DMI’s mission has undeniably strayed

By Sherry Bunting, Farmshine, August 23, 2019

CHICAGO, Ill. – Since Dairy Management Inc (DMI) was formed, it has grown to include (and control) many agencies and partnerships that put much of the work into the zone of “proprietary,” even to the 81 voting DMI board members.

In the portion of the most recent 2017 IRS 990 form, where DMI is asked to describe its program accomplishments, the responses specify that, “DMI partners with foodservice industry leaders to help create dairy-based innovation to drive dairy sales and build trust in dairy products.”

The response describes 2017 activity in detail. 

While the work done to boost cheese use by restaurant chains resulted in increases of milk equivalent tonnage that are quite impressive, according to DMI (look for more on that in a future article), it is the fluid milk sector reinvention that we will examine here.

In its 990 description of fluid milk partnerships, DMI states: “The dairy checkoff program, working with committed milk processors, embarked on a comprehensive revitalization strategy to reinvent the milk experience for consumers.”

What does that mean? 

DMI explains: “The focus includes milk as a standalone beverage as well as an ingredient in other beverage segments such as coffee, tea, smoothies, energy drinks and more.”

As part of this “comprehensive revitalization” effort, the DMI board approved partnerships since 2010 with eight companies they deem as leaders and innovators in the milk and beverage arena, including: Dairy Farmers of America (DFA), which just recently launched the Live Real Farms Dairy + Almond and Dairy + Oat ‘milk’ comprised of half low-fat lactose-free dairy milk and half almond or oat beverage; Darigold/Northwest Dairy Association, which among other new fluid milk products markets a fat-free creamer it calls ‘fat-free half-and-half’ (a contradiction in terms).

Also among the eight are these current partners as of 2017: The Kroger Company, which sources 80% of its milk to Select Milk Producers / Fair Oaks;  Shamrock Farms, which partnered with DMI on the Rockin Refuel brand found in chains like Subway nationwide; and Coca-Cola/Fairlife.

Specifically, the 990 form reports that, “The Checkoff program supported Lactaid innovation, marketing and health professional outreach, which spurred innovation and growth in the lactose-free segment overall.”

The 990 description states that the dairy checkoff supported innovation in extended shelf-life brands as well.

But its signature is fairlife, according to the 2017 form 990, which states: “DMI assisted and invested in the national 2015 launch of fairlife milk. The goal was to create a national fluid milk brand leveraging the resources and scale of Coca-Cola. Fairlife has been a tremendous success and continues to grow, achieving dollar sales of $250 million,” according to DMI.

“This is a feat that fewer than 1% of new products achieve,” DMI states further, adding that, “About 50% of consumers repeat their purchase of fairlife, a good predictor of its success moving forward. Based upon fairlife’s initial success, fairlife’s owners have announced (in 2017) the addition of two new production lines to meet consumer demand.”

Those production lines, according to DMI, were planned for installation in 2018. Production lines are also planned for Canada as the product was piloted there in 2018.

According to DMI, a new fairlife plant in Arizona is set to begin production in late 2019.

Other partnership products, such as Shamrock’s Rockin Refuel and the coffee and tea latte drinks with Shamrock and with Kroger were mentioned in the fluid milk portion of DMI’s 990 description of accomplishments.

In summary, states DMI, “Our partnerships are already stimulating change in the industry and fundamentally changing the way the fluid milk industry does business by driving investment in modern infrastructure and by creating new products.”

In fact, according to the DMI 990 form, the agency states that the lactose-free milk segment grew by 15% in 2016 and 11.5% in 2017.

Meanwhile, diet and health professionals are increasingly recognizing the benefits of regular whole milk and the A2 milk on digestive sensitivity. This is something that is not promoted by any mandatory dairy checkoff organization and whether it is conventional whole milk or A2 milk, there is no need to further process the milk to obtain the benefits on digestive sensitivity or lactose intolerance.

For example, New York City registered dietician, certified diabetes educator and author Laura Cipullo writes: “When someone eats full-fat dairy versus low-fat dairy, the fat will actually delay the absorption of the milk’s sugar (lactose). As a result, blood sugar rises more slowly over a longer period of time. Consequently, insulin follows this same pattern. Less circulating insulin means less risk for development of insulin resistance and diabetes.”

This was further supported at the recent hearing in Harrisburg, Pa. that focused on getting whole milk back in schools.

During the hearing and rally, registered dietician and nutrition professor Dr. Althea Zanecoskey stated that whole milk provides ‘satiety’, helping those consuming it stay fuller, longer. She said studies show how children consuming whole milk, compared with low-fat (1%) milk, had lower body fatness and less risk of obesity. They also had higher vitamin D status. It took three cups of low-fat milk to get the vitamin D status seen in children after consuming just one cup of whole milk. Vitamin D is a nutrient of concern, according to medical professionals finding it lacking in children and youth.

Whole milk, in and of itself, checks all the boxes.

According to Cipullo, the milkfat found in whole milk “calms digestive sensitivity.”

In fact, according to various expert comments at the USDA Dietary Guidelines docket in the Federal Register, the beneficial milkfat consumed in Whole Milk, reduces the amount of lactose per 8-oz serving, and even more important, as stated above, the milkfat in Whole Milk slows the absorption of the lactose.

Cipullo explains: “Full-fat dairy is lower in lactose, making it easier for individuals with lactose intolerance to digest compared to low-fat or no-fat dairy,” she writes. “Meanwhile one specific fatty acid contained in dairy is known to aid in gastrointestinal health, and according to a 2013 review from Polish researchers, may actually hold promise in the treatment of IBS and promoting healthy gut bacteria.”

While the innovators partner with dairy checkoff to “reinvent the milk experience”, there is evidence now that a simple solution — that would benefit all dairy farmers paying into the mandatory dairy checkoff from all markets — would be to promote and support real, simple, un-fooled-around-with whole milk.

USDA’s oversight and the flawed Dietary Guidelines are the only obstacles standing in the way, despite a growing list of research-based information showing that whole milk holds beneficial keys to health, not harm, when it comes to long-term cardiovascular disease risk, obesity, body mass index, diabetes and other metabolic disorders, digestive health and sensitivity, vitamin D status, nutrient density, nutrient absorption, satiety (feeling fuller, longer), memory and cognitive focus, as well as mood and mental sharpness. Not to mention the more than a dozen essential nutrients that ride along when people choose whole milk because it tastes good instead of opting for empty calories from other non-dairy beverages.

DMI shows its goals for innovation, further processing, blending, and marketing of ‘dairy-based’ or ‘dairy-included’ beverages as a market-building path for the future.

But at the same time, stronger promotion of the original, purely perfect Real Whole Milk would resonate with consumers, because most do not know anything about milk, and when they learn the truth, it opens their eyes to whole milk as a choice.

Whole milk could be ‘reinvented’ just as it is, with better packaging and the freedom to actually promote it. But due to USDA’s control of the message and direction of dairy checkoff, and the proprietary nature of the many partnerships that the checkoff funds, it may be time to reinvent the mandatory dairy checkoff.

Does milk need reinventing?  Simply-unfooled-around-with whole milk checks all the boxes for health and flavor. Meanwhile, DMI states in a 2017 IRS form 990 that it has a “comprehensive revitalization strategy to reinvent the milk experience for consumers.” Since whole milk was pulled from schools in 2009, more young people are growing up believing they are lactose intolerant. Meanwhile, the innovations brought to market with DMI partners over this time period are dairy-based low-fat lactose-free and blended beverages. However, a growing body of research shows science-based reasons why the fat-free and low-fat milk consumption promoted to youth by the dairy checkoff through FUTP60 and GENYouth, in partnership with USDA, may actually be creating much of the new and milder forms of digestive sensitivity that could be avoided by simply consuming regular whole milk. Graphic by Sherry Bunting

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Value added? Or subtracted? DMI, DFA partner on new blend

By Sherry Bunting, Farmshine, July 26, 2019

MINNEAPOLIS, Minn. – The news of DFA’s new Dairy Plus Blends – a half lactose-free low-fat milk / half plant-based beverage concoction broke mid-July. DFA’s Live Real Farms brand website showed Lund and Byerly’s stores as the place to buy the Dairy + Almond and Dairy + Oat, but a visit to two stores on the list at the Minneapolis city limits did not have the beverages in the dairy case – yet.

Looking at the packaging, a first impression is: Wow, why doesn’t 100% milk packaging look this good. If only the agencies managing mandatory milk promotion funds and dairy-farmer-owned co-ops put as much thought into packaging and marketing 100% Real Whole Milk as they do for a diluted “innovation,” imagine what could be accomplished!

A further examination of the new Dairy Plus Blends packaging brought this thought: Why use words such as “Purely Perfect” and “Original” for a blend, when such words would seem best reserved for marketing the actual original, purely perfect 100% Real Whole Milk that the DFA member-owner dairy farmers produce and that actually results in the dairy-checkoff promotion funds.

We asked DFA for some background. In fact, we sent 11 questions to DFA and to DMI communications staffs because we were aware that DFA’s Live Real Farms brand is part of a checkoff-supported partnership between DMI and DFA to innovate products in the fluid milk space under the auspices of DMI’s Innovation Center for U.S. Dairy.

We first wanted to know, why the blend? Why not just create an almond FLAVORED 100% real milk beverage? Because, after all, the new Dairy Plus Blends have half the calories, but they also have half the natural nutrients and only slightly more than half the protein of real 100% dairy milk.

It seemed like value was being subtracted, not added.

We all know that almond beverage has barely any almond in it, being mostly filtered water and some additives, so it seemed like the product is an offering of diluted milk. Since we couldn’t find any on the shelf yet at Lund and Byerly’s in Minneapolis, we aren’t sure if consumers will be asked to pay more – for less.

Of course, the packaging does have more. It touches all the right chords.

DFA was kind enough to answer some of our questions, although we have heard nothing back yet from DMI.

“In an effort to meet the demands of modern consumers, Live Real Farms has launched a new beverage, Dairy Plus Blends, which combines all the nutritional benefits of real cow’s milk with the flavor and texture of alternative beverage options like almond or oat,” stated Rachel Kyllo, senior vice president of growth and innovation at Live Real Farms, a DFA-owned brand.

The reply came by email to the questions we submitted.

“All the nutritional benefits of real cow’s milk”? (The label says 5 grams of protein per 8-ounce serving, not 8, and the other naturally occurring nutrients in real cow’s milk are also reduced.)

Kyllo continues in the reply:

“Nearly 50% of consumers who buy plant-based beverages also have dairy milk in the fridge, so they’re buying both products,” she writes. “This product is not about pivoting away from dairy, instead we saw an opportunity to fulfill a need as people like almond or oat drinks for certain things and dairy for others. This product combines the two into a new, different-tasting drink that’s still ultimately rooted in real, wholesome dairy.”

We wanted to know DMI’s part in developing this concept, seeing that dairy farmers mandatorily pay a checkoff promotion fee on every 100 pounds of milk they sell.

DFA’s response stated that, “The overall product concept for Dairy Plus Blends was developed along with DMI and the Innovation Center for U.S. Dairy. Consumer focus groups were conducted with Millennial and Gen X primary shoppers. Overall feedback was positive regarding the product concept, taste and packaging.”

We wanted to know more about how the product will roll out.

“Dairy Plus Blends are now being test marketed at more than 300 retail stores in Minnesota,” the DFA response stated. “If successful in test, the brand plans to roll out more broadly across the United States, beginning in the Central and Northeastern regions of the U.S.”

DFA has already been bottling plant-based alternatives in copacking arrangements in the Midwest. And, the Cumberland Dairy plant in New Jersey, formerly owned by the Catalana family, and purchased in 2017 by DFA, bottles plant-based beverages also as the Catalanas still operate the plant and retained ownership of their plant-based beverage investments.

We also wanted to know how the real dairy milk that makes up 50% of the new Dairy Plus Blends is classified for Federal Order pricing, but that question was not answered.

And, we wanted to know if DFA in its “partnership to innovate” with DMI has any plans to innovate the marketing and packaging of 100% Real Whole Dairy Milk in such a pleasing and attractive way as they have with the Dairy Plus Blends? That question was not answered either.

We also wondered if this “blend” will pull dairy milk drinkers as they hear all this talk about becoming “flexitarian” – cutting back on foods that come from cows and adding more foods that come from plants to, you know, save the earth and all.

Along these lines, DFA’s response attributed to Kyllo at Live Real Farms was: “We’re confident milk will continue to have a place on family tables for years to come, but we also understand and appreciate that consumers have choices in what they drink today. We think Dairy Plus Blends offer a refreshing taste experience and provides a unique way to get dairy in front of consumers who might explore other beverage options.”

We wonder if this is an invitation by a dairy-farmer-owned cooperative, funded in part by dairy-farmer-checkoff to lure consumers into experimenting with something new instead of dairy milk or will it appeal to people who have no intention of drinking 100% real dairy milk? It’s hard to tell, but it’s worth watching.

Some advocates of this kind of experimentation say that the fluid milk market needs more lactose-free choices. There are already lactose-free milk choices, there is also A2 for other types of digestive sensitivity, and there’s one thing everyone seems to be forgetting. Whole milk is more easily digested by people with these sensitivities. There’s actual real proof of this now, not just personal experience, but that’s a story for another day.

In this time of continued fluid milk sales losses, farm milk prices below breakeven for five years and dairy farms exiting the business, why does the dairy-checkoff not re-brand and re-market and innovate the packaging and promotion of Real 100% Whole Milk that is virtually 97% fat-free and loaded with natural goodness? Why not actually partner to innovate the brand-promotion MILK? What a novel idea!

Oops, that’s right. I think USDA lawyers would have a problem with that.

One thing that is impressive coming out of Live Real Farms is the Wholesome Smoothie line of Whole Milk yogurt smoothies last year. DFA says it plans to develop “a robust product line with the launch of additional, innovative products over the next three to five years.”

We’ll be paying attention to all of them.

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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.

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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.”

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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!

Farmers bring questions to DMI chair

By Sherry Bunting, Farmshine, April 19, 2019

GORDONVILLE, Pa. — “You are hearing the negatives, not the positives,” said Marilyn Hershey about the dairy checkoff during a meeting requested by Lancaster County dairy farmers hosted here in Gordonville on Friday, April 12.

Hershey has a dairy farm with her husband Duane in neighboring Chester County, and she serves as the national chairperson of the Dairy Management Inc. (DMI) board.

Approximately 12 of the expected 30 farmers attended the meeting with a range of topics on their minds, in particular fluid milk sales and whole milk promotion.

Hershey got involved in dairy promotion eight years ago, serving first on the National Dairy Board, then becoming vice chair of DMI, the board that combines various boards, before becoming chairperson two years ago. National Dairy Board has term limits, whereas the DMI board does not.

Accompanying Hershey for the discussion was Harold Shaulis of Somerset County, who served 25 years on state, regional and national checkoff boards. Having sold his cows, he is no longer a board member, but helps with promotion.


After a Q&A session with farmers, DMI chairperson Marilyn Hershey supplied this graphic of how dairy consumption has increased while product share has changed from 1985 through 2018. The chart represents National Milk Producers Federation (NMPF) analysis of USDA commercial disappearance. According to USDA, the agency’s commercial disappearance figures include imports and most exports.

Shaulis said the bottom line in dairy promotion is to sell more milk. He said total per-capita dairy consumption has grown since the 1980s, even though fluid milk sales have declined (Fig. 1). He also talked about trade missions to China and Southeast Asia.

“We are in a global market. One out of six loads of milk a day is exported, and we want to see that grow,” he said.

In addition to exports, Hershey said consumers are eating more dairy products, overall. “The National Dairy Council has funded 20 years of research on butter to get it back in the mainstream. We got butter into McDonalds in place of margarine, and 80% of McDonalds’ sales have a dairy ingredient in them,” she explained as an example of DMI’s partnership strategy.

By email, after the meeting, Hershey furnished the previously requested list of National Dairy Council research we will explore for a future edition.

However, a perusal of the science summaries section of National Dairy Council’s own website, where a few summaries are available, each download is prefaced with these words: “Low-fat and fat-free dairy foods are part of the Dietary Guidelines for Americans (DGA) and American Heart Association (AHA) dietary recommendations. You can download our full report, which shows further support for consuming low-fat or fat-free dairy foods as recommended in the 2015 DGA.”

The website also talks about “nourishing communities,” about farm animal care and sustainability measures (FARM program) adopted and funded by checkoff dollars that tie in with the low-fat and fat-free dietary theme.


This screenshot of the landing page for the Undeniably Dairy campaign’s website (https://www.discoverundeniablydairy.com/) illustrates the nourishing communities theme that DMI chair Marilyn Hershey says targets “conflicted health seekers.” She also said: “We want Undeniably Dairy to replace the Real Seal. That is the goal.”

Undeniably Dairy replaces Real Seal

Cross-referenced to the National Dairy Council website is the Undeniably Dairy campaign. Hershey said this promotes positive messages to targeted audiences with school curriculum and through social media.

At this website, the “nourishing communities” theme continues as well as the reinforcement of low-fat and fat-free dairy.

Hershey provided a handout on Undeniably Dairy and said: “We are targeting the ‘conflicted health seeker’ with four messages: Responsibly produced, nutrient rich, locally driven, real enjoyment.”

More interesting is where DMI wants to take the campaign.

“We want Undeniably Dairy to replace the Real Seal. That is the goal,” said Hershey. “We are combining MilkPEP’s ‘Love What’s Real’ campaign with our Undeniably Dairy campaign.” 

The Real Seal was previously owned by UDIA / DMI, but it is now the property of National Milk Producers Federation (NMPF). The Real Seal can only be used on milk and dairy products that contain real dairy ingredients, no imitation dairy ingredients and are made with milk produced and processed in the USA.

This posed a problem for DMI, since importers must pay a small checkoff fee for dairy promotion, so the dairy checkoff stopped promoting the Real Seal and came up with Undeniably Dairy two years ago.

Hershey fielded questions about the requirements for using the Undeniably Dairy Seal. How might those requirements differ from the Real Seal? She did not have the specifics and promised to get back with those details.

In the schools

Fielding questions on the school breakfast carts, Hershey explained that GENYOUth is the umbrella organization, and Fuel Up to Play 60 (FUTP60) is the boots on the ground.

“We don’t just have a foot in the schools, we are IN the schools,” said Hershey. “Companies would love to have what we have in the schools.”

The Northeast program is strong because there are seven football teams here so the program can affect a large number of kids in the Northeast, according to Hershey.

Asked what is on the breakfast carts, she said: “Yogurt, cheese, milk, fruits and vegetables, and some have smoothie machines.”

She said the Grab N Go Breakfast Carts have ice packs to keep the milk cold. She also stated that every dime ADA Northeast sends in to GENYOUth is returned to the Northeast region to fund FUTP60 and breakfast carts as well as other foodservice equipment grants to schools. (See ADA Northeast 2017 Annual Report here)

Hershey confirmed that the GENYOUth Gala raises more money than it spends by getting funds from other donors to buy more carts. She explained, as previously reported in Farmshine, that PepsiCo gave $1 million to translate FUTP60 into Spanish and pay for more breakfast carts. She said PepsiCo made a large 2018 commitment to the program, and that’s why PepsiCo recognized with the Vanguard Award at the 2018 Gala.

“We buy the carts, and we have multi-year contracts with the schools to keep milk on the carts,” said Hershey.

Acknowledging that the milk provided is fat-free or 1%, she stressed that, “As independent dairy producers, we can advocate for whole milk, but DMI, FUTP60, and GENYOUth cannot influence policy,” she explained.

“You have to go to your co-ops and Farm Bureau and G.T. Thompson to get that done. We can’t do it,” said Shaulis.

What we can do is put out our research and promote research,” said Hershey.

Shalis said the FUTP60 breakfast carts “absolutely sell more milk.”

He reported that 95,000 more children participated in school breakfast in 2018 compared with 2017. “That’s 95,000 more servings of milk since they have to take a milk.”

“But do they like it?” asked one farmer.

Hershey quickly replied: “It doesn’t matter if it’s 3%, 1%, 2% or 0%, they are getting the same nutrition. Even though they are not getting the fat content, they are getting the nutrients.”

A discussion of fat-soluble nutrients and bioavailability of nutrients ensued.

When asked if DMI, yes or no, believes 1% and fat-free milk are equal to whole milk, Hershey said: “We have no control over what we serve or promote in the schools. With that carton of 1% milk, we want children to know they are getting the nutrition, we can’t address the fat.”

When asked what DMI can do about 20-plus years of having the low-fat diet-heart hypothesis “forced on us,” Hershey’s reply was that, “It took 20 years to get here and it will take a while to turn it around.”

She informed the group that the American Heart Association has already written a letter to Congress signed by 18 health organizations protesting the House Bill 832: Whole Milk for Healthy Kids Act.

“They are against the bill, so there is a battle in front of us,” Hershey said.

On the positive side, Hershey said farmers can thank Dr. Greg Miller, global chief science officer for the National Dairy Council, for his use of the research on full-fat dairy. She also said dairy farmers can thank the dairy scientists in each partnering company’s kitchen as DMI develops new products for Pizza Hut, Taco Bell, Domino’s and McDonalds.

Beyond the fat

“Lots of things with school milk need changing, not just the fat,” said Hershey as she dove into the innovations side of DMI’s strategy.

“I appreciate that the fat content is your focus, but it has to be the right temperature, delivered correctly and packaged correctly,” she said. “We are working on this with processors.”

She said that giving high school teens the same packaging as kindergarteners doesn’t fly. She cited research showing that when schools switched from paper cartons to plastic bottles, milk sales grew by double-digits in the first year, and waste was down by 20% in those schools.

“Kids want to drink their milk from a bottle because that’s how they drink everything else,” said Hershey, noting that Rick Naczi, executive director of ADA Northeast, pointed this out at a fluid milk meeting DMI had in Chicago in February.

“School milk got a lot of discussion there,” Hershey reported. “But, let’s not get lost in this whole milk point. There is a huge price difference (between whole milk and 1% or fat-free), and school contracts are lost by one-quarter of a penny per carton.”

Some of the farmers in attendance said that didn’t matter unless other beverages can compete for those contracts. The bottom line would be whole milk going into the schools.

Time was also spent talking about the trend toward smaller containers and ultra-high temperature (UHT) pasteurization. “All the milk in Europe is UHT, and it tastes good,” said Shaulis.

Some of the farmers in the room disagreed, sharing their concerns that UHT leaves a less valuable product nutritionally and in flavor. To which, Hershey and Shaulis said the entire food industry is going that way, and there’s nothing they can do about that.

“What we have to try to do (in promotion) is stand by the value milk has and promote what we are able to promote,” said Hershey.

She shared figures showing that overall fluid milk sales represent 18% of total milk production: “79% of consumers are not eating meals as a family. Everything is grab and go. That’s where we need to be,” said Hershey. “We have to meet consumers where they are with our innovation and packaging.”

Citing fairlife, she explained how “that product came through our fluid milk committee, and now others are following. Darigold has a new high protein ‘fitness’ drink. DFA has a couple things coming out under the Live Real Farms label. Kroger and Shamrock are coming out with beverages – all this year. These products have a lot of milk in them,” she said.

Farmers learned that these new products are not Class I products. They are largely Class II.

“We partner on these products,” said Hershey. “We give money for research. They do the product research. We only contribute to the research to try and get the innovation out there in order to survive.”

“We gave up on selling milk. ‘Got Milk’ did nothing,” Shaulis added. “Generic milk advertising doesn’t work.”

Farmers wanted more statistics to back up this claim, and they referenced the overwhelming reaction among consumers to the 97 Milk Baleboards and campaign done voluntarily at a grassroots level, starting in Lebanon County, Pennsylvania with signs and baleboards now in five states and spreading nationwide and internationally through the website and social media.

Hershey did share the news that retail data show whole milk sales grew more in the first quarter of 2019 than the already higher whole milk sales in 2018.

She later sent an email stating that in the Northeast, retail sales data show 40% of fluid milk sales are coming from whole milk sales. She also reported that, nationally, whole milk sales as a percentage of total fluid milk sales rose from 29.7% in 2014 to 39.3% currently.

As one farmer noted, “DMI has done a good job promoting cheese, what we are asking for is more focus on fluid whole milk than we are seeing now.”

Farmers were concerned that if they continue to be forced to pay into a checkoff program that represents their market less and less, what does the future hold for them?

Hershey had explained that the national checkoff boards are represented geographically by milk volume.

Some wondered if making the checkoff voluntary would allow them to put money into promoting local whole milk, and to take on the imitations head-to-head without the restrictive oversight of USDA.

“It’s all or nothing. That’s how the whole world of checkoff programs work,” said Shaulis. “These farmers on the board look at every penny spent, and they look at what is best for the industry while regions look at what is best for their region.”

To be continued.


DMI chairperson Marilyn Hershey and former board member Harold Shaulis met with dairy farmers for a question-and-answer session in Lancaster County, Pennsylvania on Friday, April 12. Hershey explained that DMI, the board she chairs, combines the National Dairy Board and the UDIA board. In this way, DMI brings together the national 5-cent spending with the portion of the 10 regional cents that is brought into national efforts under the unified marketing plan.

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.

Child nutrition reauthorization sparked in D.C.

Military insights suggest backtracking, but disappointing answers given on school lunch and milk fat

By Sherry Bunting, Farmshine, April 26, 2019

WASHINGTON, D.C. — The last time a childhood nutrition authorization was passed by Congress was in 2010: The Healthy Hunger-Free Kids Act. A decade later, the Senate Ag Committee held a hearing last Wednesday (April 10) on perspectives in childhood nutrition. 

Chairman Pat Roberts (R-Kan.) said this is the first step in the reauthorization of the $30 billion in mandatory and discretionary childhood nutrition programs he wants examined and passed this year.

The hearing panels included representatives of federal agencies, state and community food programs, and the national childhood health program.

Most of the discussion centered on ways to streamline programs, increase enrollment that has been declining since 2010, and provide more flexibility.

There were a few eye-opening highlights and some discussion related to milk.

Chairman Roberts said in his opening statement: “One size fits all does not work for all.

Ranking Member Debbie Stabenow (D-Mich.) stated that, “Whether it’s a mother getting enough calcium to insure healthy bones for her baby, or making sure a 10-year-old isn’t fighting hunger pains in math class, child nutrition is about building a stronger future. It’s also important to our national security.”

Stabenow then revealed how and why the National School Lunch Program began 80 years ago, and what the concerns are today — two decades after the saturated fat limitations were introduced and a decade after the last reauthorization under the leadership of President Obama and Secretary Vilsack, when the screws were further tightened on milk choices and other aspects in 2009-10.

“Interestingly, the National School Lunch program was created in the 1940s because General Lewis Hershey came before Congress to explain that recruits were being rejected due to malnutrition,” said Stabenow. 

Sen. Debbie Stabenow (D-Mich.)

“Today, over 750 retired Generals, and other military leaders, are sounding alarm bells again, this time because young adults are too overweight to serve,” she stated. “With 14% of children as young as 2 showing signs of obesity, we have to address this issue early and everywhere.”

That said, Sen. Stabenow touted the “tremendous progress in the past 20 years in schools and daycares. It is vital to move forward, not backward,” she stated, while in her next breath saying that “obesity in adolescents continues to rise while over 12 million kids do not have enough to eat.”

She touted the need for greater enrollment in the National School Lunch Program so kids can have access to that “better” lunch, breakfast, after school snacks and even supper. She talked about a “veggie van” driving out into communities. She cited the Women Infant and Children (WIC) program as critical to first stages of life.

But when her opening statement was said-and-done, Sen. Stabenow again touted “the progress made in 2010” and said several times “we don’t want to backtrack while streamlining these programs.”

Sen. Bob Casey (D-Pa.)

Toward the end of the session, Senator Bob Casey (D-Pa.) brought up “the science of milk” and addressed his question specifically to Dr. Olanrewaju Falusi, a pediatrician who is director of the Children’s National Health System in Washington, D.C.

It was not surprising that the most important question of the day got the most disappointing and predictable answer. 

After hearing Dr. Falusi present her comments about how early childhood diets are responsible for critical programming of lifelong metabolism, brain development, and educational outcomes, Sen. Casey addressed Dr. Falusi as follows:

“There’s been much discussion in Pennsylvania about the ability of schools to serve whole milk to students. What does ‘the science’ say about the appropriate levels of whole milk consumption?” the Democratic Senator from Pennsylvania asked.


Dr. Olanrewaju Falusi, a pediatrician who is director of the Children’s National Health System in Washington, D.C.

Predictably, Dr. Falusi replied: “As a pediatrician, I recommend to my patients that they drink water or low-fat or fat-free milk. We know that milk has many benefits from protein and calcium and Vitamin D. We also know, though, that lower fat and lower sugar in diets are healthier for children.”

Dr. Falusi continued matter-of-factly: “What we would admonish, from the American Academy of Pediatrics, is that the standards for school nutrition programs — including the type of milk served — really be based on the science, and the science is that lower fat and lower sugar are what we should be advocating for children. And we do encourage the USDA to rely on the nutrition experts and to look at a number of studies for those guidelines.”

Senator Deb Fischer (R-Neb.) asked about students turning to competitive foods when the school lunch does not appeal or satisfy. She addressed her concern to USDA Acting Deputy Under Secretary for Food, Nutrition and Consumer Services, Brandon Lipps.

Lipps replied that the government seeks a balance between the school lunch and “competing foods” allowed on campus. He also noted they are “looking to see that kids are not leaving the school lunch line to buy competitive foods elsewhere on campus. But we’re not making the schools or states be the food police.”

Sen. Fischer asked: What are the foodservice professionals telling you? Are kids eating the school lunches?



Brandon Lipps, USDA Acting Deputy Under Secretary for Food, Nutrition and Consumer Services

Lipps replied that the “schools are very positive on the flexibilities in the final rule… It’s not a major change, just a comfort in long-term planning. Schools have to buy a long way out to plan their menus in the way that we require them to do. So they’re glad to have finality on the flexibility” (for example, they have flexibility to serve 1% flavored milk instead of only fat-free).

In response to the suggestion that the nutrition standards are “no good.” Lipps stated that, “We put in a calorie limit in 2009, and if the kids don’t eat half the food on their plate, and if they are getting half of the maximum calories that we provide them, if that’s happening, then that’s a problem.”

USDA is monitoring this, said Lipps: “As you know, the same is true, particularly with milk and the nutrients that it provides, so we are going to continue to listen and see if further flexibility is needed on that front.” 

Repeatedly, the 2010 Healthy Hunger-Free Kids Act was cited for making “historic changes” that led to “greater consumption of fruits, vegetables and whole grains as encouraged by USDA.” But at the same time, panelists repeatedly said fewer eligible families and children use the programs today compared with before 2010, and that obesity and diabetes and hunger are rising in our youth.  

When asked by Sen. Joni Ernst (R-Iowa) about school waste related to the 2010 changes, USDA Under Secretary Lipp said flexibility in the final rule on whole grains, sodium and 1% low-fat flavored milk went a long way toward changing that.

“I don’t think we have anyone telling us we need a major change in the nutrition meal pattern requirements for the school meal, but they do want flexibility,” said Lipp.

Sen. Ernst also noted the concerns about portion sizes being the same for a first-grader as an eighth-grader. “School foodservice professionals say they want the flexibility to vary it,” she said. “Right now, booster clubs are bringing in food for athletes who are not getting enough. And with mandated portions and mandated nutrition requirements, we are seeing a lot of food waste, what can USDA do?”

Lipp replied that USDA will continue to “look and listen.”

Josh Mathismeier, Director of Nutritional Services for Kansas City public schools and Mike Halligan, CEO of God’s Pantry Food Banks, based in Lexington, Kentucky, said participation would increase if they could take the food to the people instead of forcing the people to congregate to access the food.

Some states have actually hired market research firms to do focus groups with eligible families to learn how to increase their enrollment.

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