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104 Geo. L.J. 1377 (2015-2016)
Milk, Ideology, and Law: Perfect Foods and Imperfect Regulation

handle is hein.journals/glj104 and id is 1391 raw text is: Milk, Ideology, and Law: Perfect Foods and Imperfect Regulation DANI ZYLBERBERG* TABLE OF CONTENTS INTRODUCTION .......................................... 1377 1. A HISTORY OF MILK CONSUMPTION ........................ 1380 A. MILK AS THE PERFECT FOOD ............................ 1381 B. GOVERNMENT INTERVENTION ......................... 1382 II. M ILK IN THE COURTS .................................. 1386 A. DEFERRING TO MILK'S IMAGE ......................... 1386 B. IMPOSING INDUSTRIALIZED MILK ....................... 1390 III. PERFECT MILK, IMPERFECT REGULATION ....................... 1394 A. OBSCURING THE PUBLIC INTEREST ...................... 1396 B. MILK AND GOVERNMENT POWER ....................... 1399 C. BUREAUCRATIC TROUBLES ........ ................... 1400 C ONCLUSION ............................................ 1401 INTRODUCTION When advertisers in the 1990s were developing what would become the highly successful got milk? campaign, they struggled with the fact that milk, as a daily staple, was not a very high-interest item in people's lives.' People at the time already knew that milk was good for them, and advertisements that highlighted the health benefits of milk did little to drive people to the udder.2 Rather than trying to redefine what milk meant to the public, these advertisers instead capitalized on the irreplaceability of milk, and the resulting got milk? campaign was an acknowledgement that milk is essential, and if you don't have it, then something is missing.3 * Georgetown Law, J.D. 2016; Cornell University, B.S. 2006. © 2016, Dani Zylberberg. I am grateful to Kendy Gable, Lisa Heinzerling, and Gary Peller for inspiration and thoughtful comments. Special thanks to my mom and dad. 1. Victor Luckerson, The Dairy Industry is Axing Got Milk?, TIME (Feb. 24, 2014), http://time.com/ 9459/got-milk-campaign-ends-in-favor-of-milk-life/ [https://perma.cc/VYG6-E5HT]. 2. Andrea S. Wiley, Transforming Milk in a Global Economy, 109 AM. ANTHRO. 666, 675 (2007). 3. Luckerson, supra note 1. 1377

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