The National Milk Producers Federation (NMPF) is feeling the pain of declining sales as plant-based milk soars in popularity. An intelligent business would note the trends, learn from others’ mistakes, and follow consumer demand.

In this case, it would translate into the NMPF encouraging their dairy farmers to offer their own plant-based milk to compete in a rapidly shifting marketplace where the diseases, environmental destruction, and abuse that accompany every gallon of milk are becoming less desirable.

But the NMPF has chosen another path. In their most transparent, desperate, and laughable campaign to date, they’ve reduced themselves to calling people “naughty” if they drink plant-based milks such as almond milk. Their latest advertisement describes cows’ milk as “real milk” and “nice” milk. They even let people know that they can eat cookies with it! If only consumers could eat cruelty-free cookies with plant-based milk!

Thinking about what–and who–you’re eating isn’t naughty; it’s compassionate. Don’t let these shameless abusers brainwash you. This isn’t the 1950’s anymore. The only one who is getting spanked is the dairy industry.

The NMPF pulled the puppet strings of their members of Congress to ask the FDA to forbid plant-based milks from being labeled “milk” because they state it confuses consumers. The next thing we’re going to find out is that strawberries aren’t made from red straws.

If the NMPF wants the FDA to label milk accurately, cows’ milk should be called “Lacteal Secretion” and include images of what happens to dairy cows.” The NMPF wants truth in advertising? Let’s do it.

Everyone knows almond milk doesn’t come from almond-colored cows. Demand the FDA reject the dairy industry’s preposterous request by signing this petition from the Good Food Institute.