By Sherry Bunting, Farmshine, Friday, February 15, 2019
It’s like whack-a-mole. So many converging things are happening rapidly related to a ‘herding’ mechanism for the masses in terms of what we will eat in the future.
Where did it all come from? How did we get here? Why is the science so flawed and against us?
What we see unfold via the EAT Lancet Commission and the Green New Deal over the past few weeks — not to mention the currently ongoing FDA and USDA deliberations on dietary guidelines and labeling for fake dairy and fake meat — has been a disaster gradually in the making.
The wheels were set in motion 10 years ago, or more, and Dairy Checkoff was at the table in more ways than one.
Trouble is, until now, no one really knew about the seat at the table, the foundations, pre-competitive environments, memorandums of understanding and so forth.
The connections, directions and alliances were unclear and clothed in happy talk about breakfast carts that put a half-pint of milk on every plate and maybe some fat-free yogurt and skim-processed cheese, excited talk about helping kids move more to lose weight, enthusiasm about putting farmers face-to-face with school children to teach them how they care for cows and environment (we all know that there are plenty of these efforts paid for by voluntary organizations and farmers themselves, FUTP60 can’t claim the ground on this part).
What we did not see, due to lack of transparency, was the deeper layers of direction where dairy farmers have, in a sense, been funding their own demise.
This is not meant to attack people in the checkoff system working with good intention on behalf of dairy farmers or our nation’s young people. This series of articles I have been involved in has been a peeling of an onion that should have been diced on the table to pass the sniff test from the beginning — but it was not.
In part one of the GENYOUth series in January, we showed the steep nosedive in fluid milk sales from 2010 to the present. There is no shortage of experts who now point to the school milk changes as precipitating this decline and in fact costing dairy farmers a whole generation of beverage decision-makers who have and are now graduated into the New World Order on “healthy diets for a healthy planet” — despite the lack of rigorous science to support either in terms of milk and meat production.
There was no transparency in which primary dairy checkoff stakeholders could question the direction as the track was greased for where we are today.
There was no transparency about alliances developed over the past 10 years — never mind the rather small detail of who paid whom for what and how many football players showed up to christen a school’s new breakfast cart. The IRS 990 figures reported in parts three and four of the GENYOUth series pale in comparison to the lack of transparency in Dairy Checkoff’s role as a participant educating and leading a whole generation of consumers, tied by an MOU to tote the government’s diet message.
There are two crossroads in front of us, and our dairy cows are standing in that intersection — mooing loudly for assistance, I might add.
Dairy Checkoff has taken the dairy industry down both roads — diet and sustainability — without transparency to its funding dairy farmers.
Now, today, these two roads are converging at regulatory, legislative, corporate, media and cow-less protein innovation levels.
And the industry is splintering over what to do about it.
This conversation is at least 10 years past-due, and it is why farmers are fragmented, why they can’t come together.
You see, the template for the future is written for some, not all.
It is written to be complicit in dietary goals that are not supported by rigorous science for our human health or our planetary health.
It has been written, in part, with money taken mandatorily under USDA oversight from dairy farmers of all types and sizes to streamline “U.S. Dairy” into the New World Order of food choices that are on the cusp of substantial change with Silicon Valley in the picture with its billionaire-funded cell and yeast cultured startup companies needing this propaganda to launch their cattle-less dairy and beef protein.
The FDA and USDA are poised to decide (and in the case of some labeling have already decided) how and IF consumers are going to be informed about what they are eating in the future.
As the deeper layers of the past 10 years of GENYOUth and Innovation Center for U.S. Dairy are revealed — with their separate memorandums of understanding (MOU’s) signed with USDA during the Obama/Vilsack era, and in ‘pre-competitive’ alliances with the world’s largest food and agriculture supply-chain companies — anyone publicly revealing or questioning the direction of checkoff on this road, is now cast as a character of division, a spoiler of profitability, a misinformed stakeholder reading the writings of a ‘yellow’ journalist.
In fact, DMI has created a secret facebook group for discussion of Dairy Checkoff questions and concerns. Participation is by invitation. Checkoff staff — hired by all dairy farmers through their mandatory checkoff dollars — are the gatekeepers, deciding who can join the group-think.
To understand where this is all leading, the crossover alliances between GENYOUth and the EAT Lancet Commission are known. (See related story here).
Dairy Checkoff is smack dab in the middle and has been for some time. That’s where you want to be if you want to influence a debate. But thus far, the direction of influence is questionable, naive and opaque at best, and has at worst created winners and losers among our nation’s dairy farmers, individually and regionally.
The global agenda unfolding right now has been years in the making. The deeper layers of the work at that table where Dairy Checkoff has had a seat — and its impact on the dairy farmers who collectively funded that seat — has been quietly pursued… until now.
Consumers have been telling us what they want: simple, flavorful, natural, real food. That’s what dairy and livestock producers do best!
But instead of marketing to that desire, instead of bolstering our consumer ranks by feeding that desire, the industry and checkoff have aligned us with government and corporate and special interests who want to shape and restrain those choices for future generations, by using our children as change agents for an agenda that has not been transparent, nor adequately discussed, by its funding stakeholders… until now.
Now, the global agenda has hit play in the public domain, and many of us are trying to find the rewind button.
Stay tuned. We’re not done.