When George S. Patton was asked what his options were in going into a battle, he responded: “Lead, follow, or do nothing, and in most cases, doing nothing never ends well.”
We, the dairy industry, have not engaged on a broad scale as marketers of plant/alternative proteins increased their attacks, developed trade associations and aggressively launched marketing offenses — many with “anti-dairy” as a rally cry. We saw this initially in beverage and most recently strategically targeting the cheese, yogurt and butter categories.