News

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

Dairy
Australia
Published Aug 11, 2021

Tridge summary

CSIRO's decision to back a laboratory-made milk substitute for commercial release in Australia may have deeply disturbed many dairy farmers, but it could also trigger a much-needed revival in promotional efforts to celebrate the real value of real milk. Milk's nutritional message and advertising sex appeal have largely fallen by the wayside in the past 20 years.

Original content

Consensus in the industry is that laboratory-made imitations and plant protein-based milk substitutes won't go away and must be challenged if dairy's status as a natural, healthy, nutritious food source is to stay credible with consumers. A host of fashionable plant protein beverages made from almonds, oats, chia, and more, have crept into prominence as mainstream rivals to real milk in the past two decades. They are often touted as healthy, environmentally-friendly alternatives to dairy. Their rise coincided, inconveniently, with farmers and milk processors being ambushed and distracted by dollar-a-litre supermarket discounting, successive farmgate milk price slumps and drought-driven supply shortages. Industry observers say dairy now potentially faces a battle not dissimilar to the fierce margarine wars of the 1960s, '70s and`80s when slick marketing campaigns told housewives they "ought to be congratulated" for serving their families processed vegetable oil spreads instead of ...
Source: Farmweekly
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