Executive director of the Global Dairy Platform, Donald Moore, recently told an Australian audience that the biggest future threat to the world dairy industry could be synthetic milk. Although synthetic milk may conjure thoughts of vegan companies engaging scientists to overthrow the farming sector, it wouldn’t surprise us if the world’s largest dairy companies have already investigated the concept. As an example, Kodak was once a world leader in cameras and printing. One of its employees actually invented the first digital camera. However, the company thought it would be a fad, and did not want to encourage a process that would eliminate one of its biggest sources of revenue, printing. As its competitors adopted the technology, it fell further behind until it filed for bankruptcy in 2012. Astutue dairy companies will embrace the technology in a bid to safeguard their future. Where this may leave farmers is an entirely different question.