by the industry now. there s very few dairy farms that will speak to me, and i ll probably be related to most of them. if we can make this work, then the question obviously is, why isn t everyone doing it? critics of intensive milk production believe only customers can drive change. consumer pressure is so important because ultimately, unfortunately, money talks and the industry will do whatever is necessary to ensure that people buy their products. farmers themselves acknowledge that even the fundamentals of dairy farming, like separating new born calves from their mothers, may have to change. this is where the majority of research is going at the minute, and who knows, in 20 to 30 years time, it may not happen. the key thing is, as an industry, if that s what the consumer wants, that s what we will provide. as consumers, we ve all got