Dairy Industry Fighting Sales Decline with ‘Get Real’ Campaign
Cow’s milk has been getting a bad rep in recent years, as the public are waking up to the negative moral and health implications associated with it. Sales have dropped 12% since 2009, and the industry is beginning to panic about what the future holds if people continue to swap their cow’s milk for plant-based alternatives.
While most people see this as a positive progression towards a more compassionate, environmentally sustainable, and healthful society, the milk industry is feeling the pressure and is starting to bite back.
Dairy Industry’s ‘Get Real’ Campaign
MilkPEP (Milk Processor Education Program) and the National Dairy Council and Dairy Management Inc, are working together on an aggressive new advertising campaign in an attempt to stop the sales decline and bring back the positive vibes which were once associated with milk.
After realizing that their famous ‘Got Milk?’ and ‘Milk Life’ campaigns were no longer effective, and that public opinion on the milk industry has severely altered over the past decade, they launched a new ‘Get Real’ social media campaign and ‘Milk Truth’ website.
Julia Kadison, CEO of MilkPEP, has been angered by leading scientific research papers which are educating people to the potential negative health effects of drinking cow’s milk, and in a recent statement stated that “It’s time for us to say ‘enough!’ and be more aggressive against the anti-milk misinformation that impacts consumers’ purchasing decisions. This is essential for the health of the industry, and frankly, for the health of Americans.”
Same Lies, Different Campaign
The rhetoric coming from the dairy industry’s latest campaign is almost identical to everything we’ve been told by them in the past, except this time they are leaving nothing to chance. Health professionals and animal rights campaigners have hurt the industry by telling the truth, so now the industry is trying to counter this by “setting the record straight.”
The campaign addresses five main concerns which people have about drinking cow’s milk, but their statements are outdated, scientifically debatable and totally neglectful of the animal rights issues which are actually pushing most people away from milk in the first place.
What Milktruth.com Isn’t Telling You
The milktruth.com homepage details the ‘five facts about real milk’ in an attempt to increase consumer confidence in cow’s milk, but there are many real truths which they are not so eager to talk about.
There is no mention about the inherent cruelty, suffering and death involved with the industry, and no statements about the harmful effects of dairy on health. Instead we’re given five statements intended to reinforce deeply entrenched views about milk.
Instead of offering a truthful look at the place of cow’s milk in our lives, the campaign seeks to scare people into believing that it is essential for a healthy human body, and that “It’s hard to get nutrients you need without milk in your diet,” when this is simply untrue. The human body was never designed to need the milk of another animal to be healthy, and in fact it is completely opposed to the natural flow of nature. We are the only species that drinks the milk of another animal, and the only ones who drink milk past infancy at all.
Contrary to what the dairy industry would have you believe, cow’s milk is not required for optimum human health, and our involvement in the exploitation of these animals is completely unnecessary.
The good news is that public awareness of the issue is at an all time high, backed up by the fact that dairy free milk alternatives such as almond milk are seeing sales increases of close to 40%.
The truth about dairy is out in the public domain, but you definitely won’t find it at milktruth.com!