Covering Ag since 1981. The faces, places, markets and issues of dairy and livestock production. Hard-hitting topics, market updates and inspirational stories from the notebook of a veteran ag journalist. Contributing reporter for Farmshine since 1987; Editor of former Livestock Reporter 1981-1998; Before that I milked cows. @Agmoos on Twitter, @AgmoosInsight on FB #MilkMarketMoos
MADISON, Wis. – “It is impossible to overstate the impact Dieter Krieg and Farmshine have had on the dairy industry in 42 years visiting dairy farms and dairy events across the United States. His interviews with top dairymen and dairy leaders have implanted ideas of change to almost all his readers at one time or another over the years,” writes Carl Brown of F.M. Brown Sons, who nominated Dieter for the National Dairy Shrine Hall of Fame Pioneer Leader award.
“Dieter has been a trailblazer in dairy journalism and occupies a special place in supporting and educating dairy producers and youth. I personally realized the impact that Farmshine was having during one of our Dairy Science Club spring trips,” writes Dale Oliver, Penn State Dairy and Animal Science assistant teaching professor in a letter of recommendation.
“Our group traveled to Arizona to visit some of the leading dairies in that state. One producer wanted to know (the students’) opinions about a recent article published in Farmshine. It was at that point that our students gained a perspective that this publication was not just reaching dairy producers in Pennsylvania but had begun to develop a much broader following,” Oliver said.
Yes, Dieter is known for thought-provoking editorials. A free press is not something he takes for granted, having left Communist East Germany with his family at the age of 10 for freedom in the United States.
Oliver notes that, “Dieter is a humble, caring man who does not seek attention, although he readily provides publicity to others.”
Surprise! There are more pictures and publicity on these two pages than Dieter may be comfortable with, but each one illustrates a connection that can be multiplied many times over — stretching far beyond the few examples here from the NDS awards dinner. In fact, if you ask him what he has enjoyed most as a publisher, Dieter will tell you it’s the people.
Ever since the June NDS announcement of the 2021 Pioneer recognition, we have been hearing from some of those people — readers, producers, advertisers, colleagues, and former interns who credit Dieter as a mentor, “taking a chance” on them, “giving them a start” that blossomed into careers today that continue that network, touching the lives of others in the dairy industry.
The response has been so overwhelming, we can only capture the essence of so many responses.
From the paper paste-up and wax-board days to the digital era, Dieter continues Farmshine’s mission of rising each week to cover farming and agribusiness as the first and likely only weekly dairy-focused newspaper with over 13,000 subscribers nationwide.
In his letter of recommendation, former Pennsylvania Holstein Association executive director Ken Raney explains that, “Dieter has ‘done it all’ for Farmshine, he is the editor, feature writer, advertising manager, layout, etc., as the paper has grown. His personal approach to stories has created friendships all over the world. Farmshine not only has current dairy information but features successful dairymen of all types, so readers can garner new ideas.”
Ken also describes Dieter as we know him, “an unassuming enthusiast who welcomes ideas, looks for innovative ways to share the dairy industry story and has been a leader in print media, before many publications of this type were available.”
Writes Stephanie Meyers of Merck, “I was Dieter’s first Farmshine intern in 1989. I stopped by the NDS reception to congratulate him and thank him for giving me my start in dairy journalism, communications and marketing. I’m so thankful he hired me and for teaching me the ropes of dairy journalism and encouraging me to pursue my dreams of a career in dairy communications and marketing. It’s a joy to see him recognized for his many contributions to the dairy industry and for his commitment to telling the stories of dairy farmers.”
Josh Hushon of Cargill writes of what it meant to also be an intern with the paper. “This award is so well deserved. Dieter took a chance on me as a summer intern before anyone else was willing. I was 19 at the time, didn’t really know what I was going to do in life, and had a minuscule portfolio of writing. Despite what I didn’t have, Dieter saw what I did have, which was a passion for the dairy industry and work ethic developed on our farm. He opened the first door for me and I am eternally grateful for that.”
Giving back what he learned, Josh seeks to mentor others and wrote a blog a couple years ago after looking back on his own career path and pointing out moments when the right mentor came along with the right opportunity at the right time.
“One of those mentors is Dieter Krieg, who I recently reconnected with through the Holstein Foundation. He was a huge mentor early in my career as I was learning how to be a storyteller and communicator,” writes Josh.
Andrea Haines echoes these sentiments. Today she operates her own business, ALH Word and Image, and she also looks back on her pivotal internship with Dieter at Farmshine.
“I am forever thankful for Dieter and the opportunity he and his family provided me early on in my career. Finding an ‘internship’ within Farmshine for two summers really taught me how to write, edit, piece together a newspaper (wax-adhered layouts), and most importantly, how to network with people of the dairy industry. I will never forget the many rides in Rudolph (the famed 730,000-plus mile Oldsmobile) and long nights putting together the newspaper,” Andrea recalls.
Karen Wheatley, another intern with a career in the dairy industry notes “Dieter was my mentor too, and the man who got me interested in ‘really’ writing!”
Former Lancaster Farming editor Andy Andrews notes that, “Dieter has been the voice of dairy agribusiness for four decades! He is the publisher and editor the industry has come to rely on; great reporting and fearless with his observations. Dairy farmers have been blessed with his hard work and ‘udder’ devotion.”
Dairy producers also express their appreciation, and friends recount stories. Dave Bitler of Berks County, Pa., notes that he has always been very proud to call Dieter a friend. Recalling the summer of 1973, Dave writes: “We milked together at Dr. Carl Troop’s south of Quarryville. I always enjoyed Dieter’s company and his sharing about his family’s history in Germany and their coming to the United States. Looking back on my life back then as a new high school graduate, I was probably annoying, but Dieter was always kind.”
John and Linda Kisner of northern Pennsylvania write their thoughts as Farmshine readers. Linda recalls Dieter driving through a local town and stopping for gas, seeing the paper that had pictures of their triplet calves on the cover. “He looked us up, came out and took pictures (in Rudolph). Dad loved it.”
“Sometimes it just takes someone in a position to shine a light on certain issues,” adds John. “I think being independent with his own publication has allowed him the opportunity to do that a few times over the years. Where would we be without that sort of initiative?”
Another Pennsylvania farmer, Jeremy Meck, recalls being in 4-H with Dieter as one of the CowsRus 4-H leaders. “I remember learning that he had a small barn and milked a few cows. Even though he was the editor of a great farming newspaper, he still woke up every morning to milk cows before work,” writes Jeremy. “He is a role model for the industry.”
So many more thoughts have been written, but this one brings us back full circle. You see, Dieter wanted to be a dairy farmer, to follow in his father’s footsteps. As his father and brother moved the dairy from Pennsylvania to Florida and grew it to over 500 cows in the 1970s, Dieter wanted to find a farmer to work for in Pennsylvania and maybe find a transition situation where he could work toward having a smaller farm of his own. He confesses that was the reason he took that first newspaper job as editor of the farm page in the Pennsylvania Mirror.
What better way to meet farmers and build connections?
In his last semester at Penn State in Dairy and Animal Science, Dieter had taken a creative writing course because he did enjoy writing letters to family still in Germany, and he enjoyed writing about life on the farm (which later became a popular Farmshine column).
Right off the bat, he innovated that farm page in the Pennsylvania Mirror using a photo of a barn and placing various ag news stories on the side of that barn.
“I was told it wasn’t normal newspaper style, but my goal was that people would not overlook the farm page,” Dieter recalls. To this day, Dieter loves creating page layouts and using big pictures.
It was a hit, and he was a natural, and he found that he loved the job. So the job that was taken originally to meet and connect with more farmers to potentially work into a farm management position turned out to be the calling he was born to follow, which led him to blaze a trail for a weekly all-dairy newspaper in 1979 — no small feat.
After 42 years, what has he loved most? You guessed it: the people. While there is satisfaction in writing the stories and putting the finished product together, for Dieter, it’s really all about the people.
Like agriculture, the newspaper business has its ups and downs, and getting started meant many years of long hours putting the paper together and much travel gathering news and stories. When he looks back, even those early 100-hour weeks, though trying, were enjoyable. Sitting at a banquet, for instance, isn’t really work when you enjoy it, he says.
The mission of Farmshine, he says, always was and still is to get the word out, to tell the story, to cover the issues.
When he looks back at how it all came together, Dieter told the NDS awards dinner crowd, it is obvious God’s hand was working through it because all the pieces came together even before he realized Farmshine would be born. He expressed sincere gratitude for all who had a hand in it, including those who saw something in him to encourage along the way.
In her letter, Mary Shenk Creek of Palmyra Farms notes that, “Dieter and his staff address all aspects of the dairy industry from commercially producing milk to the purebred sector and including alternative niche market opportunities. They do a wonderful job of highlighting individuals and unique accomplishments to shine a light on the personal side of our industry. Dieter is not afraid to tackle controversial issues and takes great effort to show an unbiased report while allowing editorials that stimulate thought.”
She sums up what so many feel, including me, having worked with Dieter on staff and in the later years as a freelance Farmshine contributor…
Mary says it so well: “The things I admire most about Dieter are his energy, enthusiasm and dedication. He is relentless in his commitment to serving agriculture and the dairy industry.”
Thank you Dieter for being a dairy journalism trailblazer, for starting Farmshine, the unique weekly all dairy newspaper 42 years ago, for shining a light, telling the stories, building connections, and touching the lives of others through the news, and so much more.
MADISON, Wis. — A picture of the future of dairy was painted with a boastful sort of “insider” arrogance by dairy checkoff leaders on the second day of the World Dairy Expo during DMI’s ‘tanbark talk’ on transformation. It left me both shocked and uninspired, exasperated.
The very next day, a message of light and inspiration was presented in a meeting hosted by American Dairy Coalition (ADC), talking about inspiring loyal consumers as part of a discussion on the viability of America’s dairy farms in the face of rapidly launching confusion via plant-based and lab-grown lookalikes.
Without necessarily challenging DMI’s assumptions about Generation Z and the “future” of dairy, ADC’s guest speaker, a consumer-packaged-goods expert, painted a different picture. From the marketing surveys shared, it appears that future consumers, those under 23 years old today, are much more apt to be brand loyal than their Millennial parents.
The question is: Who is inspiring loyalty to milk, whole milk, real milk, real dairy, real beef, real animal protein? Not DMI.
DMI wants to take your checkoff dollars down into the darkness of the gaming world. Their guest speaker and futurist collaborator talked about the Gen Z gamers, the immersive learning, the tik tok generation.
One comment made me cringe. “It’s something parents and grandparents don’t like, but it is good for dairy,” said futurist Bob Johansen about the dark world of gaming that has, in his opinion, claimed the perspectives and choices of the next generation.
Repeating the platitude of “meeting consumers where they are”, the DMI presentation left this reporter in a bit of a shock. Do we really know where consumers are? Who is telling us these things and what is it really based on? So much more enlightening was the next day’s presentation about “inspiring loyalty” by reminding consumers about “what they love.”
I believe most dairy farmers want to inspire consumers to what’s real in life instead of being sucked into the unreal and confusing world of gaming.
Where are my thoughts going and what did you miss in the DMI panel at Expo? Not much, really. I heard the DMI dairy transformation strategist suggest that she “likes saying milk has 13 essential nutrients,” but that she thinks it will be so much “cooler to identify, annotate and digitize the 2500 to 3000 metabolites in milk and then be able to pair them to products and brands in the personalized app-driven diets of the future.”
That’s right folks, DMI paints a picture of future diets digitized by apps and algorithms to match up to the individual metabolic needs and desires of consumers. In other words, they won’t really know WHAT they are consuming, just a mix-and-match of elements as presented by global processing corporations that are “all-in” for this future of food confusion.
DMI is in the self-fulfilling prophecy business. They aren’t meeting consumers where they are. They aren’t inspiring consumers to be better, eat better, and enjoy dairy. They are touting USDA dietary policy to the point that even their fellow GENYOUth board members and collaborators are, in some cases, promoting the competition.
Case in point this week, chef Carla Hall, a longtime board member of GENYOUth, who DMI leaders have touted over the past 10 years, is right now running Youtube videos teaching consumers “how to go plant-based without going vegan.”
And guess what? Hall is targeting milk for the ousting. She promotes almond, oat, cashew etc ‘milks’ and guides consumers on how to replace real milk with these fakes in their diets, their recipes, their lives.
When a Facebook post about Hall’s milk-replacing Youtube videos was posted by a New York dairy producer asking “why is this person on the GENYOUth board?” another dairy producer responded wondering if she really was on the dairy-farmer-founded and primarily funded GENYOUth board.
Yours truly, here, replied on Facebook with a simple “yes she is” accompanied by a link to the listing of GENYOUth board members and a screenshot of the page showing Carla Hall among the GENYOUth board member list. Within a couple hours of my comment on that post, I got a notice from Facebook telling me I had “violated Facebook’s community standards.” They called my comment “fraudulent spam” and deleted it!
Yes, my reply was deleted, and I was warned that if I continued my violation of Facebook’s community standards, action would be taken against me.
Wow, I thought, that’s out of left field, isn’t it? I simply showed the truth with a link and a picture that the plant-based beverage promoter is, in fact, on the GENYOUth board.
Yes folks, DMI wants you to believe that your future viability as dairy farmers relies on playing nice with the plant-based and lab-grown lookalikes – blending in with them – and losing your identity. After all, they say, just be glad your milk has 2500 metabolites that can be digitized and annotated!
They want you to believe that the gaming industry is “good” for dairy while acknowledging that it’s not so good for kids. They want you to partner in that world of unreality and confusion instead of being an inspiration of clarity and a champion for what’s real.
My question is: Do we want to be a beacon of light and inspire Gen Z? Or do we want to stoop to the level of this dark space to “fit in” or “be cool”.
In that space, are those teens and young adults even listening to our story? Or are we being drowned out by the bells and whistles of gaming as it sucks them in and drags them down. The entire gaming world is full of ambiguity and confusion, but this is what DMI and its futurist say the world is going to be, that it is a VUCA world, and we must accept it.
VUCA stands for volatility, uncertainty, complexity and ambiguity. It’s a sort of catchall phrase for what we all know. Yes, the world is crazy out there!
In that talk, DMI leaders said they hired futurist Bob Johansen to help them look at four models for the future of dairy from a range of possible scenarios. They chose the transformation model, and that is how they are transforming checkoff dollars.
“Accept it,” they say, Mr. and Mrs. Dairy Farmer, you must accept that ambiguous messaging is the name of the game for the future of dairy, one that assigns the attributes you are selling in a mix-and-match environment.
Farmers have been dealing with VUCA forever. We’ve long understood that markets are volatile, the future is uncertain, the industry is complicated, and yes, the world and its direction are certainly ambiguous.
However, must dairy farmers accept and enbrace this ambiguity in the messages they send to consumers about the milk they produce?
Should they be pursuing the digitization of 2500 milk metabolites as the way to pair dairy with certain brands and products to fit personalized diets and ignore the backdrop of confusion about what real milk and dairy are?
The first rule of marketing 101 is that ambiguous messages don’t work. They leave the impression that there’s nothing special about one choice over another.
They call it innovation, but it is really subjugation – the act of bringing farmers and consumers under domination and control.
They are asking dairy farmers to give away our precious wholesome true message about milk – especially whole milk — so that processors can mix and match protein sources as they see fit.
Of course, they tell us this is for sustainability’s sake and for saving the planet by keeping diets within planetary boundaries, but we all know the score: It’s about corporate profits and control of food… and land.
We knew that already, didn’t we? The dairy transformation strategy is to be the protein that processors choose to include by being the low-cost producer.
DMI isn’t interested in promoting whole milk or the nutritional value of whole milk as a superior choice. This is obvious no matter how ardently the outgoing DMI CEO Tom Gallagher repeats the mantra that DMI championed the return to full-fat dairy and whole milk.
He said this again during the World Dairy Expo discussion when New York producer Jay Hoyt stood up to say none of this “bright” transformation future is going to matter if we can’t promote and provide cold whole milk to kids. Gallagher’s response was that no one would be talking about whole milk if DMI had not been the leader on the full-fat dairy research and whole milk message. (What did I miss?)
The transformation strategy of DMI is to be a versatile, low-cost commodity that can be separated to blend and fit and filter its way into dozens of new products, that it has 2500 metabolites that can be digitized and annotated and then selected for personalized diets offered on iphone apps, that it ‘meets Gen Z where they are’ in the immersive learning world of gaming.
This is a game for sure. But who wins? Certainly not dairy farmers or consumers.
The transformation strategy has no place for promotion of 100% real whole milk and dairy, nor a clear message about what milk is, what it does for you. No place to remind consumers about why they love milk because they’ve helped over the past decade parrot USDA’s propaganda so that Gen Z doesn’t even know they love milk because they weren’t given whole milk – until grassroots promotion efforts started turning those tables.
If we all stand by and twiddle our thumbs — letting the global corporations make the decisions, control the narrative, bow to activist triggers, and define ‘where our consumers are’– by the time DMI and friends are done with dairy, it will be unrecognizable, without a clear message about the real milk diligently produced on our dairy farms.
DEERFIELD, Mass. — Danone confirmed it will drop 89 Northeast Horizon Organic dairy farms by this time next year. The global corporation headquartered in France had purchased WhiteWave — including Silk plant-based and Horizon Organic milk — from the former Dean Foods five years ago.
Receiving the letters in late August are the Horizon Organic family dairy farms in Maine (14), Vermont (28), Washington County, New York (17) and the balance located in New Hampshire as well as Clinton, Franklin, and Saint Lawrence counties, New York.
Producers in the affected Northeast region say they saw this coming, but no one expected it to be this fast and this impactful in a region such as the Northeast where the organic milk market has had a long and growing following among consumers and some of the first organic transitions were with Horizon more than two decades ago.
Organic producers in the region also say the commoditization of their product faces the same consolidation trends as conventional dairy farms, in part due to the inconsistent interpretation of organic standards by certifiers and the delayed publishing and enforcement of certain rules by USDA.
Vermont’s Agency of Agriculture, Food and Markets, as well as Senator Patrick Leahy are looking into the situation. Maine’s Governor Janet Mills and Ag Commissioner Amanda Beal also announced state support for these farms and the state’s overall dairy industry through a stakeholders working group with short- and long-term strategies.
For its part, Danone is unequivocal in saying it is focusing on buying milk from new partners that ‘fit’ its ‘processing footprint.’
“Danone is offering a 180-day notice, or farms can sign onto a one-year contract with no contract option after that. Apparently, the farmers who contract for the year can leave with 30 days’ notice if they find another market,” writes Edward Maltby, executive director of NODPA in a bulletin as the news broke August 22.
That’s a big IF.
Other of the region’s organic processors are not known to have much extra capacity to pick up new organic milk shippers. Even conventional milk buyers are mostly not taking on new dairy shippers with several still enforcing base programs and penalties on existing shippers in the Northeast. (However, during the second half of August into September, overall milk supply in the Northeast and Midatlantic has been reported by USDA Dairy Market News as “extremely tight.”)
Maltby notes that this round of contract terminations are mainly in New England and do not extend past four counties in New York (extreme northern and eastern New York) and do not include Pennsylvania. He and other sources indicate Danone is setting an arbitrary line for milk to come from farms within a 300-mile radius of the plants that process it, so as they shift their manufacturing footprint, the farm footprint incrementally shifts as well.
Is this the future of unsustainable ‘sustainability’?
Month after month, the Northeast Federal Milk Marketing Order statistical bulletin shows handlers bringing in milk — including and especially organic milk — to FMMO 1 from the Midwest and Southwest United States. In fact, large quantities of conventional and especially organic milk come into the Northeast in tankers and packages every month from as far away as Texas and Colorado.
Danone issued an emailed statement to NODPA late Tuesday (Aug. 24) that confirmed the rumors and the numbers.
“We greatly value our relationships with our farming partners and did not make this decision lightly. Growing transportation and operational challenges in the dairy industry, particularly in the northeast, led to this difficult decision. Eighty-nine producers across the northeast received this non-renewal notice. To help facilitate a smooth transition, we are offering each producer the opportunity to enter into a new agreement for us to purchase their milk until August 31, 2022 to provide additional time and support,” Danone stated in an email response to NODPA.
“We will be supporting new partners that better align with our manufacturing footprint,” the company statement continued. “We are committed to continuing to support organic dairy in the east, and in the last 12 months alone, we have on boarded more than 50 producers new to Horizon Organic that better fit our manufacturing footprint. This decision will help us continue providing our consumers with the products they love.”
Danone’s statement indicates it is still committed to organic dairy in the East; however, on July 29th, during its earnings call with investors, Danone announced its plans to offer new versions of its FAKE-milk brands with what they say will be “improved taste and texture” later this year (2021).
Furthermore, Danone built the nation’s largest fake-dairy plant in Dubois, Pennsylvania, where it makes plant-based non-dairy substances marketed as “yogurt,” certain soft cheese lookalikes and, yes, fake-milk beverages will be produced there also.
When the fake-dairy plant opened in Pennsylvania in February 2019, Danone officials linked it to their global goal “to triple our plant-based business by 2025.”
Toward that end, during Danone’s July 2021 earnings call, Shane Grant, co-chief executive officer of Danone and CEO of the North America division, said: “The opportunity we see is really the challenge of that (plant-based) convention. We know that in key plant-based markets like the U.S., 60% of consumers are not in the (milk) category. We know the barrier is primarily product taste and texture. We will launch against this opportunity new dairy-like technology under Silk NextMilk, under So Delicious Wondermilk and under Alpro Not Milk.”
Danone also reported to investors its net income jumped 5% in the first half of 2021.
NODPA’s Maltby observed in a Farmshine interview this week that the discriminating higher-price-point consumer of organic milk is a prime target for imitation brands. He noted that organic milk has been “very price stable” on the retail shelf at $4 per half-gallon for the past decade.
“Even now, at a $27 to $29 pay price for (organic) producers versus a prior pay price of $35 or $36, the retail price has remained the same, indicating some room for growth,” said Maltby.
In fact, organic milk sales volume has been inching higher over the past few years, and during the Coronavirus pandemic, when all whole milk sales grew dramatically, organic whole milk sales volume grew by an even higher percentage in volume gains. Plant-based imitations grew on a dollar sales basis although volume is not tracked by USDA the way real fluid dairy milk sales are tracked by volume. Sales growth in plant-based imitations are also a function of the increasing price point, not so much reflective of volume.
Fake-dairy doesn’t offer the nutritional standing of real dairy products, but consumers are duped by advertising campaigns (especially Danone’s Silk commercials on television) into believing real and fake milk are interchangeable in their diets.
Consumers are also being fed a steady diet of ‘save the planet’ rhetoric centered on plant-based and lab-cultured ‘alternatives’ thanks to regurgitated myths that do not tell the whole story about ruminant cows.
Danone has set a goal to be what it calls “the first carbon-positive dairy brand” by 2025. This includes its Horizon Organic brand. In a March 2020 Marketwatch report, Horizon was ranked as the world’s largest USDA certified organic dairy brand. A few months ago in April 2021, Danone released a report showing that its Horizon brand derived 18% of its carbon footprint from cow manure management, 14% from animal feed, and 9% from keeping milk cold in refrigerators. (That’s less than half, what is the rest?)
As dairy processing innovations continue to lengthen plant code to 30 to 40 days, and beyond, the processing trend in the fluid milk category – organic and conventional – is toward ultra high temperature (UHT) pasteurization and extended shelf life (ESL) aseptic packaging for extended warehousing, longer-distance transportation, and larger global circles of distribution where regional supply chains with fresher products will need to find ways to differentiate themselves.
Meanwhile, notes Maltby, it’s the total effect that consumers aren’t realizing because it’s not broadcast in advertising or on labels. The whole package, total effect of real dairy sales includes better nutrition, along with the components dairy farmers bring to their rural communities in terms of economic support and true environmental leadership.
“You don’t see this many organic farms dumped in a year. It’s unusual. This will have a dramatic effect on our rural communities and environment,” said Maltby.
In 2018-19 Danone began dropping organic dairies milking fewer than 500 cows in the western states, coming back to those farms offering conventional contracts using their proprietary “cost-plus” pricing method.
During a 2019 Western Organic Dairy Producers Alliance (WODPA) meeting in Nevada, some of those affected producers shared this news and blamed inconsistent enforcement of USDA organic rules on access to pasture, percentage of dry matter intake from grazing and other production standards.
Maltby noted that NODPA and other organic dairy organizations are advocating with USDA and their members in Congress to ensure the Origin of Livestock rule for organic certification is strong “to not allow transitioned animals to retain their organic certification for milk when transferred or sold.”
Maltby observed that USDA and certifiers have “created an un-level playing field with their failure to publish this regulation over the past decade.”
He says NODPA and other organic groups also seek better enforcement of organic production standards, explaining that some certifiers “are still not interpreting or enforcing the access to pasture regulation in their definition of the grazing season.”
NODPA is urging anyone with influence within the CROPP Cooperative and Lactalis/ Stonyfield, to encourage them to enter into discussion with the Northeast organic dairy community about ways to move forward.
“A year is a very short time,” said Maltby.
A boycott of Danone products is also mentioned in the bulletin at the NODPA website.
“We hope to direct people away from thinking too narrowly about Horizon and consider boycotting the Danone (Dannon) products instead, to raise the issue with some leverage for these family farms,” he said. “Danone obviously believes it has adequate supply in other areas of the U.S., at a lower cost and from larger operations, that make their trucking logistics cheaper and easier.”
While dairy producers pay the cost to transport their milk from farm to processing, the milk produced in the Northeast is considered higher-priced at the farm level in part because of the FMMO structure but also because the Northeast lacks capacity for “balancing” the organic fluid milk market with processing assets to take milk for Class III and IV products when Class I sales and processing ebb and flow seasonally.
In addition, more organic feeds are produced in the western U.S. and Canada, and there is a transportation component to that scenario from a carbon footprint modeling aspect that becomes a wash when they just bring the milk to the Northeast from elsewhere instead of inputs for cattle on Northeast farms.
The costs of assembling milk from multiple small farms in a region, including field inspections and interactions, is also considered a cost the global Danone company would like to control by sourcing from fewer and larger “new partners”.
However, remembering the food disruptions, waste, and shortages during the pandemic, especially from the centralized models of the meat and poultry industries, Maltby notes that, “If this is the cost of maintaining farms in our region, in our economies and our communities, isn’t that (food security) something for companies like Danone to consider?”
Bottom line, Danone appears to be looking to control the criteria of its environmental claims so that other companies can’t mimic them. The company is reportedly looking to build a “Regenerative Organic” certification to differentiate its products in the marketplace and capitalize on buzz terms in the climate discussion.
Meanwhile, current USDA-certified organic dairy producers, especially small and mid-sized family farms, feel abandoned in that conversation because they say they don’t see USDA defending what already are the organic standards and regulations, allowing two things to happen simultaneously – the dilution of standards commoditizing their product in the sourcing by companies like Danone, which then turn right around to reinvent real and fake dairy niche differentiation with new partners.
Doing so means walking away from DMI and NFL constraints
By Sherry Bunting, Farmshine, September 3, 2021
BROWNSTOWN, Pa. — Rather than dilute its rejuvenated milk performance messaging in NFL athletes’ own milk stories, the national Milk Processor Education Program (MilkPEP) walked away from its quest for a fall promotion partnership with Dairy Management Inc. (DMI) and the National Football League (NFL).
According to leaked emails dated August 27 and 28, the decision was made when NFL feedback required removal of references to fluid milk hydration, recovery and performance due to infringement on the territory of a prime NFL sponsor, PepsiCo.
Rather than dilute the campaign’s message to gain NFL approval, the email indicates MilkPEP will use its own creative content with NFL athletes, without the NFL branding. Separate Farmshine requests for official statements from both MilkPEP and DMI were not immediately answered.
Some history is in order.
MilkPEP is funded by the mandatory 20-cent per hundredweight assessment that is included in the Class I price and is paid by fluid milk processors on all fluid milk that is processed and marketed in consumer type packages in the U.S. DMI, on the other hand, is funded by a portion of the 15-cent checkoff paid on all milk hundredweights sold by all U.S. dairy producers and the 7.5-cent per hundredweight equivalent paid by dairy importers.
MilkPEP, under the leadership of CEO Yin Woon Rani since October 2019, has brought back and revitalized milk education messages with an up-to-date modern focus on the nutritional and performance benefits of milk.
For example, MilkPEP revived ‘got milk?’ in 2020, and even more recently started a related slogan ‘you’re gonna need milk for that.’
At the gonnaneedmilk.com website, Milk is positioned as “fueling athletes for centuries” and as “the original sports drink” with tabs for milk facts, why milk, and milk vs. other beverages. In fact, some state and regional checkoff programs, including the southern Dairy Alliance, are using some of MilkPEP’s fluid milk promotion pieces. MilkPEP also partners with DMI on some projects related to fluid milk promotion.
DMI leaders often point out that their role is research and instead of generic advertising, they focus on innovation via proprietary strategic partnerships that include DMI’s 5-year-old Fluid Milk Revitalization Initiative; while MilkPEP focuses on consumer-facing fluid milk education and promotion. DMI often claims to “further the reach” of MilkPEP promotions through partnering and social media.
A central theme in MilkPEP’s ‘gonna need milk’ campaign is how milk’s unique nutritional attributes fuel extraordinary accomplishments. Through science-based information and the stories of Team Milk athletes, this campaign comes right out to proclaim “Milk: The Original Sports Drink.” So far this year, the milk stories of Team USA Olympians have been featured.
“I’m sorry we couldn’t get it done with the NFL, but we’ll find a way to get it done,” said Everett Williams, a MilkPEP board member at-large and Madison, Georgia dairy producer when called for his thoughts on the matter. “I have been impressed with what MilkPEP is doing, and it looks like we’ll still be working with the athletes, just not with the NFL branding.
“But we will still get the message out that ‘you’re gonna need milk for that,’” he said.
The fall promotion work had reportedly been underway for months creating content. Given DMI’s partnership with MilkPEP and with the NFL in schools via the GENYOUth and Fuel Up to Play 60 since 2009, the thought was these MilkPEP promotions could associate the athletes’ stories with the NFL and FUTP60.
However, in the email leaked to many, including to Farmshine, over the weekend, MilkPEP apparently thanked DMI’s teams for working with them on this, but said the organization would follow a different pathway for the fall promotions already created. The email noted that MilkPEP worked with DMI “in an attempt to make compelling content for Gen Z to help us achieve our objective of positioning milk as a valuable performance drink that helps athletes do extraordinary things.”
This created conflict with the NFL.
According to the email, the feedback that was sent back was “very stringent prohibiting this type of content.”
This feedback would have included editing every player’s authentic testimonials and removing all messaging from the gonnaneedmilk.com website that related to hydration, performance, recovery and sports drinks.
MilkPEP indicated in the email that it was unable to accommodate this level of feedback because the information is fact- and science-based.
In the email, MilkPEP’s continued support was emphasized for GENYOUth, the non-profit formed originally by DMI and the NFL. MilkPEP will pay for the distribution of nearly 4000 flag football kits to schools in October, which will feature the Team Milk NFL and nutritional posters along with the ‘got milk?’ branded pinnies, according to the email.
Outside of the schools, MilkPEP will essentially move forward on their own with their own content and will only use this content featuring attire without NFL or team brands and without any FUTP60 branding and no connection to the NFL.
“I am disappointed that we weren’t able to find a special place for milk in NFL promotion,” said Rob Barley, a MilkPEP board member at-large and dairy producer from Lancaster County, Pennsylvania when asked for his observations.
Barley noted that MilkPEP staff worked very hard on this promotion, and he indicated DMI worked with them, but in the end, the promotion was denied by the NFL as infringing on the areas of other sponsors.
He noted that this decision does not represent a break in the partnership between MilkPEP and DMI on fluid milk promotion, and it does not affect their school participation. Instead, it means MilkPEP is choosing to continue its fall promotion plan, using the unedited milk stories of football players. They just won’t have the approval of the NFL and therefore will not be able to associate with the NFL brand or FUTP60 logo.
“We lack the financial resources of other NFL partners,” Barley said. “It’s that simple.”
NFL sponsorship deals are huge. According to an NS Business report last year, the NFL brought in a combined $1 billion through sponsorship deals from 30 brands during the 2019-20 season. At $100 million, PepsiCo was the fourth largest, allowing it to use the NFL logo and branding on its advertising campaigns for soft drinks as well as its other beverage and snack brands including Aquafina (water), Frito-Lay, Gatorade, Tropicana and Quaker Oats.
By comparison, the entire annual budget of MilkPEP is less than that, estimated at $85 million.
Also in comparison, according to IRS 990 forms, DMI pays the NFL approximately $7 to $8 million annually and provides the staffing and infrastructure for the partnership with the NFL in GENYOUth, where state and regional checkoff organizations, collectively, outspend all other individual donors, including the purchase of breakfast carts and equipment and educational materials for schools.
Over the past decade, GENYOUth’s in-school materials have evolved well beyond the original realm of nutrition and exercise as more multinational corporate donors from the technology, financial and consumer packaged goods sectors have boarded the school bus.
In 2020 and 2021, GENYOUth has focused its out-of-school messaging on raising funds for delivering school meals amid pandemic disruptions.
Through GENYOUth and FUTP60, DMI targeted Generation Z over the past 12 to 13 years. In a press conference in May, Anne Warden, DMI’s executive vice president of Strategic Integration, said dairy checkoff “has been focusing on the youth audience ever since making its commitment to USDA on school nutrition (in 2008-09).” She stated that Gen Z is “not interested in facts like vitamins and minerals. They want to know how foods and beverages will make them feel.”
The FUTP60 partnership between the NFL and DMI began in 2009. By 2010, DMI had created the 501c3 non-profit Youth Improved Incorporated, operating as GENYOUth. Its formation includes USDA as an original partner. USDA blog posts and Flickr photos depicted the ceremony where the Memorandum of Understanding (MOU) was publicly signed by NFL Commissioner Roger Goodell, USDA Secretary Tom Vilsack, GENYOUth CEO Alexis Glick, and National Dairy Council President Jean Regalie during the 2011 Superbowl.
Also in 2011, PepsiCo renewed its longtime partnership with the NFL in a 10-year deal that ESPN reported to be over $90 million per year with additional spending in marketing and promotion of its ties to the NFL.
In 2018, the GENYOUth Vanguard hero award was presented to PepsiCo during the New York City GENYOUth Gala, at a time when dairy farmer heroes were encountering one of their most difficult milk price margin years and whose checkoff had been contributing far more millions to the GENYOUth effort over the previous 10 years than the one-year, one-million PepsiCo had pitched in for Spanish translations and 100 breakfast carts. (PepsiCo has a school foodservice company and website touting USDA-compliant products.)
PepsiCo’s North American CEO accepted the award that evening and indicated the company had “admired the Play 60 program for years.” He then used the dairy-farmer-founded GENYOUth venue to tout Pepsi’s focus on healthy new beverages, including the Quaker brand oat ‘milk’ he announced had arrived in stores (a brand that was subsequently discontinued).
Looking ahead, PepsiCo announced in Feb. 2021, its joint venture with Beyond Meat called The PLANeT Partnership to make and sell plant-based alternative drinks and snacks. In July 2021, Beyond Meat filed to trademark “Beyond Milk.”
(Author’s note: NFL is big business, and its sponsorship deals understandably require rules for the road in which competing sponsors — especially those such as dairy producers with their smaller ‘altruistic’ investments as ‘partners’ in a youth program — are apparently expected to stay in their lane (getting meals to food insecure kids at school; not promoting milk’s nutritional profile in performance, hydration and sports recovery). On the other hand, pay attention… if / when the PepsiCo / Beyond PLANeT Partnership brings forth a Beyond Milk beverage to go with the trademark application they just filed, dairy farmers will certainly expect the NFL to remember who the MILK lane belongs to.)
Eligible producers to be paid by agreements with milk handlers, co-ops
By Sherry Bunting, Farmshine, August 27, 2021
WASHINGTON, D.C. — According to USDA, milk handlers and cooperatives were contacted Aug. 23-27 about entering into signed agreements to distribute the approximately $350 million in Pandemic Dairy Market Volatility Assistance payments the agency announced on Aug. 19.
The agreements will be to disburse funds to their qualifying producers and provide them with education on a variety of dairy-related topics.
Handlers and cooperatives have until Sept. 10, 2021 to indicate to USDA their intention to participate. USDA will then distribute the payments to participating handlers within 60 days of entering into an agreement. Once payment is received, a handler will have 30 days to distribute monies to qualifying dairy farmers.
These funds will be disbursed to “eligible” dairy farmers through “eligible” Federal Milk Marketing Order (FMMO) independent milk handlers and cooperatives, not through FSA. There will be no signups for this program, and payment rates have not been published.
What is unique about the volatility payments is they will be producer-specific and targeted based on FMMO records and agreements with milk handlers to be the payment conduit.
USDA indicates this program is a “first step” and is aimed at compensating producers for volatility and federal pricing policy changes. The payments will cover 80% of the calculated lost value on Class I fluid milk pounds for July through December 2020.
This language suggests the payments will be limited to producers whose milk was pooled on FMMOs during those six months.
One point of contention with the “volatility assistance” is that the eligible producers will be limited to payments associated with up to 5 million pounds of annual production — even though farms of all sizes incurred these losses due to a combination of pandemic volatility and federal pricing policy changes. The Adjusted Gross Income verification will also be required, like for the prior administration’s CFAP payments.
The actual cumulative net Class I value losses to dairy producers over a longer 27-month period (May 2019 through July 2021) were more than twice the amount of the program, pegged at over $750 million.
During the six months covered by the volatility assistance program – July through December 2020 – the difference between Class III and IV milk prices was $5 to $10 per hundredweight. Further amplifying the impact of this volatility on producer blend prices was the 2018 Farm Bill change (implemented May 2019) to use an averaging method instead of the previous ‘higher of’ Class III or IV skim prices to set the Class I ‘mover.’
This change also led to massive de-pooling and severely negative producer price differentials (PPDs) for most of the past 27 months. Even in some of the positive PPD months, the PPDs were smaller than normal, representing lost value to producers in excess of $3 billion.
In disbursing these volatility assistance payments, milk handlers and cooperatives will be reimbursed for limited administrative and educational costs, according to the USDA brochure.
The education piece stipulates that each participating handler or cooperative “will provide educational materials to all producers by March 1, 2022. The USDA brochure indicates that they may provide the education in the form of mailings, recorded online trainings, live virtual webinars, and/or in-person meetings.”
This education revolves around federal dairy programs, according to USDA. Example topics are Federal Milk Marketing Orders; Dairy Margin Coverage, Dairy Revenue Protection, Dairy Mandatory Price Reporting, Chicago Mercantile Exchange, and Forward Contracting.
USDA will make these education materials available, or the participating handlers and cooperatives may use their own educational materials or training.
Each participating handler will have to verify how many producers were provided with the information and the methods that were used for the education.
The Pandemic Dairy Market Volatility Assistance Program was announced during meetings with farmers and a tour of farms with Senator Patrick Leahy in Vermont last Thursday. Back in June, Agriculture Secretary Tom Vilsack had committed to provide additional pandemic assistance for dairy farmers in an exchange with Sen. Leahy during an Appropriations hearing.
“This (program) is another component of our ongoing effort to get aid to producers who have been left behind and build on our progress towards economic recovery,” said Vilsack. “This targeted assistance is the first step in USDA’s comprehensive approach that will total over $2 billion to help the dairy industry recover from the pandemic and be more resilient to future challenges for generations to come.”
In a press statement this week, NMPF president and CEO Jim Mulhern stated that the $350 million only compensates for some of the damage resulting from the pandemic.
“NMPF asked the department to reimburse dairy farmers for unanticipated losses created during the COVID-19 pandemic by a change to the Class I fluid milk price mover formula that was exacerbated by the government’s pandemic dairy purchases last year,” said Mulhern. “When Congress changed the previous Class I mover, it was never intended to hurt producers. In fact, the new mover was envisioned to be revenue-neutral when it was adopted in the 2018 Farm Bill. However, the government’s COVID-19 response created unprecedented price volatility in milk and dairy-product markets that produced disorderly fluid milk marketing conditions that so far have cost dairy farmers nationwide more than $750 million from what they would have been paid under the previous system.”
NMPF and IDFA suggested and agreed to the Class I pricing change during 2018 Farm Bill negotiations, and no hearings were held before the FMMO method for calculating the ‘mover’ was implemented in May 2019.
Mulhern went on to say that the arbitrary low limits on covered milk production volume mean many family dairy farms will only receive a portion of the losses they incurred on their production last year.
“Disaster aid should not include limits that prevent thousands of dairy farmers from being meaningfully compensated for unintended, extraordinary losses,” Mulhern said, adding that NMPF is “continuing discussions about the current Class I mover to prevent a repeat of this problem.”
For its part, the American Dairy Coalition has been facilitating nationwide discussions with other dairy groups on the dairy pricing, de-pooling, negative PPD losses and risk management impacts since last winter, including a letter signed by hundreds of dairy producers and organizations sent last spring to NMPF and IDFA seeking a seat at the table on solutions for the concerns about the Class I ‘mover’ change and supporting a temporary return to ‘the higher of’ until other methods can be appropriately vetted with a hearing process.
ADC’s nationwide discussions brought attention to this issue and contributed to Senator Kirsten Gillibrand and 20 other U.S. Senators sending a letter to Agriculture Secretary Tom Vilsack seeking financial assistance for dairy farmers for these milk price value losses. A dairy situation hearing is anticipated in the Senate Subcommittee on Dairy, Livestock and Poultry that is chaired by Sen. Gillibrand.
— In addition, USDA announced on Aug. 19 an estimated $580 million in Supplemental Dairy Margin Coverage (DMC) to allow “modest increases” in the production history of enrolled dairy producers up to the 5 million pound annual production cap for Tier One coverage. Specific details for adjusting DMC production history have not yet been provided.
— Additionally, USDA announced the inclusion of premium alfalfa prices in the calculation of the feed cost portion of the DMC margin.
SHARON SPRINGS, N.Y. — Like many things missed last year, Holstein enthusiasts will be glad to know the New York State Holstein Picnic is back on track for 2021 and will be held at Ridgedale Farm, Sharon Springs, Saturday, September 11 at Noon.
The Conard family will host the event, just like in 1984, when the state picnic made its original comeback. It was Wayne Conard’s mother on the breed promotion committee back then, who was instrumental in getting the state picnic going again almost 40 years ago.
“They had picnics in the early 1900s, but then it went by the wayside until 1984,” Wayne explains about that first modern-era New York Holstein picnic bringing 600 people to Ridgedale Farm that year.
The state association has had a summer picnic every year since, except for 2020, the year the pandemic cancelled everything.
Three generations of Conards look forward to welcoming members, friends, and peers from across the state, and Holstein enthusiasts are welcome from Pennsylvania and other states too.
Wayne and Jen Conard and their sons Cyrus and Isaac, Cy’s wife Morgan and their young children Liam and Keaton are the welcoming committee planning a fun day of fellowship for an estimated 300 attendees, including a catered meal, cattle judging, yard games and other surprise touches.
“We have local chef and caterer Mark Tuller coming from New Berlin. Wayne wanted beef brisket, so we’ll have that, as well as pulled pork and barbecue chicken, plus salt potatoes, baked beans, salads, fruit and a brownie sundae bar,” Jen explains the menu.
“We like good food and want to serve a nice meal,” Wayne affirms.
Tickets are $18 for adults and $10 for children under 10. The extended deadline for meal reservations is Sept. 1 by 7:00 p.m. Call or text the Conards at 518-369-8358 about reservations.
“Everything will be cooked on site, so if you want to eat, please get your ticket ahead of time, so we can plan the food,” Jen reminds.
The picnic will also feature a silent-auction manned by the Otsego, Herkimer, Montgomery (OHM) Holsten Club selling semen from homebred bulls at Ridgedale, so “bring your tanks,” says Wayne.
Picnic-goers will get to see the bulls and their mothers hailing from the Roxys and Follys and an Apple grandson.
They’ll see daughters of 19th generation EX Golden Rose ABS Ginger, including a red daughter by Jordy. Ginger was the EX-94 grand champion of the 2016 New York State Fair.
“They’ll see milking daughters of Thunderstorm and Tattoo, and much more,” Wayne assures.
For decades, the Conards have raised their bull calves for the herd sire market. Deep pedigrees for type, components and long-lived cows – with special Red & Whites in the mix — have attracted buyers, even as the industry around them changes.
“Every calf here gets raised, and a little over a year ago we started collecting a few of the special ones,” Wayne explains. “Harry Zimmerman comes up from Pennsylvania to collect them for us. We keep units priced affordably, and it has really taken off.”
The Red ones are pretty special, he notes, explaining that their herd had Canadian breeding bringing the Reds in early-on. Wayne also notes that his father was big on butterfat, so that’s bred into the herd here.
Of the bulls being collected at Ridgedale, Wayne explains: “One is from the Apple we had, an EX Defiant out of a Goldwin from Apple herself. Another bull we’re collecting is an Unstoppabull out of a Diamondback from a 94-point Fever from a 92-point Shottle out of the 96-point Folly cow.”
Folly was a legacy cow for Ridgedale, cared for by four generations of the Conard family. The EX-96 5E Ridgedale Folly passed away in 2018, just a day shy of 16 years of age.
The Ridgedale prefix goes back to Wayne’s paternal grandmother’s side of the family. One of his father’s uncles ran the dairy farm in New Jersey before he was tragically killed by a bull. Then, during World War II, the U.S. Army took the farm because a railroad station was needed.
“Dad got started again on a rented farm and spent some time in New Hampshire too before coming to New York when I was 11,” Wayne recalls. His father purchased the original 212 acre-farm in Sharon Springs, and later built a 1980-style tie stall barn.
Today, the Conards milk 102 cows. They farm 750 owned acres and rent additional ground, raising feed for their cows, and cash cropping corn, soybeans, grass hay and some small grains, with their own dryer on site.
Not only do dry cows graze rolling pastures here, the milk cows get out every morning on pasture.
Ridgedale milk goes to Midland Farms, a family-owned wholesaler of fluid milk and dairy products supplied by 20 dairy producers in the area.
In addition to the rebuilt heifer and bull facility up the hill, picnic-goers will see the elite cows of Ridgedale in their work clothes, all in one location.
The herd used to be split between Cy’s place and Wayne’s place less than a mile apart on the same road until a fire in early 2018 destroyed the barn where Wayne milked 30 head. The family expanded out the back of their main tie-stall barn to consolidate the milking at one location the next year, turning the other site into a pole barn for machinery.
The farm has evolved in its over 50 years.
“To cash flow today, as a family farm, we need to be diversified,” says Wayne. “We’ve bought five farms in my lifetime — all last generation dairies. We haven’t enlarged our herd, but we’ve definitely had to diversify the business.”
While the number of dairy farms has declined over the years, the region has maintained its dairy heritage as Amish families have also come in buying farms and milking cows.
Ridgedale actually started selling bulls decades ago when Wayne’s late brother ran potloads to California every month.
“We’d put 6 to 8 bulls from this farm on a load,” Wayne recalls, noting they also sold bulls to Cow Town in Vermont in those days. “Then the Amish families came in locally, and we also sell bulls over to Lowville. We haven’t needed to advertise.”
The bulls offer deep pedigrees based on type and one set price gives the buyer choice of available bulls. They test for genomics, especially the ones they are collecting on the farm for semen sales.
“Genomics is a good tool, but we don’t play the genomics game,” says Wayne. “The bulls we use have got to be out of good cow families or it will come back to haunt you.”
Dick Witter has done the semen tanks at Ridgedale since he started Taurus in 1973. “He treats me like a brother and Cyrus like a son,” says Wayne.
Wayne reflects on 50 years of this friendship, and 50 years of breeding, which included early 1990 partnerships with Hanover Hill. Ridgedale has had some bulls with Taurus, and today they have a Goldchip out of Ridgedale Folly at Triple Hill Sires. His full sister went EX this spring as a three-year-old.
Wayne has lost count of the number of cows classifying Excellent over the years, estimating more than 300 homebred cows have gone EX. Of those, 20 have gone EX-95.
In fact, Ridgedale is typically in the top 10 for BAA score among herds their size. They have a lot of two-year-olds milking right now, but even so, there are more than 60 EX cows milking, with the others VG. The entire herd is out of EX cows.
A young cow Wayne is excited about is his younger son Isaac’s show cow — Ridgedale Raquel EX-91. She was All New York and nominated All American as a senior two-year-old last year with pregnancies this year by King Doc. Raquel is backed by nine generations EX. She is a Diamondback x EX-92 Windbrook x EX-94 Dundee x six more generations back to the Roxys.
She has been Isaac’s cow since she was a calf and was first-place senior 2-year-old at Louisville last year. Fresh with her second calf, Raquel was grand champion of the junior show at the OHM Holstein Club a few weeks ago and is headed to World Dairy Expo in Madison this fall.
A milestone for the family among the Reds was Ridgedale-T Raichu-Red EX-96. In 2016, Raichu and her full sister Ridgedale Runway Red-ET were the first homebred Red & White maternal sisters to be approved EX-95 and the first Holstein sisters to do this from the same herd on the same day. Then in 2017, Raichu went EX-96. Both were 7th generation EX back to Roxy with daughters in the herd today.
The Conards lost Raichu in 2020 at 16 years of age. She had been nominated All-American six times in milking form, with sons in A.I. and a string of show wins with Cy at the halter.
In fact, Raichu inspired Cy’s passion for showing, fitting and genetics as they grew together into showing — earning grand champion three times in the Premier National Junior Show at the All-American in Harrisburg and twice reserve grand champion of the junior Red & White Show at World Dairy Expo in Madison.
It was through showing at Madison that Cy and Morgan (Behnke) met and married. Morgan’s grandfather and uncles have Burwall Holsteins near Madison. She and her sister grew up with their own small herd of show heifers, and she met Cy while serving as Holstein Princess handing out awards for the Expo’s International Red & White Show. Cy enrolled that fall in the University of Wisconsin dairy farm and industry short course.
Today, Cy and Morgan have two young children, with Liam, 5, successfully leading his own heifer calf for the first time at the recent OHM show.
As a family farm run by family members who enjoy the cows and the crops, the Conards are quick to appreciate Daren Moore and Cole Williams helping with chores and the aggressive 3x milking schedule – and helping them get ready for the state Holstein picnic Sept. 11 and the Sunday on the Farm community event the following weekend.
While Jen works off the farm in ag lending, and Morgan does graphic design for the area’s tourism industry, all-in-all, the Conards really enjoy everything about farming together.
“We just like working with good cows,” says Cy matter-of-factly no matter how many ways the question is asked, because it’s just that simple.
“We like the crops and tractors too,” Wayne adds. “We just like farming.”
In their spare time, they like to restore John Deere tractors and make them useful again. They also do custom combining and big square bales for other farms in the area.
In fact, calling them in from working on the rain-delayed second-cutting on the first dry day in a long while was no small feat for this interview.
However, as I waited with 5-year-old Liam, walking up and down the road and talking, it was easy to forget there’s a world beyond the hills and valleys of crops and hay, cows and pasture and a white fence he was proud to tell me he helped paint. Blue skies and puffy white clouds were framed by green fields of growing corn and soybeans. The sweet smell of fresh cut hay permeated the air from the hills above, and the lowing of cattle drifted out the barn, where the familiar rhythm and hum of milking was winding down.
Enjoy the New York Summer Holstein Picnic at Ridgedale!
HARRISBURG, Pa. — In addition to the ‘DMI-led’ launch of DFA’s new ‘teen milk’ called siips, DMI is also working with processors, retailers, foodservice and technology companies to develop other ‘milk innovations’ for schools, foodservice and retail.
On a recent Center for Dairy Excellence industry call, Paul Ziemnisky, executive vice president of global innovation partnerships described DMI’s five-year-old fluid milk revitalization committee as a collaboration between the Innovation Center for U.S. Dairy, MilkPEP, NMPF and IDFA, using DMI’s insights to “make milk relevant.”
In the retail sector, Ziemniskhy talked about how plant-based beverage sales grew by a large percentage since the Coronavirus pandemic, but ‘value-added’ milk sales (such as fairlife, dairy-plus-plant-blends and other milk-based beverage innovations) grew by an even larger percentage than plant-based alternatives alone.
When asked whether dairy farmers’ are paying to fund checkoff research on non-dairy alternative products, DMI president Barb O’Brien said: “We are not doing any ‘dedicated’ research on alternatives. What we are doing has been done from a new product development standpoint,” she said.
“There has been exploration of blended products as consumers look at new flavors and options,” O’Brien defended. “Instead of letting that market walk away from dairy, we have looked at blended or ‘milk-based’ opportunities. We have looked at alternative milk-and-oats, milk-and-nuts to bring flavor and excitement to those new products.”
O’Brien stressed that all of this work has had “farmer oversight.”
“I want to assure you that 85 dairy farmers from across the country sit on the DMI board for approval of our plans,” said O’Brien.
On fluid milk, for example, she said the “dedicated fluid milk committee includes 10 farmers. They were asked to go deep and monitor the specifics of the work and the investments. They see the confidential, proprietary information from investors and make recommendations to the board.”
Ziemnisky did admit that whole milk sales — on a volume basis – topped the growth volume of other beverages in the dairy case, but he and O’Brien both focused on the value-added side of the equation. They revealed how DMI’s focus is to prove to retailers that they will reap sales growth by devoting more space to dairy innovations.
“Our partners have made capital investments of over $1 billion to help us win in retail, foodservice and school channels,” said Ziemnisky, explaining that the large and expanding dairy cases at retail are now confined to a 4 x 6 phone screen because more consumers today are choosing to shop for groceries online. “We are making sure milk is front and center in their media programs. As a result, online sales of fluid milk products are up $500 million year-to-date.”
O’Brien said DMI works “to ensure we keep dairy products moving into markets.”
“Our work covers the spectrum from consumer research to retail marketing and education of dairy case managers,” she said. “When the fluid milk revitalization alliance was formed, we learned brands do a better job of advertising. We built up the category with facts that prove to retailers how the value-added section in milk is growing more than the plant-based alternatives.
“We help them see that we’re the future, that they are getting more growth from us, and we show them: here’s how to grow the category,” O’Brien explained. “Retailers are now activating and using this knowledge to build-out additional space for new milk-based product launches.”
Case in point — the Dairy Plus/Milk Blends made by DFA’s Live Real Farms — is touted as ‘a new taste experience’ (in which the first listed ingredient is lowfat milk, second ingredient is water…)
The line of 50% lowfat, lactose-free milk and 50% almond or oat drink was launched over a year ago in Minnesota and is expected to hit the Northeast in January. Ziemnisky said the milk plus oat and milk plus almond beverages are examples of ‘relevant’ innovation, based on DMI insights.
“The urban and suburban consumer today is trying to get into shape. They are making smoothies. They are flavor explorers. They are putting habanero on cheese. They don’t want basics. We have to bring on the flavor and the innovation,” he said.
“Millennial moms are leaking out of dairy in the low-fat and nutrition space,” Ziemnisky explained. “We did a test of ‘real dairy’ with new flavor blends like oat. We thought, let’s add (oat beverage) to dairy and test it. This added to the retail basket, creating new usage occasions for dairy and grew the overall dairy sales compared to the stores that did not have the new (DFA Dairy Plus/Milk Blends) product.”
Retail sales growth on a dollar basis is very much the focus as Ziemnisky and O’Brien said they are showing retailers that adding these innovations to their offerings will drive category growth and sales revenue.
“We want consumers to experiment with new flavors that are occurring,” Ziemnisky said, using cheese as an example that applies to the fluid milk sector. “Think about cheese, of adding wine and nuts to cheese. You see that massive flavor blending. On a global landscape, we see this flavor thing as an international trend.”
Ziemnisky mentioned Kroger’s new cherry milk and the new ‘cereal milk’ launched recently by Nestle. He said there are “some other things that will launch that we can’t talk about, but think of what ice cream does (with flavor). That’s a hint.”
“To keep consumers from running to plants, we have to add some plants to dairy,” said Ziemnisky, citing this as an example of innovation he said is needed to compete.
“Our piece of that investment is very small,” he added. “Our partners are drawing on our expertise and investing ten times our investment, ultimately, in packaging and marketing at the end day.”
A dairy farmer submitted a question wondering, ‘What percentage of the total DMI budget comes from farmer funds and what portion comes from corporate partners?’
O’Brien replied that, “100% of DMI’s budget comes from America’s dairy farmers.”
(Technically, that’s not entirely accurate because importers pay a 7.5-cent checkoff per hundredweight equivalent. Importers are not dairy farmers, except when the importers are farmer-owned cooperatives.)
As regards DMI’s corporate partnerships, their funds are not mixed into one budget.
“What this plan has been designed to do is to bring partners of all types — foodservice, manufacturing, foundations, government grants — to align other people’s money with and execute against the shared values and shared priorities,” said O’Brien.
She noted earlier that the shift to a partnership planning model occurred in 2008-09, at the same time that the Innovation Center for U.S. Dairy was formed (and a year or so after the importers were required to start paying a 7.5 cent checkoff).
“We have calculated the value of corporate dollars — what I like to call ‘other people’s money’ — to combine with our dollars to become $3 billion for the execution of ‘in market’ plans,” said O’Brien. “This takes into account partners like Taco Bell, McDonald’s, and others. In marketing, they spend 10 to 20 times what we spend in the years we do that.”
O’Brien stated that this partnership plan is a “critical multiplier of farmers’ investments to make a greater impact on farmers’ behalf.”
When asked if DMI considers itself a top-down or bottom-up organization, O’Brien said the fundamental philosophy is “the most powerful partnership I have ever seen. It starts at the farmer level with national and local boards aligning behind shared values and priorities and a plan. That translates to staff sitting nationally and planning and driving strategies, building relationships and implementing the science.”
According to O’Brien, the annual planning process of DMI involves staff leadership and farmer leadership from national and local levels. It is a 9-month process that starts with the consumer insights DMI provides on how the marketplace is changing. Out of those insights, the strategies are brought forward. Then there is agreement on the strategies and tactics. Then the plans are ultimately implemented together.
“The marriage makes it a system that works for farmers,” O’Brien opined.
AUTHOR’S NOTE: Without checkoff-funded promotion, regular whole milk sales grew by 14% on a volume basis year-to-date, according to USDA. Paul Ziemnisky confirmed that whole milk sales are 41% of total dairy case sales on a volume basis, so the gains continue to make whole milk the volume growth leader in the dairy case. Meanwhile DMI fluid milk revitalization is aimed at ‘relevance’ and showing retailers and other partners the sales growth (in dollars) that dairy innovation can deliver.
It was a deep dive into the impacts of the federal prohibition of whole milk in schools, and positive momentum chipped away at the federal log-jam. The June 16th hearing by the Pennsylvania Senate Majority Policy Committee was livestreamed. A recording as well as written testimony can be viewed at https://policy.pasenategop.com/mp-061621/
Even though senators came and went in person and by zoom — due to a busy morning of meetings and votes — they were engaged with good questions and insights.
By the end of the rapid-fire 90-minutes featuring 11 testifiers in three panels, Chairman Mario Scavello (R-40th) had several actionable pathways.
It was a big day for the 97 Milk effort as several volunteers were invited to testify, and Chairman Scavello (above) read — not once but twice — from a 97 Milk handout, saying he wanted to make sure it gets into the hearing record.
“All of this in an 8-ounce cup of milk is what we are taking away from kids (when they discard or don’t take the fat-free or low-fat milk served). What are they thinking out there?” Scavello declared after reading the 6×6 card Nelson Troutman (below), had given him prior to the start of the hearing.
All 11 testifiers that morning supported whole milk as a choice in schools, bringing various farm, school, organization and consumer perspectives to help state senators understand the federal stumbling blocks. Chairman Scavello complimented “the breadth and depth” of what was learned.
These actions were identified by the Chairman:
— Develop and send a Resolution from Pennsylvania to the Federal Government, and if no results, begin to look at the cost and what would be involved to do something at the state level “on our own” to position Pennsylvania schools to be able to offer fuller fat milk.
— Conduct statewide pilot trials — a school district in every county — like the 2019-20 trial at Union City Area School District, to obtain widespread data and create more awareness. Foodservice director Krista Byler had shared her milk choice trial results, and Sen. Cris Dush (R-25th) noted a similar trial was done at a school in his district.
— Make other states aware of this federal issue and work on getting something done through National Conference of State Legislatures.
— Reach out to federal lawmakers to gain additional support and co-sponsors for H.R. 1861 Whole Milk for Healthy Kids Act, introduced by Representatives Glenn “G.T.” Thompson (R-PA) and Antonio Delgado (D-NY) in the House and to surface a companion bill in the U.S. Senate.
Layers of the onion were peeled.
The issues for students boil down to nutrition and taste.
The issues for dairy farmers are losing a generation of milk drinkers, giving up market share to global beverage brands, and the resulting economics that are driving farms out of business at a rapid rate.
The issues for schools are lack of awareness, a decade of outright federal restrictions, years of fat-free/low-fat indoctrination among school foodservice personnel — some of this “conditioning” performed by the national dairy checkoff’s school wellness program via the MOU with USDA — and the 2 to 5 cent extra cost of whole milk in tight school budgets.
(Author’s note: currently, students aren’t even permitted to purchase whole milk on school grounds as an a la carte or vending machine or fundraiser option. It seems we could start by legalizing it there.)
Lost generation of milk drinkers cited.
“We lost a generation of milk drinkers since whole milk was taken out of the schools,” said Nelson Troutman. The Berks County dairy farmer painted the first round bale Drink Whole Milk 97% Fat Free. He testified that people don’t know much about milk.
“They also don’t know schools are only allowed to offer fat-free and 1% low-fat milk, that the kids don’t like it and throw it away,” he said. “We had to do something to let consumers know whole milk is not 50% fat or 10% fat or 100% fat, it’s 3.25% fat.”
Jayne Sebright, an Adams county dairy producer, mother, and executive director of the Center for Dairy Excellence said the situation is “not only scary for dairy farmers, but also for our children and our future society.
“The truth is that fuller fat milk in schools could mean the difference between a child developing a life-long milk drinking habit, or not. It’s that simple,” said Sebright. “If they don’t like milk in school, they’re less likely to drink it at home, and if they don’t drink it at home, they’re less likely to drink it as an adult, and if they don’t drink it as an adult, they are less likely to give it to their children. So not only are we losing this generation, we’re losing generations to come.”
Rob Barley, a farmer in Lancaster and York counties and chairman of the PMMB (Pa. Milk Marketing Board) encouraged state senators to help influence a change at the federal level and among other states to “fight for future milk drinkers and the farmers that produce this nutritious product.”
Mike Eby, a Lancaster County farmer, talked about how government policies and industry organizations stand between farmers and the public. Eby serves as chairman of National Dairy Producers Organization and executive director of Organization for Competitive Markets. He also represents the southeast district on the Pennsylvania Farmers Union board.
“I see the divide that keeps farmers and consumers apart — on knowledge, markets, fairness and choice. The issue of allowing children to choose whole milk at school is one that seems to escape the application of logic, freedom and fairness,” said Eby.
The state’s interest was made clear.
Troutman said the issue directly affects Pennsylvania.
“This is a fluid milk state. Pennsylvania does not have 10,000-cow dairies or huge cheese factories. We are communities of small and medium-sized farms owned by families that support their communities,” said Troutman. “We have the land, the water, and the people who want to do the work in Pennsylvania. Dairy is 37% of our number one industry: agriculture. Our dairies are struggling. Without them, we lose other businesses, jobs, support for other parts of agriculture and the economy. Tourism, we lose our tourism.”
Barley also pointed out the state’s interest.
“Fluid milk consumption is vital to the survival of the dairy industry, but even more vital to the Pennsylvania dairy producers. The premium provided by the fluid milk market and the additional premium from the Pa. Milk Marketing Board, have helped to keep Pa. dairy farmers in business,” said Barley. “If milk consumption continues to decrease, there will be a continued exit of PA dairy producers.”
Pennsylvania Farm Bureau president Rick Ebert, a Westmoreland County dairy farmer, noted that, “Providing school children with healthy milk choices is one of our organization’s leading concerns when it comes to strengthening the dairy industry. We have supported several legislative efforts in Congress to repeal current standards and give school districts the flexibility to offer whole milk and flavored whole milk if they so choose.”
Eby highlighted the “significant stake in the impact on farms, allied businesses, jobs and revenue,” he said. “Our state also has an interest in children being able to choose milk they will drink, to actually receive the nutrition, considering they eat one or two meals a day at school.”
“Former Senator Scott Wagner told me I should go along on the garbage truck to schools and see how much milk is thrown away unopened,” said Troutman. “I would want our Governor and Secretaries of Agriculture and Education to go to a school at lunch time and see for themselves how much milk is thrown out. They can ask the students why, and they might be surprised by their answers because kids are brutally honest. Be sure to take the TV cameras along.”
Restoring choice would have positive impacts.
Sebright noted potential shifts in sales from nonfat milk to fuller fat milk would help stimulate overall demand for milk. She said that according to the U.S. Dairy Export Council, 16% of milk produced is exported, and most of that is skim solids, not fat. She said the U.S. dairy industry presently uses 97% of the milk fat produced. More whole milk sales in Pennsylvania would mean more demand for Pennsylvania milk.
On the other side of that equation, in a milk pricing system that can be inequitable, lack price-discovery and transparency, Eby noted: “When milk fat is treated as a byproduct, it can be undervalued as a component. If school children had the choice of whole milk, future generations of milk drinkers would not be lost, and new market and processing opportunities could result for dairy farms right here in Pennsylvania.”
Eby also reminded senators that fresh whole milk is the most locally-produced product in the dairy sector, and it is the class that brings a higher value to farmers in their blend price.
“The overall despair that I am seeing among dairy farmers, is the feeling they’ve got nowhere to turn legislatively or through their cooperatives for any hope of speaking up on their behalf. Being heard on an issue as simple as whole milk choice in schools — and seeing progress on this issue — would give a lot of dairy farmers hope,” he said.
Speaking for Farm Bureau, Ebert gave details about Pennsylvania’s dairy processing infrastructure, pricing mechanisms and proximity to population. “The bottom line is our dairy industry has relied heavily on fresh milk consumption. While our farm families are accustomed to market forces, and are adapting their small businesses to these changing conditions, an increase in fresh milk consumption would be an immediate boost,” said Ebert. “Our organization believes that giving schools the ability to offer whole and 2% milk could lead to a new generation appreciating the taste and nutritional benefits of milk.”
Better health, more revenue, but where’s Dept. of Agriculture?
Referring to the Pennsylvania Farm Bill, Troutman said: “$400,000 in grants are given by the Department to modernize dairy farms, but these farmers, technically, could get a termination letter at any time from their processor… They give $400,000 in grants for farm to school education, but dairy is not even mentioned because milk is already in the lunch – but it’s not whole milk that the kids like and need,” he said.
Troutman said further that, “Putting whole milk as a drink choice back in schools would cost the state’s taxpayers a lot less money than other things we do. The benefits of whole milk sales would be huge — better health, more revenue — and we could save our Pennsylvania dairy farms. It’s a win-win.”
Chairman Scavello agreed. “We grew up drinking whole milk, and I think we did okay,” he said.
School nurse gives ‘striking’ data
Speaking of the health aspects, Christine Ebersole RN, BSN, CSN, a school nurse in the Williamsburg School District, with 24 years previously working in a hospital. She also mentioned in her testimony the amount of milk she sees thrown away in the cafeteria.
“In 2008, the Federal Government began prohibiting public schools from serving whole milk to students, presumably to decrease obesity in children. Whole milk has 3.25 % milk fat that’s 97% fat free,” said Ebersole.
She explained that each year school nurses are required to record height and weights on students.
“These are called BMI’s or Body Mass Index which measures body fat based on height and weight. A BMI of 85- 95 % is considered overweight and 95-100% is obese. I thought it would be interesting to compare screenings when whole milk was served in schools with the recent screening where students have been served skim, 1% and 1.5% flavored milk through out their years in school. Our graduating seniors would have been served reduced fat milk during their entire school experience.”
Calling the results “striking,” Ebersole said: “The overweight and obese categories for students in grades 7-12 in 2007-2008 school year was 39% with 60% in the proper BMI scale. In the year 2020-2021, after being served reduced fat milk during school hours, the overweight and obese categories were increased to 52% while the proper range was decreased to 46%. That is a 13% increase over the past 13 years! While one cannot assume that the low fat milk alternatives are the only determining factors, they certainly did not have the intended outcome of reducing obesity in school age children.”
Ebersole suggested that in addition to putting the choice of whole milk back in schools, senators could look at bringing back the afternoon “milk break.”
“The miniscule fat content (in whole milk) is more than offset by the fact that students will actually drink their whole milk instead of sugary drinks with empty calories,” said Ebersole. On the ‘milk break’ suggestion, she explained that many students need an energy boost in the afternoon.
“This would help with meeting their nutritional needs as well as giving then the energy needed to complete their school work,” she explained. “Many junior and senior high school students participate in after school activities, practices and sporting events. The milk would be a nutrient rich drink, that contains 9 essential nutrients to strengthen their mind and bodies.”
Krista Byler, food service director for Union City Area School District in northwest Pennsylvania deviated from her written testimony to address questions raised by senators about the challenges facing school foodservice directors in getting whole milk to ‘fit’ in their federally-regulated lunch tray, not to mention extreme fat restrictions for a la carte beverages.
She said education is needed for school foodservice directors to understand the benefits of milkfat and the impact current policies have on children and farms. The other area to look at will be pricing, she said. Right now, milk is not seen as a priority by most foodservice directors when it comes to using tight budgets to get meals on the tray.
“Food service directors have been conditioned to think in the past 10 to 12 years that anything but skim milk and 1% milk has any place in the schools,” said Byler. “A lot of our directors are still behind on the science. They truly believe that the fat is too much for our students. They’re still on the bandwagon that this is going to solve the obesity epidemic.”
Byler is starting to see some movement from her peers seeing the milkfat avoidance as outdated information.
Sebright also highlighted the multi-faceted issues, having spent her early career working with school foodservice directors. “If there is a way that we can help those school foodservice directors balance that tray, balance their budget and still include that fuller fat milk that is so critical to their kids needs, that would be amazing,” she said.
One way to do that is to make milk a standalone component of the school lunch, like it used to be, so it’s not part of the meal calculation, said Byler. She went over the results of her milk choice trial.
School trial is an eye-opener
Senators were impressed by the school milk choice trial, so much so that one key action they discussed was for the state to support schools that want to set up a similar trial in every county. This step would create widespread awareness and gather statewide consumption, waste and student response data at the same time.
“The students had no idea we were doing the trial, and they had no idea we were restricted from giving them a choice,” said Byler, noting they were “very vocal” when the trial ended, and the 2% and whole milk options were removed from school coolers.
In post-trial student surveys, 64% reported choosing milk more often. On waste, 60% of students said they had thrown milk away before the trial, but after the trial, only 30% of students said they had thrown milk away.
Over half the students said the trial changed their a la carte beverage purchase habits and another 26% of students said the milk choice may have changed their purchase habits. That’s more than 75% impact.
A whopping 85% of the students said they drink whole milk at home.
Statewide trials would help with the education component identified by Byler in her testimony.
“One of the stumbling points we have is getting the schools on board, getting the foodservice directors on board, getting the management companies to come on board and say ‘yes, this is a win-win. This benefits our students. This benefits our Pennsylvania dairy,’” said Byler.
Federal Guidelines drive the school bus
Eby mentioned the Dietary Guidelines for Americans (DGAs) as the umbrella driving the school bus. The most recent 2020-25 DGA cycle was covered extensively in Farmshine over the past two years, drawing tens of thousands of comments, questioning why scientific studies on dietary fat were left out of the process.
“After the 2015 DGA cycle, Congress asked the Academy of Sciences, Engineering and Medicine to review the process. In 2017, their report cited the need for enhanced transparency and stronger scientific rigor,” said Eby.
“Dairy checkoff promotions that farmers must pay into are affected by these guidelines that the industry heartily applauds when they are released,” said Eby. “Checkoff funding of fat-free and low-fat promotion includes innovations that are now blending low-fat milk with almond beverage and ultrafiltration that allows milk solids to move anywhere and be reconstituted in beverages — Coca Cola-style. Meanwhile, the low-fat milk rules at schools turn children away from milk to other drinks in a beverage market dominated by huge global companies. These drinks do not come close to providing the nutrition of whole milk.”
As important to parents as to dairy farmers
Sebright hit the nail on the head when she said: “I think the issue related to whole milk in schools is as important to parents as it is to dairy farmers because really, it’s all about taste.”
In fact, she said, “whole milk builds lifelong consumers.”
Mentioning research about the benefits of whole milk, Sebright noted that there are “nutrients in whole milk that are not found in skim and non-fat that are important for brain development.”
Her testimony also included the benefits of milk, in general, and how critical it is to make sure the children get that nutrition. Sebright talked about her youngest son, who never liked milk in school. She would pay for the milk, and he would throw it away. He did a 7th grade science project, a chocolate milk taste test.
“He had 27 friends blindly taste the two milks, and all of them chose the whole chocolate milk,” Sebright related. “That’s very telling. A processor would tell you it’s because making a good tasting nonfat chocolate milk is very difficult. The fat in milk adds to the flavor appeal, and when that’s not there, it leaves the cocoa tasting bitter.”
In fact when more fat is removed, more sugar is often added in making chocolate milk to make up for losing the pleasing flavor profile contributed by the fat.
Senator David Argall commented on Sebright’s son’s taste test showing 27 to zero preferred whole over low-fat. “(Businesses) are usually happy with 51-49 or 52-48. But 27 to zero, that’s very strong and really rings out to me,” said Argall.
Speaking for the children
Bringing it back to the kids, Tricia Adams of Hoffman Farms, Potter County testified: “I want to talk to you about the good stuff. The good stuff is a phrase I have heard many times throughout the years from my daughters and countless school children I have had the privilege of seeing on our farm tours,” said Adams, testifying as a dairy producer and school-involved mother of three teenage daughters, making it clear she was speaking for the children.
“The good stuff is what they all refer to as whole milk, which is standardized at 3.25% fat. Every day since 2010, our children have been denied milk choice in school,” said Adams. “Why are we allowing a wholesome natural food product to be attacked and denied and substituting it with more heavily processed drinks?”
As a dairy farmer, she said: “This is personal. I have seen our industry weather many storms over the years. I have seen many farms shut their doors, and I have seen our future generations turning away from milk because of this no fat/low fat push. As a farmer, I want the product I proudly produce every day of my life to be enjoyed and provided in its naturally best version. Whole milk is known as nature’s most perfect food. Why change it, especially for growing kids? Countless generations before consumed whole milk and benefitted.”
She noted that, “Some in the industry say ‘let’s not rock the boat’ because it’s only a couple percentage points. They say, does it really make a difference? Just serve whole milk at home and 1% at school. Turn it the other way, it’s only a couple percentage points, so give them the good stuff.”
Adams cited documents showing the extra percentages of milk fat allow for better digestion, reducing some lactose intolerance issues. The fat slows the lactose (carbohydrate) absorption for a more favorable rate.
She pointed to studies (many cited in pages 6 through 15 of this document) showing how whole milk consumption helps kids maintain a healthy body weight, stressing the value of milk’s many essential vitamins and minerals, some of them being fat-soluble, so the milk fat allows the body to get the benefit.
Vitamin D absorption, in one trial, for example, was triple for kids drinking whole milk vs. low fat and risk of being overweight was reduced by 40%.
“That’s huge today,” said Adams.
Senators get it.
Chairman Scavello (below, left) had set the stage for the hearing, noting in his opening remarks that farming is the Commonwealth’s number one industry and dairy is 37% of Pennsylvania agriculture.
“Pennsylvania has the second largest number of dairy farms in the nation, only second to Wisconsin,” he said. “The industry supports approximately 52,000 jobs and contributes $14.7 billion to the state’s economy. Given these facts, it is essential that we continue to follow and review important decisions that are made that can have an impact on such an important part of our economy, such as the federal prohibition of whole milk in schools.”
Senator David Argall (R-29th, above, right) said this hearing “begins a serious conversation about what the state can do to encourage our federal partners to drop this arbitrary provision. Many of our dairy farmers are really struggling, and part of this… is due to the fact that in 2010, Congress passed legislation putting restrictive regulations on the consumption of whole milk in schools.”
He observed that in the first two years of that action, 1.2 million fewer students drank milk at lunch, “but they still had access to sugary juices and soda, which offer none of the nutritional value that whole milk does. This isn’t just hurting our dairy farmers, it’s teaching a terrible lesson in nutrition to our students.”
Joining the Policy Committee by zoom (above) was Senator Scott Martin (R-31st), representing Lancaster County. He chairs the Pennsylvania Senate Education Committee and noted the timeliness of this public hearing topic.
“From an educational standpoint…as a large consumer of milk when I was growing up, it’s amazing from a policy perspective that we ended up where we are trying to teach our kids good habits to what it is now the selection of things that I would put in the category of not so healthy and not having those benefits. What we are teaching and providing, combined with the devastating impact on our family farms? I truly hope we can make inroads in getting the federal prohibition removed,” said Chairman Martin.
“It’s heartbreaking to see as dairy farmers struggle, they are out there educating the public on the nutritional value (of whole milk). You can even see homemade signs or bales of hay wrapped in plastic, talking about the importance of the nutritional value of whole milk,” Martin observed.
Grassroots response is all volunteer
In his brief testimony, retired agribusinessman Bernie Morrissey talked about the start of that ‘homemade’ grassroots campaign, when Berks County farmer Nelson Troutman painted his first wrapped round bale: Drink Whole Milk 97% Fat Free.
“That was the start of this grassroots dairy committee and it’s been going ever since,” said Morrissey about several of the volunteers testifying on panels during the hearing. “The major point is choice for our children, our grandchildren, our great grandchildren… and this area of milk marketing where our farmers have been mistreated, financially. Even on the news yesterday was about the milk prices going up… but not at the farm. The tank truck backs up to their farm, takes their milk. They are business people, just like I am. The truck backs up, takes the milk out of the bulk tank, and they don’t know what they’re going to be paid for it.”
Testifying from the 97 Milk education effort and in her work with dairy farmers through R&J Dairy Consulting, not to mention as a mother with young children, Jackie Behr gave a quick summary of the grassroots whole milk education efforts online at 97milk.com and through the social media platforms. She volunteers in that effort.
“Consumers are savvy. They want to learn. I can’t begin to share all of the countless responses we have received from people saying, ‘I’m going to switch to whole milk,’” said Behr. “Since removing the option of whole milk from schools, we have lost a generation of milk drinkers.”
“Yes, of course I give my kids whole milk,” said Behr. “I have done the taste test with my kids. I gave them skim, 1%, and they all have looked at me and said: ‘what is this?’ My kids taste the difference and I want to know how many other kids taste the difference as well. As a mother, I know if we’re going to give something healthy, they need to like it. Our dairy farms are struggling. I see it every day in my business. Something has got to change or we will keep losing our dairy farms in Pennsylvania.”
A healthy child should be our number one priority
It is really the children who were front and center in this hearing. The testimony of 11 people opened eyes and impressed senators, who confirmed how valuable it was to understand the federal issue in order to begin navigating it at the state level.
“We have a responsibility to help our children be the best they can be and allow them to perform to their highest potential. We should want no kid to be hungry,” Adams testified. “Milk fat allows a body naturally to be satiated, so children can concentrate in school. If a hungry, growing child does not get that feeling, they will turn to sugary snacks or drinks to fill the void. For some kids, the school lunch is the only real meal they get in a day. Some, our daughters included, get two meals at school.”
Whole milk satisfies, she added: “A healthy child should be our number one priority, please let us in Pennsylvania lead by example.”
The cover story of a recent Junior Scholastic Weekly Reader — the social studies magazine for elementary school students — was dated for school distribution May 11, 2021, the same week USDA approved a Child Nutrition Label for Impossible Burger and released its Impossible Kids Rule report. This label approval now allows the fake burger to be served in place of ground beef in school meals and be eligible for taxpayer-funded reimbursement. Meanwhile, Scholastic Weekly Reader and other school ‘curricula’ pave the marketing runway with stories incorrectly deeming cows as water-pigs, land-hogs, and huge greenhouse gas emitters, without giving the context of true environmental science.
Is USDA complicit? Or ring-leader? One Senator objects
By Sherry Bunting
WASHINGTON – It’s appalling. Bad enough that the brand of fake meat that has set a goal to end animal agriculture has been approved for school menus, fake facts (brand marketing) about cows and climate are making their way to school curriculum as well. The new climate-brand edu-marketing, and USDA has joined the show.
“Schools not only play a role in shaping children’s dietary patterns, they play an important role in providing early education about climate change and its root causes,” said Impossible Foods CEO Pat Brown in a May 11 statement after Impossible Meats received the coveted USDA Child Nutrition Label. “We are thrilled to be partnering with K-12 school districts across the country to lower barriers to access our plant-based meat for this change-making generation.”
U.S. Senator Joni Ernst (R-Iowa), who was born and raised on a rural Iowa family farm, has called on U.S. Agriculture Secretary Tom Vilsack to ensure students will continue to have access to healthy meat options at schools. The Senator’s letter to the Secretary asked that USDA keep political statements disincentivizing meat consumption out of our taxpayer-funded school nutrition programs.
Food transformation efforts are ramping up. These are political statements where cows and climate are concerned, not backed by science, but rather marketing campaigns to sell billionaire-invested fake foods designed to replace animals. (World Wildlife Fund, the dairy and beef checkoff sustainability partner, figures into this quite prominently.)
As previously reported in Farmshine, Impossible Foods announced on May 11 that it had secured the coveted Child Nutrition Label (CN Label) from the USDA. The food crediting statements provide federal meal guidance to schools across the country. The CN label also makes this imitation meat eligible for national school lunch funding.
“This represents a milestone for entering the K-12 market,” the CEO Brown stated, adding that the use of their fake-burger in schools could translate to “huge environmental savings.” (actually, it’s more accurate to say it will translate to huge cash in billionaire investor pockets.)
Concerned about ‘political statements’ made by USDA and others surrounding the CN label approval — along with past USDA activity on ‘Meatless Mondays’ initiated by Vilsack’s USDA during the Obama-Biden administration — Sen. Ernst wrote in her letter to now-again current Sec. Vilsack: “School nutrition programs should be exempt from political statements dictating students’ dietary options. Programs like ‘Meatless Monday’ and other efforts to undermine meat as a healthy, safe and environmentally responsible choice hurt our agriculture industry and impact the families, farmers, and ranchers of rural states that feed our nation.”
No public information has been found on how Impossible Foods may or may not have altered its fake-burger for school use. My request for a copy of the Child Nutrition Label from USDA AMS Food Nutrition Services, which granted the label, were met with resistance.
Here is the response to my request from USDA AMS FNS: “This office is responsible for the approval of the CN logo on product packaging. In general, the CN labeling office does not provide copies of product labels. This office usually suggests you contact the manufacturer directly for more information.”
I reached out to Impossible for a copy of the nutrition details for the school product. No response.
It’s obvious the commercial label for Impossible is light years away from meeting three big ‘nutrition’ items regulated by USDA AMS FNS. They are: Saturated Fat, Sodium, and Calories.
As it stands now, the nutrition label at Impossible Foods’ website shows that a 4-oz Impossible Burger contains 8 grams of saturated fat. That’s 3 more grams than an 8-oz cup of Whole Milk, which is forbidden in schools because of its saturated fat content. The Impossible Burger also has more saturated fat than an 85/15 lean/fat 4-oz All Beef Burger (7g).
Sodium of Impossible Burger’s 4-oz patty is 370mg! This compares to an All Beef at 75g and a McDonald’s Quarter-pounder (with condiments) at 210 mg. Whole Milk has 120 mg sodium and is banned from schools.
The Impossible Burger 4-oz. patty also has more calories than an All Beef patty and more calories than an 8 ounce cup of Whole Milk. But there’s the ticket. USDA is hung up on percent of calories from fat. If the meal is predominantly Impossible Burger, then the saturated fat (more grams) become a smaller percent of total calories when the fake burger has way more calories! Clever.
In her letter to Vilsack, Sen. Ernst observes that, “Animal proteins ensure students have a healthy diet that allows them to develop and perform their best in school. Real meat, eggs, and dairy are the best natural sources of high quality, complete protein according to Dr. Ruth MacDonald, chair of the Department of Food Science & Human Nutrition at Iowa State University. Meat, eggs, and dairy provide essential amino acids that are simply not present in plants. They are also natural sources of Vitamin B12, which promotes brain development in children, and zinc, which helps the immune system function properly.”
She’s right. A recent Duke University study goes behind the curtain to show the real nutritional comparisons, the fake stuff is not at all nutritionally equivalent. But USDA will allow our kids to continue to be guinea pigs.
In May, Ernst introduced legislation — called the TASTEE Act — that would prohibit federal agencies from establishing policies that ban serving meat. She’s looking ahead. Sen. Ernst is unfortunately the only sponsor for this under-reported legislation to-date.
Meanwhile, within days of the Impossible CN approval from USDA, school foodservice directors reported being bombarded with messaging from the school nutrition organizations and foodservice companies, especially the big one — Sodexo — urging methods and recipes to reduce their meal-serving carbon footprint by using less beef for environmental reasons, and to begin incorporating the approved Impossible.
The Junior Scholastic Weekly Reader for public school students across the nation — dated May 11, the same day as the USDA CN Label approval for ‘Impossible Burger’ — ran a cover story headlined “This burger could help the planet” followed by these words in smaller type: “Producing beef takes a serious toll on the environment. Could growing meat in a lab be part of the solution?”
The story inside the May 11 scholastic magazine began with the title: “This meat could save the planet” and was illustrated with what looked like a package of ground beef, emblazoned with the words: “Fake Meat.”
Impossible Foods is blunt. They say they are targeting children with school-system science and social studies (marketing disguised as curriculum) — calling the climate knowledge of kids “the missing piece.”
In the company’s “Impossible Kids Rule” report, they identify kids as the target consumer for their products, and how to get them to give up real meat and dairy.
Toward the end of the report is this excerpt:“THE MISSING PIECE: While most kids are aware of climate change, care about the issues, and feel empowered to do something about it, many aren’t fully aware of the key factors contributing to it. In one study, 84% of the surveyed young people agreed they needed more information to prevent climate change. Of the 1,200 kids we surveyed, most are used to eating meat every week—99% of kids eat animal meat at least once a month, and 97% eat meat at least once a week. Without understanding the connection between animal agriculture and climate change, it’s easy to see why there has been so little action historically on their parts. Kids are unlikely to identify animal agriculture as a key climate threat because they often don’t know that it is. Similar to adults, when we asked kids what factors they thought contributed to climate change, raising animals for meat and dairy was at the bottom by nearly 30 points.“
After showing the impressionable children Impossible marketing, they saw a big change in those “awareness” percentages and noted that teachers and schools would be the largest influencers to bring “planet and plate” together in the minds of children, concluding the report with these words:
“When kids are educated on the connection between plate and planet and presented with a delicious solution, they’re ready to make a change. And adults might just follow their lead,”the Impossible Kids Rule report said.
USDA is right with them, piloting Impossible Burger at five large schools using the Impossible brand name to replace ground beef with fake meat in spaghetti sauce, tacos and other highlighted meals. This allows brand marketing associated with the name — free advertising to the next generation disguised as “climate friendly” options with marketing messages cleverly disguised as “education.”
In the New York City school system, one of the pilot schools for Impossible, new guidelines are currently being developed to climate-document foods and beverages served in the schools.
Impossible doesn’t have a dairy product yet, but the company says it is working on them.
Impossible’s competitor Beyond Meat is also working on plant-based protein beverages with PepsiCo in the PLANeT Partnership the two companies forged in January 2021. PepsiCo is the largest consumer packaged goods company globally and has its own K-12 Foodservice company distributing “USDA-compliant” beverages, meals and snacks for schools.
How can this brand-marketing in school meals be legal? Dairy farmers pay millions to be in the schools with programs like FUTP60 and are not allowed to “market”. In fact, dairy checkoff leaders recently admitted they have a 12-year “commitment” to USDA to “advance” the low-fat / fat-free Dietary Guidelines in schools, top to bottom, not just the dairy portion.
Pepsico has a long history of meal and beverage brand-linking in schools. Working with Beyond, they will assuredly be next on the Child Nutrition alternative protein label to hit our kids’ USDA-controlled meals.
Like many things that have been evolving incrementally — now kicking into warp speed ahead of the September 2021 United Nations Food System Transformation Summit — the taxpayer-funded school lunch program administrated by USDA is a huge gateway for these companies. Ultimately, will parents and children know what is being consumed or offered? Who will choose? Who will balance the ‘edu-marketing’? Will school boards and foodservice directors eventually even have a choice as huge global companies mix and match proteins and market meal kits that are guaranteed to be USDA-compliant… for climate?
Good morning Honorable Chairman Scavello and Senate Committee. Thank you for inviting me to testify on whole milk choice in schools. My name is Sherry Bunting. As an ag journalist 40 years and former Eastern Lancaster County School Board member 8 years, not to mention as a mother and a nana, I see this from many sides.
From the dairy side, fluid milk sales had their steepest decline over the past decade as seen in the chart (above) with my written statement. There was a decline slowly before that, but you can see the drop off after 2010.
That was the year Congress passed the Healthy Hunger-Free Kids Act.
Two years prior, the national dairy checkoff, which farmers must pay into, signed a memorandum of understanding with USDA to advance the department’s Dietary Guidelines using the checkoff’s Fuel Up to Play 60 program in schools — promoting only fat-free and low-fat dairy.
(Note: This was confirmed in a May 2021 dairy checkoff press conference, stating that “DMI has been focusing on the youth audience ever since making its commitment to USDA on school nutrition in 2008,” and that Gen Z is the generation DMI has been working on since the launch of Fuel Up to Play 60, which was followed by the formation of GENYOUth and the signing of the memorandum of understanding, MOU, with USDA Secretary Tom Vilsack in that 2008-10 time period.)
By 2011, USDA had their data showing schools that voluntarily gave up whole and 2% milk were meeting the Department’s Dietary Guidelines more consistently — on paper — as far as fat content across the ‘served’ meals and the ‘a la carte’ offerings, combined.
With this data, USDA targeted whole and 2% milk, specifically, for mandatory removal from school grounds during school hours by 2012.
In fact, the ‘competing foods’ regulatory language at the time stated that even if you wanted to have a vending machine (with whole milk) as a fundraiser for FFA, it could only be open for two weeks for the fundraiser, maybe three. The rest of the time it had to be closed between the hours of midnight before the start of the school day and 30 minutes after the end of the school day.
This is how we are treating whole milk.
That looked good on paper, but the reality? Since 2008, the rate of overweight and diabetes has climbed fastest among teens and children after a decade of stipulations that you can only have whole milk until you’re 2 years old — and in the poorest demographics, who rely the most on school lunch and breakfast. This fact was acknowledged during a U.S. Senate Ag hearing on Childhood Nutrition in 2019, where senators even referenced a letter from 750 retired Generals sounding the alarm that young adults are too overweight to serve.
This is a federal and state issue, and I might add, a national security issue. Our state has an interest in the outcomes.
While Pennsylvania school doors are closed to whole milk — a fresh product most likely to be sourced from Pennsylvania farms — their doors are wide open to processed drinks profiting large global beverage and foodservice companies.
What the kids buy after throwing away the skimmed milk does not come close, as you’ve heard, to offering the minerals, vitamins and 8 grams of complete protein in a cup of whole milk. What’s on paper is not being realized by growing bodies, brains and immune systems. Not to mention the milkfat satiates and helps with absorption of some of those nutrients. A wise foodservice director who saw this coming told me in the late 1990s, while I was serving on the School Board, he said: “when too much fat is removed from a child’s diet, sugar craving and intake increase.” Some of the latest data show he was right.
School milk sales are 6 to 8% of total U.S. fluid milk sales. However, this represents, as you’ve heard, the loss of a whole generation of milk drinkers in one decade.
The Northeast Council of Farmer Cooperatives looked at school milk sales from 2013 through 2016 and reported that 288 million fewer half pints of milk were sold in schools during that period. This does not include half-pints that students were served but then discarded.
This situation impacts Pennsylvania’s milk market, farm-level milk price, and future viability — a factor in Pennsylvania losing 1,974 farms; 75,000 cows and 1.8 billion in production since 2009 – rippling through other businesses, ag infrastructure, revenue and jobs. We are, actually now, 8th in milk production in the U.S. If you go back 15 years, we were 4th. As of last year, we were passed by Minnesota.
The fat free / low fat push devalues milkfat as a component of the price paid to farms, making it a cheaper ingredient for other products. Our kids can have whole milk. There is no shortage of milk fat because if there was, producers would be paid a fairer price that reflected its value.
While the flaws in the Dietary Guidelines process would take a whole hearing in itself, Pennsylvania consumers see the benefits of milk fat in study after study and are choosing whole milk for their families. Redner’s Warehouse Markets, for example, reported to me their whole milk sales volumes are up 14.5%. Nationally, whole milk sales surpassed all other categories in 2019 for the first time in decades. So parents are choosing whole milk, and we saw that during Covid, and even before Covid.
Today, children receive one or two meals at school, and there’s a bill actually being considered by Congress to make three meals and a snack universal at school. Then what?
Many parents don’t even know that whole milk choice is prohibited. Even the New York State Senate Agriculture Committee, during a listening session on various issues, had a request brought up to legalize whole milk in schools. Three of the senators expressed their shock. One asked the person testifying — who is both a dairy farmer and an attorney — how could this be true? They thought she was joking.
(In fact, skepticism prompted Politifact to investigate. They confirmed, indeed, Lorraine Lewandrowski’s statement — “Make it legal for a New York state student to have a glass of fresh whole milk, a beautiful food from a beautiful land” — received the completely true rating on Politifact’s Truth-O-Meter because, yes, there is a federal prohibition of whole milk in schools.)
There’s just not enough people understanding that this is happening. Many people think the kids do have the choice, but they don’t.
My petition, that I started in late 2019, has nearly 25,000 signatures online. The links are with my written statement — and 5000 were mailed to me by snail-mail — so over 30,000 total. Nearly half of those are from Pennsylvania, and New York would be second as far as signatures, but we have signatures from every state in the nation.
When I looked through to vet it, to balance it and make sure we didn’t have people from other countries in these numbers, I started to see who was signing, from all walks of life — from farmers, to parents, to teachers, doctors, and on and on. Even state lawmakers, I recognized some names on there. The whole milk choice petition has opened eyes.
Thank you for this hearing, and please help bring the choice of whole milk back to our schools. Our children and dairy farmers are counting on us.
If I could just have a couple more seconds here, this is personal for me, as a grandmother. One of my grandchildren is lactose intolerant, or I should say, that’s how it would seem, but she has no trouble drinking whole milk at home. Her doctor says she may be lactose intolerant because she keeps coming home from school and having stomach problems at the end of the day. She now is not drinking the milk at school, just drinking whole milk at home. She can’t drink the skimmed milk, and there’s really some science behind that.
A professor in North Carolina (Richard C. Theuer, Ph.D.) mentioned this role of milk fat actually slowing the rate of carbohydrate absorption — which is the lactose. (As a member of the National Society for Nutrition and Adjunct Professor in the Department of Food, Bioprocessing and Nutrition Sciences at North Carolina State University, Theuer addressed this in at least two public comments on the Dietary Guidelines Federal Register docket, once in 2018 and then again in 2019.)
I’ll end my comment here, sorry I went a little over.
— At the conclusion of my time, Pennsylvania Senate Majority Policy Committee Chairman Mario Scavello said this was a good place for me to end my testimony because “what we’ve heard here today is children are not drinking the skim milk and the low-fat milk. We’ve got to get this corrected, the more I listen to this,” he said. Then, turning to Nelson Troutman on the panel in regard to the 97 Milk education effort, Scavello added: “By the way, I did see that 97 percent bale. Thank you for explaining it because I thought, what is this about? I could see the bales while driving on I-80.”