Apparently, milk drinkers are diminishing, so much so that Dean Foods, the number one milk company in the country, has been forced to declare bankruptcy.
If you are more than 20 years of age, you’ll probably recall the “Got Milk” ad campaign created by advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993. The ads often featured famous people such as Beyonce, Whoopi Goldberg, Susan Sarandon, Dr. Phil, Jennifer Hudson, and so many more, drinking milk and getting that famous white milk mustache.
Well, it looks like famous faces have failed to keep Americans in white mustaches and milk producer Deans is giving up the ghost.
The Dallas-based company is even considering trying to get the Dairy Farmers of America to buy them out.
“Despite our best efforts to make our business more agile and cost-efficient, we continue to be impacted by a challenging operating environment marked by continuing declines in consumer milk consumption,” CEO Eric Berigause said in a statement.
Where Americans drank 24 gallons of milk a year in 1996, by 2018 that number had collapsed to 17 gallons. And Deans says the numbers keep falling.
“An increasing variety of beverages, including teas and sodas, has hurt milk consumption. So have protein bars, yogurts and other on-the-go breakfasts, which take the place of a morning bowl of cereal,” ABC 3 reported.
Animal rights nuts have also made inroads in the dairy industry by convincing many softheaded Americans that the industry is cruel to animals, reports say.
“Oat milk, for example, saw U.S. sales rise 636% to more than $52 million over the past year, according to Nielsen data. Sales of cow’s milk dropped 2.4% in that same time frame” ABC added.
Dean Foods, which has been hit hard because it derives 67 percent of its sales from liquid milk, employs 16,000 people, operates 60 processing facilities, and runs 8,000 refrigerated delivery trucks on U.S. roads.
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