We’re learning more about the dairy industry’s plan to fight “animal-free” dairy. The National Milk Producers Federation (NMPF) sent a letter to the Federal Drug Administration (FDA) regarding a company called “Bored Cow.”

NMPF Senior Vice President Alan Bjerga told us that the product is created synthetically using whey protein on Wednesday on Market Day Report. He says this lab-based milk situation is comparable to the plant-based “milk.”.

“It’s the same in that people are taking liberties with existing rules and regulations and largely ignoring them and doing whatever they want,” Bjerga said. “Sloppy marketing if you will. Lazy marketing. It’s different in this case because, whereas the plant-based people were trying to distinguish themselves from dairy milk, these synthetic people are trying to say that they are, in fact, dairy milk, which as I told you before, couldn’t be further from the truth.>

The NMPF is optimistic FDA will look into the issues.