In so many ways, milk has been just ripe for the taking when it comes to innovation. Fluid milk sales have been on the decline for decades, fueled largely by a boost in the development and availability of alternative offerings (which have taken direct aim at cow’s milk) and an overall inundation of food and beverage choices in general. The universe of drinkable nutrition and refreshment was exploding and it — admittedly — took a while for us dairy farmers to catch on.

But caught on we sure have! Fairlife’s our own contribution to the current dairy-powered movement meant to make milk matter again by highlighting the natural nutrition and vitality that milk brings to the table. The innovation of nature’s superfood is well under way and seeing tremendous growth.

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