HANG ON, A DAIRY-FREE PRODUCER TALKING DAIRY?
That’s right. We didn’t create dairy alternative drinks because we think you should all be drinking them instead of milk, we created them as a refreshing alternative to milk. For the same reason our Ultimate Muesli was born, because we weren’t satisfied with the options we had available to us at the time…and felt more choice was needed.
We, as a health conscious brand, are concerned about the confused understanding of what makes food healthy. The ‘free-from’ shelves are swamped with ‘healthy’ plant-based alternatives loaded with carrageenan, flavourings, fructose, emulsifiers, gums – none of which are natural, none of which contain recognisable or pronouncable ingredients. Call us old fashioned, but we think food should be made out of food.
In a perfect world, we would all make all our food ourselves all the time, but we have lives to live outside the kitchen and expect to be able to buy healthy food when we don’t have time to make it. We believe strongly in knowing where your ingredients come from, and keeping them recognisable and flavoursome too. Our dairy-free drinks are no exception, made using organic kitchen ingredients so you never have to compromise on quality – whatever choice you make.
If you want to hear our stance full free-from fraud, check out our piece here.
WHAT ABOUT DAIRY MILK?
We believe strongly that you shouldn’t have to compromise on dairy either. The same attention to quality, responsible sourcing, taste, innovation and flavour should be said for milk too.
Remember the days when milk came in one form, straight from the cow with a thick rim of cream on the top in glass sealed bottle?
The recent rise of intolerances to foods automatically makes us assume that foods – like dairy – are bad for us. In essence, our food hasn’t changed; it’s the way that we produce it which has. Producers compromise the quality of our food in order to make it last longer, more uniform and also cheaper. As long as we can get what we want, how we want, whenever we want it, we seem to be ok with turning a blind eye to the underlying situation.
RED, GREEN, BLUE – TAKE YOUR PICK
This is now how we think of supermarket milk…as a colour-coded commodity. No quality, no branding, no provenance. Any value that has been in milk has been destroyed, and with it our connection with the producer too. There is now nothing to buy into other than fat level and lid colour.
No wonder milk farmers are barely getting the cost of production for their milk and their numbers are steadily dwindling. We only have ourselves to blame.
Packed with calcium, potassium, phosophorus, protein, vitamin A, D, B-12 riboflavin and niacin – milk, of high quality, is far from an ordinary commodity.
AS A DAIRY FREE PRODUCER, AREN’T WE MAKING IT WORSE FOR DAIRY PRODUCERS?
Our dairy-free drinks have proved people are buying for ingredients and quality. Consumers will pay up for, and buy into health, trend and brand. If dairy alternatives are being seen as more than just a necessary commodity, there is no reason milk can’t be valued in the same way too. Let’s just make it happen.
THE RISE OF MICRO PRODUCERS
There is hope. Food is being ‘luxed’ up and going ‘Gucci’ us on elsewhere so there’s no reason we can’t give milk a makeover.
Take coffee. 20 years ago, 90% of us had Nescafé in our cupboards as the only option. Again, we’ve now got more choice than we ever have …not just on taste, but on flavour of beans, which country, the style of roast, acidity levels, fair trade, ethical etc…the choices are endless. Take Caravan, Ozone, Cru just to name a few.
Look at bread too. 5 years ago white supermarket loaves were the only option. Now there is a huge movement in micro bakeries such as Bread Ahead, E5 Bakehouse, Happy Tummy Co, Dusty Knuckle, Luminery Bakery etc. Tamagotchi’s are back. Now it looks like kneading, craft bread and baking is too.
CRAFT DAIRY – IS THERE SUCH A THING?
What a time to build a brand now with social media, there’s no better vehicle for marketing your food or drink, shouting about provenance, sourcing and telling your brand story. We’re ready and waiting for a milk revolution.
So, seek out small producers, embrace the choice we have available, and never compromise on the quality of your milk – dairy or diary free. It makes up ¾ of your cappuccino after all.