There is no suggestion that factory milk will be cheaper, fresher or taste better.
Factory milk, the watery option
Research shows that factory milk may contain fewer vitamins and antioxidants. If we want the milk we have come to expect, as rich as possible in vital nutrients, we must keep Britain’s cows grazing outdoors for significant periods of the year, and not drive milk quality down by chasing ever higher yields.
Our survey says
When asked to pick words or phrases associated with milk, the vision of cows grazing in a field was a choice of almost half (47 per cent) of the British public.
The recent survey by Ipsos MORI commissioned by WSPA showed that, excluding price, freshness is the most important consideration for the majority (69 per cent) of adults who buy milk. However, over a fifth (22 per cent) put the cows’ welfare above this.
When asked if they would ever buy milk produced from around 8000 cows kept in large indoor sheds, 61 per cent said “never”*.
Against the tide of consumer conscientiousness
If we open the factory gates to farming on this scale, the gulf between the new reality and people’s perception of how their milk is produced will be ever wider.
There is growing consumer conscientiousness about where food comes from, how it is produced and quality of life and welfare of the animals that produce it.
This movement led to the rejection of battery eggs, and similar trends are emerging in the meat sector, publicised by mainstream TV programmes, supported by supermarkets, championed by celebrities and even fast food companies.
So, would you drink factory milk from battery cows?
Just say “Not in my cuppa”.
*An Ipsos MORI face-to-face, in-home survey of 2,019 British adults aged 15+. Fieldwork was conducted from 4 -10 June 2010. For full technical details of the survey, please see IPSOS