SOURCE: The Center for Global Food Issues

August 01, 2006 12:06 ET

Milk is Milk Campaign Launches Billboard Campaign in California

Center for Global Food Issues Informational Billboards Along California Highway 99 Target Dairy Consumers and Producers

CHURCHVILLE, VA -- (MARKET WIRE) -- August 1, 2006 -- The Center for Global Food Issues' Milk is Milk campaign unveiled two of three billboards that will promote its grass roots campaign of concerned consumers to educate food and dairy retailers (supermarket and grocery chains) regarding false and misleading label and marketing practices. These practices have become rampant in the organic dairy industry.

"These billboards will serve an important purpose," said CGFI's Director of Research and Education Alex Avery. "Consumers know that milk labels can be confusing. What they don't know is that certain organic dairy marketing interests have made these labels confusing so that the consumer is misled into spending more money for a brand of milk that he or she thinks is somehow healthier or more nutritious. The fact is, milk is milk. And no matter what certain labels imply, no milk contains pesticides, antibiotics, or artificial hormones, and all milk -- including organic milk -- contains natural hormones."

It is hoped the billboards' messages will reach organic producers as well. "California is a hub of organic agriculture. Many small-scale family dairy farms, faced with promises of profits from organic big business, have decided to 'transition to organic.' These farmers don't understand that their product is ultimately being marketed in a way that misleads consumers and may even be putting their farms at a long-term disadvantage," said Avery.

All three billboards are to be placed along California's Highway 99 -- two this week in Jensen and Pixley, with a third scheduled to be unveiled in Fresno on August 14th.

"We are very excited to launch these billboards," said Avery. "Much of our campaign has taken place online, at our Web site, We hope that these billboards will extend our message offline to the hotbed of the organic industry, as well as to people who might not have access to the Internet."

Avery is the research director for the Hudson Institute's Center for Global Food Issues; his blog ( addresses marketing issues in the dairy industry which affect consumers, dairy farmers and processors. To learn more, visit or

Contact Information

    Alex Avery
    Director of Research
    (540) 337-6354 (O)
    (540) 255-6378 (M)
    Email Contact