Meanwhile, reduced demand for cow’s milk and falling prices led to the closure of 1,000 dairy farms in the UK between 2013 and 2016.
Even in northern Europe, milk as we know it is a recent phenomenon. Fresh milk, left unrefrigerated, spoils quickly and can harbour a variety of deadly pathogens, including E Coli and tuberculosis. For most of history it was either consumed within moments of milking, or processed as cheese or yoghurt. Few drunk milk in its liquid form. “The Romans considered it a sign of barbarism,” said Mark Kurlansky, author of Milk! A 10,000-Year Food Fracas. “The only people who drank milk were people on farms, because they were the only ones who could get it fresh enough.” (Even then, cow’s milk was considered inferior to alternatives such as goat or donkey.)
My note: History behind start of increase in milk consumption
It was the first world war that ultimately aligned political forces behind the dairy business. In Britain, rationing meant food was limited, and child malnutrition was rife. The emerging field of nutritional science identified milk – with its high protein content and newly discovered “vital amines”, or vitamins – as a potential solution. Thanks to government price controls, milk was one thing not in short supply.
My note: The power of marketing which led to increase in consumption of milk
Soon, “consumers everywhere witnessed a snowfall of propaganda documenting the miracles worked by milk”, writes Deborah Valenze in Milk: A Local and Global History. Milk became the original superfood: a boundless source of calcium, protein and vitamins.
My note: Government involvement (as we know govt involvement doesn't mean it's right e.g. iodine fortification of salt)
In 1946, Clement Attlee and Harry S Truman’s governments both passed measures to ensure milk was available free with school meals. Industry alliances like the UK’s Milk Marketing Board embarked on campaigns to enhance milk’s image. More recently, in the US, the Got Milk? campaign showed celebrities from BeyoncĂ© to Kermit the Frog with milk moustaches. The message was clear: if you wanted your children to grow up big and strong, they needed to be drinking milk.
https://www.theguardian.com/news/2019/jan/29/white-gold-the-unstoppable-rise-of-alternative-milks-oat-soy-rice-coconut-plant
Even in northern Europe, milk as we know it is a recent phenomenon. Fresh milk, left unrefrigerated, spoils quickly and can harbour a variety of deadly pathogens, including E Coli and tuberculosis. For most of history it was either consumed within moments of milking, or processed as cheese or yoghurt. Few drunk milk in its liquid form. “The Romans considered it a sign of barbarism,” said Mark Kurlansky, author of Milk! A 10,000-Year Food Fracas. “The only people who drank milk were people on farms, because they were the only ones who could get it fresh enough.” (Even then, cow’s milk was considered inferior to alternatives such as goat or donkey.)
My note: History behind start of increase in milk consumption
It was the first world war that ultimately aligned political forces behind the dairy business. In Britain, rationing meant food was limited, and child malnutrition was rife. The emerging field of nutritional science identified milk – with its high protein content and newly discovered “vital amines”, or vitamins – as a potential solution. Thanks to government price controls, milk was one thing not in short supply.
My note: The power of marketing which led to increase in consumption of milk
Soon, “consumers everywhere witnessed a snowfall of propaganda documenting the miracles worked by milk”, writes Deborah Valenze in Milk: A Local and Global History. Milk became the original superfood: a boundless source of calcium, protein and vitamins.
My note: Government involvement (as we know govt involvement doesn't mean it's right e.g. iodine fortification of salt)
In 1946, Clement Attlee and Harry S Truman’s governments both passed measures to ensure milk was available free with school meals. Industry alliances like the UK’s Milk Marketing Board embarked on campaigns to enhance milk’s image. More recently, in the US, the Got Milk? campaign showed celebrities from BeyoncĂ© to Kermit the Frog with milk moustaches. The message was clear: if you wanted your children to grow up big and strong, they needed to be drinking milk.
https://www.theguardian.com/news/2019/jan/29/white-gold-the-unstoppable-rise-of-alternative-milks-oat-soy-rice-coconut-plant