Snack time at the Hochbergs' never includes cow's milk.
"It's not everybody's first choice anymore."
Rosemary Hochberg believes plant-based milks like soy, almond and rice are a healthier option. Â
She's not alone, the average consumption of dairy milk dropped from about 22 gallons a year per person in 1970 to less than 15 gallons in 2012…a 33% decline. Â
"If it doesn't turn, milk will get to the point that it really is irrelevant as a product."
Tom Gallagher is CEO of Dairy Management Incorporated, which handles marketing for dairy farms. He says it's time for change. "The old cardboard container that you and I used at school is still used in most schools and you know the problem with that. Not only is it served warm often, but kids can't open that container."
The industry's just launched campaign includes new blended milk products in round, resealable containers. Dietician Alissa Rumsey says however it's packaged, cow's milk is a healthy part of the diet. "It's high in protein. It's also a really good source of calcium and vitamin D."
Hochberg uses other dairy products to balance her kids' diet but decided before they were born they would not drink milk. "We're the only mammals that consume milk as an adult and the milk is from another mammal."
