Fresh milk should be the preferred customer choice

The Government has been importing high-yielding cows from Australia to increase local milk production. While cows are being imported to boost local milk production, why do we continue to consume artificially produced powdered milk and not liquid milk in its original and natural form? When are we going to change our milk consumption habits?

Up to the late Sixties, infants were fed powdered milk products such as Lactogen, Cow & Gate and SMA, etc. Doctors discouraged breast feeding. The rural masses fed their growing children liquid milk. Hotels and milk vendors boiled milk in compartmentalised charcoal water boilers.

Why has powdered milk become so popular and secured such a commanding place in the local market?

The milk industry here imports milk powder in bulk and repacks it in attractive 400-gram and one-kilo packets. Milk powder is readily available in different forms – “instant”, “non-fat”, “enriched” (with calcium and vitamins), and for different age groups. Powdered milk can be made into a beverage any time you want and needs no refrigeration.

The powdered milk industry advertises heavily, using all media – TV, radio and newspapers. They promote their products with attractive competitions and prizes.

The price of powdered milk goes up regularly. As milk is an essential item in most homes, people continue to buy it, price notwithstanding.

Powdered milk uses up a lot of foreign exchange from our agricultural country. Our society has become addicted to powdered milk.

Liquid milk on the other hand has its own natural form, taste and colour, and a balanced composition of nutrients, minerals and vitamins. It is formulated and produced by Nature. A complete liquid diet does not require alteration or adulteration.

Powdered milk is relatively cheaper than liquid milk.

The marketing margin for the trans- port, semi-processing, packing, advertising, re-distribution and retailer profit of liquid milk is Rs. 115 per litre. On the other hand, a 400-gram packet of powdered milk costs Rs. 325, and is equivalent to 3.5 litres of liquid milk. On this basis, one litre of powdered milk costs only Rs. 93. Thus liquid milk consumption has become a luxury and is affordable only to high-income families.

For liquid milk to compete with powdered milk, it should be readily available; sold in hygienic containers or bottles; get heavy promotion and advertisement, and be reasonably priced.

Liquid milk generated in rural areas goes to the Narahenpita milk factory for processing and then goes back to the same rural areas with the addition of transport costs. This is added to the product price.

There should be an arrangement through co-op societies to take the lead in liquid milk promotion.

The community should be encouraged to drink the liquid milk produced in their own areas and the excess sent to urban areas. The milk should come direct from the farmer to the local collecting centre and then to the consumer, at minimum cost.

Self-employed young people could sell fresh milk door-to-door in selected areas, just as the fish vendors and newspaper distributors do. They could also supply milk to tea kiosks and hotels.

The State should subsidise liquid milk production and distribution, as in the case of dairy farmers, and keep the price below that of powdered milk.

A healthy society should cultivate the habit of drinking fresh liquid milk.

Kuliyapitiya