Dairy Initiatives

Dairy

Department of Animal Science

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Milk Quality Is Key to Consumer Confidence

by KIM POLZIN
Midwest Dairy Association

On the surface, somatic cell counts seem like a topic that would interest only dairy farmers, veterinarians, and dairy processors. The impact of somatic cell counts on protein levels and cheesemaking seems far removed from things a consumer might think about while visiting the grocery store.

Enter People for the Ethical Treatment of Animals (PETA) and its "Got Pus?" campaign, which attempts to "alert consumers to impurities in the U.S. milk supply, particularly the high levels of bacteria-harboring pus." Their so-called proof? Somatic cell counts.

In a handout, PETA says, "The dairy industry knows that there is a problem with pus in milk. It uses the 'somatic cell count' to measure pus in milk." It goes on to discuss the Pasteurized Milk Ordinance and even uses a state-by-state list of average SCC counts published by Hoard's Dairyman as "evidence." These activists are asking the public to abandon milk - one of the most tested, wholesome, and nutritious foods available.

The dairy checkoff is working to make sure consumers are not swayed by PETA's ridiculous and incorrect claims. There is no pus in milk. All milk - including human breast milk - naturally contains somatic (white) cells, which are critical in fighting infection and ensuring good health.

This distasteful example points out the important link between milk quality and consumer confidence. Consumers are more concerned about food safety than farmers realize, according to a survey of 1,002 consumers and 704 farmers conducted late last year by the American Farm Bureau and Altria (formerly the Philip Morris Company).

Research consistently shows that consumers want to know more about milk quality and on-farm practices, and they want to hear it directly from dairy farmers. Dairy farmers have an excellent reputation. A national survey found that the majority of Americans believe farmers contribute to society as much as firefighters or teachers and are hard working. Four out of 10 consumers in the survey said dairy farming is "the backbone of the American way of life." That's a powerful platform that can be used to tell people about the care farmers take to ensure that milk and dairy products are as safe and wholesome as can be.

From the supermarket checkout line to school meetings or the county fair, people who know you are a dairy farmer are likely to ask you about milk quality or other dairy farming issues. Your answers can be critical in promoting consumer confidence.

Based on what consumers have said they want to know, the dairy checkoff has identified specific facts you can use:

• Milk and dairy foods are among the most highly regulated and monitored food products in America. Strict laws and regulations require that milk be produced by healthy cows, and dairy farmers recognize that proper animal care is an important part of keeping cows healthy.
• Milk is doctor recommended. Dairy's role in a nutritious diet has long been established and lauded by the nutrition and science community, including the American Academy of Pediatrics, the American Dietetic Association, the National Institutes of Health, the U.S. Department of Agriculture, the National Osteoporosis Foundation, and many other reputable health organizations.
• Milk that doesn't meet the strict standards set by the federal Pasteurized Milk Order is dumped.
• Don't be fooled - PETA's campaign is simply a stunt to gain publicity for a vegetarian/vegan agenda.
• There is no pus in milk.
• Parents should get their family's nutrition advice from reputable, accredited health professionals who base their advice on sound medical science, not from animal rights activists.

D A I R Y    I n i t i a t i v e s    N E W S L E T T E R
Volume 12    Issue 1    Spring 2003