The Price of Milk

Episode 1

When we think of the “Got Milk?” campaign that rose to fame in the 90s, we remember milk mustaches and “Aaron Burr.” What we don’t consider is the murky Dairy Checkoff program that required dairy farmers to subsidize it. We’re introduced to the architects behind the iconic campaign, Jeff Goodby and Jeff Manning, as well as husband-wife dairy farmers Joe and Brenda Cochran, who went all the way to the U.S. Supreme Court to show how “Got Milk?” got them nothing.

Episode 2

In the middle of Indiana sits one of America’s biggest agritourism destinations: Fair Oaks Farms. Home to founders Mike and Sue McCloskey, the dairy-farm theme park draws in visitors by the thousands, relying on a wholesome facade that promises the birth of a new calf every five minutes. But once you peek behind the curtain, you see exactly how much the Fair Oaks fairy tale is a result of the McCloskeys wielding their money and power to preserve one of America’s most influential dairy empires.

Episode 3

For decades, the U.S. government has found new ways to get more dairy into our diets—whether we want it or not. It’s how we got stuffed crust pizzas, quesalupas, and the infamous rollout of government cheese. But how does adding an ounce of cheese to a pizza help the majority of farmers? Wisconsin dairy farmer Sarah Lloyd went looking for answers and found herself on the inside of the industry while trying to make sense of where her Checkoff dollars end up.

Episode 4

In school cafeterias, milk is inevitable. Even as younger generations trend towards dairy-free lifestyles—and students of color speak up about lactose intolerance—cartons of milk continue to find their way onto lunch trays. At 17, Marielle Williamson launched a lawsuit against the Los Angeles School District and USDA, fighting for her First Amendment rights to challenge the ubiquity of milk in schools. Her battle is kindred to the work of Leslie Martinez, a policy advocate who represents communities living with the effects of climate change and dairy pollution.