Dairy farmers push green cow power

In the 1990s, “Things go better with Coca Cola” was the catchy slogan that dairy farmers dreaded. At the time, milk producers were in a head-to-head battle with soft drink giants and losing market share.

Milk consumption had steadily declined over the previous two decades. One key reason was aggressive advertising by bottlers of iced tea, water, and soda pop. By 1993, nationwide milk consumption d...