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Is “Club Moo” a hot new club? Nah, it’s a way to exploit kids and cows.

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Alberta Milk has nurtured a school program called “Club Moo” to promote milk consumption among young children up to grade 6. Is Club Moo one of Stefon’s hottest new clubs? No, it’s merely a way to increase milk sales and use children as a way to create bad habits and consumer choices from an early age. The program encourages children to drink milk by offering prize incentives- pretty creepy, huh? I’m sure children would be appalled if they knew the milk in front of them was the result of using and hurting cows.

According to The Western Producer, “Kelsie Gilks, school and agriculture programs coordinator for Alberta Milk, said the program recognizes schools that reach the 25 year milestone each year. So far, 161 Alberta schools have reached the quarter-century mark of participation. Gilks noted milk provides essential nutrients and Club Moo’s goal is to educate students about that and ‘help them make a habit of drinking milk.’” Now that’s a good bit of yikes to really get your morning going. Gilks throws in some healthy bones mythology for good measure. I’m sure creating language where milk is the absolute best thing for children is something any well-meaning parent would follow along with, so the club is absolutely exploitative.

“The students love participating in the program,” Gilks told The Western Producer. “Once you get it going, it’s a great program to have.” Well, yes, of course. Children do enjoy incentive based programming for creating behaviors, but the former teacher in me can tell you that bribery will only get you so far if you want to truly create a habit. Hopefully that’s the flaw in Club Moo’s plan, and lifelong dairy drinkers won’t result out of this atrocious idea.

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