It is as predictable as ants at a picnic or a Chicago Cubs losing streak in August. Whenever local or national television news organizations need to pump up some ratings, they roll out a “Special Investigation” about food. Most often, the food of choice is milk. American’s emotional attachment to milk makes it a prime target for exaggerated, sensationalized, one-sided reporting.

Consumers will accept over-priced bottled water, ignore claims of substandard meat in their tacos, and readily consume candy bars with insect parts; but, let someone suggest there are unknown chemicals in their milk, and they will come unglued. What is it about milk that gives people the heebie jeebies? I thought Dairy Month was a good time to explore this question.

National Dairy Month started in 1937 as a way to honor dairy families and recognize their hard work and sacrifice. Through the years, the message has changed a bit. Today we focus more on the product than the producer. The dairy industry uses the month of June to ramp up its message about good nutrition and the need to include dairy products in a healthy diet.

For more than a decade, the dairy industry has been pushing three servings of dairy products per day. The 3-A-Day message is getting through to consumers said Jenni Purcell, Director of Communications for the American Dairy Assoc. of Indiana. She added that the new USDA My Plate logo, which replaced the old food pyramid, features a glass of milk next to the plate.

Yet, while people are getting the nutrition message, they are also getting the scare message. Type “milk” into the Google search box and lots of negative stories will fly to the top of the list.

The dairy industry is one of the most regulated, tested, and inspected sectors of the food industry. Milk does not leave a dairy farm unless it passes a rigorous testing process.

Yet, news reports, urban legends, and internet posts continue to make outrageous claims about what is in our milk. Retailers put signs above their dairy case assuring consumers the milk contains no hormones - a claim that cannot be tested for, but is assumed to be true by both buyer and seller.
If it is not what is in our milk, then it is the price of milk. The same consumers who will pay $6 for a gallon of water will cry unfair if the price of milk tops $3.50 a gallon. In short, when it comes to milk and dairy products most Americans don’t have their heads screwed on straight.

The dairy industry has countered this nutritional schizophrenia with innovation. A bewildering array of dairy products are now available. There is whole milk, 2 percent, 1 percent, 0.5 percent, 0.00251 percent and skim. There are flavored milks like chocolate, strawberry, bubble gum and Jack Daniels. There are boring cheeses like American and exotic cheeses like gorgonzola.

Just a few decades ago, yogurt was a health food. Today, it is mainstream with a large section in the dairy case. The newest dairy phenomena is Greek yogurt, being touted by sophisticated foodies around the world. All this innovation has blunted the negative and mostly untrue accusations about dairy products.

It is an indisputable fact that dairy products are rich in the nutrients our bodies need. It is also a fact that dairy products are among the safest food products on the market today. So, if you are one of those people who get all jittery every time someone says there is something bad in your milk, get a grip on reality.

Get your three-a-day of dairy, you will be a healthier person for it. And, since June is dairy month, have an extra glass of milk and toast the men and women of the dairy industry who bring you your dairy products, every single day.

The views and opinions expressed in this column are those of the author and not necessarily those of Farm World. Readers with questions or comments for Gary Truitt may write to him in care of this publication.