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Delays, diversions and disregard for specific questions keep the investigation rolling.
By Sherry Bunting, Farmshine, March 1, 2019
BROWNSTOWN, Pa.– The public record is clear on Dairy Checkoff alliances of the past decade through GENYOUth, and the financial side of the picture is coming into even sharper focus.
Meanwhile, important questions were only partially answered last week while other questions were outright ignored.
This is especially true about the questions concerning the firm doing public relations and marketing for DMI over the past 20 years.
Instead of answering those questions, we saw diversions. We saw DMI chairperson Marilyn Hershey, in her letter on page 17 of Farmshine last week (and at the end of the article at this link, here), give Dairy Checkoff the credit for changing the conversation on milk fat! Hard to believe!
While it is true that Dairy Checkoff has moved a bit in that direction since 2014, the change in the conversation can be attributed to independent science writer Nina Teicholz and her 10 years of exhaustive investigation that led to her book The Big Fat Surprise, which led to the interest of Time magazine on this topic.
As for our unanswered questions? We are still waiting.
Last week, we referenced some of the questions that had been sent to DMI three weeks ago. One being the MOU between USDA, Dairy Checkoff and NFL.
In previous installments of this series, we had mentioned the Memorandum of Understanding (MOU) signed by USDA and other government agencies, along with GENYOUth, National Dairy Council (NDC / DMI) and National Football League (NFL), and we included a photo of the original 2011 signing found on a Flickr photo stream link at a USDA blog post that year.
There had been no press release about this development at the time. But that’s water under the bridge.
After examining the public record, we reached out to DMI via chairperson Marilyn Hershey, and her letter, of course, was published on page 17 in the Feb 22 edition of Farmshine and at the end of the report at this link. Instead of answering each of our questions, she chose the option of writing a letter for publication, unedited, in Farmshine.
Most of the questions, however, remain unanswered. While there are vague glimpses here and there of something to hang a hat on, it is the outright silence on some questions that is so telling.
First and foremost, we have not received the requested full copy of the MOU. Our request to DMI was ignored. Our request to USDA has been referred to Public Affairs. And we wait.
Hershey maintained in an email response that the MOU is nonbinding and has nothing to do with how milk is promoted in school. In her letter, she said,“MilkPEP and DMI programs are limited to promoting school milk as governed by the Dietary Guidelines set by USDA.”
As mentioned last week, there is nothing in the Checkoff Order that requires this, just a progression in that direction over the past 10 years, and no sign of the MOU that was in development 10 years ago and officially signed eight years ago.
Another question we asked was: “What role did Edelman (the longtime public relations firm for DMI) play in the creation of GENYOUth as some public articles say Richard Edelman, on the GENYOUth board played a significant role?
This question was completely ignored in both the DMI letter published last week and in any other correspondence with Hershey or DMI staff. It was not even acknowledged. When pressed, it was ignored further.
We also asked: “What role does Edelman continue to play and are you at all concerned that Edelman and other aligned partners in GENYOUth are aligned with the EAT Forum, specifically the FReSH initiative which seeks to accelerate global transformation of the food system to plant-based diets for “healthy people and a healthy planet”?
This question was also completely ignored in both the DMI letter published last week and in any other correspondence with Hershey or DMI staff. It was not acknowledged.
Meanwhile, after these articles were published, the information has come under heavy criticism by DMI staff and board members in discussions with questioning farmers on the private facebook page where farmers can join to ask checkoff-related questions and DMI staff and board members engage in conversation.
There, farmers who ask are told on the one hand that Edelman is “not involved” in the EAT Lancet Commission or EAT FReSH initiative, and on the other hand that it’s “good to have representation on the inside”.
But again, no public statement or answers to these questions are forthcoming. This seems odd given that DMI is funded by dairy farmers through an Act of Congress and the questions are being asked by a dairy farming publication.
When asked if a particular statement made by DMI staff on the private Checkoff facebook page is considered an official public statement answering a question for which we have not yet received an answer, the staff reply by email was that these statements are only for the private facebook participants, not official public statements.
To this point, we have information from the public record, questions for which we have received indirect answers, at best. Many questions that have been completely ignored. And we have a letter of response that contains plenty of diversions.
I find it puzzling that Hershey attempts to position DMI in the letter as the champion of changing the conversation on milk fat, that checkoff would be credited with the Time magazine “Eat Butter” cover in 2014, when that was through the independent work of science writer Nina Teicholz!
I find it puzzling that I was promised a long list of all the whole milk and full-fat dairy research DMI has done for years to change the conversation, but I am still waiting for that list.
These are more diversions. Look over here, not over there.
We’ll look at some of the other unanswered questions next week and see if we can press for more information about the Edelman PR firm regarding the EAT FReSH initiative.
As the public record is clear on some of the Dairy Checkoff alliances of the past decade, and as the financial side of the GENYOUth connection comes into sharper focus with additional documentation that is surfacing, and as specific important questions about the Edelman firm doing public relations and marketing for DMI over the past 20 years are ignored, it’s obvious to me that the digging needs to go further.
All circles lead back to marketing, which is on display right now with the EAT Lancet report in January and the EAT Forums and social marketing that are hitting us in rapid succession, having already filtered into the Green New Deal in Washington and other legislation proposed in California.
Dr. Frank Mitloehner, a greenhouse gas (GHG) emissions expert from the University of California, Davis is not the only one questioning the GHG findings in the report.
He offered proof this week that the science director for the EAT Foundation, in an email (below), admitted the report’s dietary recommendations are not based on environmental considerations, they are based on – you guessed it – a hyper-charged version of the flawed dietary guidelines that have been making us, especially our children, fatter and sicker through ever-increasing government control of food choices!
This brings everything back to the common denominator in the ongoing social engineering project: USDA Dietary Guidelines.
In the pages of Farmshine for years (through two dietary guideline cycles, 10 years to be exact), we have warned about the Dietary Guidelines.
For months, we’ve sounded alarms about the genetically-altered yeast making ‘dairy without the cow’.
For weeks, we’ve been tracing the alliances of the Edelman company that has done the marketing and PR for DMI for 20 years and is also doing the social marketing and communication strategies for EAT Lancet.
This week the EAT Lancet Commission’s desire for drastic reductions in meat and dairy consumption grew major legs as the Edelman social marketing machine — via staff loaned and now working as employees of EAT’s corporate initiative — have been in full artillery mode with our nation’s dairy and beef cattle in the crosshairs.
The right hand has been telling us we have a seat at the table, while the left hand has been working overtime to pull out the rug.
I’ll borrow this term: Resist! The Science Fiction EAT Lancet report is slowly but surely being spoonfed without a transparent airing in the press.
The EAT Lancet Commission had little actual press since 2019 launch, but not to worry! The global food tranformation effort (EAT Lancet, EAT FReSH) is coordinated by the world’s largest marketing and PR firm — spawning the seemingly random and unconnected legislative and marketing campaigns from the Green New Deal and new global diet ‘wisdom’ (flexitarian / reducitarian) to the outright lies about cows in foundation versions of prominent news organizations like Reuters, Bloomberg, The Economist, The Guardian and positioning of the new PepsiCo’s Quaker Oat beverage launch inprime dairy case real estate this week, to the unveiling of Danone’s new non-dairy yogurt plant in Dubois, Pennsylvania geared to “take plant-based products to the max.”
A convergence of the elite. It’s really one big thing, connected. The funding corporations are rolling out their food ‘solutions’ as we speak, hoping unwitting consumers will jump on the food-transformation-train.
I am resisting any brand that participates in this tomfoolery.
EAT FReSH corporate sponsor Danone launched their marketing campaign for the new “dairy free” yogurt now made in Pennsylvania, and it has EAT Lancet taglines written all over it.
Of course, Danone is also a client of Edelman. So is PepsiCo.
Follow the money, folks.
Inside this high-stakes game is the world’s largest marketing and PR firm coining elite catch phrases about “eating within planetary boundaries” — you know — to save the planet, and other such “purpose-driven marketing” they are known for.
(Technically, the account director of Edelman Amsterdam planned and organized for two years as employee on assignment with the World Business Council for Sustainable Development (WBCSD), which is the organization launching the EAT FReSH initiative with the 41 corporate sponsors, including Edelman. When the EAT Lancet Report and EAT Forums did launch in mid-January 2019, Lara Luten left Edelman’s employ at that point to become the full time director of the communications and social marketing plans that have been laid).
Boil it down. The nobles are telling the serfs: Forget animal protein, ‘Eat cake!’
I’m not against dairy alternatives, they should be available. We are omnivores. Plants need animals and animals need plants and we need them both.
What I am against is global propaganda that positions itself as science and is being used to socially herd us like cattle to the plant-based chute without the integrity to tell us it’s a bridge to genetically-altered-laboratory-designer-proteins (aka fake-meat and fake-dairy) grown in vats and bioreactors.
Roughly 70% of the available land for food production is grasslands and marginal lands. It is these lands that cattle can graze or where forages for cattle are harvested in systems much different from row crops and vegetable plots.
Cows upcycle low quality feedstuffs and plant byproducts that we can’t use, and they turn it into nutrient dense, delicious milk and beef. (Those grasslands and forages sequester carbon too!!)
Animal Ag emits less than half of the total greenhouse gas emissions for all of agriculture, and if we look at this per unit of nutrition, it’s amazing.
Animal Ag (dairy, beef, pork, poultry all combined) are responsible for just 3.9% of the U.S. greenhouse gas (GHG) inventory, but EAT Lancet tells a different story, and the lies are being exposed.
Just imagine how much stress will be on our so-called “planetary boundaries” if science fiction and social purpose-driven marketing prevails and more of us are “herded” or fooled into replacing more of our animal-based dietary nutrients with plant-based sources. It can’t be done.
This is a Silicon Valley bridge to the billionaire-funded bioreactor factories to grow (3-D print) replacement protein from gene-altered yeast or gene-edited cell blobs. In fact, Microsoft founder Bill Gates was on CNN with Fareed Zakaaria Sunday talking about “cow farts being one of the world’s biggest problems” and the need for lab-cultured animal protein … to save the world. (Let’s be all the dumber for watching that interview clip here)
What Mr. Gates forgot to mention is his considerable investment in this disrupter technology of fake-meat, and that Microsoft is a corporate sponsor of EAT FReSH / EAT Foundation.
Yes, more science-fiction propaganda in the form of so-called purpose-driven marketing is coming from all sides and hyping up fast because the billionaire investors and food supply chain corporations need this social herding process to launch their new products. It’s not about people and it’s not about the planet, it’s about profit — at our expense!
No thanks here. I’m jumping the gate. The social-herders have gone too far.
Creation of GENYOUth in 2010 brought Dairy Checkoff and USDA into closer alignment
By Sherry Bunting, Farmshine, February 22, 2019
BROWNSTOWN, Pa. — Examining the public record over the past six weeks, we find no specific language in the Dairy Research and Promotion Order requiring commodity checkoff organizations to promote USDA Dietary Guidelines. Legal and other challenges may have fostered this association as the federal government’s defense of mandatory checkoff programs in the 2006 time frame offered protection as “government speech.”
A slippery slope, but the shoe fit as Congress authorized these programs in 1983, and USDA oversees them, appoints the boards that manage them and enforces the assessments paid by producers to fund them.
With the government declaring checkoff advertising to be “government speech” as a defense to challenges, producers cannot claim they are forced to support private or commercial speech with which they disagree. Instead, they are said to be supporting “government speech,” which is protected from such challenges, according to a scholarly articles published by Parke Wilde, a Cornell-educated professor of nutrition science and policy at the Friedman School at Tufts University.
Wilde is the author of several editions of “Food Policy in the United States.” His 2010-12 article, entitled Federal Communication about Obesity in the Dietary Guidelines and Checkoff Programs explored this relationship, with special focus on dairy and meat checkoff programs. In fact, he wrote in 2018 about diet as a means of reducing greenhouse gas emissions late in 2018 previewing the EAT Lancet Commission’s report released officially in January 2019.
While Congress has never acted to require checkoff promotion within the boundaries of USDA Dietary Guidelines, the path to align the two was chosen by dairy checkoff in 2010 to protect it from external and internal challenges.
Dairy collects, by far, the largest pot of money among all checkoffs – approximately $350 million annually. Much of this money over the past 10 years has been spent through various partnerships in pre-competitive environments to potentially drive category demand, particularly for cheese.
The creation of GENYOUth in 2010 brought Dairy Checkoff and USDA into closer alignment.
Unanswered questions remain. On February 11, specific questions and document requests were sent by email to Marilyn Hershey. A Chester County, Pennsylvania dairy producer with her husband Duane, she has served on the DMI board for almost seven years and has been chairperson for almost two years.
We asked specific questions about GENYOUth and Fuel Up to Play 60 (FUTP60) and other aspects of DMI alliances, including a request for information about the role of Edelman in the founding of GENYOUth. As mentioned last week, Edelman is the world’s largest marketing, communications and public relations (PR) firm, and they have done social marketing and communication strategies for DMI for 20 years, including the 2017 creation of the Undeniably Dairy social ‘trust’ campaign.
We also asked if DMI had knowledge or concern about Edelman’s simultaneous involvement as social marketing and communications strategist for the EAT Lancet Commission, EAT Forum, and in particular the EAT FReSH Initiative — funded by 41 corporations, many of them Edelman clients.
We asked what specific entities received the more than $2 million paid annually in 2014-17 for “professional services” from the GENYOUth fund, which is by DMI’s own 2016-17 audit, described as being primarily funded by DMI “as the primary source of unrestricted funds for administration and operations” to the tune of more than $2.5 million annually.
We asked why the audit shows those numbers funding GENYOUth, which are much larger amounts than the $1.5 million listed annually as DMI contributions on the GENYOUth 990 forms filed with the IRS.
We asked for a full copy of the Memorandum of Understanding (MOU) signed by National Dairy Council, USDA and the NFL in 2011 after the agreement for GENYOUth was solidified in 2010.
We asked for specific dairy sales tracking data from FUTP60 schools before and after receiving a grant for implementation, since we have learned from current and former board members and staff of DMI that this information is available and in fact part of the grant process.
We asked for comments about the benefits of GENYOUth programs to dairy farmers, such as what has been mentioned in the articles already in terms of breakfast carts containing dairy offerings, asking for specific information about recorded dairy sales via the breakfast carts.
And we asked for comments about the GENYOUth alliances being formed, and how they are beneficial for the dairy farmers funding the checkoff, which remains the foundation’s primary sponsor for operations – given the example of PepsiCo’s specific goals to be a leader in plant-based diet transformation through the incubator and ‘oat milk’ the company CEO touted when receiving the Vanguard Award at the 2018 GENYOUth Gala.
These questions were presented, and two options were offered — answering the questions point-by-point or providing a letter of response.
Marilyn Hershey chose the latter, providing Farmshine with a letter of response on Feb. 18, which was published on page 17 of the Feb. 22 edition (see it included at the end of this report).
As an editor’s note, the DMI letter of response by Hershey highlights the June 23, 2014 Time Magazine “Eat Butter” cover story, by Brian Walsh, as a checkoff accomplishment that changed the conversation on fat. However, Walsh in fact wrote the revealing cover story one month after his May 14, 2014 review of The Big Fat Surprise, by Nina Teicholz, which made the New York Times Best Sellers List at that time.
Walsh had reviewed her book before his “Eat Butter” story, stating: “It’s nutrition dogma: saturated fat is bad for you. But a new book makes the case that our obsession with low-fat diets has made us, and he went on to tell of the “6 facts about saturated fat that will astound you” as revealed in Teicholz’s book.
In fact, the checkoff-funded full fat dairy research mentioned by Hershey in her DMI response is said to be within the past five years, which would be since the publication of Teicholz’s book, which lays out the 10 years of investigation Teicholz conducted as an independent investigative science journalist, beginning in 2004. She accepted no industry funds for this work.
Walsh in his Time cover story retraced the steps of Teicholz’s book, leading with: “The taste of my childhood was the taste of skim milk. We spread bright yellow margarine on dinner rolls, ate low-fat microwave oatmeal flavored with apples and cinnamon, put nonfat ranch on our salads. We were only doing what we were told” (And what we are still told).
He then retraced the history Teicholz laid out in her book, beginning at the point in the book where a Senate committee, led by George McGovern in 1977, codified the Dietary Guidelines by 1980.
And, like today with the EAT Lancet Forum unfolding before our eyes, the food industry jumped in step – overnight — filling shelves with lowfat offerings and effectively replacing fat with sugar and carbs.
“… beef disappeared from the dinner plate, eggs were replaced … and whole milk almost wholly vanished,” Walsh wrote in the 2014 Time article patterned from the work of Teicholz he had reviewed a month earlier. “We had embarked on a vast nutrition experiment… Nearly four decades later, the results are in: The experiment was a failure.”
We will leave it to readers to determine whether the letter of response (below the chart) answers these questions.
DMI chair Marilyn Hershey responds
I am thankful that Farmshine gave me the opportunity to comment on the series of recent articles that have been published about the work of the checkoff.
Let me introduce myself, I’m Marilyn Hershey, a fourth-generation dairy farmer from Pennsylvania and have been Chairman of Dairy Management Inc., for a little more than a year.
As a dairy farmer, like all of you, I’m experiencing the same economic difficulties and challenges. I invest in the checkoff just like every dairy farmer in the U.S. does. And just like everyone else I expect a solid return on my investment. Like you, I too want to ensure that my checkoff investment is used effectively to increase sales and trust. So does every member of both the DMI Board and the State and Regional Promotion Boards.
My fellow board members and I take great care in knowing and watching how every penny is spent by the checkoff to improve sales and trust on behalf of all dairy farmers. And we take program measurement and accountability seriously.
I have recently read Farmshine articles where GENYOUth and other checkoff related matters are discussed. Many of the statements and conclusions are out of context.
As a dairy farmer, I am extremely proud of the programming that has been put into place to help raise healthy and high-achieving youth for decades. While my aim is not to provide a counter to each point, I do want to share a few key facts about the achievements we’ve made through farmers’ investments in dairy promotion and youth wellness.
First, the fact is, dairy processors’ milk promotion board MilkPEP and DMI programs are limited to promoting school milk as governed by the Dietary Guidelines set by USDA. But we have had a laser focus on bringing full fat milk, and its benefits, back to the diet.
As you are aware, the benefits of milk fat are finally being recognized in the public health community as essential in the diet. Why? The checkoff. The checkoff research on the value of dairy fat was an important foundation for the health professional community to rethink the role of dairy fat in the diet, ultimately leading to the Time Magazine cover headline, “Eat Butter.”
This change in thinking, plus the powerful voices of leaders like Nina Teicholz, are why full-fat dairy products such as whole milk are enjoying a resurgence with consumers. For more on farmer-funded NDC research over the last five years, people can visit http://researchsubmission.nationaldairycouncil.org.
Given all that has been accomplished in this arena, we are hopeful that the next round of Dietary Guidelines will include whole milk. I am also hopeful that the new Dietary Guidelines Committee will include voices around the table that support and stand behind whole milk.
Second, GENYOUth, just like the Gala it hosts, brings a net return of other organizations’ resources and money well above any farmer expenditure.
Through the Fuel Up to Play 60 program, the money coming from other companies has been used to fund school breakfasts and breakfast carts, which always include milk along with rotating options like yogurt, whole grain granola bars, string cheese, oatmeal, and fruit. The resources have also helped translate Fuel Up to Play 60 into Spanish for the increasing number of Hispanic students in America’s schools.
Through our efforts, we have increased millions of school breakfast meals each year consumed by kids, all of which include servings of milk and possibly yogurt and cheese. As a farmer, I’m very proud of this achievement.
As we look at our American Dairy Association North East specifically, we served 104,226 additional breakfasts in 2018. The new dairy occasions were over and above 2017’s numbers. Dairy is optimized in the breakfasts. We calculate that three-quarters of the kids choose milk as their drink of choice in this breakfast opportunity.
Another recent example of unlocking GENYOUth’s network in partnership with the local promotion group includes securing funds from five new benefactors leading up to Super Bowl 53 — Georgia Power, Delta, The Home Depot, Arby’s Foundation and WellCare. These companies contributed $400,000 to get 53 breakfast carts into Atlanta schools, increasing access to 5.3 million breakfasts over the course of a school year.
Being a part of GENYOUth, gives us the ability to work with other companies and health professional organizations to extend the message of dairy’s role in the diet. It also gives us the ability to educate others on the exceptional things dairy farmers do on their farm and in their communities.
What’s more, when we need coalition partners to address things like plant-based diets, attacks on dairy farmer practices and/or on animal agriculture in general, we benefit by having partners who speak on our behalf. For example, Domino’s, who sits on the GENYOUth board and funds GENYOUth, has been a strong proponent for dairy farmers. Domino’s has donated $1 million to the future of farming through FFA.
It’s unrealistic to expect to combat animal agriculture detractors without allied partners in health and wellness, environment and agriculture across a wide range of industries. This is a fact.
Since the articles have been published, I am not going to address each point. However, I contribute posts to a checkoff blog at www.dairy.org/blog where I will include more information about GENYOUth and youth wellness programming, as well as keep you informed of other activities the checkoff is implementing locally, nationally and internationally on dairy farmers behalf. Thank you for listening.
Milk Baleboard message reaches over 1 million people in first 7 days online (www.97milk.com, @97milk on facebook, @97milk1 on twitter)
By Sherry Bunting, Farmshine, March 1, 2019
RICHLAND, Pa. – It has taken off with overwhelming response on social media, and consumers reading and sharing the posts from “97 Milk” are expressing their surprise at how much they are learning about the goodness of milk while farmers are enthused to have a vehicle of grassroots promotion that sticks to the basics — promoting the healthy wholesomeness of dairy and helping consumers make informed choices about milk.
The big news this week is that the 97milk.com website and its corresponding facebook (@97milk) and twitter (@97milk1) accounts, have been very active, very quickly since launching last Friday evening, Feb. 22. Facebook, alone, had reached 1.2 million people by midnight Wednesday, just six days after launching.
What is 97 Milk, you ask?
Last week’s Farmshine had a feature story on page 19 about the launch of the website www.97milk.com as a grassroots offshoot of the Milk Baleboards that are popping up on farms and business properties across the countryside.
Those round bales painted with the message: Drink Local Whole Milk – 97% Fat Free were the idea of Richland, Pennsylvania dairy farmer Nelson Troutman. We have been following the development of his idea in the pages of Farmshine since Nelson made his first Milk Baleboard, pictured on our January 4, 2019 cover.
In fact, Nelson reports as of Wednesday morning, nearly two months after he made his first Milk Baleboard, he has made 26 — including one that was delivered to Farmshine on Feb. 27. He has delivered to many farms and businesses.
In addition, Dale Zimmerman of Zimhaven Holsteins in East Earl, made Milk Baleboards for his farm as well as for Shady Maple Smorgasbord just down the road. And other farmers are joining in.
Nelson continues to receive phone calls and has become somewhat famous in his community, attracting shoppers when he visits the grocery store in his home town.
“No one. Not one person, has said to me that, yes, they knew milk is virtually 97% fat free. No one, not young, nor old, nor in between,” Nelson stated in a follow up email with Farmshine early Wednesday morning, Feb. 27. “Since the bales and the website, I had people say to me that when their kids were small, the doctor told them to drink 2% milk, and now the kids are grown, and they were still drinking 2% milk — until this information came out. Now, they tell me they are drinking whole milk.
“This is all 100% education,” Nelson relates.
This overwhelming response has gone to the next level with the online presence that began Feb. 22 through a website, facebook page, instagram and twitter account for 97 Milk as the educational effort of grassroots dairy farmers. Through social media, the good news is spreading well beyond the Lebanon, Lancaster and Berks County region of Pennsylvania where the first Milk Baleboards were made and placed by Nelson on farms and businesses in the area.
How can this be?
Judging by the facebook page, there is an obvious consumer thirst for milk knowledge and an obvious farmer passion to deliver knowledge simply — without the dietary politics.
Within the first 72 hours, the @97milk facebook page had over 1000 likes and had reached over 100,000 people with the good news that whole milk is virtually 97% fat free.
Over the next 36 hours by mid-morning on Wed., Feb. 27 — not quite five days after launch — the facebook page had nearly 1,650 likes and follows, and the informational posts had reached a whopping 700,000 people. (By Thursday, Feb. 28, less than 7 days after launch, the page had over 2000 likes and had reached 1.2 million people.)
Even more important, these posts had — in less than 7 days — “engaged” nearly 100,000 people via likes, comments and shares of the educational information posted on the page. This does not include those who downloaded the informational images and shared them without sharing directly from the facebook page!
A post over the weekend (see image) illustrated the essential nutrients in milk and its composition as a hydrating beverage made up of 88% water, 5% carbohydrate, 3.5% protein and 3.25% fat, showing the long list of essential nutrients by their percentages of daily recommended values. This illustrative glass of milk reached nearly 100,000 facebook users by Wednesday morning and had engaged over 7,000 in likes, comments and shares.
Another post that explained the fat percentages of milk had reached 45,000 people with 3200 interactions.
Another post giving comparisons of Real Whole Milk, 1% Real Milk, Soy, Almond and Coconut beverage reached over 17,000 people with over 1700 interactions within 24 hours.
And another post sharing the good news that all milk is tested free of antibiotics reached a whopping 608,000 facebook users and resulted in over 44,000 interactions, including over 9,000 direct shares!
Meanwhile, the posts have brought in questions and discussion in the form of public comments on the facebook page and in the form of questions sent by private message. In fact, these interactions are coming from far and wide — local, national, even international.
On Tuesday morning, the 97 Milk facebook page posted this explanation of why the Milk Baleboards have expanded to online 97 Milk communications:
“97 Milk was created to be a voice for our local dairy farmers. This is a place where people can get information on nutritious dairy products. It’s a place where farmers can tell their story, a place where our community can get information on how to support local dairy farms. There is so much confusing information regarding dairy, and there are always two sides to every story. 97 Milk tells the story of the many farms that love and care for their cows, the passion that many dairy farmers have, the many proven research-based facts on milk nutrition. This is our side that our community deserves to hear.”
The website is mentioned on every post, and it is a simple place to direct people who see the Milk Baleboards and the social media posts and want to learn more of the basics about Real Whole Milk.
Planned in the coming weeks are posts for social media that continue to provide bite-sized fact nuggets about milk, including how to learn where milk was bottled, why milk protein is called a complete protein, quotes from farmers about why they love what they do, and other inspirations. Check it out.
If you have a Milk Baleboard on your property, or have seen one displayed, please let us know the location (firstname.lastname@example.org) in order to help create a map of how the good news is spreading by these grassroots efforts.
If you would like a Milk Baleboard, check out last week’s page 19 feature story giving tips from Nelson on how to make one, and contact Nelson at 717. 821.1484 or Bernie Morrissey at 717.951.1774.
Jordan Zimmerman of East Earl is making and selling bumper stickers through the Lancaster County Holstein Association, and Morrissey has ordered magnetic signs.
To learn more about the online efforts, and to help spread the good news, check out the website at 97milk.com, facebook page @97milk and twitter account @97milk1.
LANCASTER Pa. – “Our cows are the solution, not the problem,” said greenhouse gas (GHG) emissions expert and animal scientist Dr. Frank Mitloehner as he methodically went through GHG emissions research over the past 12 years as well as talking about dairy and livestock producers having the high ground for an essential role in sustainably feeding the world’s growing population.
He spoke in Pennsylvania recently on Livestock and Climate Change: Fact or Faked?
Dr. Mitloehner touched on the EAT Lancet Report (eatforum.org) released in January and the global EAT Forums that arrived in the U.S. the day before the Green New Deal was put forward as a resolution in Congress.
“EAT Lancet is full of inaccuracies, and we are working on exposing them one by one,” said Dr. Mitloehner, air quality specialist from the University of California, Davis.
In fact, Dr. Mitloehner said candidly that, “The EAT Lancet Report hasn’t a single leg to stand on, and ‘your special friends’ are beginning to feel the pressure now.”
The EAT Lancet Commission on Food, Planet and Health, is centered on a well-funded and pretty much anti-animal ideal about how to transform food and agriculture to “feed a future population of 10 billion people a healthy diet within planetary boundaries.”
EAT Lancet brought together more than 30 scientists, which were subsequently revealed to be mainly vegan researchers, to reach a scientific consensus that defines a healthy and sustainable diet. What they came up with is a plan to “transform the global food supply system” with a new dietary framework that is based on flawed GHG assessments — a more plant-based diet with drastic reductions in dairy and meat consumption by 2030. (1 1/4 ounces of meat per day of which only 1/4 ounce can be beef, the equivalent of one 8 ounce cup of milk a day and 1 1/2 eggs per week)
In fact, while Congresswoman Alexandria Ocasia-Cortez was in New York City last week telling schools to drop dairy for one meal a day, the 80 investor groups in EAT Lancet, representing $6.5 trillion last week called on the largest fast food companies, including McDonald’s and KFC, to set targets for cutting GHG emissions from meat and dairy supply chains.
Dr. Mitloehner is confident that he and other scientists will successfully challenge their benchmarks where dairy and livestock production are concerned and are showing how this move to replace dairy and meat nutrients with plant-based alternatives would use more of the earth’s limited land and water resources and result in increased GHG per unit of nutrition.
He also said that U.S. dairy and livestock producers will continue to improve, and their efforts to further increase their sustainability measures are key parts of the “cows as solution not problem” approach.
Some history was in order. In 2006, the UN Food and Agriculture Organization (FAO) released a similar assessment of animal agriculture’s impact on climate change with their Livestock’s Long Shadow Report.
That report pegged animal agriculture’s GHG’s at 18% and stated livestock account for more GHG than the entire transportation sector.
Mitloehner said the process for this assessment was skewed, and when he publicly criticized it, suddenly he was getting calls from media around the world, and the FAO and report’s original authors refigured the GHG’s for animal agriculture with the revised numbers at 3.9% for animal agriculture (lower than the original report) and 26% for transportation (higher).
But even today, activists cite the original Long Shadow Report numbers, which requires constant rebuttal to get the corrected and real numbers in front of the public.
With EAT Lancet, here we go again.
“What happened with the Long Shadow Report is that they included the GHGs for the entire lifecycle approach for livestock from the soil to the mouth of the consumer, which included transportation,” said Mitloehner. “They did not use this approach for the transportation sector, which looked just at tail pipe emissions.”
Mitloehner credited the UN FAO for responding and retracting. This event led to the formation of a group of scientists collaborating on climate change, emissions, alternatives and solutions with a globally-accepted process for benchmarking the numbers. Mitloehner is part of this group.
“Your special friends (EAT Lancet and others) use the following trick: they use the retracted global livestock figure of 18% and apply that to U.S. animal agriculture,” said Mitloehner. This is a double-whammy.
In other words, not only are they using the retracted global figures, they are not giving U.S. producers credit for gains in efficiency far outshining even the real global numbers.
This means they are pegging U.S. animal agriculture at 15% vs. the real number of less than 4% because they have “conveniently forgotten the little detail that these figures have been disproven,” he said.
Think about what happens when dairy and other animal foods are substituted. The GHG, water use, soil micronutrients — everything changes. Land used for cattle forages does not easily convert to vegetable crops. Cattle feeds, largely forages, are grown and harvested in a way that sequesters carbon. There are so many pieces that are left out of the picture painted by those who seek to make cows the problem, when they are in fact the solution..
And as the world population has grown, U.S. dairy farmers, for example, have produced more milk and dairy products while lowering their carbon footprint by two-thirds between 1945 and today! That’s astonishing.
Take water use as another example, dairy farming accounts for 5.1% of the U.S. water draw. The use of water for cattle to drink and for washing the milking parlors and milking equipment combine to account for 0.2% of the U.S. water draw — that’s less than half of one percent of total U.S. water draw for all uses.
The remainder of that 5.1% water-draw attributed to dairy is mainly irrigation of forage crops and pasture. If those grasslands and hayfields are converted to grow plants for human consumption, more irrigation draw would be needed on those lands, particularly when factoring-in the high level of nutrition we get from animal protein in a balanced diet. (Whole milk for example is nutrient dense, containing 8 grams of complete protein per 8-ounce glass. This high-quality protein contains all 9 essential amino acids.)
Seeking environmental balance, there’s one inescapable conclusion when it comes to recycling nutrients in a world of finite resources: Plants need animals and animals need plants and we need them both!
Dr. Mitloehner also talked about the GHGs from food waste. This is where cattle shine too!
With 40% of all food produced in the U.S. and globally going to waste, he said the largest sector of waste is fruits and vegetables at 50%, while the dairy and meat sectors are at 20%.
“The fact is that waste in animal agriculture is far less than other food sectors,” he said, adding that food waste is a huge environmental problem and cattle actually are a model. They provide a solution .
“Nutrients that normally go to waste are fed to ruminant animals,” said Mitloehner, giving the example of 20% of food byproducts in California fed to cattle. “They have this fabulous digestive tract that allows them to upcycle nutrients that are nonedible for humans (both byproducts as well as forages and grasses on lands not suited for tilling).
“It drives me crazy that we are not telling this story of how our cattle are upcycling low quality feed sources to high quality nutrient dense foods,” he said, adding that the comparisons of dairy protein, for example, to plant-based alternatives do not give credit to milk and dairy having higher quality protein with twice the bioavailability in our diets.T
Decade of ‘players’ and ‘playbooks’ drive youth toward global food transformation endzone
By Sherry Bunting, Farmshine, February 15, 2019
BROWNSTOWN, Pa. — Edelman, a communications marketing and public relations company, which has been called the world’s largest global public relations firm, figures prominently as a herd-dog bringing non-governmental organizations (NGOs) and corporations together in the launch of the EAT Lancet forum last month.
Edelman also figures prominently in its similar work for DMI and GENYOUth. Richard Edelman, CEO and president of the company, sits on the board ofGENYOUth. According to a 2011 MarketWatch article, Edelman was instrumental in recruiting Alexis Glick to be CEO of GENYOUth.
He and his company have had a working relationship with DMI for 20 years, according to Edelman. The company most recently crafted and launched DMI’s Undeniably Dairy campaign.
None of this is, by itself, alarming, until peeling back the layers to see that Edelman is the core asset for the EAT FReSH launch as part of its move toward working with clients to build social values into business communication goals. The company is known for its annual Edelman Trust Barometer that monitors and interprets societal shifts.
So, what is EAT Lancet and what is EAT FReSH?
Dairy producers who attended the Pennsylvania Dairy Summit recently in Lancaster may have heard Dr. Frank Mitloehner, a climate and air quality expert from the University of California, Davis, talk about climate change and how cows are the solution, not the problem. (click here to read about that)
Dr. Mitloehner talked about how he found the flaws that led to retractions in the 2012 United Nations FAO report on Livestock’s Long Shadow. His discovery led to a substantial change in the report’s original assessment that animal agriculture accounted for 18% of green house gas (GHG) emissions, when the real number “corrected by the authors” is 3.9%.
The EAT Lancet Commission’s report released in January recycles portions of the old and discredited ‘longshadow’ report — and its flawed process — with a new approach to drive global eating patterns toward vegan goals for what it deems to be the pathway to healthy people and a healthy planet.
Mitloehner was confident last week that this EAT Lancet report is full of inaccuracies where milk and meat production are concerned. He outlined them methodically.
So what’s the connection of all of this to checkoff? In a word: Edelman.
In a May 2018 blog post at the company website, CEO and president Richard Edelman wrote about the company’s involvement in the EAT Lancet Commission. He wrote about the EAT FReSH initiative initially involving 25 food and agriculture supply-chain companies, which has since grown to 41. Some of the logos on the accompanying graphic reveal further cross-over alliances with GENYOUth
PepsiCo is one example. (And PepsiCo — recently honored by GENYOUth for buying 100 school breakfast carts at a reported cost of $7000 each – has detailed on its website its health and sustainability goals to be focused on plant-based diet leadership, which they’ve pursued this year with the launch of Quaker Oat beverage, a milk alternative, and with their nutrition “greenhouse” incubator program working with startup companies on non-dairy cheese and non-dairy yogurt).
Another cross-over alliance is Corteva Agriscience / DuPont / Dow as Dupont is part of the corporate EAT FReSH alliance and Corteva now has representation on the GENYOUth board via Krysta Harden, who served as Deputy Secretary of Agriculture under Secretary Vilsack.
Back to the EAT Lancet report and the EAT FReSH Initiative (see eatforum.org), Edelman writes in May 2018 – eight months before the EAT launch: “Food Reform for Sustainability and Health (FReSH) was launched at the World Economic Forum in Davos, Switzerland by the World Business Council for Sustainable Development (WBCSD) and the EAT Foundation (EAT). The alliance of 41 global food and agricultural companies aims to create new pathways to reach healthy, enjoyable diets for all, produced responsibly within planetary boundaries.”
Richard Edelman continues in his blog post, stating: “Edelman has partnered with (EAT) FReSH to help accelerate transformational change in global food systems.”
These two paragraphs, alone, signal what has occurred since January 2019 in the form of internal media launches, even though the first EAT Forum in the U.S., held at the United Nations last week, had a small media presence on site to “cover” it. In fact, dairy farmers and leaders listening to Dr. Mitloehner at the Pa. Dairy Summit last week breathed a collective sigh of relief because there had been little media coverage of the EAT Forum at the UN on the day before.
Instead, the PR campaign is in full swing. Videos about what the world would be like if it all went vegan were released a few weeks prior by the internationally-renowend magazine, The Economist.
Stories picking up portions of the report signaling animal agriculture in various separate ways as threatening the planet’s ecosystem have been circulating and published in media such as The Guardian.
Democrats, led by Alexandria Ocasio-Cortez, launched the Green New Deal resolution for which the original “FAQ” included a statement about “eliminating farting cows” and transforming the food system.
A high-profile interview with 2020 presidential hopeful Rep. Cory Booker, a vegan, this week quoted his thoughts. Here’s a sample: “The tragic reality is this planet simply can’t sustain billions of people consuming industrially-produced animal agriculture because of environmental impact.”
These are but a few examples of the insidious PR campaign that has erupted from all angles in the span of a few weeks on the one hand while the actual media coverage of the details of the EAT Lancet Report, itself, have been ‘light.’
Back to Edelman’s May 2018 blog, where he talks about Lara Luten, who is the account director for Edelman, Amsterdam. In that blog post prior to the EAT launch, Edelman wrote that Luten “will be helping the (EAT FReSH) partnership build communications and marketing plans in preparation for the Stockholm Food Forum and the upcoming (EAT) Lancet Commission Report.”
This EAT deal has a marketing plan underway. Meanwhile, the science behind it needs to be tried in the press with transparency on its significant shortcomings. A marketing campaign is guiding the public discussion instead.
The EAT Lancet Report calls for drastic reductions in dairy and meat consumption, globally. It mentions a carbon tax on foods derived from cattle. It positions a more vegan diet as the only way to feed 10 billion people seeking to transform the food supply to exist “within planetary boundaries” by 2030 – all based on science that is far from being settled on a dietary or planetary level — while completely overlooking science showing cows to be the solution, not the problem.
Going back to Edelman’s May 2018 blog post again for a moment, he describes his company’s work in the EAT launch as “working in a pre-competitive environment on a project that is driving impact by leading change.”
This same sort of pre-competitive environment has been used by DMI in the formation of the Innovation Center for U.S. Dairy eight to 10 years ago, which works on new products for checkoff grant funding as well as establishing sustainability and stewardship parameters for dairy farms to follow that are then incorporated at program-and-enforcement-levels by milk buyers and cooperatives down through the supply-chain to the farms that fund the checkoff.
What’s all this got to do with GENYOUth and helping kids be healthier in school?
GENYOUth has emerged as an alliance of corporations, government, NGOs and other ‘thought leaders’ on various areas of youth as change agents.
Here, too, Edelman is the prime mover on public relations that one can argue has morphed into NGO social-engineering.
GENYOUth describes its view of youth as “change agents”. Throughout its program layers, youth are educated and ‘herded’ toward the plant-based, low-fat, global-sustainability platforms that form the foundation for the very food-system transformation that the EAT Lancet Commission advocated in its report.
The wheels for this global agenda were set in motion 30 years ago by progressively more restrictive iterations of USDA Dietary Guidelines. Over the past 10 years, the progress toward this end was hastened under the Obama/Vilsack administration, in part through an alliance with Dairy Checkoff and others to educate and feed America’s youth along the lines of these transformational food choices – in the name of fighting obesity — even as obesity and diabetes levels worsened among America’s youth.
In the name of fighting obesity and diabetes, the Clinton Foundation has also been actively involved for at least 10 years, according to former President Bill Clinton’s remarks during his YouTube-televised speech at the 2017 GENYOUth Gala, where Clinton, a vegan, presented the Vanguard Award that year to his friend, former Secretary of Agriculture Tom Vilsack.
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.