Odd Lots The Viral Milk That Helped Set Off America's Protein Boom
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Nov 8, 2025 
Corey Geiger, lead dairy economist at CoBank, dives into the protein boom ignited by Fairlife milk, a brand that has reshaped the dairy market with its innovative processing. He discusses how Fairlife’s unique filtering process made it a top choice among consumers, even as traditional milk consumption declines. Geiger also addresses the influence of Coca-Cola's distribution on Fairlife's growth and shares insights on dairy pricing, farmer challenges, and the shifting preferences within fluid milk categories, helping us understand the future of the U.S. dairy landscape.
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Shelf-Stable Milk Changed Distribution
- Fairlife uses ultra-pasteurization and aseptic packaging to extend shelf life and enable non-refrigerated shipping.
- That portability unlocked new distribution channels and retail placements for milk-based products.
Distribution Powered Fairlife's Scale
- Coca-Cola's distribution deal was a major accelerator for Fairlife's national reach and retail presence.
- Pairing processing tech with Coke's logistics turned a niche product into a mainstream brand.
Milk Pricing Is Multi-Class And Regulated
- U.S. milk pricing remains governed by federal milk marketing orders and multiple class-based pricing mechanisms.
- Beverage milk pricing still ties to other product classes, making dairy highly regulated and complex.
