This year, vegan messages comprised 10 percent of World Milk Day activity on Twitter. The UN Food and Agriculture Organization launched World Milk Day on June 1, 2001 to promote milk industry brands worldwide. After 15 years, the day has sparked much controversy, as vegans took to Twitter to illustrate the cruelty involved in milk production, the myths behind milk’s nutritious qualities, and the plant-based alternatives available to sidestep the dairy industry. Animal-rights organizations such as Mercy For Animals and People for the Ethical Treatment of Animals shared videos depicting cruel dairy-industry practices. Among the top shared posts was dairy brand Cravendale’s tweet, which asked, “Who do you think should experience Cravendale’s fresh taste? Tell us, we may just treat them!” to which Twitter user @dancinladyemoji responded, “The calf it was made for.”
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