When Shoppers Ask About $8 Milk


Just about a month ago we were witness to newspaper headlines and television news reports warning that without a “fiscal cliff” deal in place, shoppers would be faced with $8 per gallon milk in the dairy case. Theses headlines, and possible scare tactics, played an important role in forming the anti-fiscal cliff sentiment with consumers. After all, we may not be able to relate to an almost $17 trillion debt ceiling or the U.S. government not being able to pay its bills — but we can relate to the milk we buy for our family doubling in price.

Starting late November and right up through New Years Eve, I received thousands of emails from shoppers expressing their confusion and concern about this possibility, as I’m sure the same questions were asked of your dairy and store managers. And as the H.R. 8 fiscal cliff (which included a “dairy cliff” extension) resolve came, the milk issue was soon forgotten. We must remember that the Farm Bill was not approved, all that is in place is a 9-month extension — not a typical 5-year program. Congress must still gerrymander, debate and vote — and in Washington, D.C., time, September is closer than we can imagine.

Many debate the virtues and downsides of the Farm Bill, which was enacted back in 1949 as a way to both help our farmers and encourage the consumption of certain nutrients. Our farming practices have changed as has our nutritional needs. In 1949 a main goal was to combat hunger. Today we are faced with obesity, diabetes, heart disease and cancers. Very different issues that are impacted by a now 64-year-old bill. Perhaps this is the $64,000 question that must be answered to win the prize of better nutrition.

Read more: Food Safety Rules, Farm Bill Extension

Our supermarkets have instituted wellness programs, hired dietitians and offer nutritional guidelines and programs to help shoppers make healthier choices. We urge shoppers to consume more fruits and vegetables to help our bodies fight off chronic diseases; but these crops receive less than 1% of Farm Bill subsidies. Our supermarkets are doing the heavy lifting, and need to be recognized for this effort — and perhaps it is time to also have a say in the new and improved Farm Bill; after all it is the supermarket industry who holds a just-in-time view of what shoppers are, and are not, buying.

I do not expect that by September of this year Congress will be able to update and revamp the Farm Bill — or be able to take a 30,000-foot holistic arial view of our population’s health, nutrition and food needs — but without a plan to do so, we will be repeatedly faced with the same problems; and with our shoppers asking the same questions about what will happen to the price of milk.

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Liz Webber

Liz Webber is Engagement Director / Fresh Market Editor at Supermarket News. She covers fresh foods for the magazine and creates multimedia, blog posts and other content for the website. She joined...

Elliot Zwiebach

Elliot Zwiebach has been with Supermarket News for more than 45 years — a span difficult for him to comprehend, having once been the youngest reporter on the staff. During that time he has...
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