Australia: CSIRO's lab milk puts real dairy's marketing needs in spotlight

The CSIRO's decision to back a laboratory-made milk substitute has sparked concerns among dairy farmers, who worry it could undermine dairy's reputation as a natural, healthy food source. The rise of plant-based milk alternatives over the past two decades, coupled with challenges like dollar-a-litre supermarket discounting and drought-driven supply shortages, has weakened milk's nutritional messaging and sexual appeal. Industry leaders are now calling for improved truth in food labelling and increased marketing efforts to highlight the benefits of real milk. The situation is reminiscent of the margarine wars of the past, where processed vegetable oil spreads were marketed as alternatives to butter. Despite these challenges, stakeholders remain optimistic about the future of both traditional and alternative milk products. Australian dairy companies are already involved in the plant-based milk market, with plans to expand, and global dairy companies are collaborating with lab milk startups.