U.S. Government Launches Campaign Promoting Whole Milk Consumption

The U.S. government has initiated a campaign promoting whole milk consumption, coinciding with two significant developments: a law permitting schools to serve whole milk after over a decade and new dietary guidelines endorsing full-fat dairy options. The campaign highlights a cultural shift towards whole milk, featuring figures such as Robert F. Kennedy Jr. and athletes like swimmer Riley Gaines, who declared that the “milk mustache is back” in a promotional video.

While the campaign aims to revive interest in milk, it underscores a long-standing relationship between the government and the dairy industry. The U.S. Department of Agriculture (USDA) has a history of promoting dairy consumption through initiatives like the well-known “Got Milk?” campaign from the 1990s and 2000s. Michele Simon, a public health attorney, noted that government officials have previously engaged in similar promotional efforts, referencing then-Health Secretary Donna Shalala’s appearance in a “Got Milk?” advertisement.

The USDA claims the current campaign operates on a pro bono basis with no budget. However, the Milk Processor Education Program, which retired the “Got Milk?” campaign in 2014, stated that the USDA is free to utilize the slogan without permission, as they no longer own it. A USDA spokesperson emphasized that the campaign aligns with President Trump’s objective to enhance nutritious food options for Americans.

From a nutritional standpoint, whole milk is rich in essential nutrients, including calcium and vitamin D. Yet, experts like Marion Nestle, a professor emeritus of nutrition at New York University, maintain that these nutrients can be sourced from other foods, rendering dairy non-essential. A 2020 review led by Harvard researchers indicated that dairy’s health impacts vary depending on dietary comparisons, suggesting that while it may be preferable to sugary drinks, it does not measure up against healthier options like nuts.

The promotion of dairy raises concerns regarding health disparities, particularly among populations that struggle with lactose intolerance. Andrea Freeman, a professor at Southwestern Law School, highlighted that the government’s endorsement of dairy may exacerbate existing health inequities. She noted that milk has historically been associated with notions of whiteness and that its promotion could be interpreted as a disinformation campaign targeting communities unable to digest it.

The historical context of dairy promotion in the U.S. reveals deeper societal issues. In the early 20th century, the government actively encouraged milk consumption, linking its benefits to racial superiority. Herbert Hoover, as head of the Food Administration after World War I, advocated for milk as a protective food, framing its advantages in terms that reflected prevailing racial ideologies. Freeman pointed out that this legacy of promoting milk has persisted, manifesting in modern messaging that coincides with a resurgence of conservative values.

The dairy industry is keen to revitalize milk consumption as data indicates a significant decline in per capita milk consumption, which has dropped nearly by half from 1975 to 2024. Food economist Parke Wilde from Tufts University remarked that while there are economic incentives for promoting dairy, there must be careful consideration of the nutritional implications of such government messages.

As the campaign unfolds, it raises questions about whether other foods favored by the current administration might receive similar promotional treatment. Recent social media posts revealed Kennedy celebrating his birthday with a slab of steak, highlighting the potential for further government endorsements of specific food products.

Overall, the new whole milk campaign signifies a multifaceted interplay between health policy, agricultural interests, and cultural narratives, with implications for public health and social equity. The USDA’s efforts reflect ongoing debates about nutrition, equity, and the role of government in shaping dietary choices in America.