'Happy Cows' and 'Real Cheese':
An Examination of California's Dairy Industry
When a person thinks California, 'Cow' is not generally the first thought that comes to mind. California is, however, a leader in the dairy industry. California dairy farms are the reason for the periodic curdled milk stench that intrudes upon many-a-road trip. Since the release of the 'Real Cheese' campaign: "Real cheese comes from happy cows: happy cows come from California", the California Milk Advisory Board (CMAB) created an 80 percent growth among the generic milk and cheese industry (Gilroy). Although at the surface of things the dairy industry seemingly benefited from the Real Cheese campaign, under the surface, the means by which the benefits were derived were deceptive; the campaign itself is based on the false claims that California cows are actually happy and that real cheese only comes from California; the commercial marketing for the campaign, therefore, is false.
The marketing campaign is indeed a catchy one, but how realistic is it? Although advertisements for the real cheese campaign are centralized on California and its California cows, the commercials for the campaigns were actually shot in New Zealand with New Zealand Cows. If the ad campaign is in support of the California dairy industry, then why did all of the commercial shoots take place in New Zealand? Considering California is well known as the hot spot of the film industry, it is especially strange that the commercials were decidedly shot at such a far destination. The advertisement campaign undoubtedly used New Zealand as the film location in order to obtain a certain California look, and for some ironic reason that particular California look was obtained in New Zealand (The Deadline). If the campaigners for the California Milk Advisory Board really did believe that California...