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THE ·SCIENCE" OF INDUSTRY 295
In 2002, this marketing Web site delivered over 70,000 lesson plans to
educators.s The dairy industry truly is teaching its version of nutrition
to the next generation of Americans.
The industry has been doing this for decades, and it has been suc-
cessful. I have encountered many people who, when they hear about the
potential adverse effects of dairy foods, immediately say, "Milk can't be
bad." Usually these people don't have any evidence to support their po-
sition; they just have a feeling that milk is good. They've always known
it to be that way, and they like it that way. You can trace some of their
opinions back to their school days, when they learned that there are
seven continents, two plus two equals four, and milk is healthy. If you
think about it this way, you will understand why the dairy industry has
had such exceptional influence in this country by using education for
its marketing purposes.
If this marketing program weren't such a widespread threat to our
children's health, it would be downright laughable that an industry
group would try to peddle its food product under such a thinly-veiled
"education" plan. Don't people wonder what's going on when almost ev-
ery single children's book advertised in the "Nutrition Bookshelf' por-
tion of this Web site revolved around either milk, cheese or ice cream,
with such titles as Ice Cream: Great Moments in Ice Cream History?9 After
all, during July 2003 there were no vegetable books anywhere to be
found on this "Nutrition Bookshelf'! Aren't they healthy?
At least when the dairy industry describes all of these school-related
activities in the official reports to Congress and in industry press re-
leases, it rightly refers to them as "marketing" activities.CONJUGATED LINOLEIC ACID
The dairy industry doesn't stop with kids. For adults, the industry puts
a heavy emphasis on "science" and the communication of research re-
sults that might be construed as showing health benefits from eating
dairy foods. The dairy industry spends $4 to $5 million a year to fund
research towards the goal of finding something healthy to talk about. 7,
10 In addition, the dairy industry promoters employ a Medical Advisory
Board made up of doctors, academics and other health professionals.
These scientists are the ones who appear as medical professionals in
the media, proViding science-based statements supporting the health
benefits of milk.
The Airport Club was a good example of industry efforts to maintain