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
Fluid milk sales in 2020 were essentially unchanged from 2019, although 2020 had an extra day as a leap year, according to USDA data released this week.
Whole milk sales were the largest category of fluid milk sales in 2020 for the third consecutive year since surpassing 2% milk sales volume for the first time in decades in 2018. Compared with 2019 volumes, whole milk sales in 2020 were up 3.2% at 16.6 billion pounds, according to the annual USDA ERS report released Tuesday, Aug. 31.
At 15.8 billion pounds, 2% milk was the second highest volume category, up 3.5% from 2019. This marked the first year over year increase in 2% milk sales since 2010.
Sales of 1% low-fat milk fell 4.3% in 2020 to 5.8 billion pounds while fat-free sales volume fell 13.4% to 3 billion pounds, less than half of what it was in 2010.
Over the past three years, sales of flavored whole milk had been increasing annually back to levels seen in 2005, but dipped 2% lower than 2019 during 2020 at 765 million pounds.
Some this could be attributed to consumer purchase patterns, but also is a function of what processors and retailers choose to make and offer.
In the flavored milk category other than whole, sales volume was 2.9 billion pounds, down a whopping 33.3% — a combination of virtual schooling, reduced institutional feeding, consumers mixing their own at home, and other potential pandemic-related reasons. In general, the overall trends held in 2020 as consumers continued showing their preference for milk with more fat. Egg nog sales, incidentally, were up a whopping 8.5% on a volume basis.
Some in the industry have said to me that if schoolchildren are provided with the choice of whole milk, there won’t be enough cream for all of the other products the dairy industry makes.
That doesn’t make sense. Taken together, the USDA ERS annual milk sales breakdown showed the continued consumer shifts to higher-fat fluid milk products increased cream usage by 1.3% overall in 2020 vs. 2019.
Despite this shift to more fluid category use of cream, the availability of cream last year dragged down milk prices, pushed butter churns, and contributed to the price divergences.
Producers made more butterfat than the market used, and the industry also imported record levels of butterfat in the March through August 2020 time frame and near record levels for the 12-month year on the whole.
Reports this week (Sept. 1, 2021) indicate this butter inventory built up in 2020, and the current steady production, will control butter prices that have been rising the past few weeks. Butter inventory keeps milk price in check… mate.
The breakdown of all dairy product usage for 2020 will be released by USDA ERS on September 30.
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?
So says Rohan Oza, an American businessman, investor, and marketing expert behind several large brands. He was with Coca Cola until 2002 and in the past 19 years has the distinction of being a brand mastermind behind Vitaminwater, Smartwater and Bai beverages, among others, and he has been a recurring guest on Shark Tank, a television show where entrepreneurs pitch their fledgling businesses to several investor “sharks” in hopes of getting an investment deal for a percentage of equity in their businesses.
In an archived episode of Shark Tank from 2018 when a husband and wife pitched their apple cider drink, known today as Poppi, Oza had other pearls of wisdom to share about the beverage industry.
He said the largest companies aren’t creating the drinks, they’ve perfected the manufacturing and distribution. Instead, they rely on entrepreneurs to have the vision to bring a new beverage to market.
Packaging and marketing matter. Information is power. Flavor is king.
Oza said consumers want beverages they can feel good about.
That’s what has been missing over four decades in the milk industry, especially the past decade since 2010 when fluid milk sales took the sharpest nosedive. This has stabilized a bit in the past two years as whole milk sales rose 1% and 2.6% in 2019 and 2020, respectively, providing a bit of a safety net to overall fluid milk losses.
There is an innovative and entrepreneurial trend in bringing to market new dairy-based beverages that contain dairy protein, or ultrafiltered low-fat milk as an ingredient. However, MILK, itself, as a beverage, lost its power to make people feel good because people were not empowered with good information, and children were robbed of opportunities to choose the good milk — whole milk — at schools and daycares.
What milk itself lost as a beverage was the power to make people feel good about drinking it — because people lost touch with what they were getting from milk, what whole milk actually does for them. One big reason? GenZ-ers (and to some degree millennials) have grown up drinking (or tossing) the low-fat or fat-free milk as their only choices in school, and then found themselves searching for something else to drink in the a la carte line.
That’s changing. Research, studies and scientific papers keep coming forward, identifying the benefits of whole milk. When people try it, a common reaction is, “this is the good milk.”
Yes, whole milk is winning customers. Efforts by dairy producers — at large and through organizations like 97 Milk — have been focusing lately on giving the public the information they need about whole milk to make informed choices. It’s about giving people the opportunity to know what whole milk can do for them, and we hope that bills in the United States Congress as well as conversations with the Pennsylvania State Senate bear fruit in the ongoing effort to legalize the choice of whole milk in schools… so future generations can feel good about milk too.
We notice that if USDA can give the coveted Child Nutrition label to the Impossible Burger — a fake meat product with more saturated fat (8 grams) in a 4 ounce patty than whole milk (5 grams) in an 8 ounce glass and more sodium (370 mg for Impossible vs. 120 for whole milk) and more calories, then surely USDA can loosen its grip on the fat content of the milk choices for children in schools. Incidentally, the USDA approval of Impossible for school lunch is really a head scratcher next to 85/15 real beef because the real thing has less saturated fat, less sodium, and fewer calories.
Yes, USDA qualified Impossible Burger for reimbursement with taxpayer funds in the National School Lunch Program, but still outright forbids the choice of whole milk in schools.
USDA and Congress are moving toward universal free lunch and breakfast (even supper and snack) for all kids. FDA is in the procedural phase of developing a “healthy” symbol for foods that “earn” it — according to whom? Dietary Guidelines! The trend in government is toward giving consumers less information on a label, not more.
This is why milk education and freedom of choice are more important than ever. Even the Hartman Group young consumer insights cited at PepsiCo’s K-12 foodservice website state that GenZ-ers show a preference for ‘fast food’ and ‘familiar tastes.’ Millennials and GenZ-ers both show high preference for foods they grew up with.
Kids need to grow up able to choose the good milk — whole milk — not have that choice forbidden. That’s why the milk kids get to choose at school where they get 1, 2, even 3 meals a day is so important.
Give them the choice of the good milk that is good for them, and the power of information, and they’ll remember feeling good about milk.
Happy June Dairy Month! A big thanks to dairy farmers for all they do.
By Sherry Bunting, previously published in Farmshine April 2021
EPHRATA, Pa. – “This organization is getting it done,” said U.S. Congressman Glenn “G.T.” Thompson (R-Pa.-15th). Thompson is the Republican leader of the U.S. House Agriculture Committee, and he gave the efforts of 97 Milk LLC and the Grassroots Pa. Dairy Advisory Committee two thumbs-up. Rep.
Thompson was a special guest addressing the group of mostly dairy farmers attending the 97 Milk reorganizational meeting at Mt. Airy Fire Hall near Ephrata, Pennsylvania, Tuesday, Apr. 6, 2021.
The groups’ efforts were formed in early 2019, after Berks County dairy farmer Nelson Troutman painted his first round bale with the words: “Drink Whole Milk 97% Fat Free”.
At the 97milk.com and facebook page @97milk, are the words: “We believe… in supporting local dairy farmers. We believe we can make a difference by sharing facts, benefits, and the good taste of whole milk so consumers can make informed decisions.”
According to Congressman Thompson, the battle to improve milk demand and to legalize whole milk choice in schools has two fronts – legislative policy and milk messaging.
“97 Milk is leading the way in the nation on messaging. Going from bales and beyond, what you have done is just incredible,” the Congressman said. “Keep doing what you are doing with the well-designed combination of influencing, marketing and providing factual information.”
In fact, Rep. Thompson took home and now proudly displays a “Drink Whole Milk – School Lunch Choice – Citizens for Immune Boosting Nutrition” yard sign in his front yard.
Grassroots PA Dairy Advisory Committee chairman Bernie Morrissey has been printing and distributing hundreds of these yard signs with the donations of area agribusinesses, other organizations and individuals.
Rep. Thompson represents 24% of Pennsylvania’s land mass across 14 counties. Even before becoming the lead Republican in the U.S. House Agriculture Committee, dairy has always been a key farm focus for him, and bringing the choice of whole milk back to schools a key issue. As Ag Committee Ranking Member, he now also represents all of agriculture with responsiveness across the nation.
He reported that “progress is being made. But we are starting in the hole, not from a neutral position. We have lost a generation of milk drinkers since whole milk was demonized and removed from schools in 2010.”
His bill, the Whole Milk for Healthy Kids Act, could change that. H.R. 1861 is a bipartisan bill that has been reintroduced in this 2021-22 session of Congress with cosponsor Rep. Antonio Delgado, a Democrat from New York. The bill currently has 24 cosponsors.
In fact, among those attending the meeting in Pennsylvania was a contingent of folks from upstate New York looking to start a 97 Milk chapter there.
Also in attendance was David Lapp of Blessings of Hope. He confirmed that their partnership with 97 Milk was “a big success,” raising over $70,524 of which $16,000 remains for processing and buying milk. So far, those funds processed or purchased 45,000 gallons of whole milk for those in need, and over 20,000 packaged gallons were additionally donated during the pandemic.
Blessings of Hope was also involved in the Farmers to Families Food Box program through USDA, distributing a million gallons since May, of which Lapp said, 90% was whole milk!
GN Hursh, a Lancaster County dairy farmer and 97 Milk chairman, thanked everyone for doing their part to educate and promote whole milk. Referring to Berks County dairy farmer Nelson Troutman as “the seed” of the 97 Milk movement painting the first round bales with Drink Whole Milk 97% Fat Free, he asked Troutman to introduce the Congressman during the meeting — an honor Troutman put in the way only he can: “I never thought I would be introducing the Ranking Member of the House Ag Committee in ‘downtown’ Mt. Airy.”
That got a laugh from the group sitting in the rural town fire hall of northern Lancaster County.
The humble and persistent work of 97 Milk and the Grassroots PA Dairy Advisory Committee took root in southeast Pennsylvania, but is also being joined-in by dairy producers and supporters across the state and nation, noticed by dignitaries and officials in policy and legislative arenas and reaching every-day families and consumers across the nation and around the world.
The needle is being moved.
Marketing manager Jackie Behr said the key is to keep bringing ideas forward for the website, social media and events. She took the attendees through 97 Milk’s digital presence step by step and showed how the goal is to keep things fresh and keep bringing information and facts to the eyes of the growing traffic coming to the website.
Behr showed how the website and social media together give facts about whole milk, fun activities, recipes, and a personal connection of consumers to farmers.
“We always want to have new facts and something fun,” said Behr. “We rely on you to send us news articles and ideas that we can put on the website and post. We also rely on farmers to send in photos and thoughts and stories to keep it fresh.”
She reminded everyone that the website has a download section to download and print things, as well as a store to buy banners, t-shirts, hats and more. The store also has new items coming in to keep it fresh.
The Dairy Question Desk has been popular. “We want to be transparent and we want people asking questions,” said Behr.
While website visits are up, store purchases of promotional items and donations to 97 Milk are down. The 97 Milk board, including Behr, and others who assist at times with the social media work, as well as everyone doing events and other campaigns, are volunteers.
In the past 28 days, alone, the website had 1044 users and 2054 page views – 77% of them are new users. Businesses that have mentioned 97 Milk on their websites have driven traffic to 97milk.com as well.
This is something Behr wants more agribusinesses to consider. It’s an easy way to support the movement, just by putting a link to 97milk.com on a business website to support dairy farmers and milk education. This improves searchability for 97milk.com when people look for information about milk.
The top referral sites over the past year were Farmshine, FM Browns, Lotus Web Designs, R&J Dairy Consulting, Sauder Brothers, and Sensenig’s Feed Mill.
Social media data show that every age group is represented in the traffic, and followers are 60% women, 40% men, with over 400,000 people reached in the past 28 days. Some months the million-mark has been reached!
“This is all free advertising,” said Behr about the posts done six days a week. She said 97 Milk has not paid to “boost” any social media posts.
A good post about something people are interested in and don’t know about, attracts that wider reach, according to Behr.
“We are making connections and keeping the message positive,” she said. “People are responding. Since the pandemic, we see opportunity in expanding our reach because people want to support local farms and small businesses. We are giving them the simple facts that they don’t know and aren’t getting anywhere els.”
It was reported during the meeting that whole milk sales nationwide were up 2.6% in 2020 and up 1% in 2019. Flavored whole milk was up over 8% in 2019 and off by 1% in 2020, perhaps as a function of offerings more than demand. It’s important to note that whole milk sales are the largest volume category and these are USDA volume statistics, and 2% reduced-fat milk is the second largest volume category.
On a value basis, other reports put the whole milk increase at more than 5% over two years. In addition 2% milk sales have gained, but whole milk is still number one for 2019 and 2020. In the Northeast Milk Marketing Area, 2% milk sales grew by 7%, while whole milk grew 2.6%.
In the heart of the area in Pennsylvania where the 97 Milk movement started, at least two large supermarket chains have confirmed a 10 to 14% increase in whole milk sales in 2020. This shows the potential a wider reach can have as the 97 Milk movement grows.
These gains in whole and 2% milk sales volume have helped stabilize the overall fluid milk volume decline that was steepest from 2010 through 2019, after the choice of whole milk was prohibited in schools.
While talking about his Whole Milk for Health Kids Act legislation, Thompson referenced this concern also, saying that the removal of whole milk from schools resulted in losing a whole generation of milk drinkers, and some of that generation are or will soon be raising the next generation.
Both he and Behr mentioned “ripple effects.” This is an opportunity where whole milk education can impact whether the ripple effect is positive or negative for farmers and families.
When asked about current Ag Secretary Tom Vilsack’s position on getting whole milk back in schools after Vilsack was Secretary when it was removed, Thompson explained that Congress should take most of that blame. The Healthy Hunger Free Kids Act was passed in 2010 when Speaker Pelosi was Speaker of the House. He said Michelle Obama had little to do with this move. He also noted that he has had discussions with Secretary Vilsack before he was confirmed by the Senate.
“The Secretary knows my priorities,” said Thompson. During his time bringing news from Washington, he touched on milk identity labeling, Federal Milk Marketing Order pricing, and other dairy-related policy, but focused on the issues around legalizing whole milk choice in schools.
He also explained that any legislation on school nutrition must come through the Education and Labor Committee.
“I wish school nutrition legislation was in our Ag Committee jurisdiction. We would have fixed it by now. That’s something we can look into,” said Thompson, blaming bad science and those on the Dietary Guidelines for Americans (DGA) Committee with an agenda. He talked about working toward Congress having a way to approve DGAs, and his desire for hearings on the DGA process.
“To get things done and make them last, we have to work on both sides of the aisle,” the Congressman said, noting how tight the votes are between Democrats and Republicans in the House and Senate. Already, the list of cosponsors this session show interest among members of the Education and Labor committee.
Thompson also mentioned looking at other ways to legislatively approach the school beverage issue.
When asked what producers can do to help move the Whole Milk for Healthy Kids Act forward, Thompson said: “Keep doing what you are doing.”
In the business portion of the 97 Milk meeting April 6, chairman GN Hursh talked about how the group has navigated the pandemic to reach the public with the good news about whole milk.
Operated by volunteers and funded by donations and the 97milk.com store, 97 Milk accomplishes a lot with a little.
Treasurer Mahlon Stoltzfus reported income of $11,000 matching expenses of $11,000 and noted that donations have slowed even as progress in the group’s mission has increased.
Hursh asked producers to get involved. He noted that with all of the positive things happening, the key to keeping the momentum going is producer involvement.
Behr explained how important it is for dairy farmers to send in pictures and stories from their farms and ideas for social media posts.
For example, one idea that came from a farmer was to simply picture a red-cap gallon jug of whole milk and ask: “Reach for the red cap. Drink whole milk.” The post has been extremely popular and widely shared both times it was used.
During the meeting, board elections were conducted. Remaining as chairman is Hursh of Ephrata, with Stoltzfus of Bird In Hand remaining as treasurer. Outgoing secretary is Lois Beiler of Lititz, and incoming secretary is Chris Landis, Stevens. Outgoing campaign coordinator is Jordan Zimmerman of East Earl, and incoming campaign manager is Mark Leid, New Holland. Jackie Behr of R&J Dairy Consulting will remain on the board as marketing manager.
“This effort is not about just one person. It’s everyone doing their part,” said Hursh.
“There are three parts to this organization: website and social media; promotional materials and events; and the third is the key that could be missing,” he said, passing around a mirror: You.
Will third time be charm? Will Penna. and N.Y. consider state legislation?
By Sherry Bunting, Farmshine, March 19, 2021
WASHINGTON, D.C. — Congressman Glenn ‘GT’ Thompson (Pa.-15th) wasted no time reintroducing the Whole Milk for Healthy Kids Act in the 117th congressional session. Although the official text of the bill introduced last Thursday, March 11 is not yet available, Thompson noted in February it would include a few structural improvements over the earlier versions.
Thompson is now the Republican Leader of the House Agriculture Committee, and he cosponsored the bipartisan whole milk bill, H.R. 1861 with Congressman Antonio Delgado (NY-19th), a Democrat.
Essentially, the Whole Milk for Healthy Kids Act allows for unflavored and flavored whole milk to be offered in school cafeterias. This choice is currently prohibited under USDA rules of implementation from the 2010 Healthy Hunger Free Kids Act that Congress passed 11 years ago to tie school lunch and other USDA food nutrition services more closely to the low-fat and fat-free stipulations from decades of USDA-HHS Dietary Guidelines. These DGAs continue to ignore the science about milkfat and saturated fat – especially where children are concerned.
“Milk provides nine essential nutrients as well as a great deal of long-term health benefits. Due to the baseless demonization of milk over the years, we’ve lost nearly an entire generation of milk drinkers, and these young people are missing out on the benefits of whole milk,” said Rep. Thompson in a statement last Friday.
“It is my hope the Whole Milk for Healthy Kids Act will give children a wide variety of milk options and bolster milk consumption — a win-win for growing children and America’s dairy farmers,” Rep. Thompson stated.
Rep. Delgado added: “The Whole Milk for Healthy Kids Act will help young people maintain a healthy diet while supporting our upstate dairy farmers and processors. I am proud to lead this bipartisan effort to provide more choices for healthy and nutritious milk in schools. This legislation is good for young people and good for our dairy producers in today’s tough farm economy.”
Arden Tewksbury of Progressive Agriculture Organization has been working on this issue for many years. In addition to dairy advocacy, the retired dairy farmer is also a decades-long school board director in northern Pennsylvania.
Rep. Thompson indicated last month that he would restructure the proposed legislation for reintroduction this session, with some tweaks that should make it more workable for school foodservice directors.
He explains that in 2010, Congress passed the Healthy, Hunger-Free Kids Act, which amended nutrition standards in the School Lunch Program. Among the changes, the law mandated that school lunches and other government-supported feeding programs be tied directly to the DGAs. The USDA at that time promulgated rules requiring flavored milk to be offered only as fat-free, and that unflavored milk could only be fat-free or 1% low-fat milk.
Schools are audited by USDA for dietary compliance, and their compliance record affects not just their school food reimbursements, but also the educational funds a district receives for federal mandates.
USDA, in 2017, allowed schools to offer 1% low-fat flavored milk. This was a small positive change after statistics showed schools served 232 million fewer half-pints of milk from 2014 to 2016, and school milk was among the most discarded items in school waste studies conducted by USDA and EPA in conjunction with other organizations.
In fact, a Pennsylvania school — working with the Grassroots PA Dairy Advisory Committee and 97 Milk — offered milk at all fat levels to middle and high school students in a 2019-20 school year trial. Their findings showed students chose whole milk 3 to 1 over 1% low-fat milk. During the trial, the school’s milk sales grew by 65% while the volume of discarded milk declined by 95%. This meant more students were choosing to drink milk, and far fewer students were discarding their milk and buying something else.
Tricia Adams, a member of the Grassroots PA Dairy Advisory Committee, sees firsthand the response of children and teens when offered whole milk. “When we have school and community tours at the farm, we offer whole milk. The children call it ‘the good milk!’” said Adams of Hoffman Farms, Potter County, Pa. “We thank Congressman Thompson for his tireless efforts on this issue. As dairy farmers, we work hard to produce high quality, wholesome, nutritious milk, and as parents, we want kids to be able to choose the milk they love so they get the benefits milk has to offer.”
Jackie Behr, of 97 Milk, also sees the support for whole milk through the organization’s social media platforms. “We know how good whole milk is, especially for children,” said Behr. “We see the support in emails, comments and messages from the public. The science shows the benefits of whole milk, and today, more families are choosing whole milk to drink at home. Children should have the right to choose whole milk at school.”
Whole milk choice in schools has been an important signature piece of legislation for Rep. Thompson because of the triple-impact he said he believes it will have on the health of children, the economics of dairy farming and the sustenance of rural communities.
The bill’s predecessor in the 2019-20 legislative session garnered 43 cosponsors in the House.
Starting anew in the 2021-22 congressional session, the bill will need to amass cosponsors in the coming months. A companion bill in the Senate would also be helpful because the school lunch rules come legislatively through the Committee on Education and Labor in the House and through the Committee on Agriculture and Rural Affairs in the Senate.
What’s new this time is that the Johnstown Tribune-Democrat published a feature story Friday about the 2021 Whole Milk for Healthy Kids Act, and the School Nutrition Association made this the top story in their weekly newsletter to school foodservice director members this week. That’s good news.
Additional good news came with the official public support voiced by National Milk Producers Federation (NMPF) and International Dairy Foods Association (IDFA). In a press statement released by Rep. Thompson’s office last Friday, March 12, leaders of both organizations commented.
“The recently updated Dietary Guidelines for Americans reaffirmed dairy’s central role in providing essential nutrients, including those of public health concern. The Dietary Guidelines Advisory Committee found that 79% of 9-13-year-olds don’t meet the recommended intake for dairy,” stated NMPF president and CEO Jim Mulhern. “We commend Representatives Thompson and Delgado for introducing the bipartisan Whole Milk for Healthy Kids Act. Whole milk provides a valuable way for children to obtain dairy’s nutritional benefits as part of a healthy eating pattern. This bill will help provide our children the nutrition they need to lead healthy lives.”
On behalf of IDFA, CEO Michael Dykes DVM thanked the representatives for their leadership on this bill “to allow schools more flexibility in offering the wholesome milk varieties that children and teens enjoy at home. Expanding milk options in schools helps ensure students get the 11 essential nutrients daily that only milk provides, including protein, calcium, vitamin D, vitamin A, niacin, vitamin B12, riboflavin, and potassium,” Dykes said.
A petition organized and promoted by Grassroots PA Dairy Advisory Committee and 97 Milk — in direct support of the earlier versions of this legislation to ‘bring whole milk choice back to schools’ — garnered over 30,000 signatures in 2019-20 – over 24,000 electronically online as well as over 6,000 by mail through Farmshine.
In recent weeks, the online petition has picked up new life as it has been mentioned in hearings and informal conversations with state lawmakers — especially in Pennsylvania and New York — and has been mentioned recently by food, nutrition and agriculture advocates on social media.
The whole milk petition effort has also gathered over 5000 letters of support in addition to the 30,000-plus signatures in 2019-20. These letters and submitted comments, online and by mail, came from school boards, town boards, county commissioners, school nurses, doctors, dieticians, professors, veterinarians, teachers, coaches, athletes, school foodservice directors, parents, students, and citizens at large.
The entire bundle of signatures, comments and letters were previously digitized by the Grassroots PA Dairy Advisory Committee and 97 Milk and uploaded at each public comment opportunity during the 2020-25 Dietary Guidelines process. Petition packets were also provided digitally and in hard copy to key members of Congress as well as the USDA Food Nutrition Services Deputy Undersecretary in fall 2019 and spring 2020.
The Grassroots PA Dairy Advisory Committee and 97 Milk plan to revitalize the petition as an effort to amass even more public support for whole milk choice in schools. Interestingly, this is a difficult undertaking given that the majority of Americans do not even realize — and sometimes disbelieve — that their children and grandchildren currently do not have a choice and are forced to consume fat-free or 1% low-fat milk as their only milk options because whole milk cannot even be offered ‘a la carte’.
During a New York State Senate Ag Committee hearing last month, agricultural law attorney and dairy producer Lorraine Lewandrowski asked New York State Senators to consider state-level legislation to make it legal to offer whole milk in schools as a starting point vs. federal jurisdiction. Her request was met with dumbfounded shock that this was even an issue, and some indication that it was worth taking a look at.
This week, retired agribusinessman Bernie Morrissey — chairman of the Grassroots PA Dairy Advisory Committee — met with leaders in the Pennsylvania State Senate. He reports that state legislation to allow whole milk in schools was a top priority in that discussion.
In fact, Nelson Troutman, originator of the Drink Whole Milk 97% Fat Free painted round bales has urged states to get involved on this issue from the beginning.
“We can’t fix everything at the national level, we have to save Pennsylvania,” said Troutman, a Berks County, Pennsylvania dairy farmer.
The 97 Milk education effort that became a grassroots groundswell after Troutman painted his original round bale initially focused on Pennsylvania. However, the online and social media presence of 97milk.com and @97Milk on facebook since February 2019 has become nationwide, even global, in reach and participation.
For two years, Morrissey has garnered agribusiness support for various banners, yard signs and other tangible signs of support for whole milk in schools. Requests have come in from other states. The 97 Milk group also operates solely on donations and offers several options for showing support at their online store, where purchase requests come in from across the country as well. In addition, farm photos and ideas have come into 97 Milk from producers across the Northeast, Southeast, Midwest and West.
In much the same way, the 30,000-plus petition supporting the choice of whole milk in schools has had heavy participation in Pennsylvania and New York. However, signatures, comments and letters have been received at various levels from all 50 states. (A small portion of signatures even came from Canada, Australia, Mexico, England, Japan, India and the continent of Africa. Those, of course, had to be removed from the packets provided to USDA. However, it is telling that the simple concept of children being able to choose whole milk is a global concern.)
Likewise, Tewksbury with Progressive Agriculture Organization has long supported the right of children to choose whole milk at school. Several petition drives by Pro Ag have also amassed the tangible support of citizens, and those petitions were provided to USDA in previous years — delivered physically in boxes.
In February, Thompson stated that there are members of the House Ag Committee who want to elevate this issue of whole milk choice in schools. Thus, now is the time for organizations to come together and issue strong position statements supporting H.R. 1861 Whole Milk for Healthy Kids Act and for citizens to contact their elected representatives and senators in the U.S. Congress asking for their support of the House bill and in support of a champion to come forward with a companion bill in the Senate.
The ‘bring whole milk choice back to schools’ online petition still references the earlier H.R. 832 and S. 1810 bills, and will be updated when official links to the reintroduced bill text for H.R.1861 become available.
EAST EARL, Pa. – “We cannot continue to do what we are doing from a dairy pricing perspective and expect better results,” said Rep. G.T. Thompson (R-Pa.), named ranking member of the U.S. House Agriculture Committee in December.
Known as an advocate for dairy farmers, Thompson cited the decline in dairy farms and Pennsylvania’s position in rankings, noting that in 2009, when he was first elected to serve central and northern Pennsylvania in the U.S. Congress, Pennsylvania ranked 5th in the nation for dairy production with 545,000 cows.
A decade later, at the end of 2020, Pennsylvania slipped to eighth in production and has lost 67,000 cows since 2009. USDA reported 478,000 milk cows in the Keystone State at the end of last year with production in Michigan, Texas and now Minnesota leapfrogging Pennsylvania over the past decade.
In 2019, alone, Thompson took note of the 370 dairy farms that exited in Pennsylvania, with a huge impact on rural communities. He also observed the more than 10% loss in cows and production over 10 years during a telephone conference with members of the Grassroots Pa. Dairy Advisory Committee and 97 Milk, whom he thanked for all of their hard work on dairy issues.
He stressed that the decade of decline in Pennsylvania underscores how important it is to address the loss of milk check value at the farm level.
“Everyone in the dairy supply chain clearly can’t do what has always been done and expect different results,” he said, adding that a change is needed to benefit dairy farmers and that “the rest of the supply chain will have to adjust. We can’t sustain these decade long trends without further disruption. We have seen the impact already.”
Thompson said his dairy pricing initiative is straight forward, to look for “actionable measures that allow hardworking dairy farmers to earn a respectful living. Doing that will stabilize the economic circumstances so the other parts of the supply chain will adapt. If dairy farmers keep going down, we lose our industry, so serious steps must be taken toward economic stability.”
He talked about working as Ag ranking member to have Federal Milk Marketing Order pricing hearings, and he noted that the next Farm Bill offers an opportunity to modernize milk pricing, but it will take industrywide consensus, he said.
To get even a short-term fix for the losses due to negative PPDs before the next Farm Bill will be tough and will require action and agreement by NMPF and IDFA.
“Our best hope in the short term is to get the milk classes back into alignment (in regard to PPD), and work on building consensus for long term resiliency heading into the next Farm Bill,” said Thompson.
As for school milk, Thompson said he planned to restructure his whole milk for healthy kids legislation for reintroduction this session, with some tweaks that make it more workable for schools.
This is an important signature piece of legislation for Thompson because of the triple-impact he believes it will have on the health of children, the economics of dairy farming and the sustenance of rural communities.
Since the Senate ag committee has jurisdiction in school meals, where in the House, the jurisdiction lies with the education and labor committee, Thompson said he has already discussed the measure with the Republican leader in the Senate Ag Committee, Sen. John Boozman of Arkansas.
Thompson also believes there are members of the House Ag Committee who want to elevate this issue, which could include congressional hearings on the Dietary Guidelines. He said that process would start out with briefings to returning and incoming members about the DGAs so they have background on the issue.
With former Ag Secretary Tom Vilsack picked to return to the USDA post in the Biden administration, Thompson said he will be weighing in with Vilsack to encourage maintaining the 1% flavored milk waivers and about further school milk reform. He said he is hopeful about Vilsack’s support for a whole milk measure.
Thompson noted that reforms to milk offerings in schools could also come from the Senate side if Ag Committee Chairwoman Debbie Stabenow opens the door with childhood nutrition reauthorization, but that, “Nothing will move out of the Senate that is not strongly bipartisan, so spending time on the Senate side building bipartisan support will be important,” he said.
While incoming House Ag Committee chairman David Scott (D-Ga.) has priorities and a history of bipartisan action, dairy is not among his biggest focal points, which leaves room for Thompson, as ranking member, to advance dairy as his priority working with the chairman.
Bottom line, the Grassroots Pa. Dairy Advisory Committee will be working to help build consensus for milk pricing reform, and many of the Farm Bureau ideas look promising. The challenge will be getting NMPF and IDFA to come together around shared priorities to benefit dairy farmers in the pricing system, but that effort has begun.
One thing is clear, the House Ag ranking member G.T. Thompson sees the farmer’s position in the current pricing equation as inadequate.
ALBANY, N.Y. — “Danger knocked on New York’s doors when the World Trade Centers went down. Hunger knocked hard on our doors during Covid,” said Lorraine Lewandrowski, agricultural law attorney and dairy producer near Herkimer, N.Y., during one of New York State Senate Ag Committee’s recent hearings organized by Senator Michelle Hinchey, chairwoman.
Lewandrowski has been a tireless advocate and activist for dairy and livestock agriculture, making connections in all sorts of ways for the people of her beloved farmscapes of New York and the greater Northeast.
“Our food model is based on faraway sources while we throw our rural communities away,” Lewandrowski told the New York senators. “Farmers here are asking for crumbs. The big money is in the port capacity being ramped up for imports.”
In her testimony, Lewandrowski detailed several key issues facing dairy farmers and rural communities in the Northeast. Other farmers and dairy producers, along with representatives of farm organizations, farm markets, Farm Credit, FFA, urban food programs, and academia, were also on the hearing docket.
Describing dairy farmers as ‘price takers’ without real bargaining power, Lewandrowski called the milk pricing formula “broken and antiquated and in need of investigation.”
One of the biggest surprises for New York State Senators was Lewandrowski’s request that the state legislature legalize whole milk in schools.
“Make it legal for a New York State student to have a glass of fresh whole milk – a beautiful food from a beautiful land,” she said.
During questions, senators expressed their surprise about this and indicated a real desire to do something about it at the state level, despite the federal government’s heavy-handed USDA National School Lunch rules. If more states took action, perhaps the tide could turn.
On the milk pricing system, Lewandrowski pointed out that since May of 2020, the current pricing formula “has extracted billions of dollars” from dairy farmers’ milk checks, and she urged the committee to investigate how this is impacting New York State dairy farmers. She urged them to look at Farm Bureau’s work on this topic.
With ongoing concerns about market transparency and competitiveness, she referenced a 2019 GAO report requested by U.S. Senator Kirsten Gillibrand, looking at dairy cooperative consolidation and what this means for New York.
Referencing a ‘cow islands’ map produced a few years ago by Dr. Mark Stephenson, Lewandrowski said milk production is rapidly consolidating with more cows located on fewer and ever-larger farms in fewer regions.
“Thirty-thousand and 100,000 cow operations have arisen, some in dry regions. Contrast ‘cow islands’ with the emptied-out New York farmscapes,” she said, lamenting a Cornell report “Green Grass, Green Money” citing over 3 million acres of abandoned farms and former grazing lands in New York even though “New York equals powerful rainfed landscapes.”
Lewandrowski stressed that farmers need more lending and financing options and resources to understand new “ecosystem markets.” She indicated state legislatures can take the lead in helping prepare farmers for the future with allocation of informational and financial resources to navigate new ideas and income streams. Her fear, she indicated, is that a centralized approach will create winners and losers across regions and farm sizes.
In making her most impassioned point of the day on communications with New York City, Lewandrowski said: “We want to speak, as farmers, with the New York City Council and urban leaders. Why can’t we have a Jacob Javits Center Farm Show, a farm show like they have in Paris, or an office for New York’s farm groups in New York City or an online hub to connect farmers with urban groups looking for speakers?”
Rural trauma was her final thought for the committee. As an agricultural law attorney, Lewandrowski sees so many concerning and desperate cases.
She bluntly addressed Senator Jabari Brisport of Brooklyn, who is a new member of the NY Senate Ag Committee, about his own comments as a vegan activist, and the damage such comments do to New York’s own rural farmers.
“Rural New York has been viciously neglected. When farmers come to my office and tell me they feel dead, I worry,” said Lewandrowski. “This is directed to Senator Brisport: Senator, I heard your words as you led a rally in New York City calling for New York’s dairy farms to die. Your exact words: ‘Let dairy die the death it needs to die.’ Two hundred miles away, I was dealing with a woman who found her son hanging dead in the barn, too ashamed to speak of his death.
“Senator Brisport, I will not forget your cruel words directed to the working farmers of this state whom I know and love,” Lewandrowski said candidly. Dairywoman Tammy Gendron of Willet also referenced concerns about Sen. Brisport’s activism against dairy and livestock production in her comments later in the session.
During questions, Senator Brisport apologized for his word choice of “death” when speaking about dairy at the vegan rally, but he stated that as a sitting Senator on the New York Senate Ag Committee: “I don’t believe dairy should exist, just as I don’t believe any animal agriculture should exist, so you can count me as a ‘no’ vote on any whole milk in schools…”
He also noted one of his focuses is farm workers and asked for more details on collective bargaining from Lewandrowski’s testimony. He was keying-in on worker bargaining and totally missing the point that farmer-owner-operators have little bargaining power as cooperatives they own are consolidating and joint-venturing as processing entities.
Lewandrowski provided information about antitrust interpretations and consolidation in the industry to massive corporations that prevent farmers from collectively setting a good price for their milk.
Basically, she said, “we should be looking at revitalization and re-regionalization of our food production and processing facilities, so we have smaller cheese plants or vegetable processing or meat processing, where the farmers have a choice with competition for their product. We have lost so much of the food processing in New York. This committee could really help with that by making financing available to revitalize regional processing and brands to serve our Big Apple and our other cities.”
Senator George Borrello thanked Lewandrowski for her comments and passion. “Dairy in NYS is a very different business… 90% or more of our farms are family run businesses. Therefore, you will see these animals treated much more humanely. If we lose our dairy farms that are handling animals in New York State, we are going to be relying on farms elsewhere. The demand is not going to go away, so why don’t we ensure it’s from our farms in New York State,” said Borrello.
Senator Alessandra Biaggi took hold of the issues of whole milk in schools and communication between rural and urban New York. Much back and forth brainstorming ensued.
“There’s a lot to action in what you have shared,” Biaggi pointed out, citing first the unbelievable fact that whole milk is prohibited in schools.
“I thought you were joking,” the Senator said.
Lewandrowski talked about the 30,000-signature petition (over 24,000 online and over 6,000 by mail) that had been submitted to USDA and members of Congress, and she gave some of the background in regard to the Dietary Guidelines for Americans (DGA).
“Whole milk is a really tremendous product, and it is our most local product, fresh and produced 365 days a year,” she said.
When asked about the fat, Lewandrowski noted that the DGAs don’t reflect the current science on milkfat and saturated fat, in general, and especially for children.
“The fat is not very high. In reality, it’s standardized to 3.25% fat. Skim milk and 1% and 2% are not much behind that, but dairy as a whole product provides better satiety… so children may eat less junk food, and it may be easier to digest,” Lewandrowski noted. “As farmers in the Northeast, our best aspect is that we are local and produce fresh whole milk.”
Biaggi also stressed that one of the best things about New York is the Upstate being “full of possibilities, if we invested in it.”
She asked: “How did we get to a place where we’ve essentially abandoned the farms, the Upstate?”
Identifying the issue as cultural, pointing out how the cities in France are so proud of their rural areas, Lewandrowski asked the NY Senate Ag Committee to help facilitate connections between rural farms and urban leaders.
“I think there’s a real desire in our urban areas to learn more, so we ask for the committee to help us tap into that,” said Lewandrowski, citing many of the farm-city events she has taken part in, but looking for structural connections that continue and have meaning at the policy level.
Biaggi said this is one of the most important areas for the future of New York State, bridging the Upstate / Downstate, especially where food and agriculture are concerned.
Regulatory issues, workforce and lending resources, as well as gaps in the food system and examples of how locally produced food was diverted to nonprofits for giving during Covid were other major topics highlighted during the hearing.
We read about and see the growing number of choices in the dairy aisle that make a simple trip to the store for milk, one that can be quite confusing. There’s the thing about fat (all those different percentages) and the thing about fraud (all those plant, nut, and bean drink products calling themselves ‘milk.’)
First, the different “percentage milks” we know as skim, 1 percent, 2 percent and whole milk. The latter is confusing, is it 100 percent milk? Do some people think it is 100% fat?
Well, all dairy milk is 100 percent milk, no mater what the fat percentage… But, No: Whole milk is not 100 percent fat. It is not even 10 percent fat. It is standardized to 3.25 percent fat, and if you drank it straight from the cow it would be anywhere from 3 to 5 percent fat depending on breed of cow, time of year, and type of roughage fed.
And then there is protein. Did you know dairy milk provides a little over 8 grams of protein per 8 oz. serving? It packs quite a bit more protein-punch than almond ‘milk’ at a little over 1 gram of protein per 8 oz. serving.
Made like coffee, the crushed almonds are filtered with water. In fact, an 8 oz. serving of almond milk may be more like eating an almond and drinking a glass of water with sugar and thickeners added and a handful of other ingredients.
A common almondmilk brand label lists these ingredients the first being almondmilk defined as almond-filtered water: Almondmilk (Filtered Water, Almonds), Cane Sugar, Sea Salt, Natural Flavor, Locust Bean Gum, Sunflower Lecithin, Gellan Gum, Calcium Carbonate, Vitamine E Acetate, Zinc Gloconate, Vitamin A Palmitate, Riboflavin (B2), Vitamin B12, Vitamin D2.
A typical dairy milk label lists these ingredients: Milk, Vitamin D3. Pretty simple to see that the calcium and vitamins on the milk label are already in the milk and that zero sugar is added and zero thickeners.
The freshness of REAL dairy milk can’t be beat going from farm to table in 24 to 48 hours. It comes naturally from the cow providing the natural proteins and calcium and small amounts of healthy fat that our bodies readily absorb and utilize.
In fact, the carb-to-protein ratio of chocolate milk is now shown to be one of the best sports-recovery drinks on the market today. Yes, plain ‘ole chocolate milk. Maybe if farmers call it by another name, consumers will take notice to what has been in front of them all along.
Still, for many consumers, the perception persists that whole milk is a high-fat beverage, when in reality it is practically 97 percent fat free!
At the bottling plant, milk is pasteurized and standardized. Cream is skimmed to package whole milk at 3.25 precent fat. The skimmed cream—along with additional cream skimmed to bottle the 1% and 2% and non-fat milks—is then used to make other products like butter, ice cream, yogurt, cream cheese, sour cream and dips.
The “standard of identity” for yogurt states it also contain a minimum of 3.25% fat—just like whole milk.
Even ice cream is not 100 percent fat. The FDA standard of identity is that it contain a minimum of 10 percent fat. Some of the richer, higher-end ice creams contain up to 14 percent fat. But along with that fat, comes some nutritional benefits. These are not empty calories.
Butter is high in fat because it is, after all, a fat. Even it ranges 82 to 84 percent fat. A tablespoon of butter in the pan or on your veggies is a smaller quantity serving than an 8 oz. glass of milk; so even though the fat content is much more concentrated at a higher percentage, no one sits down and eats a cup of butter (2 sticks)!
Furthermore, we have learned that the saturated fat in milk and meat are not bad for us and that when part of a healthy integrated diet may actually provide heart healthy ‘good’ cholesterol.
The fears ingrained over 50 years of low-fat dogma are being abandoned as a nutritional experiment that has failed miserably, even though the federal government continues to hang on to the failed lowfat experiment in the recent 202-25 Dietary Guidelines.
What a growing number of scientists have found is that we need not have blamed whole milk, butter—or beef for that matter—all of these years. In fact, the recent rise in obesity and diabetes is linked more to overconsumption of carbohydrates that have filled the energy-void after we collectively sucked healthy fat out of our diets.
Saturated fats are not the enemy, the “new” science shows. However, the science is really not new. Long-time observers, investigative reporters, and scientists note that the very science supporting the health benefits of saturated fats found in milk and meat has been around for decades, but was ignored — even buried.
Meanwhile, U.S. consumer demand for butter has been expanding, and worldwide demand for U.S.-produced ice cream and yogurt has grown as well. Dairy foods and snacks that offer an energy boost with a healthy protein-to-energy ratio—such as yogurt, whole milk, and even ice cream—will be particularly in demand in nations where busy, on-the-go consumers look for reviving options.
Healthy, natural fat and protein from milk and meat keep food cravings at bay to prevent binge-eating on empty-carb snacks. Enjoyed as part of a healthy integrated diet, dairy products—even ice cream—are satisfying, nutrient-dense, carb-moderating foods that can even be the dieter’s best friend.
Go real, go natural. There’s no reason to fear real milk, dairy and beef products from cattle. Contrary to what the activists say and contrary to government ‘guidelines’ that refused again to consider all the science, nutrient-dense full-fat dairy foods and meat are good for us, and yes, good for the planet.
By Sherry Bunting, published a year ago (pre-pandemic), Farmshine, March 11, 2020
PARKESBURG, Pa. — The promotion of fluid milk, especially whole milk, was top of mind for approximately 120 dairy farmers, many of them Amish, who gathered at a dairy farm near Parkesburg, Pennsylvania last Thursday (March 5) for a question and answer session with two top representatives of Dairy Management Inc. (DMI) – Marilyn Hershey, DMI chairwoman and UDIA board member along with Lucas Lentsch, UDIA executive vice president.
DMI manages the national dairy checkoff and is the board that brings together the National Dairy Board and the federation of state and regional promotion boards that make up the United Dairy Industry Association (UDIA) — under DMI’s unified marketing plan.
The farmers came equipped with information, questions and concerns around several key topics with much of the discussion centering on whole milk promotion. This was clearly at odds with DMI’s emphasis on cheese and other dairy products through a decade of “partnerships doing the advertising for us,” as it was explained.
Case in point, at the outset of the meeting, Marilyn Hershey stated that “consumers are not drinking dairy. Today, they are eating more of their dairy.”
Lucas Lentsch, who covers producer relations and oversees the federation of state and regional promotion boards under UDIA, stressed that “consumers can’t be educated to drink something. We have the consumer insights… and we have to move to where the consumers are.”
“These are tense times in the dairy industry, and we need to remain respectful,” said Simeon Beiler as he moderated the discussion. He and Melvin Stoltzfus and Steve Stoltzfus organized the meeting, which lasted nearly three hours and became heated at points when several key questions of fact, as well as questions of direction and board make-up and decision-making were left unanswered.
Also tense, were points at which Hershey and Lentsch — as well as other promotion board representatives in the audience — claimed that whole milk sales have been rising for years because of checkoff-funded efforts in research and in-store stocking and promotion programs. The checkoff leaders even questioned the impact of the Drink Whole Milk 97% Fat Free campaign started by Nelson Troutman’s Milk Baleboards in January 2019 — going so far as to say that while they appreciate these grassroots efforts, the message is “confusing consumers.”
Hershey told the group of her background growing up on a dairy farm and today operating a dairy with her husband in Chester County, Pennsylvania. She said she has enjoyed serving producers and feels DMI “can make a difference so that dairy farmers can do what we do best – produce milk.” She has been involved in dairy promotion for nearly seven years, today serving on the UDIA board, which led to becoming DMI chairwoman almost three years ago.
Lentsch introduced himself as growing up on a dairy farm in South Dakota, serving in the military and coming home to be appointed as the state’s secretary of agriculture. Then, four years ago, he became CEO of Midwest Dairy Association before taking the national job this year with UDIA. He talked about taking seriously “the servant leadership mindset” of “working for real people who make this country great.”
Lentsch repeatedly took note that there are facts and there are perspectives and that the perspectives in the room may be different, but he was “loving the dialog and wanting to do the work that benefits farmers.”
At several points, Hershey shared that the DMI board “doesn’t work that way” or the way people seem to think it does — in terms of how the goals and perspectives of the group of attending farmers could be met.
Lacking throughout the discussion was the ability to answer specific questions on points of fact as Hershey described the relationship dairy farmers have with the National Football League (NFL). For example, she said the NFL players are “invested” in the work of getting breakfast carts to hungry children and that the week spent at Super Bowl venues begins a year in advance raising money from other businesses to fund breakfast carts for schools in the host city.
When asked specifically about what Super Bowl perks and expenses are paid with checkoff funds for board members, Hershey avoided the question and picked up in a different aspect, saying $820,000 was raised for breakfast carts last year when the Super Bowl was in Atlanta.
A follow up question was asked about what the dairy farmers’ checkoff investment is in GENYOUth that leads to those monies being raised. That question was not answered either.
A second follow up question was asked about what the more than $5 million represents, which was paid by DMI to the NFL in each of at least two years of IRS 990 forms (2016 and 2017), listing only the top five independent contract recipients, NFL being one of the top five.
Hershey and Lentsch seemed surprised by the question, and neither could nor would answer it, saying they would find out. However, this question had been asked by farmers in the past and by at least one reporter in a previous meeting as well as in writing, with yet no answer.
Congruent to the Super Bowl and GENYOUth questions were those about why all milk promotion is focused on fat-free and low-fat. Farmers wanted to know why DMI cannot support the choice of whole milk in schools (more on that in a future article).
Lentsch stopped the answering of that question by first asking the group to pause and look at the history of the dairy checkoff, which was legislated as mandatory in 1983 when he said there were 500 warehouses full of cheese and butter bought by the government.
“They weren’t going to keep doing that,” said Lentsch, explaining that dairy checkoff was implemented so that dairy farmers could “be a voice for themselves in promotion and research.”
In those 35 years, U.S. milk production has gone from 140 billion pounds annually to 220 billion pounds, Lentsch said.
As the conversation continued, it became clear that dairy checkoff — rather than being a way for farmers to “be a voice for themselves” — could be more aptly described as a voice for the government and its partners.
Why? Because the answers on the whole milk promotion question were given in contradictory ways as Hershey and Lentsch each explained their understandings of the government’s oversight.
“A few years ago, USDA made a rule not to support whole milk and we (checkoff) are held under that jurisdiction, but we can do research,” said Hershey, adding that there are 63 research papers in support of whole milk. She said that they explain the value of whole milk for children, but that the American Academy of Pediatrics and the American Heart Association are not wavering, and DMI “can’t get involved in political battles because it’s the preponderance of the evidence” that governs this.
Lentsch stated that it all goes back to the Dietary Guidelines, and he seemed to make a distinction about the difference between what can be promoted in general and what can be promoted in schools.
A follow up question was asked as to why Allied Milk Producers — a qualified milk promotion and research program based in Pennsylvania that can receive the dime for regional promotion nationwide – why they can put up “Whole Milk, whole nutrition, naturally” billboards and DMI maintains that it can’t do something similar.
Hershey stated that she sees these billboards when traveling, but that, “USDA never regulated Allied on this, but USDA could if it wanted to.”
From the audience, Mike Eby, a former Allied board member, stated: “It’s my understanding that Allied is under the same jurisdiction of USDA as any other checkoff organization.”
This is where Lentsch intervened to say there is a difference between whole milk promotion in schools, which he said the dairy checkoff cannot do, and whole milk promotion in general.
“USDA adheres to the Dietary Guidelines, and the science that you have funded (through checkoff) on early childhood nutrition shows whole milk is a huge bright spot,” said Lentsch. “That message is getting out, thanks to you for funding the research.”
But when the topic of the research was probed further by the audience, no specific research papers on whole milk were offered as examples. In fact, Hershey mentioned a CNN headline from that morning about a study showing whole milk reduces the likelihood of children becoming overweight or obese. The headline was about a study done in Australia that was similar to a study completed a few months ago in Canada.
The question was asked, specifically, did DMI fund the study in Australia or the one in Canada? Hershey’s answer was “no.”
Hershey also mentioned the 2015 Time Magazine cover “Eat Butter” as based on checkoff research and efforts to get the full-fat dairy message out, and that this changed the conversation on whole milk.
A member of the audience indicated that the Time Magazine article was explained by its author in the preface as being prompted by his review of Nina Teicholz’s international and New York Times best-selling book that year — “Big Fat Surprise” — and that Teicholz’s extensive bibliography only included two studies related to dairy checkoff on full-fat dairy (i.e. cheese and butter). The book mostly exposed the injustice of academics burying science for decades while the world latched onto the low-fat diet propaganda and made it law, so to speak.
There was no answer. No citing of specific checkoff-funded studies on whole milk – as a beverage.
Lentsch stressed that, “The battleground is the Dietary Guidelines. We have the science and the influence to have conversations at the World Health Organization and those conversations are happening at the global scale, to make sure recommendations are science-based.”
“This is the United States of America,” said one Amish attendee. “We know we could be advertising whole milk. The Dietary Guidelines are not operating on true science.”
Lentsch added that checkoff is “promoting whole milk, just not in schools. We can speak of the science. USDA has oversight so at the national level we can only talk about the science.”
Jennifer Heltzel, a dairy producer from Martinsburg, Pa., rose to introduce herself as “your representative on the national board.” She talked about why farmers don’t see the advertising checkoff is doing. “We don’t see it driving down the road. It’s on social media where the consumers are. The Got Milk campaign was an award-winning campaign and it drove awareness, but it did not drive consumption,” she said.
Lentsch added that there are 80,000 SKUs of beverages now available to consumers. “In the 1990s, we saw an explosion of innovation in the amount of choices consumers have today. But the good news is that milk is in 94% of households. It’s the trip-driver so it is very important,” he said. “We work promotion through brands that are facing consumers.”
“We now work with partners like Pizza Hut, Domino’s, Taco Bell and McDonalds and they do the advertising for us,” said Hershey. “Taco bell wanted to develop a taco made with cheese (a cheese shell in addition to cheese topping that will be launched this spring). We developed it with them in our kitchens.”
She said that $15 billion in advertising has been used by DMI’s partners since this partnership-style dairy promotion began in 2010.
Milk Baleboard originator Nelson Troutman spoke up: “So the government regulates what we can say in school, but what about our partners like McDonalds? You just try once to buy a whole milk at McDonalds. It’s not available. Why can’t that be something we do with our partners?”
Troutman said further that the milk at the local McDonalds in Lebanon, Pennsylvania is zero fat milk from Upstate in New York. “Fluid milk drives the farmer’s milk check,” he said. “Whole milk really drives it. That’s why we’re not happy. We don’t win until they taste the whole milk.”
Another farmer then asked: “Why are our partners doing our advertising?”
Beiler noted that through various means (including web and social media), the 97 Milk message has become national, even worldwide as the British dairy farmers have a similar effort, and farmers from South America have asked to borrow the idea.
Beiler then redirected to ask point-blank: “Are you asking our fast-food ‘partners’ to serve or offer whole milk?”
Lentsch explained that, “McDonalds targets their Happy Meals to shoot for calorie targets. Everything is predicated on what we are allowed to do. I know that sounds like an excuse, but it is a reality.”
Hershey added that all they can do is put the research in front of their partners. She tried to bring the conversation back to DMI’s positive message on cheese consumption. “That is what is helping us right now. Cheese and butter consumption are outpacing production. America loves cheese. We have to figure out how to deliver the cheese.”
“We are in the business of moving dairy consumption,” said Lentsch, noting that 10 pounds of milk make one pound of cheese, saying cheese uses a lot of milk.
This is the point in which the attendees made it clear that if checkoff was started so that producers could speak for themselves and increase demand to return profitability, then “we need to promote whole milk because it drives our profitability.”
“We don’t have big cheese plants here,” said Troutman. “Pennsylvania is a fluid milk state with 12 million people, not to mention cities in other states in our region. Fluid milk sales are what keep farms in business here. That’s why we are talking about fluid milk.
To which Troutman replied: “Yes we can. And we are! We tell them whole milk is 97% fat free, and we have consumers confirming with us already that this is something they never knew and they want to know more. This is why they have to know what we are selling, to see the 3.25% fat on the label.”
EPHRATA, Pa. – Now that elections are over, and five more years of Dietary Guidelines were recently announced with the comment period concluded and thousands of comments disregarded — the Whole Milk – School Lunch Choice – Citizens for Immune Boosting Nutrition yard signs are getting a makeover.
The action word “Vote” on the campaign-style yard signs that began popping up last fall has been changed to “Drink”, but the message and reference to 97milk.com remain the same.
These are signs to make people aware of two things:
1) Whole milk is still not allowed as a school lunch choice under current federal rules, and
2) Whole milk is the best way to get Vitamin D and other immune boosting nutrition for children and elderly, whose diets are most controlled by the fat-free and low-fat rules of yet another round of 2020-25 Dietary Guidelines.
Retired agribusinessman Bernie Morrissey has changed 300 available signs printed with the financial sponsorship of Morrissey Insurance of Ephrata and Troy, Pa.; Sensenig’s Feed Mill, New Holland; and Wenger’s of Myerstown.
“Our main message is the same,” says Morrissey. “News reports increasingly mention vitamin D supporting the immune system in this time of coronavirus pandemic. Even national broadcasts bring on specialists citing research showing the vital role of vitamin D. The best way to get vitamin D is in whole milk, but our children are not permitted to choose whole milk at school. They can only choose fat-free and 1% low-fat milk, according to the federal government’s dietary rules.”
In fact, according to a recent health report aired on several major broadcasting networks, dozens of studies have identified the importance of vitamin D in relation to Covid-19. Even before the pandemic, the medical community identified vitamin D as a nutrient deficiency of concern among Americans.
A huge new study is underway to test causation between higher vitamin D levels and prevention of deaths due to Covid-19 after several smaller studies showed nine out of 10 deaths could have been prevented with adequate vitamin D levels.
Winter and spring are the seasons of concern with Covid-19, and it is the time when vitamin D deficiency is most prevalent, say health professionals in countless interviews.
Vitamin D is one of several fat-soluble vitamins in milk. Vitamin D occurs naturally in the milk fat at some level but is also fortified in milk — and has been for decades because of the longstanding concern about vitamin D deficiency and the importance of vitamin D in conjunction with calcium for strong bones and overall health.
A study at St. Michael’s hospital in Toronto, Canada, published in the American Journal of Clinical Nutrition in 2017, showed children who drank whole milk had up to three times higher absorbed levels of vitamin D compared with children drinking 1% low-fat milk. This study also showed that children drinking whole milk were leaner. They had 40% less risk of becoming overweight than children drinking low-fat milk.
Another study there showed children drinking only non-cow’s milk plant and nut alternatives, which are also fortified with added vitamin D, were twice as likely to be deficient in vitamin D. In fact, the pediatrician researchers stated that, “Among children who drank non-cow’s milk, every additional cup of non-cow’s milk was associated with a five percent drop in vitamin D levels per month.”
“What we are doing with the yard signs and Drink Whole Milk 97% Fat Free painted hay bales and banners and the efforts of the 97 Milk education group with their website and social media is all working. The yard signs focus on the nutritional message for our children and elderly that the Dietary Guidelines ignore, which is the immune boosting nutrition of whole milk,” says Morrissey, also pointing out the benefits of whole milk for maintaining a healthy weight and stabilizing metabolism.
“This is a slow process to get things changed in Washington and Harrisburg, but we’re working on it,” he adds, praising the combined efforts of the Grassroots PA Dairy Advisory Committee and 97 Milk, as well as all the many people and agribusinesses supporting both grassroots efforts initiated by dairy farmers.
Morrissey said the 300 Drink Whole Milk – School Lunch Choice – Citizens for Immune Boosting Nutrition – 97milk.com yard signs are available in the vestibule at Morrissey Insurance at 890 North Reading Road, Ephrata, Pa. Signs are also available at Sensenig’s Feed Mill, New Holland and Wenger’s of Myerstown during business hours.
“These yard signs are free because of the three businesses that paid for them – Morrissey, Sensenig’s and Wenger’s. Come and get them, but take only what you will place,” says Morrissey, wanting to be sure signs are put out for others to see, and learn and question and get involved.
Producers and other businesses wanting to sponsor the continued printing of more yard signs, or those with questions about how to participate from other areas, contact Bernie Morrissey from 9:00 a.m. to 9:00 p.m. at 610.693.6471.
Find even more good news about whole milk and dairy foods at 97milk.com