Issue link: https://www.epageflip.net/i/452792
PreparationswereunderwayMondaya ernoonfortheweek-longRedBluffBull& Gelding Sale at the Tehama District Fairground. PHOTOS BY CHIP THOMPSON — DAILY NEWS Preparations were underway Monday a ernoon for the week-long Red Bluff Bull & Gelding Sale at the Tehama District Fairground. Preparations were underway Monday a ernoon for the week-long Red Bluff Bull & Gelding Sale at the Tehama District Fairground. Preparations were underway Monday a ernoon for the week-long Red Bluff Bull & Gelding Sale at the Tehama District Fairground. Preparations were underway Monday a ernoon for the week-long Red Bluff Bull & Gelding Sale at the Tehama District Fairground. ByCandiceChoi TheAssociatedPress NEW YORK The milk in- dustry is fed up with all the sourness over dairy. As Americans continue turning away from milk, an industry group is push- ing back at its critics with a social media campaign trumpeting the benefits of milk. The association says it needs to act because at- titudes about milk are de- teriorating more rapidly, with vegan groups, non- dairy competitors and other perceived enemies getting louder online. Julia Kadison, CEO of Milk Processor Education Program, which represents milk companies, says the breaking point came last year when the British Med- ical Journal published a study suggesting drinking lots of milk could lead to earlier deaths and higher incidents of fractures. Even though the study urged a cautious interpretation of its findings, it prompted posts online about the dan- gers of drinking milk. "I said, 'That's enough.' We can't have these head- lines that 'Milk Can Kill You' and not stand up for the truth," Kadison said in a phone interview. She said MilkPEP's consumer sur- veys have indicated a no- ticeable deterioration in at- titudes about milk over the past year or so, although they declined to give spe- cific survey results. On Tuesday, the "Get Real" social media cam- paign will be announced at a dairy industry gath- ering in Boca Raton, Flor- ida in conjunction with the National Dairy Coun- cil and Dairy Management Inc., which represent dairy farmers. The campaign is intended to drown out milk's detractors with pos- itive posts about milk on Facebook, Twitter and else- where. Milk brands, their employees and others in the industry will post the mes- sages and direct people to a website where they can get more information. Online ads will also tout the superiority of dairy milk over almond milk, which is surging in popularity. The campaign comes as milk's dominance in Amer- ican homes continues to wane as beverage options proliferate. According to data from the U.S. Depart- ment of Agriculture, peo- ple drank an average of 14.5 gallons of milk a year in 2012. That's down 33 per- cent from the 21.8 gallons a year in 1970. Total milk sales vol- ume has declined 12 per- cent since 2009, according to market researcher Euro- monitor International. One factor chipping away at milk's dominance is the growth of non-dairy alter- natives. While soy milk's popularity has faded, re- tail sales for almond milk are estimated to be up 39 percent last year, accord- ing to Virginia Lee, a pack- aged food analyst with Eu- romonitor. SOCIAL MEDIA CAMPAIGN Milkindustryfightsbackagainst'anti-dairyfolks' Pictured is Theresa Wood, owner, Elaine Russel and Luerna White, client. Elaine Russell won the $250 downtown Red Bluff shopping spree. 40 Chestnut Avenue, Red Bluff 530-330-1096 GAMING • DINING • LODGING GOLF • EVENT CENTER • EQUESTRIAN Thewind of heaven is that which blows between a horse's ears. arabian proverb Aworld-classEquestrianExperience intheheartofNorthernCalifornia Learnmorebyvisitingwww.rollinghillscasino.com TUESDAY, JANUARY 27, 2015 REDBLUFFDAILYNEWS.COM | NEWS | 7 A