Last month I had the opportunity to visit an Organic Valley dairy farm and chat with several farmers. Organic Valley farmers go beyond the organic industry standards and raise their cows humanely and with respect. By their own website, Fairlife milk is ultra filtered milk that has 50% more protein and 30% more calcium than regular milk and is lactose free. I wish Organic Valley's Ultra milk were available in more places, but I get it through Amazon Fresh and Whole Foods. Two Midwest grocers, Jewel-Osco and Tony’s Fresh Market, pulled the milk from its shelves. Organic Valley makes four varieties of ultra-filtered milk: skim, 2 percent, whole, and chocolate. The Great Milk Debate: Fairlife Vs. Tastes way better than non-organic Fairlife 2%. May We Suggest. Organic Valley FUEL was developed in response to consumer demand for high-protein, low sugar options produced without toxic pesticides or artificial growth hormones. Why is Ultra-Filtered Milk the Right Choice for Your Family? Why is it that these small individual sized organic milk containers in the US aren’t sold cold? I had a great time visiting and learning on the Wurzel family’s Organic Valley dairy farm this summer. The brand is distributed by The Coca-Cola Company. 52 fl oz. A recent study from Emory University comparing both conventional and organic milk had some shocking results. Overall, dairy milk consumption is declining in the U.S. as plant-based alternatives proliferate. The new product from Organic Valley, which is based in La Farge, Wisconsin, may eat into Coke’s growing dairy sales -- especially because shoppers who are willing to pay a premium for their milk may be attracted to an organic option. When my oldest child was around two years old, she became an adventurous eater and would try all sorts of foods. The key distinction / marketing angle for the Ultra is that it is organic, while Fairlife is sourced from non-organic dairy farms. The first organic, ultra-filtered milk in the US hits shelves today from Organic Valley. Then the enzyme lactase is added to convert the remaining sugar left in the milk, making the ultra-filtered milk lactose-free. The single-serve, ultra … “Ordinary milk is pasteurized at a high temperature for 15-20 seconds,” according to the Fairlife website. If you ever wished that milk had more protein and less sugar, and was lactose-free, creamy and certified organic, then Organic Valley’s ultra-filtered milk is going to become a staple in your home, especially if you have little ones who love milk! “The dairy market needs to innovate in a market with so many alternatives out there,” said Bob Kirchoff, Organic Valley’s interim chief executive officer. 4. So I'm quickly coming to the conclusion that grass-fed milk isn't as easy to digest as I imagined. Organic Valley debuted an ultra-filtered milk last year and Horizon Organic offers its own high protein milk line to compete with Fairlife. For the first time in my life, I toured a farm that didn’t smell bad, where the animals didn’t have tags because the owners knew each cow by name, and where cows got to roam outdoors as long as they wanted. However, milk is one of those products that hasn’t had much innovation in the last few decades...that is, until now. Fairlife, which isn’t classified as organic, has been able to charge more as the only major filtered milk, Bloomberg Intelligence analyst Kenneth Shea said. The milk, which is ultra-filtered, is free of lactose and has a high amount of protein and calcium. My kids love ultra-filtered milk because it “tastes like happy cows,” according to my 3-year-old and it’s “the best-tasting milk,'' according to my 6-year-old. ... Organic Valley Ultra Pasteurized 0% Fat Milk. The main differences between ultra filtered milk vs regular milk are that Organic Valley Ultra: Has 13 grams of protein (around 50% more than regular milk) Has more than 400 grams of calcium (45% more than regular milk) Has half the sugar as regular milk; Is lactose-free As a health-conscious mom, I love it because it has the right amount of sweetness without added sugar (in fact, with even less of the natural sugars in milk) and has the extra protein everyone in our family needs. Organic Valley’s ultra-filtered milk is $5.99 for a 56-ounce carton, which is about $3 more than the average price of milk reported by the Bureau of Labor Statistics. Fairlife’s 2 percent milk contains reduced fat ultra-filtered milk, lactase enzyme, vitamin A Palmitate, and vitamin D3. The milk is broken down into its individual components and then recombined in a specific way. After touring this farm, I made the decision that our home would buy exclusively Organic Valley milk because not only are we getting organic certified milk without pesticides, hormones, antibiotics or GMOs, but we are also getting milk that comes from happy cows raised with love. Heinen's 2% Reduced Fat Organic Milk. What is Ultra Filtered On the other hand, no antibiotics were found in the organic samples. Up until recently you couldn’t find organic ultra-filtered milk, but now, thanks to Organic Valley, you can. Fairlife also lasts longer in the store than other milks. I know this might sound cheesy, but I don’t want to drink milk from a cow who may have suffered in crowded industrial farms, who is one more in a huge herd, and whose life is easily replaced. Not only was organic milk dramatically lower in pesticide residues, but conventional milk had concerning levels of antibiotics, including two antibiotics that had been banned years ago. Learn the good & bad for 250,000+ products. Fairlife, which sells milk that’s been filtered to boost its protein and reduce its sugar content, has helped the beverage giant to offset declining soda sales. Btw, also has extra calcium. Fairlife is being launched nationally in December, with an ad campaign featuring scantily clad models, sporting milk dresses. The starter is the same for either method. Regular (+ Readers’ Opinions) Last Friday we did our grocery shopping at Walmart for the first time in forever, and when I went to grab our weekly three (!) However, value-added dairy products like ultra-filtered milk have bucked this trend and posting growth, according to data from Nielsen. “We're always creating innovative ways to give consumers high-quality, great-tasting organic options that meet their needs for healthy food from companies that align with their values,” says Bob Kirchoff, chief executive officer of Organic Valley. “We are looking for consumers that are willing to pay for that difference to give value to land, farms and dairy farmers.”, Ultra-filtered has been a bright spot amid falling milk sales, Organic Valley eyes growing segment with new product offering. Founder of Mama Instincts® and the Mama Instincts Podcast, TV contributor, writer and speaker. Maybe it will become the new staple in your home, too. Fairlife’s skim also has 62.5% more protein than Organic Valley’s—that’s 13g of muscle-building protein in a 1 cup serving of bone-strengthening skim. I was expecting to confirm what I already knew about organic dairy practices, but what I learned surprised and delighted me. Organic Valley organic milk starts with happy, pasture raised cows. Both Fairlife and Organic Valley price their products much higher than unfiltered milk. $4.39 / ea ($0.08/fl oz) Add to Cart . I thought this meant that I wouldn’t have a picky eater, but then three came along, and all of a sudden the way food looked had more influence than the way it tasted. 64 fl oz. “Having other filtered products alongside Fairlife would work to the detriment of Coke’s pricing power,” he said. It separates the fat from the skim, and then the skim gets filtered to remove about 60% of the water plus some of the naturally occurring sugar (also known as lactose). I am a strong believer in teaching children healthy eating habits without forcing them to eat things they don’t want, so we got creative and found new ways to add high-protein foods to her diet. And this is great not only for kids, but for adults too! On those days where you’re on-the-go and don’t have much time to have a good meal, you can drink a glass of Ultra or make a green smoothie using it as your liquid base. 128 fl oz. Founded in 1988, Organic Valley produces award-winning organic milk, cheese, butter, soy milk, produce, healthy snacks, and more. In fact, organic milk has more omega-3 and CLA (conjugated linoleic acid) than conventional milk. The high-protein and low-sugar Ultra line will roll out first in nationwide Whole Foods. Robinhood Is Losing Thousands of Traders to a China-Owned Rival, Ray Dalio Sees ‘Flood of Money’ With Soaring Asset Prices, China State-Backed Covid Vaccine Has 86% Efficacy, UAE Says, Oxford-AstraZeneca Vaccine Effective But Questions Remain for Elderly, Royal Caribbean Guests Are in Limbo After False Covid Diagnosis. “We don’t have huge farms with low-cost models,” he said. Organic Valley Ultra is the world’s first organic, ultra-filtered milk. gallons of milk, I noticed a brand of milk that I’ve seen more and more people talking about online lately – Fairlife . Cows enjoying a perfect summer day on the Wurzel family’s Organic Valley dairy farm in Wisconsin. One 56 fl oz carton of Organic Valley Ultra Fat Free Organic Ultra-Filtered Milk; Organic fat free milk that is gently filtered to reduce sugar and increase protein, with lactase enzyme added to remove lactose; This ultra-filtered, organic fat free milk offers all the delicious taste of organic skim milk and more Once these steps are finalized, the fat gets added back into the skim milk to turn it into 1%, 2% or whole milk. This part of the process is the same for all lactose-free milk. It’s such a great innovation. 2. Fairlife seeks to attract health-conscious customers who have been turning away from milk. Milk made from ingredients like oats, soy and almonds is also growing fast, expanding 6% last year while conventional dairy slipped 3%, according to a study by the Plant Based Foods Association and The Good Food Institute. Fairlife Milk Lactose Free Reduced Fat 2% Milk. They source dairy from family farms across the country and guarantee that farms raise cattle humanely. If you haven’t already noticed almost all the commercialized organic milk options here in the US are Ultra High-Temperature Pasteurized (UHT) – which is actually the same process widely used in Europe – but that still doesn’t … Certified organic milk is our top choice -- and our only choice -- because it comes from cows that eat a diet free of toxic pesticides, don’t receive antibiotics or hormones, and get to spend time outdoors grazing. Price. I’ve wished so many times there was an organic alternative with higher protein that I could give her. Sales of Fairlife reached about $134 million in 2018, up 57% from when the products first became available in 2015, according to data from Euromonitor. Recommended to you based on your activity and what's popular • Feedback We have now become an ultra-filtered milk household and no longer buy regular milk. It has 50% more protein, and 30% more calcium compared to whole milk. I want to drink milk from a cow who is free to roam, happy and has owners who care for her. Its that Organic Valley Grass Milk, tastes decent but oh boy, my tummy is gurgling. According to Fairlife, their beverage is much better than milk. Currently, it is only available in the US with companies like Organic Valley and Coca-Cola owned Fairlife. Organic Valley Ultra Pasteurized Lowfat Organic … Most people use freeze-dried cultures,yogurt sold at the grocery store, or homemade yogurt as a “starter.” The “starter” must contain live cultures and preferably, no other thickeners. This curious lady came over to say hello as our tour group walked through her pasture. Fairlife Why stores are pulling Fairlife products © Organic Valley 2020. She believes every mom should raise her kids by listening to her own Mama Instincts® – a motto she lives by. Chicago-based Fairlife came under fire in June after an animal rights group released a video of calves being abused at a dairy farm in Indiana. A happy cow grazing on the Wurzel family’s dairy farm in Wisconsin. Ultra-filtration is a different way to process milk. Organic Valley, an American cooperative of organic farmers, launched a new and improved FUEL® high-protein milk shake, packed with organic protein and essential nutrients. Ad for Fairlife Milk By Coca Cola 3. Enjoy delicious, nutrition-rich and lactose-free milk with 50% more protein and half the sugar. See Also: Big Dairy and Plant-Based Working Together as Cow Milk Flounders. Fairlife has since discontinued the use of milk from the farm featured in the video, according to a company statement. Coca-Cola’s fairlife brand has dominated the ultra filtered milk space for years, a dairy category that’s seen rapid growth in the face of … The best part? There’s no doubt about it: Certified organic milk is simply the smart choice for families concerned about pesticide and antibiotic residues. Now, Coke’s brand will face off against the farmer-owned cooperative Organic Valley, which is poised to begin selling its own line of ultra-filtered milk in Whole Foods stores nationwide and in other retailers. Before it's here, it's on the Bloomberg Terminal. But what does that mean, exactly? You can even get Ultra milk in chocolate, which makes for a great protein treat for the little ones. This results in milk that has higher levels of protein and calcium and is lower in sugar. Price. Target sells a 52-ounce container of Fairlife for $3.39, more than $2 higher than the average milk price reported by the Bureau of Labor Statistics. This is important because the American diet is very high in omega-6, so drinking organic milk is one more action you can take to help balance omega-3 and omega-6 in our bodies. It means that we start with pasture-raised, grass-fed organic milk, pasteurize it, and then gently filter it, reducing sugars, boosting the protein and calcium and making it perfect for the lactose-intolerant. This is very different from Fairlife's milk, absolutely zero issue digesting it, in fact, my body soaks it up like a sponge. [{"name": "Organic", "slug": "organic"}, {"name": "Food", "slug": "food"}, {"name": "Farming", "slug": "farming"}, {"name": "Sustainability", "slug": "sustainability"}, {"name": "Science", "slug": "science"}, {"name": "Cooperatives", "slug": "cooperatives"}, {"name": "Changemakers", "slug": "Changemakers"}], balance omega-3 and omega-6 in our bodies, Has 13 grams of protein (around 50% more than regular milk), Has more than 400 grams of calcium (45% more than regular milk). My kids were clearly excited to try new Organic Valley Ultra milk (especially the chocolate!). The quality of the milk your family drinks starts all the way back on the farm. Unfortunately not all milk is the same, so even before my child started drinking cow’s milk, I started researching for the best milk I could find. Coca-Cola Co. dominates the market for ultra-filtered milk -- but now the field’s getting more crowded. Enjoy one of the many varieties of fairlife ultra-filtered milks today. Delicious, but a bit rich for me, and since they don't make it in 1% fat, I mix Organic Valley's 0% and 2%. Have a confidential tip for our reporters? See it for yourself! CLA is also important to get from food since our bodies cannot produce it. And because we’re talking milk here, we’d be remiss to leave calcium out of the conversation: Fairlife has above an average calcium content … Coca-Cola declined to comment about the ultra-filtered milk market. These cows looked happy, and the way the farmers talked about their cows sounded like when you and I talk about our children: with love and care. Organic Valley Ultra can be found now at Whole Foods Markets with plans to roll-out to other retailers starting in October 2019. Organic Valley is taking on Coca Cola, launching its own organic version of an ultra-filtered milk with 50% more protein and 50% less sugar than normal milk. Clearly excited to try new organic Valley organic milk containers in the milk n't. 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