The history of Drink Real Milk
DRINK REAL Milk is a 10year public-awareness campaign to increase the production and consumption of local liquid cow’s milk in a way that will help create a sustainable industry.
The founding partners of Drink Real Milk are Nutramix, Seprod, Newport Fersan and the Jamaica Dairy Development Board.
In 2018, MAPEX, Island Dairies LTD and Edwards’ Dairy joined the team.
WHEN YOU DRINK REAL MILK
Launched in January 2016, the Drink Real Milk campaign was initiated to create a sustainable dairy industry by advocating for the consumption of local real milk. The founding members partnered in an effort to educate and encourage the public on the nutritional advantages of milk and the economic benefits of supporting local dairy farmers.
To achieve this goal, the partners identified key areas to improve on in dairy production and milk consumption. This involved investment in people, infrastructure and resources. For dairy production, some of the initiatives include assistance with the planting of grass seeds, veterinary care, public-health certification, provision of highquality feed, promoting best practices in animal husbandry, financial support through concessional loans, and pasturedevelopment programmes for local dairy farmers.
The efforts to improve dairy production are directly aligned with increasing the consumption of local milk. This includes expanding milk products and providing educational opportunities for all consumers. Seminars and workshops are consistently held by highly trained specialists, who provide farmers and consumers with relevant information on real milk. Also, the expansion of milk products to include products such as lactosefree milk provides a healthy and safe alternative to real milk.
Two years after the launch of the campaign, its continuous dedication to the dairy industry has motivated three companies to join the cause. Drink Real Milk welcomed its newest partners – Mapex, Island Dairies and Edwards’ Dairy – on April 24, 2018.
WHAT YOU CAN DO TO HELP
Buy local cow’s milk
from Jamaican cows,
processed locally,
contains all the vitamins and minerals of real milk, and
is DELICIOUS!
Use local cow’s milk
in your coffee instead of creamer,
in your food to make it creamy,
to defrost your fish so it stays moist.
WHAT IS REAL MILK?
Traditionally, the primary source of milk was dairy cows. Real-milk production began with local dairy farmers across the island who began their mornings milking cows. Gallons of real cow’s milk would then be transported to local farm markets or other milk companies for distribution. Though this practice remains prevalent in rural areas, the expansion of the milk market has significantly crippled this wellknown source of real milk.
The introduction of plant-based milk and other non-dairy milk has created an environment with conflicting interpretations of real milk. The misconception surrounding the consumption of real milk has altered consumers’ buying pattern, causing many to purchase the perceived healthier choice. Among the extensive line of milk products, non-dairy products are presented as a source of beneficial nutrients, while their harmful additives are witheld. As the demand for convenience increases and variations of milk continue to expand, real milk is gradually being removed from consumers’ diet. While non-dairy consumption may have a direct link to alternative lifestyles or allergic reactions to real milk, it is imperative to educate the public on the elements of real milk.
Cow’s milk is one of the main farm-to-table products that provides nine essential nutrients and other minerals to promote a healthy and active lifestyle. Real milk provides eight times more nutrients than non-dairy milk, like almond milk, soy milk and rice milk. Though many consumers prefer non-dairy milk for its taste, many plant-based milk products contain the same amount of sugar as a cup of soda. Many flavoured almond, soy, rice and coconut milks are loaded with sugar; which include calories. Other non-dairy milk products often contain up to ten ingredients, including added salt, sugar, and preservatives. Real milk is a powerhouse of nutrients. It supports brain development, reduced blood pressure, and good vision and reduces the risk of heart disease.
Each kind of milk – whole, lactose-free, or soy – provides its own set of nutrients. Your choice makes a difference.