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The Episodes
Got milked?
Episode 1
The “Got Milk?” campaign made milk mustaches ubiquitous in the 1990s. But who paid for it? A government-mandated milk slush fund. Husband-and-wife dairy farmers take on the admen and corporate interests behind the campaign.
Dairy Never Dies
Episode 2
America’s unlikeliest tourist destination is a dairy-farm theme park in Indiana, with live calf births on stage and tens of thousands of cows behind the scenes. Journalists and activists uncover a dark story behind the curtain of the so-called “Dairy Disneyland.”
Government Cheese
Episode 3
The origin story of the stuffed-crust pizza and the Taco Bell quesalupa begins in a government program inducing Americans to eat more dairy. As money flows to corporations, small dairy farms shut down, and a Wisconsin dairy-farmer-turned-whistleblower takes on “big milk.”
The Kids Are Not Alright
Episode 4
Milk needs new mouths to survive. But students push back against mandatory milk cartons in the lunchroom, and climate activists call out cow manure’s greenwashing. Will milk lose its hold on kids’ stomachs — and minds?
The Characters
The farmers
Brenda & Joe Cochran
Pennsylvania dairy farmers who went all the way to the Supreme Court to challenge the value of the Dairy Checkoff program
The “Got Milk?” Duo
Jeff Manning & Jeff Goodby
Creators of the legendary “Got Milk?” ad campaign that rose to fame in the 1990s and brought milk pop-culture credibility
The Animal Rights
Investigator
Richard “Kudo” Couto
Founder of the Animal Recovery Mission who launched an undercover investigation into Fair Oaks Farms
The Whistleblower
Sarah Lloyd
Wisconsin dairy farmer who, as a member of the National Dairy Board, witnessed the inequities of the industry
The Physician
Dr. Milton Mills
Called into question what he described as the “inherent racism” in the U.S. Dietary Guidelines
The Student Activist
Marielle Williamson
Initiated a lawsuit against the Los Angeles School District for restricting her free-speech rights to criticize cow’s milk
The Policy Advocate
Leslie Martinez
Fights to amplify the voices of underrepresented communities affected by climate change and dairy pollution
The Filmmakers
Nicholas Bruckman
Nicholas Bruckman is an Emmy-nominated director and the founder of the storytelling studio People's Television. His films have won the Audience Award at both Sundance and SXSW. Through People's Television, he produces film, TV, and commercial work alongside the world's leading brands, foundations, and social movements.
Yoni Brook
Yoni Brook is a Peabody-award winning film director, producer, and cinematographer. As a director, his films have screened at Sundance, Berlinale, True/False, and the New York and Toronto Film Festivals.
All credits
Directed and Produced by
Nicholas Bruckman
Yoni Brook
Produced By
Jen Maylack
James Doolittle
Executive Producers
Bryn Mooser
Justin Lacob
Matthew Cherchio
Edited by
Eileen Kennedy
Luke Northrop
Dita Gruze
Music by
Dan Deacon
Director of Photography
Yoni Brook
Post-Production Manager
Nick Trenum
Post-Production Coordinator
Halima Abedin
Assistant Editors
Szu-Wei Chen
Asha Rosemond
Andrew Heppard
Sam Austin
Sarah Golczewski
Henry McDevitt
VFX Package
All Ages Productions
Art Direction / Lead Animator
Harvey Benschoter
Animators
Gabriella DiMarco
Ryan McCann
Title Designers
Amy DiLorenzo
Ejun Hong
Sound Design & Mix
Arjun Sheth
Music Editor
Chester Gwazda
Colorist
Ryan Berger
Archival Producer
Jonathan Kohl
Consulting Producer
Ryder Haske
Wisconsin Unit
Cinematographer
Joshua Z Weinstein
Additional Cinematography
Jack Whaley
Assistant Camera
Patrick Haley
Mychal R. Hermida
Gaffer
Scott Quimby
Grip
Kenny Sommerville
Location Audio Mixer
Dustin Harmon
Production Assistant
Ben Hogue
San Francisco Unit
Cinematographer
Satsuki Murashige
Field Producer
Lulu Orozco
Assistant Camera
Jephrey Folkins
John Gazdik
Theresa Wong
Gaffer
Aleksandra Seiger
Key Grip
Pauly Harper
Location Audio Mixers
Michael Clifford
Production Assistant
Ashley Tongol
HMU
Nellie Muganda
Additional Cinematography
Easton Angle
Cece Chan
Erin Collett
Bradley Credit
Chris Lange
Wren Rene
Aly Spengler
Drone Operator
Christopher Hall
Sarah Giroux
Assistant Camera
Benjamin Basem
Tristan Clubb
Jay Hunter
Darby Irrgang
Sam McCoy
John Phillips
Joseph Quartararo
Jose Quintana
John Ricardel
Haley Snyder
Jonathan Vaders
David Williams
Gaffer
Sean Li
Ed DiJoseph
Daryl Pittman
Camille Toussaint
Key Grips
Stewart Davidson
Kevin Gallagher
Joseph Katulak
Marina Oney
Location Audio Mixer
Ivo Hanak
Chris Bell
Alan Brenner
Benjamin Chan
Richard Cranach
Laura Cunningham
Harry Flax
Benjamin Jura
Laura Laidlaw
Rhea Li
Jon Russell
Gary Tomaro
Joseph Vnuck
Tyrrel Williams
Alex Yaker
Production Coordination
Yaz Carruthers
Yuri Munir
Amanda Rabinowitz
Natalia White
Production Assistants
Benjamin Abbaszadeh
Rosemarie Bernardo
Carly Costa
Tehan Davis
Jack Desormier
Jordan DiRisio
Tommy Gonzalez
Silas Grasse
Maja Henderson
Christina Horsley
Chia-Lun Kou
Chia-LSaul Ocanaun Kou
Josie Racz
Tim Regan
Zac Rubino
Bronte Short
Jules Swearingen
Ashley Tongol
Jack Navin-Weinstein
HMU
Kristi Alves
Mary Arlynda Patterson
Props
Lenore Romas
Steve Pannepacker
Production Accountants
Dru Richardson
Annel Uribe
Researcher
Jana Meisenholder
Fact Checking
Xin Li
Anne Davis
Distribution Consultant
Brian Newman, Sub-Genre Media
Production and Clearance Counsel
Donaldson Callif Perez, LLP
Lisa Callif
Natalie Locke
Alex Yousefzadeh
In the Press
What People Don't Get About the 'Got Milk' Campaign. A new docuseries explores the iconic '90s campaign
‘The Price of Milk’ Aims to Expose Big Dairy
“Immediately engaging, emotionally centered around compelling subjects, and disturbingly informative”
*TRIBECA 2025* Interview With ‘The Price of Milk’ (2025) Director, Nicholas Bruckman
World Premiere of The Price of Milk Ep. 4: The Kids are Not Alright
How Nicholas Bruckman And People's Television Are Convincing The World's Biggest Brands To Fund The Truth.
Activism, Art, and the Business of Documentary Film with Jarod Neece and Nicholas Bruckman
Harvesting the Power of Connections: “The Price of Milk” Docuseries Filmmaker Interview
‘The Price of Milk’ Docuseries, Looking at Impact of Iconic ‘Got Milk?’ Marketing Campaign, Acquired by Documentary+ (EXCLUSIVE)