Starbucks recently stated on a global level that it will start steering away from dairy as the coffee company moves toward alternative choices due to environmental concerns. I have to wonder if that decision is as noble as it sounds or if it’s really a money grab for Starbucks.
Environmental responsibility has become a trendy topic over the last few years, as if it was a new concept. It certainly isn’t for dairy producers, who have historically honored our duty to our land and animals. It seems that major corporations have just caught on that being “green” is profitable; slapping an “I love the rain forest” sticker on a coffee cup increases its value.
If we, the dairy industry are going to survive, we must take action when companies take a public stance against dairy. Now is the time to stand up and testify and challenge Starbucks’ ”trendy” science with the cold, hard facts. Dairy has reduced its carbon “hoofprint” by 60 percent in this country over the last 75 years. Closer to home, the California dairy industry, the leading dairy state in the nation, is on track to reach its goal of a 40 percent methane reduction of 2013 totals by 2030. The dairy industry has proven that it is capable of operating within an environmentally responsible framework.
Starbucks’ decision was not entirely based on environmental responsibility. The choice to transition away from dairy and surcharge customers for plant-based beverages was likely made from a financial standpoint, possibly with pressure from its newly acquired stakeholder, PETA. PETA has made it that its objective in acquiring Starbucks stock is to leverage a change towards plant-based beverages. You have to admit that it was freaking brilliant on their part and well thought out.
Dairy, too, has the ability to plan ahead, yet we as an industry are failing to hit the target. The world keeps spinning around the sun, and although it feels like it may be picking up speed, we as an industry are not keeping up. The dairy industry needs to keep up and adapt to the changing marketplace just like every other industry. Today the world is fascinated by labels and often believe labels with little skepticism. It’s no secret that the common consumer responds to visually appealing labels that use buzzwords to inform their purchases. By no means do I condone these marketing techniques nor would I recommend them as an answer. I suggest the opposite.
We need to show how amazing our industry is in new and different ways. We need to intensely study and evaluate how we produce milk and the impacts that the industry has on the environment. We are doing a ton of great things for the environment, but the question must be asked: What can we do, or prove that we are doing, that will stop our industry from being scapegoated as an environmental detractor? If being “green” is what consumers want, then let’s prove to them that we are just that: green.
I truly believe that dairy has an everlasting place in our communities, our environment and at our tables. But if we do not take an active stance to improve our tactics and position in marketplace politics, we will constantly be fighting an uphill battle. It has been said that if you don’t take a seat at the table, don’t be surprised when you’re not on the menu. The choice is ours.
Tyler Ribeiro is a fourth-generation dairy farmer born and raised in California. He currently partners with his father at Rib-Arrow Dairy in Tulare, where they ship their milk to Land O’Lakes. Tyler has leadership roles in various dairy organizations locally and across the United States.
Source: fresnobee.com
