Bolivia is encouraging its population to increase their dairy consumption, particularly milk, as per the 'National Milk Day' celebration on October 26. The country's per capita milk consumption is currently 63 liters per year, which is far below the recommended 160 liters by the World Health Organization. The dairy producers' association, Fedeple, is spearheading this initiative, targeting to raise consumption to a daily glass of milk by 2022. Despite the pandemic and increased production costs, Bolivia continues to produce 1.9 million liters of milk daily, with Santa Cruz department contributing 60% of this production. Dairy products are highlighted for their nutritional benefits, including protein, fat, and vitamins, and contrary to popular belief, they do not significantly increase cholesterol levels. However, the country consumes more soft drinks and alcoholic beverages than milk, indicating a challenge in achieving the set consumption target.