By Robert Cohen Executive Director Text Only

Bush Will Support Soy in Schools

President Bush Will One Day Support Soymilk In Schools

It's as simple as Abbot and Costello's famed baseball
monologue, "Who's on First?"

In this case, the question begins with:

"Who's on Furst?"

Furst, as in, Hicks, Muse, Tate and Furst, a Texas
investment firm that is well connected to people at the
highest levels of state and federal government.

This will a-Muse you. Muse, as in John Muse. Muse is a
principal in the investment firm.

John Muse is also a member of the Board of Directors of Dean
Foods, America's largest dairy processor. Before joining
Dean Foods, he was a member of the board of directors of the
folks who own Hershey's chocolate milk, Morningstar Group
Inc. Pure dairy, right to his soul.

These guys are big players, not hicks, as in Tom Hicks.

Tom Hicks is the billionaire head of this new investment
company that has purchased hundreds of millions of dollars
worth of professional sports teams, television stations,
newspapers...get the picture? Not yet? Hicks, et. al.,
control the seed market for wheat in Argentina and hybrid
seeds in India.

The initial capitalization of Hicks, Muse, Tate and Furst of
$80 million represents the largest banking start-up in U.S.

What will $80 million get you? Since its formation in 1989,
Hicks, Muse, Tate & Furst has taken over more than 350
companies with a combined value of over $43 billion.

In 1998, Tom Hicks bought the Texas Rangers baseball team
from a group of investors headed by George Bush, the then
future President of our United States.

At the time, the purchase price for the Rangers included a
bonus of nearly $12 million to George Bush. Now, that was a
home run! A grand slam. The $12 million payment was a small
investment for Mr. Hicks, who heads the firm that has strong
connections to the dairy industry.

Hicks also maintains a close friendship with the White

America's largest chain of radio stations, AMFM, is owned by
Hicks, Muse, Tate & Furst. AMFM contributed $80,250 to
Bush's presidential campaign.

As previously stated, Dean Foods is the largest milk
processor in America, recently passing Kraft as a result of
their merger with Suiza.

Dean Foods and Suiza have been purchasing soymilk companies.
Their 2002 acquisition of White Wave, manufacturer of SILK
soymilk, gives them a 95% share of all soymilk sold in
American supermarkets.

Wonder why soymilk is becoming so popular? It's delicious,
nutritious, and will produce billions of dollars in
additional profits to an industry that is phasing out cow's
milk products. No need to wonder why soymilk is placed right
next to cow's milk in grocery store refrigerated cases.

One bushel of soybeans weighs about 60 pounds. There are 32
quarts in a bushel. One-half cup of soybeans produces two
quarts of soymilk. That bushel will produce 512 quarts of
soymilk. Yesterday (December 10, 2002), soybeans traded for
$5.62 per bushel. The cost of making soymilk works out to be
less than 1.1 cent per quart.

Dairy farmers earn about 11 cents per pound for their cow's
milk. That makes the cost of milk over 23 cents per quart.

Assuming that cow's milk and soymilk sell for the same
price, the soymilk represents an additional profit of 22
cents per quart to a company like Dean Foods. Funny thing.
Soymilk sells for more money than does cow's milk.

It will not be long before Dean Foods knocks upon an Oval
Office door. Trickle-down economics will send a strong
message to the President's appointed friends at USDA. The
more soymilk that is sold in USDA's school-lunch program,
the greater will be the profits made by all the President's

Aside to dairy farmers: Pogo Possum should replace Elsie the
Cow as your new mascot. Thirty-one years ago, it was Pogo
who said:

"We have met the enemy, and he is us."

So...President Bush will one Day support soymilk in schools.
My prediction is that he will do so during his second term
in office, assuming that he defeats his Democratic opponent
in 2004. No sitting President in his right mind would
antagonize the million or so people employed by America's
dairy industry before an election and give them the
opportunity to vote for a Democratic opponent. During his
second term, Bush will use all of the power and resources of
his office to reward his friends. Soy will be king. Dean
Foods will reap the profits.

Robert Cohen, author of:   MILK A-Z
Executive Director (
Dairy Education Board

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