks. Farmers must navigate a maze of state rules to reduce dangers and adhere to strict health and safety measures. Adequate sanitation, testing, and equipment might be expensive. However, individuals who succeed in maintaining high standards often find it rewarding.

Consider a small dairy farm in Pennsylvania that converted to raw milk sales and had a 40% boost in income within the first year. The farm’s owner said that the devoted customer base and increased profit margins justified the initial expenditures of switching to raw milk production. Stories show that people ready to take risks may reap substantial financial benefits.

The industry is expected to expand as more customers learn about raw milk and its claimed advantages. Increased consumer knowledge and demand might result in a more sustainable and prosperous future for small dairy producers. So, how will this movement impact the dairy business in the long term? Only time will tell, but the potential economic benefits for farmers entering this specialized market are clear.

Milking Innovation: Harnessing Technology and Modern Practices for Safer Raw Milk 

In today’s ever-changing dairy sector, technology and advanced agricultural methods are critical to making raw milk safer for customers. Have you ever considered how improvements in milking equipment and hygiene standards may lower the danger of contamination?

First, let’s discuss milking equipment. Farmers no longer milk their cows by hand into open pails. Modern dairy farms utilize automated milking equipment with sensors to check cow health and milk quality. These technologies are intended to limit human touch, lowering the risk of contamination. For example, specific devices mechanically clean and disinfect the teats before and after milking, ensuring the milk is gathered hygienically.

Hygiene practices have also seen significant advances. Today, dairy farms adhere to high hygiene requirements that were unthinkable a few decades ago. Farmers are taught optimum hygienic standards like wearing gloves, sanitizing equipment regularly, and chilling milk immediately to prevent bacterial development. These actions are critical in avoiding the spread of microorganisms that might cause foodborne diseases.

Finally, let’s look at the advances in testing and monitoring. Modern farms use fast testing procedures to detect infections and pollutants. For example, some farms use real-time PCR (Polymerase Chain Reaction) technology to identify hazardous germs like Salmonella and E. coli nearly immediately. Furthermore, continuous monitoring devices check milk storage conditions, such as temperature and humidity, to guarantee that the milk is safe long after collection.

These technological innovations and stringent hygiene practices are more than just gimmicks; they are critical elements that may make raw milk a safer alternative for people who want it. While the argument over raw vs. pasteurized milk continues, it is evident that technology and contemporary agricultural techniques are rising to the challenge of food safety.

Thinking About Diving Into the Raw Milk Market? You’ve Got a Lot to Consider. Let’s Break It Down. 

Are you considering entering the raw milk market? There is a lot to consider. Let’s break it down. 

1. Ensure Safety First: 

  • Regular Testing: Consistently test your milk for pathogens. Regular checks can prevent a disaster even if you’re confident in your process.
  • Upgrade Hygiene Standards: Maintain stringent hygiene practices throughout the milking process. Cleanliness is non-negotiable.
  • Temperature Control: Keep raw milk chilled immediately after milking to slow down the growth of harmful bacteria.

2. Navigate Legal Requirements: 

  • Know Your State Laws: Laws vary widely. Make sure you understand what’s legal in your state and comply fully.
  • Labeling: If your state requires disclaimers about the risks of raw milk, ensure all your labels are up to code.
  • Stay Updated: Regulations can change. Stay informed about new laws or amendments that could impact your operations.

3. Market Your Products Smartly: 

  • Educate Your Customers: Use your website and social media to inform consumers about the benefits of raw milk and the precautions you take to ensure safety.
  • Highlight Unique Selling Points: Whether it’s the nutritional benefits, the freshness, or the local origin, emphasize what sets your raw milk apart.
  • Engage with the Community: Participate in local farmers’ markets, offer farm tours, and build relationships with your customers. Transparency builds trust.

Entering the raw milk industry is more than simply a financial choice; it is a commitment to provide a unique product safely and responsibly. Take these measures carefully, and you’ll be on your road to success.

The Bottom Line

As previously discussed, raw milk’s growing popularity is evident, fueled by social media influence and advocates for “food freedom.” Legal status varies significantly across states, adding another complication to the problem. While many people appreciate the nutritional advantages of raw milk, the health dangers and severe foodborne infections must be noticed. The mix of consumer interest and government warnings produces a beehive of discussion.

So, what is the takeaway here? It is critical to consider both possible rewards and hazards. Is raw milk’s nutritious profile worth the risk of illness? Or do the safety and consistency of pasteurized milk make it a more dependable option? Finally, the option is yours. Make an educated choice consistent with your beliefs and the well-being of your family.

Learn more: 

No HPAI Detected in Canadian Dairy Products: CFIA Confirms Safety After Extensive Testing

Discover the latest CFIA findings: No HPAI detected in Canadian dairy products. How does this impact your milk consumption? Read on to ensure your dairy safety.

Continued testing shows no sign of HPAI in Canadian dairy cattle or milk, says CFIA. The Canadian Food Inspection Agency (CFIA) assures you that, as of July 16, 2024, no traces of the highly pathogenic avian influenza (HPAI) virus have been detected in Canadian dairy retail products. 

The CFIA has rigorously tested a total of 911 samples from across the nation, divided into four distinct regions: Atlantic Canada, Quebec, Ontario, and Western Canada. Notably, all tests have come back negative for HPAI fragments. This finding reinforces confidence in the safety of Canadian dairy products

“The U.S. experience with the disease shows that fragments of the virus can be detected in milk and milk products if the milk is from an infected cow. These virus fragments, however, are not infectious.”

Furthermore, CFIA laboratories conducted a detailed study in May and June 2024 to assess the effectiveness of pasteurization in inactivating the HPAI virus in milk. The results were consistent with similar studies published internationally, confirming that pasteurization is indeed effective. This rigorous testing underscores the safety measures in place to ensure that your dairy products remain safe for consumption.

The Dairy Industry – Past, Present and the Future

Like many Bullvine readers I grew up on a small dairy farm, took part in 4H clubs and fell in love with a breed of cows.  I attended college and studied animal agriculture. I graduated during the Green Revolution, not green like we know it today, but green in the fact that the developed countries felt that they could ramp up production and feed the world without the need for developing countries to produce their own food.  And since that time animal agriculture has focused on animals producing more and more. Well the truth is that both of these models where animals produce more and more and where only developed countries need to produce food are broken. We ignored factors such as a country needing a strong agricultural base to be successful and more and more milk per cow leading to poor and poorer reproduction rates.  Furthermore the idea that the majority of the world’s population growth would occur in the developing nations never even crossed our radar screens back then.  How could we have been so wrong in our thinking? Are we thinking any clearer in 2013, when it comes to dairy feeding people in the years ahead?

Today’s Dairy World

Few of us are aware that India is the country that has the most cows (48 million) kept for milk production purposes. The production of India’s cows is low (1,200 lbs per year) but through improved husbandry there is great potential. China’s rapid growth as an importer of dry milk powders (whole and skimmed) is predicted to grow in 2013 by 12% and 18%. The USA in 2013 is exporting the equivalent of 15% of its annual production where just a few years ago it was thought that USA milk prices were too high for significant exportation to take place. USA cheese exports in 2013 will be double the exports in 2008 and that will make it the largest single exporting country for cheese. Cheese is the darling child of milk products when it comes to exports and EU countries which export almost half of the cheese globally are looking for new customers. To say the least, the world is hungry for dairy products. The demand for dairy is expected to increase at a rate faster than the world’s population growth. (Read more: “Got Milk” is becoming “Got More” and MILK MARKETING: How “Got Milk?” BECAME “Got Lost”)

Tomorrow’s World       

We have all seen the prediction that there will be 9 billion people by 2050. That is a 25% increase. If dairy is to fill more of the average global diet the world will need 30 to 35% more milk to be produced in 2050 than there is produced today. The rapidly expanding middle classes in China and India will consume more milk products as will consumers in Africa, SE Asia and Russia. At the processing industry level, expect new products (including low lactose and ingredient enriched milk products) and more uses for milk. At the farm level the rate of applying technology will be at an ever increasing rate. But the dairy industry does not exist on a vacuum.

Over the past few years besides population growth and environmental concerns, the major issue before all countries has been trade. (Read more: Why the Future of the North American Dairy Industry Depends On Supply and Demand) Trade is important in the EU which once had production quotas but where now farm prices are no longer guaranteed and narrower on-farm margins are resulting in increased herd sizes in order to efficiently apply technology and provide critical mass. In the future no country will be an island onto itself when it comes to producing milk and trading in milk products. Canadian dairy farmers are facing that matter after the Canada and the EU signed a tentative trade agreement last week in which more EU cheese will have access to the Canadian market.  Read more: (Read more: Canada, EU close to sealing trade deal with concessions on cheese, beef and Canada’s dairy farmers ‘angered and disappointed’ by EU trade deal that would double cheese imports)

Agenda: Theirs, Yours and Ours

Feeding the growing world population, the application of technology, the elimination of duplication and waste and the best use of all resources will be on every country’s agenda. Are these issues too big or too far away? We lose if dairy is replaced in the diet. All things dairy lose if we think too small, only nationally or only about self preservation. All dairy agendas are inter-related.

Tear Down the Silos. Ramp Up the Herd.

It is paradigm shift time. The big picture question is how can more milk be efficiently produced to feed a hungry world?

Are farmers, their organizations, their service providers, the milk processors and the global traders thinking in terms of mutual (collective) benefit or individual benefit? The survivors will be in supply chains that can provide a quality product at a price that consumers are willing to pay. Quality is the watchword. For those that are not prepared to work with others it will not be Who Moved My Cheese but who replaced my cheese with their product.

What will that look like? At the farm level the list of changes needed will be extensive but in the immediate future it is likely to include larger herds to take advantage of technology, information and critical mass. At the industry level our organization leaders will need to dismantle and re-create new organizations and structures to provide the best and most relevant services dairy farmers will need. If you are looking for an example read the announcement in the Bullvine last week to merge Dairylea Cooperative Inc. and the Dairy Farmers of America in the USA (Rad more: Dairylea announces proposed merger with DFA).

The Bullvine Bottom Line

Everyone in the dairy world will need to think collectively and globally. The rewards will go to those that can adapt, adopt and act. Cattle breeders in just ten years will be using technology and information that is hardly on the researcher’s bench just now. If you are looking for an example we need only to remember back five years to 2008 when we asked each other how to pronounce genomics. Today it is an important tool in breeding dairy cattle for the future. Will you and your farm be part of dairy’s future or part of its history?

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“Got Milk” is becoming “Got More”

“Drink your milk.”  Dairy farmers aren’t the only ones who have been raised with this mantra and its follow-up don’t-argue-with-me reasoning, “It’s good for you!”  There are many parenting proverbs that haven’t stood the test of time. but milk`s goodness has.

Milk has Already Got More Good Stuff

There is significant recent scientific research to prove that milk contains several disease- fighting compounds. Research is also evaluating the potential health benefits of proteins that are found in milk.

Cows are Putting More Good Stuff Into the Milk

With the proof of milks’ already healthy properties, comes the good news that scientists have learned that these properties can be increased by feeding cows specialized diets. The potential is definitely here for dairy farmers to change the way they feed their cows and thereby raise the health-enhancing properties of milk.

For example, in a recent study, Oregon State researchers were able to increase the level of omega-3 fatty acids in milk.  They also were able to decrease the amount of saturated fat.  Both these results came through feeding flaxseed to cows. This is great news for consumer health.  Less cholesterol and more omega-3 fatty acids in our human diet reduces the risk of heart disease.

What More Has Milk Got for Me?

Research trials have shown that consuming butter with elevated levels of CLA can reduce the size of cancerous tumors. CLA is Conjugated Linoleic Acid and is a naturally occurring anti-carcinogen. Researchers at several universities, including Cornell. have discovered they can increase the level of cis-9 trans-all CLA by feeding cows certain nutrients.

Other news from this area reports that a2 brand milk comes from cows specially selected to produce A2 beta-casein protein rather than A1. Most cow milk contains both types of beta-casein protein – A2 and A1. The A1 beta-casein protein has been linked with digestion and health issues so having more A2 is a plus.

A2 Corporation, the manufacturer of a2 brand milk products, targets three areas of growth: building its beverage business in Australia and New Zealand, capturing niche shares of global milk and dairy product markets and developing an infant formula business with an initial focus on China.  In April 2012, they announced a strategic agreement with Synlait Milk Limited in New Zealand to manufacture a2 brand nutritional powders, including milk powders and infant formulas for A2C.  According to A2C managing director Geoffrey Babidge, the a2 brand’s growing credibility will provide a platform for the firm’s expansion plans in the UK, Ireland and China. In December 2012 production of the China-destined a2 branded infant formula was set to begin.

Milk has Got to Have More Taste!

When a food has earned the label “good for us”, we sometimes choose not to eat or drink it claiming it doesn’t register on our taste scale.  Since the 1970s milk consumption has been declining and certainly consumer taste preferences are part of that statistic.  In the U.S. the volume of total liquid dairy is declining. Consumption of white milk is forecast to decline by 6.5% between 2011 and 2015.  But then comes the “good taste” news.  Consumption of flavored milk is growing and expected to increase to 9.5% by 2015. Flavored milk, the second most widely consumed Liquid Dairy Product (LDP) after white milk, is forecast to increase globally by a compound annual growth rate (CAGR) of 4.1% between 2012 and 2015, rising from 17.0 billion liters to 19.2 billion liters.

The World Wants More Flavors

In the past five years, 2009 to 2013, four emerging countries – Brazil, China, India and Indonesia – are driving the increased demand for flavored milk. While developing countries accounted for 66% of flavored milk consumption, this is forecast to rise to 69% by 2015.

Research shows that China, South Asia and Southeast Asia drink more than half the world`s flavored milk. In fact, just six Asian countries – China, India, Indonesia, Malaysia, the Philippines and Thailand – consume 47% of the world`s flavored milk.  This highlights that emerging economies are the growth engines of the dairy industry.

North America`s Got Apple Pie Milk and More

While not leading the consumption of flavored milk, North America is certainly not out of this tasteful picture.  Just in time for birthday celebrations on Independence Day Shatto Milk Co. of Osborn, Mo., stocked store shelves with apple pie-flavored milk to celebrate its own 10th anniversary.  Other flavors this flavorful company produces include cherry chocolate and mint chocolate milk. According to Dennis Jonsson, President and CEO of Tetra Pak Group “For consumers unwilling to compromise on taste, health or convenience, flavored milk is proving to be an increasingly popular alternative to other beverages.”

Flavored Milk’s Got More with Less Packaging

Cartons have become the established packaging format for flavored milk, according to Tetra Pak.  They accounted for 62% RTD (ready to drink) flavored milk packaging in 2012, up from 57% in 2009, and are expected to rise to above 64% in 2015. Portion packs are expected to reach 81% of RTD flavored milk consumption.

Milk’s Got More Added Value

Whether you`re attracted to milk for its high nutrition, health benefits or good taste, milk products today can meet a huge range of  needs.  It starts with the desire for nutritious and healthy food.  Developing countries are turning to nutrient-rich milk products.  In prosperous urbanized areas of the world the fast pace of modern life demands tasty, flavored milk in convenient packaging. Consumers are eager to try new and unusual food and drinks. New varieties of milk products will most definitely increase milk consumption.  Additionally, these “designer” dairy products could sell for premium prices.

The Bullvine Bottom Line

Kudos to dairy producers, the scientific community and marketing wizards.  The production of milk with so many “Got-More” features means we are improving the health of the consumer and the health of the dairy industry simultaneously! Now that’s more like it!  So “Drink your milk!  It’s good for you!”

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DAIRY PRIDE: Presumed MISSing!

Today the average North American is three generations removed from a farm. Food is still being provided even though the numbers would suggest that dairy farmers themselves are going missing. Both husband Murray and I represent the fourth generation to live on the family dairy farm, which puts us among the 2 percent who still live on farms.  Although each succeeding generation has spent more time working off the farm, all three of our children are in agricultural careers in A.I., nutrition and ag marketing.

In the modern marketplace milk and the dairy industry are misjudged and misunderstood. (Read more: How got milk? Became got lost?) Those of us who remain are concerned about what happens to the milk they produce between the time it leaves the farm lane and takes up shelf space in the dairy aisle. This formerly “perfect food” is marked by a hit and miss journey that has many more misses than hits. Targeted by misconceptions, misinformation, and communication is it any wonder that there are days when both sides feel that dairy pride could be presumed missing?

MIStaken Identity

Every one of us who grew up with a farmer as a role model is astonished today at the metamorphosis from “Farmer in the Dell” to “The Farmer is the Devil”.  However on the farmer side of the fence, we too shouldn’t jump to the conclusion that the consumer is “the Big Bad Wolf.” ready to huff and puff and blow our dairy world down. None of these images fully portrays the real strengths, challenges and fears facing 21st Century farmers and their customers.

MISunderstood

It’s extremely difficult to understand how some of the public perceives farmers as “MOST WANTED!” for abuses against our own animals.  The immediate question arises, “How can anyone imagine that people who work daily with livestock don’t care about the animals?” It would seem to be a no-brainer that only the best possible care allows animal handlers to survive and thrive on the farm.  Having said that, neither are financial reasons the main motivation. “You do it because you love the animals.  Otherwise why would you be up before sunrise and making final rounds after sunset day in and day out?”  You wouldn’t.

MISlabeled

Over time, fewer and fewer find the rewards that are commensurate with the commitment and dedication that dairying demands.  For those who do have the desire, farming methods have become more efficient.  Technology has contributed to the sustainability.  Automated equipment, robotic milkers and GPS tractors are just a few of the tools that keep efficiency growing. As in any other industry, investing in new technology requires that the business, in this case the farm, must get bigger. In responding to the challenges, it is frustrating to be labeled with the implied derogatory term, “Factory Farmers.”  The truth is 98% of farms are family owned (what other business can claim that) and the goal is, as it has always been, to provide food …. for everyone.  Not selfish.  Not criminal.

MISjudged

It’s ironic in this day and age of mass production, mega stores and IMAX that big farms are judged to be bad. It’s hypocritical to accept the growth of computer assembled cars and think that food producers can remain at a static size. There was a time when one famer fed five.  Everyone respected their hard work. Today one farmer feeds 200 and it seems like everything from motives, to ethics to animal husbandry is being questioned.  Is there any other profession, where the consuming public insists on reverting to the past?  If you’re reading this, you are using a computer.  How many channels are available on your TV? Is your transportation provided by a “mom-and-pop” car shop? Do you drink your water from a pump in your yard or do you reach for a plastic bottle?

MISconceptions

As an industry we need to accept responsibility for debunking myths that have taken hold in consumer understanding.  Jude Capper, assistant professor of dairy science at Washington State University spoke at the Alltech Symposium. “Organic dairy farming certainly has a very favorable consumer perception. But, productivity on the typical organic dairy farm is lower than conventional farms – anywhere from 14 to 45 percent lower in terms of milk yield per cow.” she said.  “What that means is that more cows are needed in the organic systems, along with more natural resources, to make the same amount of milk as the conventional systems. And, that increases the carbon footprint per pound of milk.”  Since 1944 the carbon footprint per pound of milk has been reduced by 63%.  Dairy farmers have made major progress and it is something they should be proud to declare and share.

MISinformation

For whatever reason – perhaps because of their agrarian forefathers – people feel quite comfortable assuming their expertise about modern farming. Where they might tread lightly in pronouncing how factories should be managed yet there are many “activists” who can speak against modern agricultural practices.  Genetically modified organisms deepen the divide between farmers and consumers.  GMOs are crops that have been scientifically altered to enhance the plant’s quality and resistance to elements and pesticides.  In a national survey 64 percent of people said they were unsure if eating GMOs was safe.  It is time for the dairy producer to stand proudly behind the products we produce, eat, drink and serve to ourselves and our children.

MIScommunication

Farmers and consumers too often have an “us against you” mentality, which the media intensifies by focusing on negative instances that can colour the entire industry.  More consumers are asking questions about where their food comes from and about farming in general. That’s great. Just asking questions is the best way for the public to learn about farming.  Asking and getting an answer is the only way to bridge the gap between emotional finger pointing and mutual thumbs up!

MISSing the Opportunity

The time is long past, where we can rely on our good intentions to spread the good word to the consuming public.  It’s time to proactively take whatever role we are most comfortable with.  Rather than witness a loss in dairy and consumer confidence – I would rather stand on my soapbox, share great stories, teach what I believe in, and raise my voice at every opportunity.  It’s time to be the “change I wish to see!”

The Bullvine Bottom Line

It’s not easy being on the receiving end of blame. However whether producer or consumer it’s in our best interest to make sure that there are voices, from both sides, speaking with pride, about the products we produce and eat!

 

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MILK MARKETING: How “Got Milk?” BECAME “Got Lost”

taylor-swift-got-milk2013ectIt’s just eight days into a New Year and already I’m thinking about the ‘good ol’ days!”.  Remember when the dairy industry was at the top of the agricultural sustainable list, milk was the “perfect food” and milk moustaches were seen on celebrities and sports stars? Hmmm. Where has all the glory gone? In 2013, the dairy industry is fighting to stay alive, the North American diet, including milk, is under attack as obesity from babes to the elderly is out of control and, when all is said and done, milk is a slipping way down on the favorite beverage list!

The land of milk and money is gone. In the cold light of the soul searching brought on by a new year, it seems that this shocking state of affairs has happened suddenly and for no apparent reason.  In actual fact, the signs have been there for more than thirty years and we as an industry let it happen.

MILK OF AMNESIA – We forgot the basics

It took three steps for the milk market to evaporate!

  1. We forgot about the consumer.
    The first commandment of business, “The customer is always right!”  in the dairy industry has become “The cow always comes first!”
  2. We forgot about the product.
    Somewhere production, with the myriad of logistics in between, pulled out in front of the inherent value of our end product – milk.
  3. We forgot delivery.
    Despite the first two failures, we still expected that the product we produced could be delivered in boring, hard-to-open cardboard cartons, heavy jugs or even plastic bags and compete against the “cool” the “sexy” and the “handy” beverages provided by competitors – who wanted — and stole — our market share!

MISSING THE TARGET:  Where’s The Consumer? Where’s the market?

Consumer demand is the key to market sustainability. There’s no use producing a product if there is nobody to buy it. The truth is demand for milk has been in a free fall for the last three decades.  North American milk consumption has dropped a startling 36% since the 1970s. The continuing economic downturn has refocused consumers on value.  They not only are choosing private label products and discount store venues, they are seeking low calorie, reduced sugar and functional value in the beverages they consume. Milk – even though billions of pounds are being produced is losing out to fortified, organic, sports drinks and a myriad of better-for-you products. We are paying the piper for focusing on just one highly commoditized product, ignoring market trends, and trying valiantly to sell what we make rather than what people want.  If we don’t give consumers what they want, someone else will.

LOOK BEYOND THE PAIL: Think outside the box stall.

For decades industry strategy has been to make dairy operations more efficient.  It has succeeded: From 1970 to 2006, the number of cows declined 25%, output per cow more than doubled. But while the dairy industry focused on squeezing more milk out of fewer cows, they largely ignored the fact that demand was getting squeezed as well. That’s the nature of business. Where’s the competitive spirit that drives all the other parts of the dairy industry?  Even the perfect sire or model cow, needs to be marketed.  Our over-riding concern to “protect” ourselves from each other, the economy and even mother-nature, has made us put on blinders to the dangers of not being relevant to the marketplace.  Breeder beware! We could protect our industry right to zero!!

4 STEP ACTION PLAN: It’s Time for a MILK SHAKE Up!

Three steps got us into this mess.  Let’s start with four to get us out.

  1. Pay Attention:
    With per-capita North American milk consumption down 36% between 1970 and 2011, it isn’t whether or not there is a problem. The fact is the dairy industry is in trouble.
  2. Make it Functional:
    You’ve got to get the drink – in our case milk – into consumers’ hands. This is no time for doing things the way they’ve always been done.  Look at Nestle.  They wanted their milk drink containing probiotic for children to have a shelf life of one year.  Realising that it is impossible to keep the probiotic alive at room temperature for more than a few days.  The solution was a shelf-stable nutritional drink with the probiotic in the straw, instead of in the drink.  Inside the patented straw of boost Kid Essentials is the probiotic lactobacillus reuteri ‘protectus’, released by the liquid when the consumer drinks through the straw! Now that’s functional!  On-the-go consumption is increasing. Milk packaging needs to conform to this trend.  Consumers are increasingly looking for a range of package sizes to suit different beverage types and thirst levels, as well as functional and aesthetically-pleasing packaging. Not my area, you say as a dairy farmer?  Whose is it?  Who cares?
  3. Make it Healthy:
    Whether it’s the health benefits you get from drinking milk or the environmental benefits of how it is packaged – the consumer cares about both! Parents are increasingly concerned about the nutrition and sugar content of the products consumed by their children.  This can work for us (with soft drink competition) or against us (sugar added milk products).  Again packaging enters the discussion. Studies in 2011 showed there is a substantial proportion of European consumers that would be prepared to pay extra for glass containers, especially for milk, yoghurts, juices and wine. “it may well be that consumers are willing to pay more as good packaging protects the health benefits and taste of the product for longer”. The health and wellness trend is not going away.  We have a healthy product but it won`t sell itself if we continue our milk-sells-itself mind set!
  4. New Products. New Location.
    We`ve got to ask ourselves what does the market want and then find innovative ways to provide it. Perhaps even before we answer those questions we have to zero in on “where” the market will be.  In a global marketplace, we need to consider the enormous potential of focusing on the end user – perhaps in another country!

LIVE OR DIE MILK BATTLE: Consumption is the Key

We can no longer rest on our milk stools. We have to compete for the marketplace with all the old beverages … and countless innovative new ones. That may seem to be a daunting task but it can no longer be ignored.  Again.  The world is waiting.  Look at the graphic below.  While our own markets are mature in the milk marketplace, there are HUGE opportunities for dairy in the global scene. 

Consider this: One glass of milk per day per child in China could surpass the milk consumption of the entire North American market. It’s a new frontier to be won!

THE BULLVINE BOTTOM LINE

We can’t continue to let narrow focus override finding the consumer and serving them the milk products they want. Laying blame won’t stem the downward trend of the dairy industry.  Remember when land-line phones had a monopoly on communication? Think about large phone companies (another almost monopolistic industry, especially in Canada). Where would they be today, if they had continued to whine about the intruders into the marketplace?  The faster we learn from their example, the sooner we’ll prove that the North American dairy industry isn’t ready to kick the milk bucket yet!

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