Dollars and Sense: Re-Invest in Our Domestic Market

Dollars and Sense: Re-Invest in Our Domestic Market


Gertie and Geert van den Goor
Marlette, Mich.

Transplants from the Netherlands, the Van den Goors milk 3,000 cows at their Goma Dairy and were named 2014 Dairy Farmers of the Year by Michigan State University.


We love everything dairy, so we’re always excited to see something new in the dairy isle. We’ll try anything that is sour, like yogurt, or that is cheese. 

We think there is still a lot of growth possible when it comes to consuming new dairy products in the U.S. But that will take time and money to do. Look at the Netherlands, where yogurt is part of breakfast, a cheese sandwich a staple for lunch, puddings and yogurts are eaten as dessert, and where whey and yogurt-based fruit juices are in every kid’s lunchbox. In other words, there is plenty of room for growth in the U.S.

But you cannot change cultures and traditions overnight. It will take something special to give up that delicious chocolate chip cookie or brownie for dessert.

We are curious to see if a product like fairlife® is going to live up to its expectation with the support of a big company like Coca-Cola behind it. We hope it does. Every bit of dairy that leaves the shelf and doesn’t end up in cold storage helps in the long run with the price. It is still a demand and supply market out there.

In the last few years, it seemed that focusing on dairy exports paid off big time, but this year we see how vulnerable we are when exports collapse and how we are hurting in our milk check.

Maybe now it is time to invest the same money and energy to strengthen our domestic market. We need to think outside the box, “steal” something that sells in Europe and find more moms who are willing to give it a try, feed something else for dessert to their family, and put something different in the kids’ lunch box.


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