CIMG2967-1.jpgEach time a major media outlet reports on raw milk, demand rises. And when demand rises, more farmers become involved in production, and some of the existing farmers expand their capacity.

I experienced the dynamic first-hand a couple months ago when I reported in an article in the Boston Globe Sunday Magazine about Terri Lawton, and within weeks, she had run up against capacity problems and was raising her prices. Mark McAfee, owner of Organic Pastures Dairy Co., has similarly reported that each time there’s publicity about his confrontations with the California Department of Food and Agriculture or the U.S. Food and Drug Administration, his business shoots up.

What’s happening is that the media coverage of raw milk is expanding. Sure, the reporting may not always be entirely accurate—case in point is the recent Washington Times article which says “a consumer can skirt the law” with a cow share. It’s almost as if it doesn’t matter any more, though—that article will increase local demand for raw milk, leading to more cow share arrangements.

And when the Food Network begins getting involved in reporting on raw milk, as it did earlier this week in sending a camera crew to film consumers demonstrating for raw milk at the U.S. Capitol, in preparation for a program on how food has changed people’s lives, well, you know this thing is going mainstream. (In the photo above, Richard Morris, author of "A Life Unburdened: Getting Over Weight and Getting on with My Life", speaks to demonstrators as a Food Network video person captures the scene; thanks to Ray Cortes for the photo.)

Clearly, growing numbers of consumers take the regulators’ warnings quoted in the various articles not as warnings, but as endorsements, as in, “If the government says this is food is bad for us, it must be good for us.” As more consumers learn about the importance of food choice and nutrition, then the regulators have an ever tougher time, since it means more people are watching them.

When more people are involved, the legislators begin paying attention. I think that’s what we’re seeing in California. I don’t know what’s going to happen to SB 201 and Sen. Dean Florez’s move to replace AB 1735, but even if his SB 201 doesn’t pass, there will be continuing pressure on the legislators to “do something” to keep raw milk available, since so many consumers want it to be available. There are now legislative efforts in Pennsylvania to liberalize the raw milk regulations there, in light of that state’s problems with farmer Mark Nolt and others. Legislation is perking in New Jersey, Missouri, and elsewhere.

If the legislators conclude that enough consumers are paying attention, then food choice could become a political issue. I can foresee a time in the not-too-distant future when legislators in favor of food choice use it as an issue to slam opponents.

I happen to think that, in California, Sen. Dean Florez didn’t take up the raw milk issue entirely by accident. He’s a savvy politician—he must have seen raw milk as an opportunity to gain positive media exposure with a potentially important group of voters.

In the same spirit, California raw milk consumers should make it a point of monitoring who is voting which way on SB 201. The absolute last thing the regulators want to see is for this issue, and others like it, to get debated openly. That means ever more people will become educated to regulators’ fraud. Remember, they work best in secret and darkness.