By LEE MIELKE
Mielke Market Report 

There was a charted singer in the late 1950s and early 1960s – I’m dating myself here – named Dinah Washington. Her first "hit" was in 1959 and was called What a Difference a Day Makes. The song came to mind as I sat to write my annual June Dairy Month tribute and thought what a difference a year makes.

June Dairy Month 2014 saw U.S. dairy farmers in a position they hadn’t seen in years, namely that milk prices were actually paying the bills, prices that set record highs and dwarfed the painful lows of 2009 that many had finally recovered from, though some never did.

What struck me the most was how relatively oblivious consumers were to what dairy farmers had endured. Oh, they paid a little more for a gallon of milk or a block of cheese, but they were never at a loss to find an adequate supply of either one. Never! Think of that and be grateful because June Dairy Month is really every month of the year in the U.S. dairy case.

I have served this great industry for more than 35 years and have been so grateful that I’m on my side of the microphone and keyboard ever since as I learned of the 24/7 demands of running a dairy operation. As the farmersonly.com slogan says, "city folk just don’t get it."

To fully appreciate the availability and wholesomeness of today’s dairy foods, you have to know what’s behind that gallon of milk that you so unthinkingly pick up at the grocery store each week, or what’s inside that cheese that lies on top of your favorite pizza, or how did that Greek yogurt get there on the shelf or the milk in your morning latte.

It’s far too easy to take these for granted, and June Dairy Month reminds us.

Last year I mentioned how the dairy industry hadn’t put fluid milk out to pasture. While declining fluid sales continue to pose a challenge to the dairy industry, milk continues to compete with plenty of other beverages, like sports drinks, bottled water, and even products that call themselves "milk" made from soy and almonds.

But, there are some exciting new arrivals in the "real" milk world. Last year I mentioned the success of White Gold in Pennsylvania, which simply did what processors have been doing for years in California; increasing nonfat solids content which not only enhances milk’s flavor, but enhances milk’s nutrition package and sales continue to grow there.

This year, Coke has entered the dairy case. Yes Coco-Cola has entered with its lactose-free Fairlife brand of fluid milk that boasts increased calcium and protein.

Dean Foods, the largest milk producer in the country, just announced that it is taking a stab at reversing declining fluid milk consumption by introducing its own national fluid milk product called DairyPure.

Then there’s what might be called the "niche" fluid category. Arla Food’s Big Milk, which they refer to as "the next generation of fresh milk, the first and only fresh cows’ milk enriched with essential nutrients for children’s growth and development."

And, speaking of sports drinks, good old fashioned chocolate milk is gaining a lot of attention as a tremendous natural source of high-quality protein to build lean muscle. A website devoted to its sport’s attributes, says it contains "the right mix of protein and carbs scientifically shown to refuel exhausted muscles and help return to peak potential provides fluids and electrolytes like calcium, potassium, magnesium and sodium to rehydrate and help replenish critical nutrients lost in sweat."

Consumers are also coming back to butter. It wasn’t so long ago that margarine spreads were taking market share from butter but health research has drastically turned that around and butter is back. And, you just can’t beat butter’s flavor or its adaptability in cooking and food preparation.

America’s love affair with cheese continues, as well.

Yes, dairy still offers a wonderful nutrient package that has had its doubters through the years, but then the dairy industry has been a believer all along. No wonder "the Promised Land" was also called "a Land flowing with milk and honey." I’ll drink to that!

The opinions expressed those of the author and not necessarily those of Farm World. Readers with comments for Lee Mielke may write to him in care of this publication.