Milk industry groups are alarmed at the recent campaign by the People for the Ethical Treatment of Animals (PETA) that uses cartoon characters to discourage children from drinking milk. The campaign is of particular concern, because calcium consumption among youngsters has been declining. In fact, recent reports indicate a growing calcium crisis:


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  • Nine out of 10 girls and seven out of 10 boys, aged 12 to 19, fail to get the recommended daily amount of calcium of 1,300 milligrams per day.
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  • The American Academy of Pediatrics recently warned parents and doctors of widespread calcium deficiencies, and encouraged a diet that included milk, yogurt, cheese and other calcium-rich foods.


“At a time when physicians, dietitians, nurses and the government are encouraging America’s youth to drink more milk to get the calcium their growing bodies desperately need, PETA is providing contrary messages that will only confuse the public and make the current ‘calcium crisis’ even more challenging to overcome,” says Susan Ruland, spokesperson for the International Dairy Foods Association.