Raw Milk US National Marketing Strategy Essay Example | Topics and Well Written Essays - 1500 words - 2

Raw Milk US National Marketing Strategy - Essay Example It is evidently clear from the discussion that retail Raw Milk includes fluid whole milk, hand-skimmed cream, and milk, which has been hand-skimmed. This means a plant cannot use a homogenizer, separator or any other automated apparatus to isolated raw milk from cream. Retail Raw Milk does not include chocolate or flavored milk, or cultured fluid milk. It cannot be applied in producing other food products such as yogurt, butter, puddings, or ice cream. Despite recommendations by the American Academy of Paediatrics (AAP), American Medical Association (AMA), Centres for Disease Control (CDC), and Food and Drug Administration (FDA) that raw milk not be sold directly to consumers due to it having harmful bacteria like Campylobacter jejuni, Salmonella, Escherichia coli 0157:H7 and Listeria monocytogenes, raw milk sale is legal in 32 (64%) of the American states. 9 states have made it illegal to sell raw milk, 17 have made it illegal to sell raw milk for human consumption, while the remain ing states have some form of legislation that regulates raw milk trade and consumption. It is projected that there may be changes in raw milk-associated legislation as more states debate the issue. There are no laws prohibiting raw milk sale for other animals’ consumptions though there is, however, a federal ban on interstate trade on raw milk for human consumption. Raw milk, from cattle fed in the grass, has been promoted as a source of naturally occurring conjugated linoleic acid (CLA) and antimicrobials in solution. It is important to note that production of raw milk follows more stringent hygiene standards than milk meant for processing/ Raw milk is a low involvement product as it is cheaper than processed milk, frequently purchased as a matter of routine, and has a short shelf life. For the low involvement products, the consumer gives very little thought and forms no feeling of the product until after purchase and consumption.