The Huron Expositor, 1995-03-15, Page 72Paps 1 4A -Farm Progress 't•6'
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Milk will always be popular in any household
by Andy Bader
Remember when you were a kid,
and mom always, always, always
told you to drink your milk? Maybe
you questioned her judgment, but it
never failed. You drank your milk.
You drank your milk because it
was good for you.
You drank your milk because it
tasted good.
You drank your milk because it
was the only beverage that actually
added some taste when you dunked
a chocolate chip cookie.
You drank your milk because, if
you drank it correctly, you could
get that cool milk moustache to
prove it.
Well, despite the many ups and
downs of milk these days, it's still
here. And so is the milk moustache.
I dare you to open any United
States -based popular magazine and
not find a (relatively) well-known
American celebrity sporting a milk
moustache. Models Christie
Brinkley and Naomi Campbell.
Actresses Joan Rivers and Lauren
Bacall. Even Toronto Maple Leaf
star Doug Gilmour is spotted (i-
gnore the pun, please) on television
as a holstein.
Why the sudden popularity in
milk? Better yet, why the sudden
popularity in promoting milk?
According to statistics released by
the Ontario Milk Marketing Board,
more than 2.3 billion litres of milk
was marketed the fiscal year ending
Oct. 31, 1994, an increase of 126
million litres, or 5.8 per cent, from
the previous year. However, statis-
tics over the past few years indicate
that milk, especially in the United
States, has fallen out of favor. The
biggest reason? Soft drinks. And do
you know why? Soft drinks are
better promoted on television. So
the makers, and sellers, of milk are
fighting back.
It's too bad, really. Milk has
always been a staple in my diet,
even after I slipped past the milk
moustache phase my second year of
college. According to one report I
read recently, milk has been
labelled as as "fattening, a harbour
for toxins, a producer of excess
mucus or just not very tasty. "I beg
to differ. But who am I, right?
Nutritionists, and they still say
that milk is good for you, indicate
that Canadian adults don't drink
enough milk. The same ,storyline
comes through loud and clear from
down south, as people choose other
alternatives than their recommended
daily allowance of milk (two to
four cups). In fact, the United Dairy
Industry Association in the United
States says women aged 25 to 74
are at an increased risk of os-
teoporosis, or brittle bones, because
of their lack of milk, and calcium,
in their diet.
All this anticipated good publicity
wasn't helped locally by the fact
that Ault Foods and Beatrice went
to court over the production of a
new line of premium -priced fluid
milks which hit the market in
January. Ault's Lactantia PurFiltre
milk is reportedly fresher tasting
and has a longer shelf life than
regular pasteurized fluid milk,
which triggered the fight as
Beatrice wanted to prevent their
rival from claiming the new milk
was purer than ordinary milk.
All I know is, milk has been
around since cows were put on
God's green pastures, and it will
continue to prosper through such
peuy marketing arguments about
how pure it is, or whether it will
sway people fostered on The Real
Thing.
Besides, whoever heard of a Coke
moustache?
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