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  • feedwordpress 08:01:55 on 2018/10/29 Permalink
    Tags: advertisements, , , , , Got Milk?, , , ,   

    “Tell me what you eat, and I will tell you what you are”*… 


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    Food

    Food regularly plays a role in religious life, in forms that range from communion wine to Kahlua cheesecake…

    A sampling of 34 cloistered comestibles: “A Guide of Heavenly Cuisine.”

    * Anthelme Brillat-Savarin

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    As we devour with devotion, we might recall that it was on this date in 1993 that the first “Got Milk?” ad premiered.  Created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board, it  was later licensed for use by milk processors and dairy farmers nationwide.  The campaign launched with the now-famous “Aaron Burr” television commercial, directed by Michael Bay.

     

     
  • feedwordpress 08:01:35 on 2017/07/31 Permalink
    Tags: Charles Elmer Hires, , , Dairy Management Inc., , Got Milk?, , , , ,   

    “Poets have been mysteriously silent on the subject of cheese”*… 


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    Americans eat 35 pounds of cheese per year on average—a record amount, more than double the quantity consumed in 1975. And yet that demand doesn’t come close to meeting U.S. supply: The cheese glut is so massive (1.3 billion pounds in cold storage as of May 31) that on two separate occasions, in August and October of last year, the federal government announced it would bail out dairy farmers by purchasing $20 million worth of surplus for distribution to food pantries. Add to that a global drop in demand for dairy, plus technology that’s making cows more prolific, and you have the lowest milk prices since the Great Recession ended in 2009. Farmers poured out almost 50 million gallons of unsold milk last year—actually poured it out, into holes in the ground—according to U.S. Department of Agriculture data. In an August 2016 letter, the National Milk Producers Federation begged the USDA for a $150 million bailout…

    There exists a little-known, government-sponsored marketing group called Dairy Management Inc.(DMI), whose job it is to squeeze as much milk, cheese, butter, and yogurt as it can into food sold both at home and abroad. Until recently, the “Got Milk?” campaign was its highest-impact success story. But for the past eight years, the group has been the hidden hand guiding most of fast food’s dairy hits—a kind of Illuminati of cheese—including and especially the [Taco Bell] Quesalupa

    Amid an historic glut, a secretive, government-sponsored entity is putting cheese anywhere it can stuff it: “The Mad Cheese Scientists Fighting to Save the Dairy Industry.”

    * G.K. Chesterton, Alarms and Discursions

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    As we opt for the stuffed crust, we might spare a thought for Charles Elmer Hires; he died on this date in 1937.  A Quaker pharmacist, introduced root beer to the world at the Centennial Exposition in Philadelphia in 1876.  A committed member of the Temperance Movement, Hires saw his drink (the original formula included sarsaparilla, sasafras, ginger, pipsissewa, wintergreen, and juniper, among other flavoring ingredients) as an alternative to alcohol, and dubbed it “the temperance drink” and “the greatest health-giving beverage in the world.”  Hires was inspired by root tea, but thought that “beer” would be a more attractive name to “the working class.”

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