Fear-based marketing is irresponsible and a race to the bottom.
February 3, 2017
Editor’s note: This letter to the editor by Mike McCloskey is in response to the January The Editor’s Page. McCloskey is the CEO of Select Milk Producers, a co-owner of fairlife llc, this magazine’s 2016 Dairy Processor of the Year.
Chicago retailer Marshall Field famously said, “Give the lady what she wants.” A related axiom is “The customer is always right.” Here’s more good business advice: “Don’t insult your customers” and “Play it straight with consumers.”
But it is going to cost more. The USDA forecasts less milk in 2017 but a growing supply through the year 2024 along with steadily increasing prices. Its economic assumptions include moderate growth in GDP and inflation, and low unemployment.
Dairy foods are in an increasingly competitive environment where alternative beverages are vying for the attention of consumers and their grocery dollars. And while these alternative beverages may be trendy, they lack the strong nutritional portfolio of milk.