Easter eggs are now a political football with Animals Australia is using them as an opportunity to spread the word – and the guilt – about eating food laced with dairy cruelty.
At the same time, the Australian Raw Milk Movement is preaching the gospel of Vicki Jones, the woman behind the recalled milk associated with the death of a toddler. Apparently cows being treated with antibiotics when they fall ill are “paying the price” for the milk we conventional farmers provide. Better to assume no animal on an organic farm ever falls ill (or can simply “disappear” if she doesn’t respond to a massage with magic cream).
It disheartens me tremendously that treating a sick animal with the best medicine available can be dressed up as some form of cruelty but I think I’d better get used to it fast. Why? Because there are two movements gathering pace in Australia: “food fear farming” and “orthorexia nervosa”.
Food fear farming for product differentiation
You can make money from frightening mums and dads in the supermarket.
Milk that contains added permeate (which is an ugly name for milk’s natural sugars and vitamins), is pasteurised, comes from cows fed some grain or is not organic can be made scary. And non-scary milk gets a lift!
This is a basic marketing principle called “product differentiation” and is used by marketers in every consumer goods category from toilet paper to life insurance to gain market share or justify a higher price.
“When we were conventional dairy farmers I felt so frustrated at being powerless in the industry but now we are price setters and have security. It actually feels like we are running a business.”
– Vicki Jones, raw milk farmer, The Weekly Times, 17 September 2014
The reality is that as the margins around milk become tighter and tighter, we can expect to see increasingly desperate attempts to differentiate milk brands from the mainstream.
Nutrition lecturer at UNSW Australia, Rebecca Charlotte Reynolds, wrote in The Conversation recently, that:
Orthorexia nervosa, the “health food eating disorder”, gets its name from the Greek word ortho, meaning straight, proper or correct. This exaggerated focus on food can be seen today in some people who follow lifestyle movements such as “raw”, “clean” and “paleo”.
Of course, food-centric righteousness comes in many forms and I’m watching as animal activists and food activists come together.
That quest for purity teamed with the need to differentiate what is otherwise a commodity product is perfect for farmers and food marketers desperate to make a dollar. Sadly, it’s often at the expense of everyday farmers and shoppers like you and me. And, if they could have their way preventing the use of basic medicines like antibiotics, the wellbeing of innocent cows.