We had those campaigns as well. It was quite alienating to me since I haven’t been able to stomach the idea of drinking milk since I was a toddler. The idea that a healthy diet has to include milk still lingers in folk wisdom, it is basically the only source of nutritional calcium that people know about.

The dairy campaign extended into the classrooms (and still do) in the form of a “school milk” scheme in which parents can pay to have a quarter of a litre of milk delivered to their kids at school every day. The scheme was originally started way back in the day to make sure poor city kids at least got some nutrition and ever since the dairy lobby has managed to protect this unique sales channel.