With an increasingly negative consumer attitude toward milk and its production, milk sales have dropped by 33 percent over the years and almond milk sales have skyrocketted (increasing 39 percent in just the last year alone). Due to this, the Milk Processor Education Program along with the National Dairy Council and Dairy Management Inc. took to social media in an effort to pour a tall glass of PR.
“Stop making fun of our product! We don’t like it!”
Titling it “Get Real,” the campaign’s intention is to spread positive messages about milk and its consumption on Facebook and Twitter using the hashtag #getreal and #milktruth. “We want to break the Internet today, on behalf of the nutrition and health of the American people,” Milk Processor Education Program (MilkPeP) Vice-President Victor Zaborsky said of the campaign at an International Dairy Foods Association panel session in which producers were called upon to flood social media with support for milk. Users will then be directed back to their site which lists why the industry would like consumers to choose dairy, particularly over the ever popular almond milk, citing reasons ranging from affordability, nutritional superiority and the necessity for milk in the diet to fend of osteoporosis.
Ironically enough, it was the fallout from a study published in The British Medical Journal last year about bone fractures that provided the “breaking point” for the dairy industry. The study showed that drinking three glasses of milk per day could actually increase incidence of osteoporosis and bone fractures as well as increase mortality. Julia Kasden, CEO of MilkPEP said of the study’s effect, “I said, ‘That’s enough.’ We can’t have these headlines that ‘Milk Can Kill You’ and not stand up for the truth.”
Seriously, it’s hurting our sales
It didn’t take long for people who dislike dairy to jump in and dispense some of their own “milk truths,” as soon as the campaign launched, however. Citing everything from further studies on milk’s negative health consequences to the cruelty and damaging environmental impact associated with its production, users (One Green Planet included) made the hashtag their own. The fact is, people are being heard and instead of simply trying to spin PR for an undesirable product, the industry should be attempting to actually make a desirable product. All signs point to that product being made of almonds.
When the “truth” is part of a financial strategy, things can get a little dicey.
You gotta hand it to them, fighting facts isn’t easy.
Trolls gotta troll.
The dairy industry facilitates the veal industry. There’s a truth for ya.
Kinda underscores the whole “necessary” argument, huh?
Protein deficiency does not exist in developed nations. It simply does not occur.
Some evidence even suggests that plant-sources are better for absorbability when it comes to calcium.
Well, that sums it up pretty nicely.
You could argue that milk is being produced sustainably, and then you could do, like, math and stuff.
Lead Image Credit: Milk Truth