Innovate and EducateConsumer education is a necessity for the alternative and premium milk sector: Americans are drinking less dairy milk, but it’s still the product they’re most familiar with. Milk, said Blake Waltrip, the chief executive of A2, is a “repertoire purchasing category”: The average consumer has three to four different types of milk or milk alternatives in their rotation. In Australia, A2 accounts for 11 percent of all milk sales, and the company claims that 70 percent of their consumers have no milk intolerance at all. Mr. Waltrip believes it’s because theirs is a “better milk,” but it also may be that consumers, long confused about whether or not dairy milk is good for them, are relieved to have a “healthy” dairy milk to buy. Finding new ways to market and process milk has become essential for dairy farmers looking to turn things around.

Source: New York Times March 14, 2020 09:56 UTC