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Move over, dairy. Plant-based milk is here and here to stay. In the past few years, cow’s milk has not been the only option crowding grocery stores in the dairy aisle. Coffee shops now offer a number of dairy alternatives buyers can add to their cup of joe. BART ads highlight new plant-based options to riders heading to work. “Milk” used to just mean milk coming from the mammary glands of an animal (typically a cow, goat or sheep). But now, milk is made of almonds, coconuts, even quinoa. Sales in the milk industry have plummeted severely; according to the U.S. Department of Agriculture, the average person consumed 247 pounds of milk in 1975, compared to 146 pounds in 2018. 

During World War II, dairy farmers had boosted production of milk to send supplies to soldiers fighting overseas. When the war ended, farmers had a lot of milk produced but a lack of interested consumers. Thus, the government stepped in, creating programs from the USDA that stated the benefits of dairy to the general public. Through a combination of gross advertising and the power of huge dairy corporations, the milk industry, with ties to the USDA, was able to brainwash the world into the importance of drinking milk. 

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