By Robert Cohen Executive Director Text Only


      We are all subject to Madison Avenue brainwashing.   Subliminal messages continuously bombard our psyches and merge into our consciousness as truth.   The greatest fraud of all time, milk being nature's perfect food, is a message that is reinforced with hundreds of millions of dairy industry dollars each year.

      Today's column is actually a continuation of last week's commentary on the Journal of the American Medical Association (JAMA) fraud.   Consider what you read here to be a journey into understanding how a concept becomes part of our collective culture.   Three weeks ago the dairy industry carefully orchestrated a press conference, inviting major newspaper, television, radio, and magazine reporters who repeated what they were told: drinking milk prevents colon cancer.   Last week's Dairy Education Board column demonstrates the extent to which such a lie can be marketed by Madison Avenue geniuses.   Even JAMA was skeptical of their own publication, and said so in an editorial.

      On Tuesday, October 13, New York Times health writer Jane Brody wrote about this study.   On page one of the Science Times section, the headline of her column boldly announced "CALCIUM TAKES ITS PLACE AS A SUPERSTAR OF NUTRIENTS."   Brody wrote:

      "Calcium is fast emerging as the nutrient of the decade, a substance with such diverse roles in the body that virtually no major organ system escapes its influence."

      Brody does not have to mention the words milk, cheese, ice cream, or yogurt.   She simply writes:

      "...the most dire effects of too little calcium and vitamin D are seen in adults, it is the country's children who have drawn some of the most intense concern..."

      We read the word CALCIUM which we translate into the word MILK.   Brody writes:

      "Just in the last two months, a New York research group reported that eating more calcium-rich foods reduced the risk of colon cancer in men prone to the disease..."

      Brody's column is continued on page nine.   I have learned that there are no coincidences.   This New York Times' Science section is carefully prepared to reflect more than just science.   While the New York Times' motto is "All the news that's fit to print," it should be rephrased to read "All the news that fits, we print!"   The greatest part of the New York Times is dedicated to advertising.   The Science Times section is no exception. When we turn to page nine to read the continuation of Brody's column, here is what we see (Drumroll...)

      The entire left-hand side, page eight, is a full-page color ad by the Kellogg's Cereal Company that asks in large type "Did you give them vitamins they need this morning?" We see full color boxes of Raisin Bran, Apple Jacks, Corn Pops, Frosted Bite-Size Mini Wheats, and Fruit Loops.   There is no mention of milk but one imagines that America's children are not eating their cereal "bone dry."   Half of page nine contains the remaining portion of Brody's article. A large drawing of the top of the page has a doctor pointing to two charts, one is a human skeleton and the other is a quart container of you-know-what.   The other half of the page subtly tells you:


      The ad is paid for by Memorial Sloan-Kettering Cancer Center.

      The message of this article repeats and reinforces the JAMA study (financed by the dairy industry) which is to drink milk and get "the superstar of nutrients," calcium in milk, which we are told prevents colon cancer.   Last week's Dairy Education Board column illustrates the "udder" nonsense and fraud supporting this fraudulent conclusion.

      What will our future be? Look for America's women's magazines to cite Jane Brody's column in their November and December issues.   Magazines need three months lead time, and you can be certain that these supporting stories have already been written.   When you review these magazines you will notice part of the dairy industry game, beautiful models will wear milk mustaches and send you the subliminal message connecting milk consumption to beauty, health, and good nutrition.

Nothing could be further from the truth.

      No lie has ever been so eloquently stated...
                                          ...and so brilliantly marketed.

Robert Cohen (1-201-871-5871)
Executive Director
Dairy Education Board

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