Butter seems to be everywhere, from featured menu items at fancy restaurants to viral TikTok videos. Some dairy producers are worried that the new boom times, engineered by a powerful dairy lobby, come at a cost to the environment and to small farms:
Partnering with food companies to roll out products that contain ever-escalating quantities of dairy is one of the industry group’s tried-and-true strategies. In the last couple of years, Dairy Management has partnered with Taco Bell to launch a frozen drink mixing dairy with Mountain Dew and a burrito with ten times the cheese of a typical taco. The organization also assisted with last year’s rollout of pepperoni-stuffed cheesy bread at Domino’s and supported marketing efforts for General Mills’ Oui line of yogurts.
Thirty years after the era-defining “Got Milk?” campaign—itself a project of the California Milk Processor Board—the U.S. dairy industry’s PR machine appears to be getting a second wind. The point of all these efforts is straightforward: The dairy promotion boards’ mission is to increase demand for their products. They spend hundreds of millions of dollars, collected from farmers and milk processors, on annual research and advertising in hopes of growing the market for dairy domestically and abroad.
However, as dairy consumption and production continue to grow, so too does the industry’s environmental footprint. In 2019, the EPA estimated that U.S. dairy cattle emitted 1,729,000 tons of methane each year, pollution roughly equivalent to 11.5 million gasoline-powered cars being driven over the same period. A United Nations report found that the dairy sector’s global greenhouse gas emissions rose by 18 percent between 2005 and 2015.
Meanwhile, it’s not entirely clear that all these efforts are helping the average dairy farmer. The number of U.S. dairy farms has fallen by three quarters in the last 30 years, as farmers’ costs rise and milk prices fluctuate. Many small and mid-sized dairy farms have been driven out of business and farmers’ net returns fall below zero year after year. In 2000, farms with more than 2,000 cattle produced less than 10 percent of milk, but by 2016 farms of this size were responsible for more than 30 percent of U.S. production. The diverging trend lines have prompted some farmers to question whether the focus on market growth above all else—which has been accompanied by increasing climate pollution and the collapse of small dairy herds—is still the best policy.
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