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By Don C. Brunell
Business Analyst 

Dairy farmers pushing green cow power


January 4, 2024

In the 1990s, “things go better with Coca Cola” was the catchy slogan that dairy farmers dreaded. At the time, milk producers were in a head-to-head battle with soft drink giants and losing market share.

Milk consumption had steadily declined over the previous two decades. One key reason was aggressive advertising by bottlers of iced tea, water, and soda pop. By 1993, nationwide milk consumption declined 20 percent and was down to less than one cup per person per day, reported.

So, in 1993 California’s dairy industry decided to mount an aggressive advertising effort to reve...

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