Congressman to dairy farmers: ‘Government is between you and the consumer’

Dairy Advisory Committee formed, meets with federal, state lawmakers

During a June 3 roundtable discussion between dairy stakeholders and Pennsylvania state and federal lawmakers, Nelson Troutman (right) said Pennsylvania is a fluid milk island with milk and consumers right here, but pressure pushing in from all sides. He said the state is losing its ability to compete as federal dietary rules suppress fluid milk sales while the state’s antiquated milk marketing law incentivizes more milk-swaps along the four borders as fluid milk sales decline. Clockwise from top left are U.S. Congressmen G.T. Thompson (R-15th) and Dan Meuser (R-9th), State Senator David Argall, Lolly Lesher, Mike Eby, Dale Hoffman, Tricia Adams, Nelson Troutman, Bernie Morrissey, State Senator Scott Martin, Karl Sensenig, Bonnie Wenger, Krista Byler, Craig Lutz for Sen. Argall’s office, and Katie Sattazahn. Also present were various legislative staff. Attendees shared USDA data showing that in the past 12 months, Pennsylvania lost more cows (29,000 head) and more production (66 mil. monthly pounds) than any other state in the nation, with the potential see even greater losses in the next 12 months without substantial change.

By Sherry Bunting, Farmshine, June 14, 2019

HARRISBURG, Pa. — “What I’m hearing here is that the government is between you and the consumer. You would have no problem marketing milk if you could get your message and product to the people,” said U.S. Congressman G.T. Thompson, representing Pennsylvania’s 15th legislative district over a swath of central and northcentral and northwest Pennsylvania.

That summed up the concerns related to school milk, dairy checkoff, fake milk labeling and other issues during a meeting between 11 dairy stakeholders and a dozen state and federal lawmakers and staff in Harrisburg on June 3.

It was a listening session that was followed by a productive work session as the grassroots group will continue to meet and correspond as a Dairy Advisory Committee.

(l-r) Nelson Troutman, Mike Eby, Pa. State Senator David Argall, Bernie Morrissey, Craig Lutz.

Retired agribusinessman Bernie Morrissey and 97 Milk Baleboard initiator Nelson Troutman worked with Pa. State Senator David Argall of Berks and Schuykill counties to set up the meeting.

They pulled together an advisory committee of 11 people, including Troutman and Morrissey, along with Dale Hoffman and his daughter Tricia Adams of Hoffman Farms, Potter County; Mike Eby, a Lancaster County farmer and president of National Dairy Producers Organization; Lolly Lesher of Way-Har Farms, Berks County; Katie Sattazahn of Zahncroft Farms, Womelsdorf; Krista Byler, foodservice director for Union City School District in Crawford and Erie counties, whose husband operates a crop and dairy farm in Spartansburg; Bonnie Wenger of Wen-Crest Farms, doing custom cropping and heifer raising for dairies in Lebanon and Berks counties; and Karl Sensenig of Sensenig Feed Mill, New Holland. 

I was privileged to moderate the discussion, for which an outline was provided in advance.

Congressman Thompson was joined by Congressman Dan Meuser, who represents Pennsylvania’s 9th district covering Carbon, Columbia, Lebanon, Montour and Schuykill counties along with portions of Berks, Luzerne and Northumberland.

In addition to State Senator David Argall, State Senator Scott Martin of Lancaster County attended, as ded legislative aids for Senators Ryan Aument, Elder Vogel, and Mike Folmer with additional interest from State Representatives John Lawrence and David Zimmerman.

Lawmakers said they left the discussion with “more work to do” and an “elevated awareness.” Their message to dairy farmers was: “Keep it up. Keep doing what you’re doing (a nod to the 97 Milk campaign and the planned rally for the Whole Milk for Healthy Kids Act on June 18 at the state Capitol). They said raising public awareness is crucial.

“Every few days, the bill gets another cosponsor,” said Rep. Thompson of HR 832 introduced in late January. “It will take public support and momentum to reverse this. It’s a challenging task.”

Even with evidence that bad science led to the federal school lunch milkfat restrictions, Thompson said the House Committee on Education and Labor must take up the bill in order for it to move forward. He noted that current leadership of that committee is the same as in 2010 when The Healthy Hunger Free Kids Act tightened the vice grip on milk fat. (Learn more about the school lunch changes over the past 10 to 20 years here.)

The 2010 legislation with the blessing of former Ag Secretary Tom Vilsack not only prohibited whole milk in the National School Lunch Program, it also reduced total calories, required less than 10% calories from saturated fat and made the milk part of the meal’s nutrient analysis.

With a nod to Krista Byler, Thompson said he understands more is needed beyond HR 832. “We need to eliminate the beverage information from the nutrient standards limitations,” said Thompson.

Discussion followed about the current Childhood Nutrition Reauthorization process currently underway in the Senate and what opportunities might exist for a regulatory change there.

Byler noted that while every child gets a milk, many students throw the milk away and buy sugary drinks that don’t offer milk’s nutrition.

Legislators were surprised to learn that high school students can’t buy whole milk but they can buy Mountain Dew Kickstart at school. This 80-calorie beverage made by PepsiCo — the company that also created a Smart Snacks website for school foodservice directors and received the GENYOUth Vanguard Award last November — is deemed “okay” by the current USDA Dietary Guidelines because it has fewer calories than milk, zero fat and a list of added, not natural, vitamins and minerals. But it also has 20 grams of carbohydrate, 19 grams of sugar in the form of high fructose corn syrup and zero protein, whereas whole milk has 12 grams of natural carbohydrate and 8 grams of protein.

In addition to Mountain Dew Kickstart, students in high schools and middle schools across the U.S. can buy other sweetened drinks like PepsiCo’s Gatorade as well as iced tea coolers. In addition, high schools are also permitted to have coffee bars.

Yet schools are prohibited from offering whole milk (3.25% fat) or reduced-fat (2%) with its high-quality protein and long list of natural nutrients – unless a child has a medical note from a physician.

On the flip side, schools must provide non-dairy substitutes like soy and almond beverage if a parent, not a physician, writes a note. And no notes are needed for students to throw away the milk and grab a sweetened high-carb beverage from PepsiCo.

“My purpose in coming here, after speaking with other foodservice directors across the state, is the changes that were made to allow 1% flavored milk last spring are having disheartening results. Schools have been doing the fat-free flavored milk as a requirement for so long, they don’t all understand the new rule,” Byler explained.

Part of the issue, she said, is they have their cycle menus done far in advance, and the changes to the milk — even if whole milk were suddenly allowed — do not fit into the nutrient analysis of the meal.

Before 2010, the milk was not included in the nutrient analysis of the school lunch or breakfast.

“It’s a breath of fresh air to hear members of Congress talk about this,” said Byler. “This bill (HR 832) is amazing, but it doesn’t have legs to stand on without the regulatory change to exclude milk from the nutrient analysis of the meal. For schools to have this choice, this bill needs to pass, and the milk needs to be a standalone component of the meal, otherwise schools won’t be able to make it work.”

She said the same goes for the Smart Snacks program. An exception to regulations is needed so schools can offer whole milk, just as they can offer PepsiCo’s energy drinks.

At the federal level, Rep. Thompson said the Pennsylvania Congressional delegation is working on getting a companion bill for HR 832 in the U.S. Senate. (This actually did happene a day after this report was filed for press — Senators Pat Toomey (R-Pa.) and Ron Johnson (R-Wis.) introduced the Milk In Lunch for Kids (MILK) Act this week. Bill number and text have not yet been posted)

“The biggest thing we need is to generate enough public support,” said Thompson.

The Dairy Advisory Committee urged Pa. State Senators to support a resolution on the federal bills.

On The Dairy Pride Act, Thompson was more optimistic. He believes FDA is giving an indication that the public has been misled by competing alternative beverages that infer by the name “milk” to have the nutritional attributes of milk.

Tricia Adams spoke of the many school tours she conducts at Hoffman Farms in the spring and summer, and what the kids tell them about school milk.

She says the kids are “brutally honest. They tell us, ‘This is the good milk!’ But just to get whole milk for a tour, I have to special order weeks in advance,” she says. “It’s a struggle to get enough of it at one time. It’s just not available.”

 Her father Dale Hoffman observed that farmers are so busy, it’s tough to be involved in these things. He said it is scary how fast Pennsylvania is dropping in cow numbers and production.

“Somewhere, we need to get our foot in the door. This has got to be done if Pennsylvania is going to compete. We have the milk and the consumers right here,” said Hoffman. “We need your help. We hear it’s tough to get done, but it’s time to get whole milk back in the schools.”

Mike Eby said he sold his cows three years ago, but producers selling today “are getting half of what I got.” He said the dairy situation is increasingly difficult for farm families to manage whether they are staying in, or getting out, as the value of their assets shrink along with income.

“Where is our milk going to be coming from when we all go out?” he asked.

Eby describe the power of whole milk. He has been part of an effort to give out whole milk that is standardized to 3.5% fat instead of 3.25% to meet the California standards. 

“We give the milk away at four parades a year,” he said, and the math adds up to over 10,000 individual servings. “We could give more! They love it. People are screaming for that milk.”

Circling back to Rep. Thompson’s point. The problem isn’t the product, the problem is the government getting between the farmer and the consumer when it comes to marketing the high value, nutritious and delicious product they produce.

State issues were also discussed, including needed reforms to the Pennsylvania Milk Marketing Law. Each participant also gave a fast view of the long dairy situation.

“The average dairy farmer we serve is under 150 cows, and our feed mill has 107 years in the business. We’ve seen a lot, but nothing as bad as this,” said Karl Sensenig. “We are greatly concerned about what is the future for the generations to come in our business and on the farms. We have become their bank. The situation is beyond dire, and I’m afraid we haven’t begun to see the true loss of farms. Even if the price gets a little better, many are so far gone that there’s no way out.”

Katie Sattazahn also questioned the future. She is integral to the farm operated by her husband and his brother, and she works off the farm. They upgraded their facility three years ago, never expecting a downturn of this duration and magnitude.

“The biggest thing is, we are supposed to be glad when we have a breakeven year, but that has to change. As dairy farmers, we need to be profitable to put something back into our operations,” she said. “Every dollar we spend is spent locally. Our farms provide open space and benefits for the environment, and the money we spend in our business helps the economy.”

With two young children, Sattazahn says, “If it stays the way it is, why would we encourage them to do this?”

Bonnie Wenger explained the conditions she sees in the community of dairy farmers. She explained to lawmakers the added difficulty of this year’s prevented plantings, a struggle that will get worse this fall in terms of feeding cows.

Byler also talked about the dire situation in her county. “The dairy farms support our communities. They support other businesses and bring in revenues for our school districts,” she said. “What will be left for our small rural communities?”

On the school front, she showed examples of the marketing foodservice directors see, pushing them away from animal protein. This included visuals from Fuel Up To Play 60 and its focus on fat-free and low-fat. She wonders why they can’t just talk about milk, why they have to pound home the fat-free, low-fat with every caption, every sentence, over and over. She has trouble seeing the value in it from the side of the dairy farmer or the school program.

Lawmakers and staff were taking notes, writing in the margins and circling things on the outline provided. By the end of the session, Sen. Argall said, “You’ve created a lot of work for us.”

Congressman Meuser noted this is now an even higher priority for him.

Sen. Martin said this is on the Pennsylvania Assembly’s radar, and he mentioned a package of bills coming that are “just a start.” He mentioned the dairy commission being put together to advise the legislature on dairy. 

They reminded the group to urge others to attend the rally on June 18 at 11:00 a.m. at the Capitol Rotunda in Harrisburg to support the federal dairy bills on whole milk in schools and mislabeling of non-dairy beverages. The media will be there, and this is a chance to get the public involvement that is necessary.

Here is another link to 8 ways you can help. (Swipe to read second page of this pdf).

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And the winner is: MILK!

By Sherry Bunting

INDIANAPOLIS, Ind. – It’s a roar not soon forgotten when the field of 33 drivers rounds the curve to the paddock straightaway and the pace car exits the track. The thrill of the Indianapolis 500 is unmatched in motorsports, and the refreshing, replenishing, refueling and revered beverage associated with this great race is MILK — Real Dairy Milk!

Wait for it… The patriotic blend of freedom and speed after the recognition of our military, the moment of silence and playing of Taps for fallen heroes, the Blue Angels flyover, the singing of America the Beautiful and the National Anthem, and Back Home in Indiana, the anticipated “Drivers Start Your Engines”, the breaking free of the pace cars as the field of Indy cars passes the paddock with Old Glory in tow!

For 103 years, on the Sunday of Memorial Day weekend, a patriotic display, Blue Angels fly-over, recognition of our military and moment of silence for our fallen precede the 500-mile race at the Indianapolis Motor Speedway (IMS).

And for 83 years, the legendary race is complete with the ice cold Drink of Milk in Victory Circle — deemed the “coolest trophy in sports”, awarded for the “greatest spectacle in racing,” also known as the largest single-day sporting event in the world.

Indy5294
2012 Milkman Dave Forgey (left) of River-View Dairy Farm, Logansport and his rookie Duane Hill of MayHill Farm, Fountain City.

Dave Forgey of Logansport was an Indy500 spectator for years before having the chance to be the ‘Milkman.’ As a dairy farmer he was enthusiastic when the Indiana milk promotion board began choosing dairy farmers, instead of executives, to be the ones to give the famed bottle of milk to the winning driver each year. After serving as the ‘rookie’ in 2011, he was lead Milkman in 2012.

“As dairy farmers, we bring a personal touch to the award, that brings it to the common level of the fans. At the end of the race, the Milk is always first,” said Forgey with a broad grin standing in front of the IMS Pagoda race day morning talking to fans in 2012.

The job of the Indy500 Milkmen (or women) begins long before Sunday, and continues throughout the year in venues such as Rotary Club presentations and small town parades, as well as other competitive events that capitalize on the Winners Drink Milk slogan of American Dairy Association Indiana.

By Sunday, the Milkmen are focused on keeping the Milk iced for Victory Lane and promoting milk and dairy farming to race-day fans. They ask all the drivers to choose between Whole, 2% and fat-free and have those selections ready since they don’t know who the winner will be. Whole milk has been topping the choices 2 to 1 over the past few years, and two top drivers, Ed Carpenter and James Hinchcliffe in 2019 said they would return to the buttermilk choice of 3x winner Louis Meyer in 1936, if it were an option!

In short, the Indy500 milkmen are charged with protecting the future of this unique sports award ruled tops for its “cool factor” according to Sports Illustrated writer Pete McEntegart, who in his si.com column ranked milk #1 among the Sports World’s top-10 unique trophies.

And in a recent interview, champions rate the Milk as the top tradition of this famed race that is certainly steeped in many traditions.

“It is certainly a tradition that everyone respects. What else can we do that is this national and international in scope?” Forgey observes. He said he came home to find an email from a friend in New Zealand who saw the whole thing on television.

“The fans are interested. They want to talk about our dairy farms,” says Forgey. When fans realized he was giving the bottle of mlk, they wanted to know how he qualified for the job. When Forgey explained that he and his rookie are Indiana dairy farmers, the fans were eager to know more. Of course, they also want to see the milk. Standing by the milkmen in front of the IMS Pagoda on race day morning, enthusiasm for “the milk” is evident. Fans paused to take pictures, and ask questions.

“There is always a lot of excitement for the milk among the racing fans,” says Forgey. “They know the tradition. They know about the milk. And when we can help them connect it back to the farmer, that generates interest.”

Indy500-4137
Thanks to Louis Meyer, 3-time winner who started the Winning Drink of Milk!

Initiated 83 years ago when the first three-time winner, Louis Meyer, asked for buttermilk to quench his thirst after the grueling 500-mile race, the Drink of Milk tradition has endured. Today, scientific evidence shows Louis Meyer knew what he was doing back in 1936, when he turned after that grueling race to the unique, natural and un-matched combination of hydrating re-fuel found in Real Dairy Milk with it’s healthy maitrix of fat, protein, carbohydrate, a dozen essential nutrients and refreshment. In fact, in those days, buttermilk was the name given to full-fat milk with extra heavy cream! Today’s drivers tend to choose Whole Milk (standardized at 3.25% fat) more than the reduced fat (2%) or fat-free options.

ADA Indiana coordinates the Indy500 Drink of Milk promotion today, and 45 years ago they added to the heritage by sponsoring the “Fastest Rookie” award on the Tuesday before the big race. The coveted award recognizes the first-year driver who achieves the fastest four-lap average speed from among fellow rookie competitors during time trials.

“The rookies are very interested in the milk and getting their pictures taken with the milk,” says Forgey.

Fast forward to 2016 with the 100th running of the Indy500 and what a celebration it was! Nearly half a million people attended in person. To put this into perspective, the largest-ever attendance of the NFL Superbowl was just over 100,000 people. The 100th running of the Indy500 in 2016 clocked in at 350,000 in the gates and another estimated 100,000 outside the gates just wanting to “be there.”

Prairie Farms, American Dairy Association Indiana and the IMS together gave commemorative, specially-packaged bottles of milk to fans for a winning milk toast and they were available in stores throughout the region.

After 500 miles, 200 laps, 54 lead changes and 13 different leaders, the winning of the 100th Indy500 came down to a fuel strategy that put Alexander Rossi — the 9th rookie ever, and the first since 2001 — into Victory Lane at the Indianapolis Motor Speedway for the sweet taste of victory — the 80th traditional ice cold drink of milk, delivered in 2016 by Milkwoman Janet Dague, a dairy farmer from Kewana, Indiana and rookie Joe Kelsay of Kelsay Farms, Whiteland.

“I was so excited to see our rookie win the 500,” said Dague, an avid race fan and dairy farmer after delivering the Drink of Milk to Rossi in Victory Circle. “I was jumping up and down, cheering when he crossed the finish line. I even said to Joe ‘I told you I wanted our rookie to win!’

By “our rookie,” Dague was referring to Rossi earning the 42nd Fastest Rookie award given annually by the ADA-Indiana at a special dairy-and-racing-focused luncheon on the Tuesday before the race. There, Rossi was honored as the qualifying rookie with the fastest 4-lap average speed on qualification day, at an average 228 mph.

Dague described Rossi as “so gracious about winning. I think because of the rookie luncheon that just took place, he understood how important this was for the ADA-Indiana and every other dairy farmer around the world,” she explained. “In every picture, he made sure to take a drink of the milk and even made sure our logo was facing front and center. We couldn’t ask for a better spokesperson.”

The whole crew was celebrating that win with their milk, along with race fans given commemorative bottles on the 100th anniversary. Owners Michael Andretti and Bryan Herta were toasting each other, drinking their milk. Andretti, in particular, was happy to taste the elusive beverage right from driver Rossi’s official bottle while Rossi did his victory interview with ESPN, and their chief mechanic was next for the taste of victory!

Rookie Milkman Kelsay was excited to be there for the first time with the Drink of Milk in that 100th year of the Indy500.

“To have the spotlight shine on the nutrition of milk in this way is just awesome,” he said during the parade honoring military and the heritage of the race on the day before. “It is an honor to represent fellow dairy farmers who are back home milking and feeding and listening to the race on the radio. It has been a humbling experience so far. It seems as important to the fans as it is to dairy farmers. Even one of the police officers mentioned what an honor it was to meet us, saying he would be sure to keep me safe if something happens.

“We just thank Louis Meyer for starting this trend over 80 years ago that we can highlight the healthy choice of milk and deliver that message to a global audience here at the Indy500,” Kelsay adds.

“What better way could we as dairy farmers promote our product than to be out in the forefront of this event, which is so significant worldwide?” says Forgey, who appreciated the honor of spending 2011 and 2012 representing the dairy farmers in Indiana and across the U.S., who work hard to produce a healthy product.

After all, #WinnersDrinkMilk because #RealMilkAlwaysWins #TasteTheVictory

2018 winner: Milk!
Hubs and I at the 100th Indy500 in 2016 in the paddock straightaway. He has followed the race his entire life. I was drawn in when we met in 1978 and was happy we could cover the 100th Anniversary run for Farmshine as farm media in 2016!

The horrors of hormones? Truth is, we can’t live (or eat) without them.

These Jersey cows are healthy high producing cows. They lie on deep bedded sand and congregate with their own social herd pecking order. Of all the cattle breeds, Jerseys seem to be the most curious.  Photo by Sherry Bunting

By Sherry Bunting

A while back, I tackled the subject of food labeling in a consumer column. We covered the rigorous testing by which ALL milk is actually antibiotic free. But people still had questions. They kept hearing about hormones in milk and meat, and they see labels stating “hormone free” and wonder what to make of it all.

So we’ll turn our attention to the hormone question and the labels we see.

The biology news flash of the day is that there are hormones in pretty much everything we eat — that is, if it was derived from a living organism.

And yes, that goes for the plant-derived foods we consume also!

In fact, endocrinologists and reproductive physiologists explain hormones as small chemicals that are produced naturally by and circulate throughout all living things! These hormones instruct cells and tissues on how to adjust, grow, reproduce and thrive.

Without hormones, life could not exist. All foods come from living things — both plant and animal. Technically, all life requires hormones. Thus, all living things, plants and animals, contain hormones.

So, if someone tries to sell you ‘hormone-free’ products, and you know it did not come from a rock, well, technically, it can’t be ‘hormone-free’.

In the hormone conversation, the most important thing that is missing these days is perspective and context!

Jude Capper, a livestock sustainability consultant and former university professor, explains it this way:

“The amount of estrogen in the steak from the implanted animal is miniscule: 5.1 nanograms. One nanogram (one-billionth of a gram or one-25-billionth of an ounce) is roughly equivalent to one blade of grass on a football field. By contrast, one birth-control pill, taken daily by over 100 million women worldwide, contains 35,000 nanograms of estrogen. That’s the equivalent of eating 3,431 pounds of beef from a hormone-implanted animal every single day. To put it another way, it’s the annual beef consumption of 59 adults. Doesn’t that put it into perspective?”

To repeat: One birth control pill contains the hormone equivalent to the amount of beef eaten by 59 adults in one year. So one month of birth control is equivalent to the amount of beef 59 adults would eat in 30 years.

Perspective.

Here’s another comparison from Dr. Troy Ott, a professor of reproductive physiology at Penn State:

“If you set the amount of estrogenic activity in a 3 oz steak equal to one M&M candy, then 3 oz of tofu (made from soy plants) would contain a tractor-trailer full of M&M – that’s 19 million times more. Big difference! But fear not, eat your tofu because your liver is there to deal with any substances that enter your body from the food you eat.”

Whew! Whether you are a vegetarian, carnivore or omnivore, it’s good to know the hormone food topic is not so scary after all.

Hormones are the beneficial agents of life on the planet Earth. They regulate every process of life. When we consume plant and animal foods, we are consuming hormones that our bodies recognize as nutrients!

Perhaps the confusion about hormones stems from all of the talk in sports these days about steroid use. That’s a much different conversation. The hormones in plants and animals – that we consume – are first of all digested and secondly recognized by our human bodies as nutrients, not steroids.

Trent Loos, a seventh generation rancher, explains it this way: “Misinformation and misunderstanding of the value of hormones to our everyday life have perpetuated the concern over hormones. Some of that has certainly been the result of activists and those attempting to remove technology and efficiency from the food production system. However, some also has been the result of misleading messages…” in the area of marketing.”

He cites researchers from Lafayette College, who have shown how hormones regularly improve our lives. Many common foods naturally contain estrogen (or in the case of plants, phytoestrogen) at levels hundreds or thousands of times higher than the levels in any dairy or meat product to come from animals — even those animals that may have been given additional hormone to more efficiently produce food at a more affordable price for a growing world.

In fact, if you tested milk from rbST-treated cows versus cows that did not receive rbST (recombinant bovine somatotropin) you would find no difference in the milk. Likewise for beef that comes from a steer (neutered male) that received hormone replacement at a specific time in its growth and the appropriate withdrawal time observed before harvest. The beef from that hormone-implanted steer would test pretty close to the natural hormone levels in the beef from an untreated, non-pregnant female beef animal.

As we read labels and marketing materials about the food we feed our families, here is a checklist to consider:

— Context is everything, so keep a perspective about this topic and the various label claims when determining how to spend your food dollar.

— The hormones being debated (either at naturally-occurring or at enhanced levels for production efficiency) are protein hormones, not steroid hormones.

— Our bodies do not recognize these protein hormones as hormones, but rather as nutrients! It’s pretty cool to think about how wonderfully we are made.

— Hormones are found in every living thing – be it plant or animal! In other words – food!

— There is no difference in the hormone content of milk whether or not the cows received hormone treatments for enhanced productivity at any point in their life. But that said, most dairy farms have given up this practice for many years because of consumer confusion. Most milk in stores is produced from cows not treated with rBST or rbGH and is labeled this way as well.

— In the long run, animal productivity benefits consumers by helping to keep food costs more affordable than they would otherwise be. Food prices are rising but the farmer’s portion of the consumer dollar is at an all-time low of 14 cents today.

While some want to debate hormone-free meat and milk and create fear in the minds of consumers, the truth is that we encounter far higher levels in plant foods, which we readily consume without question.

Here is a short-list showing just some of the eye-opening example comparisons compiled by the researchers at Lafayette College. (ng = nanogram)

  • 4 ounces of beef from untreated steer: 1.2 ng of estrogen
  • 4 ounces of beef from non-pregnant heifer: 1.5 ng of estrogen
  • 4 ounces of beef from steer given hormones: 1.6 ng of estrogen
  • 3 ounces of milk from cow given recombinant bovine somatotropin (rbST): 11 ng of estrogen
  • 3 ounces of milk from non-rbST-treated cow: 11 ng of estrogen
  • 4 ounces of raw peas: 454 ng of estrogen
  • 4 ounces of raw cabbage: 2,700 ng of estrogen
  • Average soy latte (one cup of soy milk): 30,000 ng of estrogen
  • 3.5 ounces of soy protein concentrate: 102,000 ng of estrogen
  • 3 ounces of soybean oil: 168,000 ng of estrogen
  • Average level in a woman of childbearing age: 480,000 ng of estrogen per day
  • Average level in a pre-pubertal girl: 54,000 ng of estrogen per day

A former newspaper editor, Sherry Bunting has been writing about dairy, livestock and crop production for over 35 years. Before that, she milked cows. She can be reached at agrite2011@gmail.com

Truth and thoughts: A tragedy the government won’t accept

As a mother and a grandmother, Sherry Bunting has followed childhood nutrition legislation and government guidelines for 25 years. She is pictured here recently with Bella, one of her five grandchildren.

By Sherry Bunting, Farmshine Cover Commentary, April 26, 2019

I have been following and writing about the nutrition exploits of the National School Lunch Program since 1994. At that time, my children were in school, and I served as an elected director of the Eastern Lancaster County School Board.

Today, I continue the fight because I see the effects. I am a grandmother. I have been on this soapbox whether milk prices are high or low, though some say I’m just conjuring up devisive issue because of low milk prices.

My track record on this issue is 25-years-long-and-solid.

The problem started surfacing in the mid-90s when the low-fat / high-carb nutrition dogma became firmly entrenched, and big food brands were pushing low-fat versions that contained – you guessed it – more sugar and concentrated high fructose corn syrup.

The situation became progressively worse through the 2000’s as the government began tightening its vice-grip — as one foodservice director at the time put it — “forcing us to serve the equivalent of a heart patient’s diet to growing kids.”

Foodservice directors who piloted the USDA software for the nutrient standard menu planning said it would be an obesity disaster in the making. They correctly noted that when fat is removed from diets, carbs and sweetener take its place.

There are three things that give food calories for sustaining life: Fat, carbs and protein. There are two calorie-providing elements that give food its flavor: Sugar and fat.

By excessively reducing fat, the flavor of the meals and the milk is reduced, and children are pushed toward more sugar and less feelings of fullness.

By removing whole milk, real butter, real cheese, real beef, we now have 10-year-olds with ‘hunger pangs during math class.’ Sen. Stabenow recognized this, but she doesn’t grasp why. She sees the solution as more of the same: Just find ways to get more kids enrolled to eat even less of what’s good for them.

The 2010 Healthy Hunger-Free Kids Act made “historic changes” alright. Bad ones. It dealt our nation’s dairy farmers and children the final blow. It limited the calories of the total meal, tightened the saturated fat limits, and required only fat-free and 1% milk or fat-free flavored milk be served along with offerings of fruit juice and water. It also increased the carb counts.

What our government leaders and USDA nutrition elite bureaucracy think is progress is actually regression. Sen. Stabenow says ‘don’t go backwards.’ But our children are already going backwards as nutrient dense foods are limited.

I find it amazing that our political leaders can sit in committee examining childhood nutrition programs costing $30 billion in reauthorization and talk about the nutritional crisis our nation is facing that affects our national security and yet claim that the 2010 Act brought “progress”, saying “don’t backtrack”.

In essence, our leaders believe the problem is not enough kids are enrolled in the programs that they have ruined!

Instead of hiring market research firms to find out how to get more participation, change the program. Apply some logic.

The School Lunch and later breakfast programs began when the military in the 1940s saw malnutrition as a national security issue among recruits. At that time, the biggest thing the school lunch program did was to make sure children received whole milk, real butter, real cheese, real beef, real food. And yes, we ate our vegetables, they had real butter or cheese on them!

We sailed along until Dr. Ancel Keys from the University of Minnesota, and his now heavily-challenged hypothesis, became the darling of the American Heart Association. By the 1980s, it was intrenched. Other rigorous science was bullied and buried.

By the 1990s, school lunch rules became more intrusive in reducing fat and increasing carbs.

By the 2000s, schools had to submit their menus for approval or run them through USDA software for percent-of-calories-from-fat analysis. School foodservice directors admitted to serving more dessert to replace the calories lost from nutrient-dense fats and proteins, but they used applesauce, more sugar and high fructose corn syrup — instead of butter and eggs — to make those cakes, cookies and brownies.

In 2010, the government limited the lunch calories, tightened the saturated fat limits, and outright forbade serving 2% or whole milk in schools.

Don’t our leaders see that we keep making a bad situation worse because we can’t admit that it’s time to backtrack?

Now our military says recruits are too obese to serve. We are facing a new national security threat. This is no joke.

When will our nation have a full airing of the science? When will we backtrack from a hypothesis disproven?

Since the 1990s — and even moreso since 2010 — our children are served increasingly less of less, and we have a USDA and a Congress that want to stay on this road and just make sure more of us travel it. In fact, while USDA representatives told Congress last week that they don’t want schools and states to have to be ‘food police’, they admitted they look at ‘competing foods’ to see that kids aren’t leaving the lunch line to eat or drink something else on campus.

Pennsylvania and other states will not allow various FFA groups to put in whole milk vending machines and manage them as a fundraiser, or they must be locked during school hours in order not to “compete” with what government is literally forcing down our children’s throats, or into the trash can.

If the federal government won’t do what’s right, then get out of the way and let our communities decide how to feed our children. Stop ruling from the ivory tower that “looks and listens” but fails to act. Change the Guidelines. Face it. Do it. Now, before it’s too late.

DMI CEO on fluid milk

‘Let’s have dairy-based protein in 3-D printers and whatever comes next.’

Schools represent more consumer touch-points for milk than all other sectors, combined

By Sherry Bunting, Farmshine, Friday, March 22, 2019

CHICAGO, Ill. — The fluid milk category is receiving much attention after a decade of rapid declines in sales. What does the CEO of the national dairy checkoff organization DMI have to say on the topic?

For starters, he says the dairy industry should stop blaming the alternative beverages and start looking at its own failures.

In his CEO’s Report, delivered at the February DMI board meeting, DMI CEO Tom Gallagher addressed the fluid milk question. While no press release or public statement or copy of the CEO’s Report was provided to Farmshine, a video was posted to the private Dairy Checkoff facebook page and was subsequently provided to Farmshine by a dairy farmer participant.

Since Gallagher states while giving his “CEO’s Report” that this information is ‘public’ and that “we want you to take pictures of it and share it, do what you want with it, it’s yours.” So we are sharing with Farmshine readers what was shared with us by dairy farmers what was shared with dairy farmers via the closed facebook group.

Gallagher began his report talking about farmer engagement. 

“The power of the industry is within the industry, it’s the farmer,” he said. “We can commit to activating the dairy farmer at the local and national levels, then we can have a big voice, especially, on what it is that your checkoff really does.”

He talked about the changing world of consumer influence, saying that, “When you think about the things we need to do, more and more they are moving away from the things we are familiar with.”

From there, he referenced a presenter for the following day who would be talking about the future, about 3-D printing of food.

“Well, it’s not the future because you can go on Amazon today, and for $2000, buy a 3-D printer that will print dessert for you,” said Gallagher. “We think, why would people eat that? They don’t like processed foods. But the people who make those and the food production people — and hopefully dairy protein will be in that, not plant protein — they don’t need the 90% of people consuming your product. They just need 5 or 10 or 4% to have a very successful business. If that’s what people are going to be doing, we need to be there.”

Gallagher announced that DMI will be buying a 3-D printer, a few of them. “We’ll buy one, and we’re going to figure it out and we’ll figure out how to approach these 3-D printing companies with dairy-based proteins in foods to be used in them,” he said. “We can’t afford to be nickeled and dimed with 4% of consumers here and 5% there.”

He went on to observe that just 4% of consumers identify as vegan and that vegetarians are also a small number. “What is really driving plant-based foods and beverages is not predominantly the vegan movement, it’s because these companies are investing  hundreds of millions of dollars and are getting really good at taste, are phenomenal at marketing and great at innovation.”

He referenced diets that promote being vegan or vegetarian before 6:00 and other consumer trends.

“I think our goal is it is not either-or, it can be both… We have to be honest with ourselves, there will be plant-based beverages out there, and people will buy them, and they will gain share, not because people are vegan or concerned about sustainability… it’s because the food and beverage companies are doing a great job at what they do,” Gallagher said.

“If we do the same job in the dairy industry, we will be just fine. But if we sit back like we did with fluid milk, we will be where we are with fluid milk,” he added.

Referencing a report in the 1980s before the checkoff was authorized by Congress, Gallagher said: “That report laid out everything that needed to be done for fluid milk, and that same report would be valid today because none of it was done — not until fairlife and a few other things.”

“It’s not that the bad guy came and took it (fluid milk sales), it’s that us, the dairy industry collectively, did not keep growing and innovating and doing what we should do,” said Gallagher from a marketing, not policy, standpoint. “Instead of getting in a lather about plant-based food companies, let’s do what we are supposed to be doing as an industry.

“Let’s do marketing. Let’s do innovation. Let’s have dairy-based protein in 3-D printers and whatever comes next. That’s were we need to be,” said Gallagher. When it comes to policy, nutritional values and sustainability discussions, that’s another discussion we need to enter into.” 

In the breakdown on sales, he said foodservice milk is up slightly even though retail and other sectors are down. The data was by servings, and he explained how sales figures are pieced together and how program evaluations fit into those.

He also talked about a meeting DMI had with the top persons from the five top coops for packaged fluid milk salesn — DFA, Select, Prairie Farms, Darigold and Maryland-Virginia — along with Jim Mulhern of NMPF, Tom Vilsack of USDEC, Rick Naczi of ADANE, Marilyn Hershey, president of DMI, along with a former CEO of fairlife with some insights. 

“We came out of that meeting as positive about fluid milk as ever on how the industry can work together to change the trajectory,” said Gallagher, explaining that they looked at how much of fluid consumption is really pushed down into Class II, and to see if getting and including that number, what that would do to the per-capita fluid milk consumption numbers. 

“The group focused on kids. Kids is the deal — at 6 billion containers a year, when everything else is 5.3 billion,” said Gallagher. “So while schools only represent 7.7% of consumption, it represents more touch-points with consumers than everything else combined. So, they, on their own, quickly came to the conclusion that we have got to deal with the kids for a variety of reasons — sales and trust. And they asked DMI to put together a portfolio of products for kids inside of schools and outside of schools. What are the niches that need to be filled? What’s the right packaging? What needs to be in the bottle? And we can do that,” he said.

Depending on the results of the next meeting, the circle could be expanded. And regulatory, legislative and standards of identity issues were brought up that DMI can’t be involved in, but NMPF can. 

Author’s note: Meanwhile, all of those kids in school, those 6 billion touch-points for milk every year that surpass all other touch-points for milk, combined, are forced to consume (or discard) fat-free or 1% milk. The simple answer would be to give them whole milk that tastes good so they know what milk is vs. trying to re-invent the wheel. As an industry, we can’t know what the per-capita fluid milk consumption figures would look like today if the 60 billion touch-points over the past 10 years had been permitted by the government to consume whole milk. Before reinventing some pre-competitive proprietary wheel, shouldn’t those touch-points (schoolkids) have an opportunity to try real whole milk?

To be continued

Should dairy farmers be forced to fund ‘government speech’?

Dietary Guidelines among the factors plunging us deeper.

By Sherry Bunting, Farmshine, Friday, March 15, 2019

Many are confused about what the dairy checkoff organizations can and can’t do. There is nothing in the Order that says the checkoff programs must promote according to the USDA Dietary Guidelines.

So where did this idea come from and how does it look today and what might it look like tomorrow?

To stave off challenges brought by folks questioning the government’s authority to require farmers to fund private speech, USDA defended the checkoff programs as “government speech,” which is a protected form of speech. This was explained in more detail in part 6 of the GENYOUth series in the February 22, 2019 edition of Farmshine.

Here’s why it matters. Government speech on dietary concerns has become increasingly restrictive, and by the looks of the recently-named USDA Dietary Guidelines Advisory Committee, it could get worse.

With so much control by USDA, how will dairy farmers fully defend their position — even when rigorous science is on their side? They can’t count on government speech because rigorous science is all too often ignored by government bureaucracies and the advisory committees with links to foundations and corporations that have other ideas for that money.

The proof is in the long trend of using mandatory farmer funds to promote the low-fat / fat-free government speech that has become their own undoing, not to mention detrimental to health, especially for our children.

Here’s a glimpse of where we are headed with this dairy-farmer-funded government speech.

Separation of Church and State, for example, seems to apply only when convenient for politicians. Could a religious doctrine of animal rights and vegan diets become even more embedded into the government Dietary Guidelines that dairy farmers are forced to promote?

I was told by more than a few people that Ag Secretary Sonny Perdue is a scientist and would not allow this to happen to his formation of the current committee, but the composition of this Dietary Guidelines Committee takes us further down this wrong road.

In fact, could the U.S. guidelines be on the brink of cowtowing even more toward the Adventist-funded EAT Lancet Global Food Transformation Agenda?

Some scoff, saying not to take this report seriously because it’s not gaining traction.

Unfortunately, they are not paying attention. This track has been laid and the wheels are in motion, and plenty of bargains with the devil have been made behind closed doors.

Our dietary choices are poised to be further corrupted. Just writing about these topics makes my blood boil and causes me to second-guess my own sanity. 

But folks, this is real. 

We can be proactive, or we can sit with our heads in the sand and be run over. This is happening, and our own leaders don’t want us to see it, hear it or speak of it. 

People can criticize the series of articles on this topic all they want, but the truth is that alliances formed — most notably over the past 10 years — are poised to plunge us even further into dietary guidelines, labeling, look-alikes and standards that have the potential to remove even more animal-based dietary choices from Americans — especially our children. 

As an ag journalist, I’m appalled. 

As a grandmother, watching the effect it is having and will have on our children, I am angry. 

What I see coming is a dietary future that will be a mix of fake proteins, grains, legumes, vitamin/pharmaceutical cocktails and high fructose corn syrup fashioned into whatever you want it to be or taste like from your 3-D printer.(Even the venerable Dr. Kohl talked about it at a farmer meeting and how much this “spooks” him out.)

In the beginning, these 3-D printer options may use dairy or meat proteins, but they are set up for not just plant-based proteins, and what some in the industry call “dairy-based” proteins. What does ‘dairy-based’ mean? (more on that later). The 3-D printer technology is the handmaiden of the gene-edited cell cultured fake-meat proteins and the gene-altered yeast sourced by USDA to a company growing them (with the commercial assistance of ADM) in fermentation vats to produce fake-dairy protein without the cow.

Here’s the deal: The co-author of the 2013 report favoring epidemiological studies of the vegan/vegetarian Adventist communities vs. rigorous scientific evidence was put on the USDA Dietary Guidelines Advisory Committee in the capacity of weighing the scientific credibility of evidence to be considered by the committee in shaping the 2020-25 guidelines.

His name is Dr. Joan Sabate, and he was placed on the committee in this role instead of Stanford professor John Ioannidis — despite over 1000 letters supporting Ioannidis being sent to Ag Secretary Sonny Perdue by the public that included medical doctors, dieticians, veterinarians and other experts, including specialists in oncology, heart disease and endocrinology (diabetes, etc).

Not only is Sabate Chair of the Nutrition Department at the Seventh Day Adventist institution, Loma Linda University, he also constructed the vegan food pyramid and co-authored a book on Adventist doctrine for global change, called “The Global Influence of the Seventh Day Adventist Church on Diet” where this playbook is well laid out.

It’s pretty clear that Sabate has been given an influential position and has spent his career promoting a religious-dietary-doctrine with undue influence now in a government dietary advisory capacity.

Also, an article co-authored by Sabate in 2011 talked of how the Adventists praised the 2010 dietary guidelines that took the destruction of school lunch under the Obama / Vilsack administration to new lows. That report said the 2010 Guidelines “confirmed” the findings of Sabate’s predecessor at Loma Linda University.

Last Friday, while doing a Rural Route Radio show as a guest of Trent Loos, I learned from him a piece I did not know — that the Wellcome Trust, which wrote the check for the EAT Lancet Commission, is the trust of Henry Wellcome. He passed away in the 1930s, and was the founder of what is today a Big Pharma player.

Remove whole milk, full-fat dairy and red meat from our diets and we’ll all need more drugs for a panacea of ills. Yes, the EAT Lancet report calls for just a little over one ounce of meat per day, the equivalent of one 8-oz cup of milk per day and 1 and ½ eggs per week. See the picture?

Our kids are already drinking fat free or 1% milk in school, eating fake butter, skim processed cheese, non-fat yogurt (if you can call it yogurt) and a host of other real-food-replacements when they should receive the best nature has to offer.

Yes, there it is: The religious doctrine. Mr. Wellcome was an avid Adventist, and his legacy lives on through the EAT forum and initiatives that have pulled-in not only governments across the globe (through their respective bureaucracies setting diet standards) but also 41 major corporations that are poised to profit — including the Edelman PR and marketing firm,which provided their Amsterdam account director to that effort until she went to work for the World Business Council for Sustainable Development and its EAT FReSH Initiative the very month that the EAT Lancet report was released (as detailed in part 8 in last week’s Farmshine).

Yes, Edelman is the same PR and Marketing firm that has worked for dairy checkoff for 20 years and increasingly in the past 10 years and was instrumental in the GENYOUth formation (2010), a non-profit with a pretty face that is also tied in with the Clinton Foundation of the same persuasion, and the Obama / Vilsack administration’s heavy hit to school milk and the school lunch program parameters, which also happened in 2010.

This really is one big thing connected, moving gradually to where we are today amid several key converging factors.

Call me “negative” or “unhinged” or whatever name you have for this investigative reporting, that is your choice. Meanwhile, some of our own organizations are tied in, and it is disturbing. 

The dairy and beef checkoff organizations — whose budgets are funded mandatorily by the farmers and ranchers whose livelihoods and contributions to human and planetary health are in jeopardy — have aligned on the sustainability side with the noted anti-animal organization World Wildlife Fund (WWF). This is detailed on website documents and power point slides bearing the WWF emblem.

The template is set for a sustainability footprint that is focused on streamlining the food industry with rapid consolidation to get the WWF stamp of approval for the largest and most vertically integrated animal food producers.

Recently, other organizations that challenge these institutions have put farmers on a new HSUS ag-advisory board to try to influence that particular anti-animal organization to get a similar stamp of approval for small farms and regional food supplies. 

Meanwhile, the anti-animal heavy-hitters are laughing all the way to the bank as their strategy as kindred NGOs is to divide and conquer — while raking in hundreds of millions of dollars. Their strategy is working because there is division. Not because I’m writing about it, but because none of our organizations and institutions have the backbone to stand up for what’s right.

The mode of operation is to work quietly through alliances and advisory boards and non-profits — to paint a pretty face on these alliances, hoping to come out of the internal fray with a few crumbs for a surviving streamlined industry.

If you dare question these alliances or dig into them, you are attacked.

You must remain politically correct at all costs! Don’t touch the third rail! Shame on anyone who dare question! If you question, dig, report, enlighten (all while said organizations refuse to answer interview questions), then you are “negative”, “unhinged”, “divisive”, “harming farmers” and a journalist who has “an agenda” or is just trying to “sell newspapers.”

Not in the least. I would much rather be spending all of my time writing the positive stories, and I have quite a few lined up! But I can’t discard the concern for the people whose stories I’ve written as I watch one after another sell their cows and/or their farms, and as I’m deeply concerned for the health and well-being of our children.

It’s time for Congress to revisit the law authorizing the dairy checkoff. I don’t say this lightly. The dairy checkoff budget dwarfs all others at $350 million a year. That’s a huge budget of dairy farmer funding under increasingly detrimental USDA control.

Maybe government speech is “protected” under the law, but the law  should no longer require dairy farmers to pay for it.

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Are we going to keep zigging? Or is it time to zag?

By Sherry Bunting, Farmshine, March 8, 2019

BROWNSTOWN, Pa. — In Part 7 last week, we looked at some of the questions still unanswered by DMI regarding GENYOUth. As noted, a copy of the Memorandum of Understanding (MOU) created in 2009-10 and signed in 2011 by USDA, National Dairy Council and the NFL has not been provided.

Data requested on the “before” and “after” purchases of dairy by FUTP60 schools has also not been provided.

The question about total funds provided by DMI in addition to what appears on the GENYOUth 990 form has also not been answered. However, the 2016-17 DMI audit reflects amounts that are almost double what appears on the GENYOUth 990s.

And the question about Edelman’s role in the formation of GENYOUth and any knowledge or concern DMI may have about Edelman’s role in the EAT FReSH Initiative was simply not been acknowledged, let alone answered.

This is the concern that is perhaps most vexing, and here is the what the public record tells us.

Richard Edelman sits on the board of GENYOUth and as previously mentioned, he is credited with recruiting GENYOUth CEO Alexis Glick in a marketing publication’s story about her taking this position.

The Edelman firm is listed as a corporate sponsor of GENYOUth, including the board seat held by Richard Edelman, but the firm is not listed as a donor of funds on the GENYOUth IRS 990s, except that Richard Edelman, himself, is on record donating $25,000 in both 2016 and 2017.

Edelman is widely considered the world’s largest and leading public relations and marketing firm with offices worldwide. Based in Chicago, the firm, according to the writings of Richard Edelman himself, has been involved in work for DMI (Dairy Checkoff) for 20 years.

The firm is listed among the 41 corporate sponsors (logos pictured below) of the EAT FReSH Initiative. This Initiative is an extension of the World Business Council for Sustainable Development (WBCSD).

And, in Edelman’s own words in a May 2018 blog post, “Edelman has partnered with FReSH to help accelerate transformational change in global food systems.”

As reported in Part 6 of this series, Danone and PepsiCo are just two companies among the 41 corporate sponsors that are Edelman clients, and both companies planned new plant-based non-dairy “look-alike” product launches to coincide with the EAT Lancet Commission and EAT FReSH launch in the first quarter of 2019.

Edelman is best known for its annual Edelman Trust Barometer shared with the world’s leading business CEOs each year at the World Economic Summit in Davos, Switzerland.

Purpose driven marketing is their thing.

DMI will not acknowledge our question about Edelman’s role in the formation of GENYOUth. Our question about the link between Edelman and the marketing of the EAT FReSH Initiative was also not acknowledged.

However, on the secret Dairy Checkoff facebook page, we have received screenshot copies of answers given to farmers who have asked the checkoff staff questions about this. In those one-to-one facebook group replies, DMI staff are stating on the one hand that “Edelman is not involved in EAT Lancet.” On the other hand, stating that, “we should be glad we have someone representing us there.”

So which is it? And who is representing whom?

What we found in the public record is that Edelman is not, technically, on record as “the” marketing firm for EAT Lancet. The situation is far more subtle, and clever, because Edelman “loaned” their Amersterdam office account director, Lara Luten, to the EAT FReSH initiative for at least one year prior to 2019’s EAT FReSH launch.

This was confirmed in Richard Edelman’s blog post at the company website in May 2018 where he did a series of questions and answers about the work Luten was doing with the EAT FReSH Initiative during her second 6-month “secondment” with EAT FReSH.

A “secondment” is defined as the detachment of a person from his or her regular organization for temporary assignment elsewhere. 

In the blog post, Richard Edelman asks the firm’s Amsterdam account director on loan to the EAT FReSH Initiative what has been most interesting in her work with FReSH.

Her answer: “The current (2018) preparations for the EAT Stockholm Food Forum and the EAT Lancet Commission Report. But also: Setting a basis for communications for the FReSH team.”

That’s pretty clear, isn’t it?

He asks her what she has learned from this partnership that can be applied to other work, and Luten replies: “Working in a pre-competitive environment on a project (EAT FReSH) that is driving impact by leading the change. I’m also gaining in-depth knowledge about the food system (its topics and stakeholders) that will definitely be useful for other projects.”

So not only was the Edelman firm involved, but their involvement is “leading the change.”

In mid-January 2019, at precisely the point in time when the EAT Lancet Commission report was released and the EAT Forum and EAT FReSH Initiatives were launched, Luten left her employment with Edelman to take the job as manager of communications for the World Business Council for Sustainable Development (WBCSD).

What is the WBCSD? It is described at its website as “ a CEO-led organization of forward-thinking companies that galvanizes the global business community to create a sustainable future for business.” It is made up of the 41 corporations, including the Edelman firm, that have launched the EAT FReSH Initiative.

In her new employment as WBCSD communications manager, Luten now carries on the public relations, social strategies and marketing she began planning, organizing and laying the groundwork for during the time that she was employed by Edelman “on secondment” to this 41-corporation group now launching the EAT FReSH Initiative.

It all fits together with how Edelman does business. This is not in any way a question of ethics. Plenty of marketing agencies work for competing accounts in the world of advertising and public relations. There’s nothing new about that.

There’s also nothing new about this concept of working in “pre-competitive” environments where products and marketing are developed in a way that all corporations involved can utilize in their own new product campaigns.

This is, in fact, a signature way that DMI has also functioned over the past 10 years. In addition to GENYOUth, the Sustainability and Innovation Center for U.S. Dairy began similarly with an MOU between DMI and the USDA, and it also includes the participation of dairy processors in a pre-competitive environment to develop and initiate innovations and sustainability measures. One example to come out of that pre-competitive environment is the innovation of ultrafiltered milk known as fairlife. Another example is the F.A.R.M program.

The goal of these pre-competitive collaborations is to give all corporate participants something they can use in a way that takes away a competitive edge.

What is concerning for dairy producers — who are mandatorily funding DMI — is that this has folded dairy promotion into a broader setting of corporations working in pre-competitive environments to pass back through the supply chain requirements about how things are done on the farm.

Toward that end, Edelman has actually played an even larger role in DMI projects over the past 20 years and especially in the past two years in coming up with the design of the Undeniably Dairy campaign. Again, purpose-driven marketing is an Edelman specialty.

And it seems noble to drive marketing with a social purpose. More companies today engage in purpose-driven social marketing, aiming to win consumers by showing what they are doing to address social concerns, such as the environment. In fact, they create problems to fit the solution they want to market.

In its own way, each corporate member of pre-competitive collaborations then capitalizes by introducing products that solve a real or “created” need in this realm of social purpose.

Here’s where it gets cloudy for dairy farmers. The government mandates that dairy farmers pay 15 cents per hundredweight for education, research and promotion. DMI administrates the use of the national portion of these funds and even sets the direction for regional funds — under the ever-more-micro-managing-oversight of USDA via two key MOU’s (GENYOUth and Innovation and Sustainability Center for U.S. Dairy).

DMI’s association with Edelman over 20 years has increased its alignment with purpose-driven marketing via pre-competitive environments with food supply chain corporations. On its surface, that doesn’t sound so bad.

But here’s another way to look at this trend. As one creative strategist, Zac Martin, stated recently in his opinion piece for an ad agency publication, “purpose” was 2018’s “most dangerous word.”

Martin defines “purpose” in marketing in the context of “brands aligning with and promoting social causes, almost always seemingly out of nowhere.”

This is most definitely the road we are on. We are being told that consumers don’t want to know what you know, they want to know that you care. We are told that consumers make brand choices based on the “why” not the “what.”

Some of this comes from the annual Edelman Trust Barometer and other research where consumers are surveyed about who they trust in their buying decisions.

But what information do consumers actually use when they buy? Price, flavor, freshness, perceived nutrition. 

Are we part of the problem? Are these alignments helping or hurting the promotion of actual milk?

Think about this. EAT FReSH is just the newest and most transformational example of how a “why” – climate change and the environment – are being used to sell new food products based on their fulfillment of a created “why”.  

What could be more perfect than to use unsubstantiated “science” to make untrue claims about certain food and agriculture impacts and then use that as a selling point for a whole new product answering the “why” that has first been created?

The EAT Foundation even has the new “planetary” diet patterns outlined (1 cup of dairy equivalent a day, a little over 1 ounce of meat/poultry/fish a day, and only 3 ounces of red meat per week, and 1 ½ eggs per week for examples). Within that context, the participating corporations are now coming out — simultaneously — with a whole bevy of new beverages, snacks and staples that do not contain any animal protein. Protein is played down and favors plant protein (incomplete proteins) and refined sugar or high fructose corn syrup is just fine.

They’ve created the “why” (planetary boundaries that they have set) and now they can sell consumers the products (fake meat and fake dairy) that fulfill that social planetary purpose that they themselves have convinced us we need!

Looking at this ‘social purpose’ trend in marketing, Zac Martin states the following: “The fad (of purpose-driven marketing) seems to driven by the likes of Simon Sinek, who notoriously said: ‘People don’t buy what you do, they buy why you do it.’ But Simon is wrong. It’s a claim made without substantiation.”

In fact, Martin observes that purpose-driven marketing to is made up of “feel good” stuff that promotes and aligns with social causes while doing little as a sound marketing strategy.

Undeniably Dairy feels good. Telling our “why” feels good. Do consumers need to understand more about what happens on a dairy farm, why we do what we do? Of course! But this does not substitute for sound marketing of the dairy farmers’ product: Milk.

Martin says this trend amounts to “brand noise” that is “a sign of desperation”.

He defines purpose-driven social marketing as “fabricating an experiment, presenting pseudoscience disguised as research,” and all the while appearing “authentic.” (Think EAT FReSH).

He makes the point that when everyone is zigging, maybe it’s time to zag. I could not have said it better myself.

This series of articles is not meant to question the good intent of good people doing what they believe is good for their industry. Rather, the point is to show the direction dairy promotion dollars have taken since 2009 and some of the guiding principles that are not working.

Going back to part one, the graph showing fluid milk consumption trends could not be more clear. What we are doing is not working — unless the objective is to sell less fresh fluid milk, especially whole milk, that returns the highest value to farmers and keeps dairy farms relevant in communities, especially in the eastern states, while selling more global dairy commodities, at cheaper prices, fueling rapid expansion of more consolidated and integrated dairy structures in the western states.

Dairy Checkoff has been aligning more closely to USDA/HHS Dietary Guidelines when nothing in the Congressional Act establishing the Checkoff states that it must. Dairy Checkoff has been aligning in pre-competitive environments with corporations that turn around and push us right out of the dairy case with non-dairy alternatives that fill a social purpose of their own creation.

Dairy Checkoff has partnered with fast food chains that help sell more cheese, and yet one pre-emptive cheese company is a primary beneficiary, and rapid milk production expansion in certain states follows with that.

Dairy Checkoff has bought-in to the idea that rapid expansion of exports is a primary mission, when that actually lowers the farm-level milk price because the focus of those sales is the lower-value commodity dairy.

Meanwhile, the marketing largely ignores the best selling point we have: Nutrition and Flavor in the domestic market.

Now the pressure is on for Dairy Checkoff promotion to draw more farms into “telling our story.” As noble and wonderful as this may be, what’s the 15 cents doing to actually sell milk, to win back the milk market we’ve been losing in the process?

We have a simple product. It doesn’t have a list of additives to make it look, feel and sort of taste like milk, it IS milk.

We have a nutritious product. Nothing else on the market comes close.

We have a delicious product. But we have to market the tasteless version and train our children to dislike milk by doing so… because somehow we have ended up in a place where the government’s dietary police are in charge, and we either must obey, or we just think we must.

Telling consumers our ‘why’ can be a good thing, but with 15 cents per hundredweight forked over by farmers by government mandate, the question remains, what is being done to truly sell the “what” — the actual milk that comes out of the cow because of all the good things farmers do. 

Consumers don’t know squat about milk. That’s being proven over and over again, despite over $300 million a year in mandatory promotion funds deducted from farmer milk checks for promotion.

We’ve been zigging with the ziggers long enough.

Maybe it’s time to zag.

(The graph below shows us what has happened to per capita real fluid milk consumption since 2010 while we increased the amount of zigging, suggesting it is time to zag.)


This graph illustrates what has happened to fluid milk consumption and the steep drop-off since 2010 while the dairy industry has increased the amount of zigging with the ziggers. It may be time to zag, especially when we see that consumers — where given a choice — are CHOOSING whole milk more frequently since 2014 even though the checkoff message is still fat-free / low-fat.

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