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Coffee bars selling $3 iced lattes are popping up in high schools, helped along by dairy groups scrambling for new ways to get people to drink milk.
It's one small way the dairy industry is fighting to slow the persistent decline in U.S. milk consumption as eating habits change and rival drinks keep popping up on supermarket shelves.
School - North - Dakota - Grant - Dairy
At a high school in North Dakota, a $5,000 grant from a dairy group helped pay for an espresso machine that makes lattes with about 8 ounces of milk each. The drinks used 530 gallons of milk this year.
'We buy a lot of milk,' said Lynelle Johnson, the food service director for the Williston Public School District.
Coffee - Drinks - Schools - Milk - Consumption
It's not clear how much coffee drinks in high schools might help boost milk consumption, or whether the concept will gain traction across the country. But with consumption of milk in the U.S. down 40 percent since 1975, the dairy industry is looking for all the help it can get.
The industry famous for its 'Got Milk' advertising campaign is hoping its newer 'Undeniably Dairy' slogan will help fend off the almond, oat and soy alternatives that are becoming more popular. And regional dairy groups are encouraging schools to serve milky drinks like smoothies and hot chocolate, as well as iced lattes.
Efforts - Dairy - Industry - Views - Nutrition
The efforts come as the dairy industry is also trying to adjust to changing views about diet and nutrition.
With fat no longer seen as a dietary evil, skim milk has suffered the sharpest declines in demand in recent years. And it's difficult for dairy producers to reduce production of skim milk because it is left over after making other products such as butter, cheese and ice cream.
Milk - Organic - Valley - Surplus
As skim milk becomes especially tough to sell, Organic Valley is even drying some of the surplus and mixing it back into...
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