Dairy farmers are feeling the pressure after a long period of low prices.
Dairy officials say things may be looking up, but longtime dairy farmers like the Maille family in Shelburne, Vt., are still feeling the effects.
"Well it's strong now, but it's been too low for too long. And you fall behind on maintenance and equipment and you can only do that for so long," said Jim Maille.
However, there is a larger problem for dairy farmers-- fewer people drinking milk.
"The experience with dairy right now is that fluid milk consumption is declining. A lot of the reason is because we are having less meals at home where milk is traditionally consumed," said Mark Rodgers from Andersonville Dairy.
One way the dairy industry plans to counteract problems is through a brand new marketing campaign. For fans of the famous "Got Milk?" ads, this could be some bad news.
"Milk Life" is the new tagline. The new ad campaign puts more focus on the health benefits of consuming milk.
Three hundred of the state's most influential people in the dairy world came together for the annual Vermont Dairy Producers Conference in South Burlington Tuesday.
"'Milk does the body good' may not carry the same weight. And we just need to reapply the 'Got Milk?' theme to something that strikes a chord with a health conscious public," said Rodgers.
"Got Milk?" was iconic, but dairy farmers and producers hope the new campaign will breathe new life into the dairy industry.
"Marketing is really important to the dairy industry as it is with many business lines. And it really does emphasize the importance of milk as a quality product for your health and for your nutrition," said Chuck Ross, Secretary of the Vermont Agency of Agriculture.
Hopefully, people will reach for a good old-fashioned glass of milk, rather than a soda or sports drink.
Dairy farmers actually pay for these campaigns and have raised millions to market milk.
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