The legislation specifically targets plant, nut, or grain-based imitation products that are marketed using terms like “milk” or “yogurt.” Proponents of the bill argue that this practice is harmful to dairy farmers as it creates a deceptive playing field, allowing non-dairy alternatives to leverage the established reputation and consumer trust associated with real dairy. This directly impacts dairy economics and farmer livelihoods.

A key concern highlighted by the bill’s supporters is the confusion generated among consumers regarding the nutritional value of authentic dairy versus these imitation products. By allowing plant-based beverages to use the term “milk,” consumers may mistakenly believe they are receiving comparable nutritional benefits, which often is not the case. This issue underscores the importance of clear and accurate food labeling for informed consumer choices.

Senator Tammy Baldwin of Wisconsin, a state renowned for its robust dairy industry, is a co-sponsor of the bill. She has publicly stated that imitation dairy products have unfairly benefited from using dairy’s “good name” without being held to the same stringent nutritional and compositional standards. Her support signifies the broad concerns among dairy producers regarding this labeling ambiguity.